VERSA becomes Australia's first-ever voice experience agency

Australia's first voice experience agency, VERSA, has launched in an effort to empower brands to leverage the power of voice activation in the new digital 'age of ask'.

Formed in partnership with US-based voice experience agency, RAIN, and Australian digital experience and design agency, Deepend, and headed by ex-business director of Deepend, Guy Munro, the agency forms in the wake of Amazon's Echo pending arrival in Australia along the launch of Google Home and Apple's HomePod.

“It’s a truly exciting time for brands as voice activation is about to revolutionise Australia," RAIN founding partner and MD, Andrew Howlett, said. "With the recent launch of Google Home and Amazon set for its Australian debut, it’s clear that Voice Experience (VX) will be key for connecting with customers over the next 5 years; it’s where consumers will shop, eat, travel and engage with your brand."

And the timing couldn't be more relevant, with the new Mary Meeker 2017 Internet Trends Report, predicting that by 2020, voice and image based searches are going to make up at least 50 per cent of all searches globally. Meanwhile it is predicted that within five years, more than 50 per cent of all interactions with brands in Australia will be conversational.

“You only have to look at global growth predictions for an indication of what’s to come,and in less than two years, there will be 33 million voice-first devices in circulation," Deepend MD Kath Blackham, said. “It’s not simply about the technology, but more about adding the human element - the true voice interface component. If you get that wrong, you are likely to lose your customer. As with any digital interface, screen, voice or VR, a human centred design approach is the key determining factor for success."

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