Twitter cards allow content publisher to define how content will appear on Twitter when people post links to it. For example, this Tweet, which includes a link to the Wall Street Journal, includes a rich embed from the WSJ, that they themselves have defined.
Nonprofit startups: on.wsj.com/WxPBHB
— Paul Graham (@paulg) January 29, 2013
Twitter – as I understand it – still approves a card before before it goes into production, so they can still do quality control. But at the end of the day, anyone can create a Twitter Card for their content and submit it for approval, via https://dev.twitter.com/docs/cards.
So – my suggestion to Apple is that if they really want to drive widespread adoption of Siri, they should open it up via a card-like system where providers of different services can submit voice-based interactions for approval and rollout. For instance – the new iOS 6.1 apparently includes the ability to purchase movie tickets via Fandango – why can’t all manner of other similar transactions, from purchasing subway passes to time on a parking meter, be Siri-accessible? Apple doesn’t have the resources to voice-automate every transaction in our modern-world, but the companies that provide each of those transactions certainly do, and have the economic incentive to do so – if Apple lets them.