Fire Phone failed, but Echo succeeded
Two years ago, Amazon experienced a dramatic change - the high-profile smartphone Fire Phone suffered a fiasco in the market, and the smart speaker Echo launched a few months later was a big success. Amazon didn't spend too much time thinking and decided quickly: give up the Fire Phone and bet Echo. A year later, it received the fruit of Echo's success:
- According to the research institute CIRP, after more than a year of Echo's listing, sales have exceeded 3 million units. Just in the summer of 2015, Amazon sold more than 1 million Echos.
- From March to December 2015, Echo's user awareness increased from 20% to 47%. The new sales plan released in June this year shows that Amazon plans to sell the 10 millionth Echo in 2017.
What's commendable is that Echo has maintained an excellent reputation while achieving high sales volume - it has more than 40,000 user reviews under Amazon's page, with a score of 4.4 stars. The words of praise are too numerous to mention.
A. Speech recognition: Amazon "post-production"
Echo is not a traditional speaker, Amazon has injected the latest voice recognition assistant "Alexa" inside. In addition to listening to music, users can use Echo to call takeaways, taxis, schedules, and weather – you just have to say the order to it.
The story of the smartphone has been basically finished, and the industry will usher in the rapid development of artificial intelligence. Apple, Google (microblogging), Microsoft ... well-known Silicon Valley giants are turning the bow, and exerting artificial intelligence.
Speech recognition is considered to be one of the core applications of artificial intelligence. Apple launched its smart voice product three years ago at Amazon; Google was a little late, but it was two years earlier than Amazon. However, now that Amazon is relying on Echo to achieve "post-production", Google has become its imitator.
How did it do it?
2. Provide only one kind of interaction, forcing users to use voice
How do I get users to use voice services? Apple and Google have adopted the same solution. They integrate voice services into the mobile phone system to drive users' use of voice services through high-frequency mobile phones.
But the problem is that smartphones have a mature input solution—text input is more convenient and efficient than voice, and voice services lack sufficient reason to use them. According to a survey by research firm CreaTIve Strategies, 62% of Android users said that voice assistants were used sparingly or occasionally, and the proportion of iPhones was 70%.
In order to "force" users to use voice, Amazon Echo only provides voice an interactive solution. Except for speakers and microphones, Echo has no other interactive interface.
Echo's restrictions on interaction ensure the purity and continuity of voice interaction: users can only use voice and are not taken away by other input methods. When they get used to it, they continue to interact with the device using voice.
3. Set up in the family to ease the dialogue with the machine
Providing voice interaction only is not the only factor in Echo's success. If you don't address the fundamental problem of users' reluctance to use voice, doing so may create another problem - users give up using the product. Amazon obviously does not want to see such a result.
Another factor in Echo's success is that it is positioned at home rather than a personal assistant.
Siri and Google Now are targeted at personal assistants, so they are attached to mobile phones and look forward to popular service through high-frequency use of mobile phones. However, mobile phones are used as personal devices and are used in public in most cases. In public, using the voice to dictate the phone, the user is prone to paralysis.
CreaTIve Strategies surveyed the proportion of 300 mobile phone users who use voice assistants in public. The results show that only 12% of Android users use voice assistants in public; the iPhone has a lower percentage, only 3%.
The product and usage scenarios are not properly matched, resulting in the use of Siri and Google Now.
Echo uses different product positioning, cleverly avoiding the embarrassment of users using voice assistants. It has been positioned at home from the beginning - it is bulky and should not be carried around; there is no separate battery and it must be connected to the indoor power supply. Although the speech to the machine is still weird, the home environment eases the user's use pressure. Users are faced with familiar family members rather than strangers in the public environment.
4. Provide targeted software and hardware optimization, and timely open products
After clarifying Echo's interaction and product positioning, Amazon has targeted hardware and software optimization.
In order to allow users to wake Echo from anywhere in the home, Amazon designed an automatic speech recognition processing system called ARS. The ARS consists of seven microphones and an audio signal filtering system. The array of seven microphones allows Echo to capture subtle sounds in the environment, and the audio signal filtering system filters out ambient noise to identify vocals. With ARS, Echo can accurately identify even if the user issues a command 25 feet (7.62 meters).
After recognition, how to understand the user's voice command? Amazon has also designed a "keyword recognition" system. The voice commands received by Echo are split into multiple fields by the system. They are compared with the keyword model stored in the cloud. The most matching part is considered to be the voice command issued by the user.
After increasing support for several smart appliances, in June 2015, Amazon launched the voice service "Alexa" development kit, officially opening Echo. Two companies that develop music playback and home appliance control services for Echo also received $100 million from Amazon.
The open strategy has achieved significant results. In 2015, Echo integrated only 13 third-party services, and this year it has risen to 950. This number is currently growing.
In March of this year, Amazon launched two smart speakers for the mid-range and low-end markets: Tap and Dot. The Echo family's equipment and services are growing.
Conclusion · Mobile phone bonus disappears, artificial intelligence will set sail
In 2007, the first generation of IPhone was launched. In the next decade, it and Android at least led the development of hardware sales, mobile communications, e-commerce, mobile games. The mobile Internet is booming.
However, after the rapid development, the smart phone and related industries it has driven have fallen into the bottleneck of development. A representative change is that iPhone sales in the third quarter of this year fell 15%, revenue fell 23% year-on-year. The pattern of mobile communications, O2O, mobile games and other fields has also been basically determined, and the market is dominated by large companies.
Artificial intelligence is considered the next technology boom. Technologies such as voice, image recognition, and deep learning will greatly broaden the application boundaries of existing technologies, and industries with low Internetization such as industry, agriculture, and medical care will be re-engineered.
As one of the core technologies, intelligent voice can be applied to many fields such as automobile, communication, and enterprise services. It can enable car owners to interact with cars while driving, and can also improve the input experience of small-screen devices such as smart watches... Human-computer interaction Will change accordingly.
Echo takes the development of smart voice further. In the past few years, Apple and Google have launched their own voice assistants, but they are more of a mobile phone's assistant, the purpose is to make the phone better. Echo is different, it is completely designed for speech, does not rely on mobile phones, and successfully caught up with the boom of the Internet of Things. Echo's success is attributed to Amazon's accurate judgment of product positioning, usage scenarios and market prospects, which will make Amazon more comfortable in the future of artificial intelligence competition.
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