The Marsball Project involves two main domains of the voice-recognition related market. The first domain is the voice-recognition and voice-interaction area; the second relates to the mobile advertising industry.
The Voice Recognition market
Researchers working on the voice recognition area have gained huge technical breakthrough and achieved significant progress in the recognition, meaning acquisition and context. The research efforts throw the technology into the market. The global market in 2011 reached 47 billion dollars, 53 billion in 2012. It is estimated that with a growth rate of 16.2% Compound Annual Growth Rate (CAGR) in the next five years, by 2017 the total market value would breach 113 billion dollars.
In addition, the global voice recognition market can be broken down into three main end-markets: consumer, enterprise and healthcare system. The enterprise takes the lead for contributing to the CAGR at about 15.9%, The enterprise-end-market should total $20.1 billion in 2012 and nearly $42.2 billion in 2017. The consumer market comes second as the end-user market is expected to reach nearly $29.5 billion in 2012 and $65.1 billion in 2017 with a CAGR of 17.2%. Last but not least the healthcare should be valued at nearly $3.8 billion in 2012 and $5.9 billion in 2017 with a CAGR of 9.4%.
Global Voice Recognition Market
|End-market||2011||2012||2017||CAGR % 2012 ~ 2017|
Source: Gartner Inc. 2012
Mobile Advertising Industry
Voice Recognition market is not the only promising new market with a strong growth, the mobile advertising market also impress everyone with huge revenue. According to a InMobi global survey in 2012, the time each individual spends on the internet with a mobile device has exceeded the time on a personal computer; in other words, we are now stepping into the multi-screen age. There is more than 60% of users who watch television while browsing their smartphones and tablets. InMobi estimated the Taiwanese market values at NTD 30 billion dollars. By 2014 the market would be tripled to reach NTD 100 billion.
The above only shows the market tendency for the Taiwanese advertising industry. How about the global market? Gartner says Worldwide Mobile Advertising revenue to reach $11.4 billion in 2013 comparing to $9.6 billion in 2012. That is, the revenue is likely to grow 400% during the period of 2011 through 2016. Gartner Inc. forecasts worldwide revenue to reach $24.5 billion in 2016 with mobile advertising revenue creating new opportunities for app developers, ad networks, mobile platform providers, speciality agencies and communications service providers in certain regions.
Regions also modify the landscape of the advertising industry. Geographical regions also evolve at a different pace and in different directions. The large handheld devices consumption in Japan and South Korea has given the Asian-Pacific region the lead in mobile advertising worldwide. Besides, the high-growth economies of China and India are expected to contribute increasingly to mobile advertising growth, as their expanding middle classes present attractive markets for global and local brands. For recent years, North America and Western Europe close the gap on Asia-Pacific as the mobile channel gets more and more integrated with full-scaled advertising campaigns, eating up the budgets which were originally allocated to print and radio. In the rest of the world – Latin America, Eastern Europe, and the Middle East and Africa – mobile advertising growth is aligned with technology adoption and the stabilization of emerging economies, but these aspects are mostly driven by larger markets such as Russia, Brazil and Mexico.
Consumer multitasking will drive preference for multiplatform approaches, blurring the lines between channels and make it difficult to elimate category overlap. “As an increasing population of users spends an increasing share of its time with these devices,” said Andrew Frank, research vice president at Gartner. “The advertising market will therefore become easier to segment and target, driving the growth of mobile advertising spend for brands and advertisers. Mobile advertising should be integrated into advertisers’ overall marketing campaigns to connect with their audience in very specific, actionable ways through their smartphones and/or tablets.”
Consumers spend more share of time on mobile devices also brought up another phenomenon. A faster browsing habit with the device generates ad inventory at a pace considerably faster than most advertisers can shift their spending to the medium. Shorter inventory lifespan drives down unit ad prices. Cheaper unit ad inventory is taken up by app developers paying for ads to promote their apps and get them more downloads, a category known as “paid discovery”.
Mobile Advertising Revenue by Region
|Asia/Pacific and Japan||4,333.0||4,864.9||5,506.7||9,480.2|
|Rest of the World||644.1||788.0||960.6||1,768.3|
Source: BCC Research