Voice War:
Hey Google vs. Alexa vs. Siri
Amazon’s Perspective
Presented by:
Section A - Group 4
Guneet Kaur | PGP35015
Anurag Gupta | PGP35
Akash Verma | PGP35
Anjay Agarwal | PGP35309
Aayushi Aggarwal | PGP35150
Sauhard Gupta | PGP35340
● Overview
● Competition in Intelligent
Assistant landscape
Agenda ● Industry level challenges
● Amazon’s Positioning
● Competition for Connected Home
2
Overview
Competition Analysis
Case Overview
Challenges
'Voice War' is the battle between voice-controlled intelligent assistants owned by the giants
Strategy Canvas
of the technology sector.
Current View ● Google focuses on how the voice assistant should fit in larger
portfolio of products and services. While the mobile phone
Future has been the major platform it has had recently introduced a
range of smart home speakers
● Amazon has the first-mover in smart home speakers due to
its Echo devices, which were powered by its intelligent
assistant, Alexa.
● Apple’s intelligent assistant Siri has long been a staple of its
mobile devices and recently introduced a smart home
speaker in early 2018.
● Other competitors included Microsoft and Samsung, along
with Chinese players Tencent, Alibaba, and Xiaomi.
3
Overview
Competition Analysis
Competition in Intelligent
Challenges
Assistant landscape
Strategy Canvas
Amazon (Alexa) Apple (Siri)
Current View
● Acquired the tech from Evi, british ● First to market voice activated intelligent
Future
technology firm assistant- Siri in Oct, 2011
● Launched Alexa powered Amazon echo ● Maintained a closed ecosystem till 2016,
smart speaker in 2014 post which it enabled restricted
integration to specific categories
● Opened platform for 3rd party
developers to speed Alexa’s skill ● Renowned for high privacy protection
development
● Siri’s technology paled compared to
● Alexa had limited availability across others partly due to the high restrictions
phones and tablets but was available as
an application in 80+ countries
4
Overview
Competition Analysis
Competition in Intelligent
Challenges
Assistant landscape
Strategy Canvas
Google (Google Assistant) Microsoft (Cortana)
Current View
● Introduced Google Assistant publicly in ● Launched voice enabled digital assistant -
Future
2016, initially debuted via Allo app and Cortana in 2014 as an update to MS
exclusive for Pixel smartphones operating system and over next 2 years
expanded to iOS & Android via app
● To speed adoption, launched it on all
android smartphones & added an app ● In 2017, launched Cortana Skills Kit to
for it on iOS build new features and apps for Cortana
on desktop, mobile, Xbox & smart speaker
● Opened up its ecosystem in 2016 when
it was available on only 1 device & 1 ● Due to inefficient and unclear
language. In 2018, became available in certification process, lesser skills were
22 languages & multiple devices developed for Cortana
5
Overview
Competition Analysis
Competition in Intelligent
Challenges
Assistant landscape
Strategy Canvas
Samsung (Bixby) Other players
Current View
● In 2016, acquired Viv - a voice assistant ● By 2018, numerous small players-
Future
startup from makers of Siri X.Ai, Ozlo & Mycroft entered
● After AI voice development, renamed it ● China emerged as a locus of competition
to Bixby, which became standard on in 2018. Companies like Alibaba
high end Samsung Android phones, (AliGenie), Baidu (DuerOS), Tencent
which also supported Google Assistant Holding (Xiaowei) posed highest level of
concerns
● Leading chinese H/W makers- Huawei &
Xiaomi, developing own voice assistants
majorly for Chinese market. Smart
speaker Xiao Ai launched in 2017
6
Overview
Competition Analysis
Competition in Intelligent
Challenges
Assistant landscape
Strategy Canvas
In the smart speaker category,
Current View
Amazon had created a new market
Future with the launch of a dedicated
voice enabled device : Echo
In 2018, Amazon Echo had
captured a market share of 66.7%
in the US Smart speaker industry
vs Google (29.5% share)
7
Overview
Competition Analysis
Competition in Intelligent
Challenges
Assistant landscape
Strategy Canvas
Current View
Future
8
Overview
Competition Analysis
Competition in Intelligent
Challenges
Assistant landscape
Strategy Canvas
Current View
Future
9
Overview
Competition Analysis
Industry level challenges
Challenges
Strategy Canvas
Privacy Technology
Current View
Concerns Constraints
Future
● Concerns regarding exploitation of ● Accuracy in the
personal information also leading to context of multiple
high government scrutiny users and various
environments
● Voice assistants in smart speaker could
be controlled by anyone with device
access enabling them to carry out tasks
involving sensitive information
10
Overview
Competition Analysis
Amazon’s positioning
Challenges
Strategy Canvas
Current View
Future Level of offering
Key factors 11
Overview
Competition Analysis
Competition for Connected Home
Challenges
Threat of new
Strategy Canvas entrants
Slow growth/adoption due to lack of shared standard & privacy concerns |
Companies like Google are restricting access to own products
Current View
Future
Bargaining power of Bargaining power of
suppliers Rivalry buyers
Software: Companies like High switching cost | High product
Amazon are incentivising differentiation due to integration with
in- house developers to ecosystems (eg. Prime users can shop via Echo)
Threat of new
create APIs hence low
substitutes
supplier power
Hardware: High criticality Remote/smartphone
controlled devices provide Complementors
of suppliers business,
small size better accuracy | Low on
Smart home device vendor partnerships
necessity, high on price as
play a critical role
compared to manual control
12
Overview
Competition Analysis
Competition for Connected Home
Challenges
Google Nest Amazon Echo Apple HomeKit
Strategy Canvas
~ 1500 partners & 200 ~ 4000 partners and Lowest due to late entry
Current View
brands in 2018 1200 brands in 2018 and stringent
compatibility testing
Future
How the industry is moving forward
● CHIP project - Apple, Google, Amazon, and the Zigbee Alliance have all
teamed up to make a new smart home standard to simplify development for
manufacturers and increase compatibility for consumers
● 5G technology - Faster, theoretically more reliable, and even potentially
cheaper will make home smarter.
13
THANK YOU!
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