By IC, Dec 1 2019 09:00AM
As consumers get used to digital assistants in cars and homes, people are finding asking questions or making demands of smart devices more and more intuitive and natural.
We find that there continues to be a conflict with ever-more reliance on online services, more concerns about security and frustration at increasingly complex passwords. What consumers really want is for there not to be a risk of security breaches but since that’s not going to get better anytime soon, they want the tech that they see on TV and films; a touch or a glance, an action that takes seconds and doesn’t rely on remembering passwords that keep changing and require innumerable digits which must include upper case, lower case, numbers, special characters and emojis just to order some groceries.
That’s where voice comes in. Consumers expect to be able to skip all the inconvenience and use one or two step authentication process one of which would be voice recognition. Being able to state a pre-determined phrase after the initiating “Hey Siri/Alexa/Google/BMW” would then provide the security clearance to make purchases/request financially or personally sensitive information.
Our research in HNWIs/UHNWIs market finds that one of the most important forms of luxury in the age of personal data is total data security. With potentially greater consequences of a cyber-attack, total peace of mind and the sense of empowerment that comes with control is at the very heart of luxury. It may seem like a ‘first-world problem’ or an important concern only for plutocrats, but where the wealthy go, other status-seeking consumers will follow.