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Lenati Point of View - The Google–ITA Software deal (Oct 10)

Lenati Point of View - The Google–ITA Software deal (Oct 10)

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Published by: Chyan on Feb 09, 2011
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05/12/2014

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2825 Eastlake Ave E  #210, Seattle, WA  98102   |   (800) 848-1449 | www.lenati.com 
Point of View
 
1
The Google
ITA Software deal
How Android voice integration with ITA’s airfare
query structure can drive travel innovation andcreate a more effective consumer experience
October 2010
 
2825 Eastlake Ave E  #210, Seattle, WA  98102   |   (800) 848-1449 | www.lenati.com 
Point of View
 
2
Introduction
Google’s
$700 M acquisition of ITA has driven both good debate and sometimes illogical lobbying on risksto airfare search integrity, competitor web traffic, advertising costs, and service to air industry customers.   There are positive opportunities, of course, and here we focus on a specific, less-publicized one thatcould have a meaningful impact in the near future:
Based on our tests, Google’s Android voice recognition outperforms Bing,
Vlingo and possibly other
speech solutions in travel-focused natural language search and is almost ready for mainstream adoption
  
Integrating with ITA’s airfare query structure (and potentially hotels) is a key opportunity for Google
-ITAto drive industry innovation and create a better consumer travel search experience
 
2825 Eastlake Ave E  #210, Seattle, WA  98102   |   (800) 848-1449 | www.lenati.com 
Point of View
 
How it could work
the basic process
3
Google-ITA could convert spoken natural language terms to voice objects similar to drop down selections in booking engines,which would then integrate with the fare search query data structure. Hotel search is a potential opportunity as well.
VXML 3.0
 
Analyzes voice inputusing Speech RecognitionGrammar Specifications(SRGS) to translate to text
SISR
 
Semantic Interpretation forSpeech Recognition
 
extractskey travel terms to convert tovoice objects
QPX fare search
 
Voice objects matched todata structure for fare searchquery and result processing
Google
 
ITA Software
 
Fly 1
st
-class Seattle to LA  August 25 coming back August 28 on Virgin America
 

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