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Apple ( AAPL ) needs to jump into “bot” platform development or its app-based software ecosystem will be threatened, says a UBS report. Facebook ( FB ) recently introduced “chatbots” built into its messaging service while Microsoft ( MSFT ) launched its “Bot Framework” software tools for developers, putting pressure on Apple to respond, says the UBS report. Alphabet ’s ( GOOGL ) Google, like Apple, has lagged amid a flurry of bot announcements. But Google plans a bigger push into artificial intelligence , its CEO recently said. A bot is software that automates tasks. Consumer applications for bots include buying movie tickets or making hotel reservations. Businesses are using bots to handle things such as customer service or scheduling meetings. Chatbots, meanwhile, are software programs that simulate conversation about a range of topics. The UBS report is based on a meeting with Bruce Wilcox, director of natural language strategy at Kore, a startup developing bots for enterprise platforms such as Salesforce.com ( CRM ). Apple has been moving into the enterprise market — large companies and government agencies — by partnering with IBM ( IBM ). According to Wilcox, bots will displace apps in many tasks if using them is made simple. “Do I think that Apple’s in trouble if it doesn’t do something in a bot’s world? Sure, because why would you want to download and install all sorts of apps from the App Store when you can get access to bots effectively through one app?,” Wilcox told UBS. “ iPhones have had a charisma of a better user experience,” he added. “Bots are going to be wiping out user interface distinctions. The App Store will sell fewer things. People will have less reason to buy an iPhone. So yes, Apple’s going to have to do something.” Apple may be able to use its Siri voice recognition technology along with artificial intelligence to catch up in bots, says the UBS report. Amazon.com ( AMZN ) is expected to forge ahead with its virtual assistant, called Alexa. “Apple’s Siri is a question/answer bot. You ask it a question, it gives you an answer. End of discussion. She finds the answer to questions but does not control the world. Bot platforms try to do both,” said Wilcox. “Alexa is sort of a bot platform. You can route your requests through her to some specific bot effectively. So it is a bot platform. Facebook is in a good position because they have a dominant messaging platform. Facebook has zillions of users. Developers have a strong incentive to get that user base available to themselves.” Scalper1 News
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