Apple anplwaye Amazon Search Egzekitif nan tèt Siri
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\f0\fs24 \cf2 (Image source: {\field{\*\fldinst{HYPERLINK "http://www.iclarified.com/25202/apple-hires-amazon-a9s-william-stasior-to-run-siri"}}{\fldrslt
\cf3 \ul \ulc3 iClarified}})\ \uc0\u8232
\b BY DANNY MATTESON \b0 \
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\b \cf2 ANCHOR CARISSA LOETHEN \b0 \uc0\u8232 \u8232 \u8232 Here\'92s a question
for Siri. Siri, what are Apple\'92s plans for you in the future?\u8232 \u8232 \u8232
The answer to that question got a little more intriguing Monday with {\field{\*\fldinst{HYPERLINK
"http://allthingsd.com/20121015/exclusive-apple-hires-amazon-a9s-stasior-to-run-siri-does-hire-signal-a-bigger-move-into-search/"}}{\fldrslt \cf3 \ul \ulc3 a report from AllThingsD}}
that the Cupertino-based company had {\field{\*\fldinst{HYPERLINK "http://www.iclarified.com/25202/apple-hires-amazon-a9s-william-stasior-to-run-siri"}}{\fldrslt
\cf3 \ul \ulc3 hired Amazon\'92s William Stasior}}\'a0to run the speaking search engine.\uc0\u8232
\u8232 \u8232 \u8232 Stasior had served as the President and CEO of Amazon\'92s search
and ad subsidiary {\field{\*\fldinst{HYPERLINK "http://a9.com/"}}{\fldrslt \cf3 \ul \ulc3
A9}} since 2006 and had been with the company since 2003. He was also instrumental in the
development of {\field{\*\fldinst{HYPERLINK "http://a9.com/-/company/cloudsearch.jsp"}}{\fldrslt
\cf3 \ul \ulc3 the company\'92s CloudSearch service.}}\uc0\u8232 \u8232 \u8232 \u8232
And that impressive pedigree has tech writers doing some Siri speculation \'97 wondering
what exactly Apple plans to do with the service going forward. {\field{\*\fldinst{HYPERLINK
"http://www.imore.com/apple-hires-amazon-search-exec-run-siri"}}{\fldrslt \cf3 \ul \ulc3 iMore thinks}} Apple may be
looking to the future of search \'97 pointing out \'85 \'a0\
\
\b \'93Natural language may or may not be the next big thing, and Siri may or may not
be the way natural language interfaces get popularized, but if they are and if Siri is,
Apple needs to have it rock solid and ready. Stasior (Staz-yer) could help make that a
reality.\'94 \b0 \uc0\u8232 \u8232 \u8232 \u8232 Meanwhile,
{\field{\*\fldinst{HYPERLINK "http://gigaom.com/apple/siri-why-did-apple-hire-amazons-william-stasior-to-run-you/"}}{\fldrslt \cf3 \ul \ulc3 GigaOm theorizes}} the iDevice-making
company may be looking for new ways to monetize \'97 they note that ...\
\
\b \'93Amazon\'92s A9 isn\'92t just a search function; it uses algorithms for advertising.
Stasior\'92s experience in this area could give Apple\'92s iAds a boost as well.\'94
\b0 \ \uc0\u8232 \u8232 But {\field{\*\fldinst{HYPERLINK
"http://www.engadget.com/2012/10/15/apple-snags-amazons-a9-head-to-lead-siri-team/"}}{\fldrslt \cf3 \ul \ulc3 Engadget posits}} that it might
just be a good old-fashioned rivalry \'97 with Google \'97 whose Maps service Apple
removed from their most recent mobile operating system.\
\
\b \'93Considering the on-going drama between Mountain View and the purveyors of all-things-i,
we wouldn't be entirely surprised to see the two go head to head on Google's home turf.\'94
\b0 \ \
\pard\pardeftab720\sa240 {\field{\*\fldinst{HYPERLINK "http://news.cnet.com/8301-13579_3-57532711-37/siri-hears-her-new-boss-is-ex-amazon-exec-report-says/"}}{\fldrslt
\cf3 \ul \ulc3 CNET, however, thinks}} it may be even simpler \'97 Apple just needs
somebody to run the ship.\ \
\pard\pardeftab720\sa240
\b \cf2 \'93Some of the top brass in charge of Siri have left since Apple acquired the
company. That includes co-founder and CEO Dag Kittlauswho left the company last October,
and more recently co-founder Adam Cheyer, earlier this year.\'94
\b0 \ \
Finally, this isn\'92t the only move Apple has made in recent weeks. {\field{\*\fldinst{HYPERLINK
"http://www.macobserver.com/tmo/article/apple-wins-chip-designer-mergard-from-samsung"}}{\fldrslt \cf3 \ul \ulc3 The company hired}} Jim Mergard
(Mer-guard), a former Chief Engineer with AMD, from Samsung earlier this month.\
}
