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Telemarketplace

Objetivo

To realise a tele-shopping application utilising the two largest existing communication networks (PSTN and CATV).

To utilise established infrastructure to maximise the availability and accessibility of this pilot application, with no additional equipment requirements nor costs to potential users.

To draw generic conclusions from the results of the pilot, which may be applied to other types of application and/or market sector, to be supported via future IBC technology.
The main objectives of the research were:
to jointly utilize the 2 largest existing communication networks (ie the public switched telephone network (PSTN) and cable television (CATV)) to realize a teleshopping application;
to utilize established infrastructure to maximize the availability and accessibility of this pilot application, with no additional equipment requirements or costs being incurred by potential users;
to draw generic conclusions from the results of the pilot, which may be applied to other types of application and/or market sector, to be supported via future integrated broadband communications (IBC) technology.

The application pilot is aimed at residential users, in Belgium and Holland. It features a telemarket, or teleshopping service, where information on the products or services on offer can be obtained via a voice dialogue over the telephone network, whilst supporting information on the products is viewed on a television (TV) screen.

Key issues in the research include:
a generic voice application tool kit allowing service providers to extend existing services or develop new ones;
offering the public an added value service alongside existing services which requires no additional investment in terminal equipment;
identifying human factors and user requirements for this mass market application;
user friendliness, public acceptance and hence quantification of potential market share.

The research as resulted in:
the first definition of human factor and user requirements;
a full definition of technical concept technologies to be used;
a full definition of the human factors and user requirements for a voice or speech graphical user interface;
development of a voice or speech graphical user interface system based on combination of CATV and PSTN;
major input regarding standardization on applications.
Technical approach

This project is aimed at residential users, in Belgium and Holland. It features a tele-market, or tele-shopping service, where information on products or services can be obtained via a voice dialogue over the telephone network, whilst supporting information on the products is viewed on a TV screen. The application will be supported by a Belgian service provider, using the CATV and telephone networks in each country. Use of established communications media ensures immediate widespread access to the pilot. Future implementations may be based on suitable integrated networks, as evolution towards IBC makes these available.

The interactive part of the telemarketplace (including the placing of an order for chosen products) is supported by a computer programmed for voice recognition and text-to-speech conversion. Broadcast video sequences via CATV may be used to directly support the interactive dialogues taking place over the telephone network, in addition to displaying more general information on the products on sale. This link between dialogue and video sequences is of particular interest when used to convey large amounts of information (e.g. travel schedules) which a caller cannot remember if simply read out to him over the phone, or when used to show particular details of the product that a buyer wants to check before purchasing (by means of photos, diagrams or video clips in more advanced applications).

The project will create and set up the necessary test infrastructure to undertake experiments on both the technical and market feasibility of this application, as presently perceived. Though technical limitations will inevitably result from the close interworking required across two essentially separate networks, this pilot experiment can nevertheless be considered as an operational marketing test, for a future IBC implementation of the underlying application concepts.

The application has been chosen such that conclusions from the pilot may be extended as generic guidelines covering many other types of IBC applications, in different domains.

Key Issues

- A generic voice-application tool kit allowing service providers to extend existing services or develop new ones.
- Offering the public an 'added value' service alongside existing services, and requiring no additional investment in terminal equipment.
- Identify Human Factors/User Requirements for this mass-market application.
- User friendliness, public acceptance and hence quantification of potential market share.

Expected Impact

- A full definition of the Human Factors/User Requirements for a Voice/Speech-Graphical User Interface which can be used by other projects requiring this kind of user interface.
- Major contribution regarding standardisation on applications via STG 5.1; application pilots can use a standard classification on type of applications relevant to IBC.
- Results of R2077 will directly be used in the Libraries project SPRINTEL 2032.

The project expects to show that similar and economically viable services may be realised via convergence of CATV and telephony, giving further impetus to this aspect of IBC.

Ámbito científico

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Coordinador

STENTOR SPEECH PRODUCTS
Aportación de la UE
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Dirección
GROENENBORGERLAAN 84
2610 WILRIJK
Bélgica

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Última actualización: 24 Junio 1994

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Permalink: https://cordis.europa.eu/project/id/R2077/es

European Union, 2024