Name: Guneet Kaur
Roll No.: PGP35015
Based on the case and class discussion, list five key criteria to succeed in the voice markets. Evaluate current position of
Amazon along these five criteria.
Key success factors
1. Privacy policy
2. Language coverage
3. Device integration
4. Accuracy
5. Retail integration
Amazon’s position
Many instances of breach of privacy have been recognized by the clients of Amazon.
Amazon needs to build high level of trust among the customers. Also due to opening
the platform for external developers, they have access to client’s personal data as well
In order to have a high adoption rate, Amazon needs to have high levels of language
coverage however, as compared to the competition, Amazon is available in lesser
languages and hence can hinder the adoption and acceptability
Since Amazon does not have a mobile platform, the device integration is limited for it.
Due to the early introduction of smart speaker, it dominates in the voice enabled smart
speaker industry but lags in integration with other devices. Amazon’s move to join
hands with Microsoft can benefit them in enabling integration with more devices
The accuracy of responses delivered by Alexa is low in comparison to the competitors
(Goggle tries to achieve 80%+ accuracy) and the voice recognition to avoid any hassles
in also better in Google assistant. Hence in this key success factor, Amazon needs
improvement.
Alexa has a direct integration with the Amazon website and with its help, Amazon has
also noticed that the customers spend more due to ease and convenience which will
help boost the core service of Amazon.
This is absent for the other major giant- Google Assistant since they do not have their
own retail platform and Amazon has blocked Google Assistant from being able to access
Amazon thereby increasing the value of the proposition offered by Alexa.