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          current  need,  are  in  a  hurry  and  quickly  need  a  Accenture  revealed  that  internet  users  in  India  and
          relevant  search  result,  searches  by  voice  from  the  China showed relatively high interest in owning voice-
          smartphone come into play                        enabled technology, since the technology simplifies the
                                                           use  of  character-based  languages:  51%  of  regular
       Primarily  (local)  restaurants,  the  entertainment  industry
       and supermarkets will benefit from this trend, as well as   voice  control  users  in  China  and  57%  in  Japan  said
       review  and  news  websites  of  all  categories,  that  gain   they used voice to save them from typing.
       traffic through voice search queries for short and concise  While Google and Amazon gained an early foothold in
       answers to current questions.                       the  US  and  are  expanding  into  Europe  and  Latin
                                                           America,  China-based  companies  like  Alibaba,  Baidu,
       Some  large  corporations  are  already  investing  more  in
       artificial  intelligence  (AI)  and  integrate  digital  language   Tencent,  and  Xiaomi  are  making  the  most
       assistants  in  their  marketing  activities.  For  instance,   headway  in  Asia, reported.  “Samsung,
       Walmart  and  Google  partnered  to  allow  Walmart   KT,  Kakao  Corp.  and  SK  Telecom  have  established
       customers  in  the  US  ordering  products  via  voice  from   early  leadership  positions  in  South  Korea  and  other
       Google  Home  and  get  them  delivered  in  a  timely   parts  of  Asia  Pacific.  This  landscape  could  undergo
       manner.                                             dramatic changes  if and  when some of the players in
                                                           the region gain a foothold in the US and/or Europe, or
       Publishers  are  currently  also  taking  their  chance  to   vice versa”, eMarketer said.
       experiment  with  digital  voice  assistants,  raising  the  Summing  up,  the  emerging  popularity  of  digital
       question  whether  tech  manufacturers  will  develop  language   assistants   brings   obviously   many
       features that publishers can deploy reasonably. Amazon  opportunities,  though  there  is  no  guarantee  that  the
       released, for instance, Polly Plugin for WordPress, which  voice search will prevail as suspected. Nevertheless, it
       allows you to convert (written) blog posts into audio files  is  worthwhile  to  be  the  first  to  try  new  ideas  on  the
       (including podcasts), seemingly holding a lot of potential.  market.

       Considering  that  Juniper  Research  forecasts  that  by  Above all, it remains exciting to see which innovations
       2022 more than 5 billion voice assistants will be in use  are  currently  and  in  future  developed  by  the
       on  smartphones  worldwide  (taking  into  account  that  manufacturers.  Especially,  since  the  competition
       multiple assistants may be installed on a single device),  among the tech giants is known to promote innovation
       we certainly shouldn’t underestimate the impact of digital  –  which,  in  turn,  provide  companies  with  further
       voice assistants. Just look at Apple’s introduction of Siri  (technical) possibilities in experimenting with language
       that  signaled  the  first  voice  assistant  push  into  the  assistants. Although it still remains to be seen whether
       mobile  ecosystem,  that  has  grown  to  include  digital language assistants will prevail in the long term,
       smartphones,  tablets,  headphones,  wearables,  laptops  it  is  already  clear  that  Google  will  in  all  likelihood  no
       and other portable personal gadgets.                longer be the only strong player in the SEO market. ◊

       Furthermore,  the  Asia  Pacific  region  is  expected  to  be
       one of the largest markets for voice control  use: China                         By Daniela La Marca
       and South Korea are hotbeds of voice control technology
       development  and  adoption  of  the  technology  is
       particularly high in Thailand and Japan.

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