Siri [Si-ree]:

Siri is the intelligent personal assistant that helps you get things done just by asking. It allows you to use your voice to send messages, schedule meetings, place phone calls, and more. But Siri isn’t like traditional voice recognition software that requires you to remember keywords and speak specific commands. Siri understands your natural speech, and it asks you questions if it needs more information to complete a task.

In recent weeks there has been a lot of conversation about Apple’s new voice recognition assistant  on the iPhone 4S. Siri seems to have both enchanted and angered users. Some have gone so far as to suggest that the new technology’s inconsistencies and inaccuracies may actually erode Apple’s brand.

Apple has certainly made itself vulnerable to such criticism with the public release of a buggy Beta software, however considering the nature of the technology was there any other way to do it? As a voice recognition app, Siri needs to ‘learn’ the nuance of speech patterns, inflection and accent. It needs to be able to be able to filter out background conversation and white noise on a grander scale than any voice recognition software has attempted in the past. Apple therefore needs Siri to listen to you while you ride on the subway in New York, exit a rock concert in Denver or stand in line at The Piggly Wiggly in Boonville, MS.

SIRI’s impact on information access:

How does the introduction of SIRI change the way consumers receive information? Assuming SIRI is successful in adapting and becoming more dependable, Apple will be sure to implement the technology in future devices and similar apps (like Speaktoit for Android) will grow in popularity. Site developers, domain investors, and digital marketing agencies need to watch this closely. Speech recognition ‘assistants’ add a top layer to an already complex and competitive mobile search marketing industry.

As search giant Google has found, whoever controls the access point can control the results.