TikTok parent company ByteDance filed a US trademark application in September. The trademark shows that TikTok is working on a new technology. The technology will allow users to shop by voice to boost its online shopping efforts in the United States. This technology will compete with Amazon and Google. The technology largely revolves around the āFulfillment by TikTok Shopā program.Ā The technology could include services that will allow users to conduct financial deals with their voice. ByteDance sees a wide range of applications for voice technology. It plans to enable it for remote lamp control, TVs and AC control as well. Furthermore, search for news, weather forecast and online information using voice.
Josh Gerben, of Gerben law firm, said… “It’s very common for a large company of the size of ByteDance to describe a broader application of technology in a trademark application. It can involve a lot of things. These things may not even be related. Because what business people talk about in meetings and what lawyers hear in meetings can be very different things.ā
Gerben adds that TikTok can file for any trademark application it wants. This is in spite of the goods or services. However, it must start offering the goods and services before the application will pass.
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TikTok spokesperson, Laura Perex confirms the new development. She claims that the feature is in testing in the U.S. However, she did not give any more details. Prior to this, there was testing in the U.K., Indonesia and other Southeast Asian countries. However, TikTok is now inviting U.S. businesses to join the new shopping program. This program will with time expand to international sellers.
Voice shopping is becoming more popular
Voice command has become a hot aspect in tech. More home devices now support this technology. They are powered by voice assistants such as Apple’s Siri, Amazon’s Alexa and Google’s Google Assistant. Nevertheless, many people remain wary of the way they shop.
The idea that TikTok wants to enter this space is not surprising. The company has always struggled to foray into many areas of online shopping. TikTok has been adding staff to build a U.S. team. It focuses on supply chain logistics.
TikTok recently transferred a top ad executive to focus on TikTok Shop products in the United States. Audio technology is another focus for TikTok. The company is putting sound at the top of its app. It has a dedicated Speech, Audio and Music Intelligence (SAMI) team to develop new audio tech. TikTok is currently hiring for several positions linked to speech recognition.
