To remain competitive with smartphone applications, IVR applications must add new features and capabilities. Feinberg describes how location- based services will deliver better customer experiences and higher automation success rates. Szczurek describes how new APIs can transform voice-only IVRs into next-generation visual IVRs that work with any network, any phone, and most mobile devices—without discarding existing IVRs, adding infrastructure, or requiring callers to use special phone networks.