Cumulus / Westwood One is the largest audio broadcast network in the U.S. reaching 245 million listeners weekly. The company wanted to bring 300 of its radio stations to Amazon Alexa in about six weeks to be ready in advance of the holiday season 2017. Smart speakers have become the fastest technology adoption in history to reach scale and and Westwood One wanted to offer the largest voice activated audio network.
CONNECT DIRECT / The rise of mobile allowed aggregators to become intermediaries between broadcast audio and their listeners. Voice assistants enabled a direct connection again.
ASK & GET / Voice isn’t like mobile. You should not cram too much into a single voice app. It just makes navigation harder for users. When the voice app is simple, consumers can simply ask for what they want and get it.
PROMOTE / Promotion matters. Your voice app won’t succeed if no one discovers it. Promote access to your content through voice assistants to grow your user base and start forming habits.
Alexa skills in particular and voice apps in general don’t necessarily have to take weeks or months to launch. XAPP automated several processes to submit over 100 Alexa skills for certification in a single day and deploy 300 over three weeks.
Voice is not set-it-and-forget-it. Issues arise, changes need to be made, users ask for help. Voice will become a vital channel for engaging consumers and selling goods. That means it must be managed, automated and reliable. XAPP currently supports over 1,000 voice apps.
Consumers are still determining how voice assistants will fit into their daily lives. As their use of voice rises, they are forming habits around the available solutions. This is why presence on voice assistants is so critical. You cannot become a habit if you are not there.