Innovation & Change in Voice Search: A Study of Cortana, Alexa, Siri

This report critically appraises innovation in voice search, focusing on Cortana, Alexa, Siri, and OK Google. It evaluates necessary changes in voice search innovations over the past five years and demonstrates insights driving creative innovation formulation for the future. The analysis includes a comparison of the voice assistants based on their values, an examination of Google's Hummingbird algorithm, and Coyne's 3-part framework for identifying needed competencies. The report also discusses the future of voice search, predicting its integral role in products and services, and emphasizes the increasing sophistication and decentralization of these tools within the Internet of Things (IoT).

Running head: SUCCESSFUL INNOVATION & CHANGE
Successful Innovation & Change
(Cortana, Alexa, Siri and OK Google)
Name of the student:
Name of the university:
Author Note

1SUCCESSFUL INNOVATION & CHANGE
Executive summary
This is also seen that high usage of consumer voice assistances ahs referred to rise in comfort with
technologies. In this study, Cortana, Alexa, Siri and OK Google denoted to various voice brands
used for retrieving information and shared data trajectory. In this study crucially appraisals are made
on Voice Search. They have evaluated necessary modifications within multiple sectors of voice
search from the previous five years. Additionally, it has investigated different insights are denoted as
driving forces regarding innovative, creative formulation that is taken into consideration for future.

2SUCCESSFUL INNOVATION & CHANGE
Table of Contents
Introduction:..........................................................................................................................................3
1. Demonstrating innovation under voice search:.................................................................................3
1.2. Comparison of Cortana, Alexa, Siri and OK Google according to values:................................6
1.3. Analyzing necessary changes in the innovation of voice search from previous searches:.........8
1.4. Coyne's 3 part framework:..........................................................................................................9
2. Different forces driving original innovation formulation regarding Voice Search:........................11
2.1. Future of voice search:..............................................................................................................11
2.2. Prediction and envision after a decade:....................................................................................12
3. A relationship that can change how voice search can change and become an integral part of
products and services:..........................................................................................................................12
Conclusion:..........................................................................................................................................14
References:..........................................................................................................................................15

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Introduction:
Voice Search is a speech recognition tool. This helps users to look for various terms through
speaking different terms aloud instead of typing through a hand. Proliferation of smartphones and
various web-enabled mobile devices are incurred interests in the field of voice search.
It is seen that massive consumer usage of voice assistance denotes the rise in comfort with
technology as per the Wall Street Journal. Here, OK Google, Siri, Alexa and Cortana are various
favourite brands that use retrieved and shared information trajectory.
The report has critically appraised innovation under Voice Search. They have evaluated
necessary changes in innovations in the area of voice search for the past five years. Furthermore, it
has demonstrated various insights that are referred to as driving forces as far as creative innovation
formulation is considered for future.
1. Demonstrating innovation under voice search:
Human beings can speak in about 150 words in one minute. They can type about 40 words
every minute. Due to this reason, voice search has been seen as the “must have” tool to develop the
effectiveness and efficiency of communications. For instance, innovative consultants wishing to
advice over the scopes of voice search in a marketplace can be considered. According to them, the
voice-searching market is estimated from Goldman Sachs at about 100 billion dollars to 150 billion
dollars. To understand the above mentioned brands, the following 4P model is suitable (Guy 2016).
Paradigm Owners of OK Google have seen different new aspects of their
businesses. On the other hand, Alexa has also been known for this.
Looking at this organisation from the entirely distinct paradigm, Siri and

4SUCCESSFUL INNOVATION & CHANGE
Cortana have needed to fetch the similar thing from different things. This
is done by taking those firms to further level.
Product Voice command of OK Google is used to activate Google Assistant over
various Android devices. Further, Amazon is seen to allow device
manufacturers to integrate the voice capabilities of Alexa. This is done
through individual products connected across Alexa Voice Services. It is
a cloud service applying APIs while interfacing with Alexa. Here, Siri is
a virtual assistant and an essential element of ioS of Apple Inc. It has
included tvOS, macOS watching OS operating systems. Their assistance
has used voice queries and various natural languages through user
interfaces. This is done through answering questions, performing
activities and making recommendations. This is done by delegating
requests to set Internet services (Richards 2018). Cortana is designed
through developing others to get done. Here, people are ready from the
initial day to provide answers and terminate primary activities. Here
product of Cortana has learned over time to become for helpful every
day. The users have counted over Cortana through remaining at the top of
remainders and working cross those devices.
Process This includes developing procedures for Cortana and distribution
methods of Siri. Additionally, OK Google has used its presence, and
Alexa has concentrated on attractive displays of their products.
Position In this -case, voice searching tools have found their places where they
have been targeting those offering. This sector has working under the
changes of Alexa as the contexts where products that are framed for a

5SUCCESSFUL INNOVATION & CHANGE
Bounded
exploration
Co-evolve
Exploit Reframing
Established frame or
Environment complexity
Radical
Incremental
Innovation
New Frame
frame. Thus, OK Google has been concentrating at places where they
have been communicated. At last, Cortana has tried to seek image to get
better (Scheiner, Williams and Aleksic 2016).
Figure 1: “Incremental and radical scale”
(Source: Rose et al. 2018)

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1.2. Comparison of Cortana, Alexa, Siri and OK Google according to values:
OK Google This tool is to speak wake up Google browsers regarding voice-activated
searches as one have an Android phone or anything same. This has been
adding values for a meeting by providing insightful data for further
valuable conversation as the situation becomes myopic.
Siri It is a virtual assistant portion of Apple Inc.’s iOS, watchOS, macOS and
tvOS operating system. This assistant uses different voice queries and
natural language user interfaces for answering questions, making
recommendations and performing actions through delegating requests for
setting online services. This software has adapted users for individual
usages, preferences and searches with a constant rise. Here the returned
results have been individualised. The initiative began with IoS10. They
have confronted with various features under IoS11 (Shokouhi, Ozertem
and Craswell 2016). Moreover, they have comprised of Siri voices on in-
depth learning. This has resulted from sounds that have been smoother,
natural and permitting personality of Siri to shine within the present
marketplace.
Alexa Alexa controlled echo speaker of Amazon is regarded as the second
generation with various derivative solutions that are available. It has
continued to expand their abilities of digital assistance, smart-home and
music and so on. This is the initial wireless speaker and able to do much
more. This is done though sounding voices, searching Web and generates
various shopping lists and create-to-do and shopping online and receive
instant weather reports. This also includes controlling of favourite smart-

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home products and smartphones staying pocket-friendly (Greer 2017).
This tool orders Amazon and has been an efficient integration of a smart
house. Besides, this has not been the most effective use of artificial
intelligence to use natural language uses. Here, individuals using Alexa
are seen to peruse user guidelines and set that up and know different
limitations.
Cortana This is the personal digital assistance originating from Microsoft and has
been the same as Google’s OK Google and Siri of Apple. This has come
in standard with Windows 10. As one possess Windows 10 device like
ThinkPad Series laptop, Lenovo Yoga or any other, one can have various
benefits of it. Thus Cortana can be considered as concierge, secretary,
search engine and many more. Having Cortana is helpful to conduct
different online researches, setting appointments, drafting emails and
develop various calendar events among various other things (Shultz
2015). This is from the home screen. One has not needed any opening up
distinct applications for accomplishing elemental tasks having Cortana,
and here these tasks are made accessible. Thus it can be said that though
the mains setup has been unaltered, Cortana can be addressed as a smart
tool to make a life of people more comfortable. Here a small bit of
customisation is considered considering high-tech potential up the notch
and hardening that has been comparable to MS user security.

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1.3. Analyzing necessary changes in the innovation of voice search from previous searches:
Google is created to introduce various elements regarding personalisation towards results of
voice research. It is used to develop a mathematical model named Hummingbird algorithm arriving
at a more nuanced study of language in usage. These standards ate assimilated together within
Google Assistant that has now changed to a resident of about half the smartphone. After this Siri, the
voice recognition market of Apple is captured through public imagination. In this way with the
power of decade results, AI empowered digital assistant has to lead the marketplace to the sterile
scenario under speech identification (Choi 2016). Present smartphones have been primarily the
central place of residence as per the digital assistant of Siri and Cortana is considered. Besides, the
concept of decentralised has been lasting several years. Moreover, these tools are used to make leaps
forward giving rise to sophistication. It is done to such an extent that they have been based loosely
over various activities of the human brain.
These cloud based machines are accessible at homes and are maintained through voices and
offering conversion reactions for a wide range of queries. Presently, the complete focus has been
primarily on strategies if Trojan horses. Here, with considering pride in a home of consumers, the
speakers have been finding gateway of a proliferation of smart devices that are categorised under
broad umbrellas of IoT or Internet of Things. Google Home or Amazon Echo has been already in
used to control the vast array of techniques that are Internet-enabled. This has included smart
fridges, headphones, smoking alarms and mirrors (Dicianno et al. 2018). Moreover, it has added the
rise in a list of third-party integrations. Further, at present, Google research is found that about half
of the users have kept voice-activared speakers under their living rooms. It has been with a sizeable
number of reporting that has been less than a bedroom or kitchen.

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For understanding the case better, Martian, a leading innovator of present-day hybrid smart
watches can be referred here. Moreover, they are famous for various series of voice command
watches. This has also bought the first voice commands under U.K. They have also sported a
speakerphone and possess the ability to use voice commands, iPhone and Android Phones (Kruger
and Klug 2018). This has been to write texts, stop the music and start with the making of phone
calls. It has included Bluetooth voice commands. Here, for instance, voice search as one sees to get a
call from a friend has been answering quickly that one particular clock and leaving the phone the
pocket is present.
1.4. Coyne's 3 part framework:
In this scenario, the 3 part framework of Coyne has been helpful to identify needed
competencies. This should be complying with the abilities of Martian. Here, 3R approaches towards
digitalisation have consisted of various dimensions that are shown below.
Designing methods and
approaches
This method can be created to redesign supply chains. This is
depending on developing various relational abilities. It has also been
from two dimensions. These have been at the company level
competencies for performing activities and strategic contribution of
multiple tasks as per competitive benefits (Yuk and Cho 2015).
Rethinking of adapting,
innovative to survive
Here, the cases have been comparative for Cortana, Siri, Alexa and
OK Google to think of products and services. This is imperceptible to
think about products and services. This has been imperceptible for
future. This has been deployable for the present.
Rethinking services and
products
At the present scenario till a couple of decades have changed
drastically for a proliferation of the Internet, a change in a pattern of

10SUCCESSFUL INNOVATION & CHANGE
consumption has been seen. It has affected business and customers in
various fundamental ways (Fujiwara et al. 2018).
Figure 2: “Competency Tree: Specifying points of difference of Martian”
(Source: Halavais 2017)
PointsofdifferencespecifyingcompetenciesandcapabilitiesofMartianRethinkingproductsandservicesComplexqueriesAudio-onlyinterfacesShorterinteractionsHigherpressurefortoppositionMorelocalresultssRethinkingtoadapt,innovateforsurvivingAudityourcurrentstrategyBrainstormnewkeywordtargetsRethinkyouradvertisinggamePrepareformorechangesinthenearfutureDesigning,methodologyandapproachProvideuserswithinformationaboutwhattheycandoFindidngthepositionExpressintentionsinexamples'LimittheamountofinformationUsevisualfeedback

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2. Different forces driving original innovation formulation regarding Voice
Search:
2.1. Future of voice search:
For the current scenario, long-term success about voice-enabled service is dependable on
three factors. The first one is the ability of Apple, Amazon and various others to develop technology
towards maturity. Further, the next step is the way in which voice has completed with different
growing tools. Here, the third approach has been the appetite among retailers and brands to create,
compel, function and latest experiences over platforms.
It is the real voice assistant that is needed to mature accounting for different issues. It ranges
for managing the unpredictability of human behaviour for challenges such as different infancy and
consumer trusts to experience design regarding voice technology (Jeong and Shin 2015).
Here, the brands have been already creating voice-enabled technologies for delivering all
kinds of experiences. For instance, one of the central predictions has been come out from an
interview of Fast Company during 2014 (Chen and Chen 2018). It was revealed that within five
years of time at least 50% of every search has been going to be either through images and speeches.
The number of smart speakers has predicted to ship the U.S. in upcoming years. Though one believe
that intelligent speakers have been single-handedly bringing voice innovation to the mainstream. It is
the reason why voice searches have been only used for common queries and retrieve particular
pieces of data. This is inherently hampered through inability to explore the web.
2.2. Prediction and envision after a decade:
Here, BMW has revealed that they should include Alexa and let their drivers use voice
commands to toggle radio, check news and get directions. This has been giving voice commands to