Although the growth of global smartphones has slowed down and the competition pattern has been fixed, there are still good things to have enterprises, especially those who don't have a smartphone to enter the market. The completion of the completion of social giants Facebook will enter the smartphone market in modular way.
Recently, foreign technology well-known media "Connection" website wrote that I hope that Amazon should also enter the market, and the reason is to use Alexa's successful anti-fashion Alexa in the smart speaker market, followed by Amazon members (only to members only, " And with ultra-low prices, such as $ 99, low-cost), to ensure the sales of mobile phones, while promoting members in Amazon's consumption. Is the fact or logic really simple as the "connection" article?
Since Amazon is the foundation or selling point is Alexa, then we might want to see the performance of Alexa in the current smart speaker market.
First, from the sales volume of ECHO (using Alexa), the statistics are the five flowers, the reason is that Amazon I have never announced the actual sales of my Echo (according to the world's largest e-commerce platform, the sales of their own ECHO should be gently easy), all from Third party statistics.
For example, Voice Labs estimates that family customers have more than 7 million ECHO devices in January; the number given by CIRP is 8.2 million; Morgan Stanley said that the total number of holidays before the 2017 holiday will exceed 11 million. From these statistics of these third parties, its maximum gap is around 4 million units.
Don't underestimate the gap between 4 million units, it has accounted for more than 7 million 57% of 57% of 57% of Morgan Strans, 36%. So since 2014 issued Echo so far, the actual sales of Echo did not say real numbers, that is, the estimated number is very gap.
It should be noted that ECHO has developed to date, which contains smart speakers such as DOT, TAP, ECHO, etc. ($ 50, $ 130 and $ 180, respectively, in accordance with market research company CIRP) since launched, Echo Dot accounted for half of the Amazon smart speaker (about 10.7 million), and since I released the second-generation Echo Dot in October 2016, it will definitely help to promote the overall sales of Echo, but also provide discounts in the shopping season. Can we recognize a gift, we recognize that low prices and promotions are the main driving force for driving ECHO growth as before Amazon's Kindle Fire tablet.
Here, we do not deny that Alexa is the pulling role of Echo sales. After all, Alexa is the only way of ECHO control, but the role from low prices cannot be ignored.
So, what is the active user of Alexa in the ECHO user? This represents the user's recognition of the value of Alexa from one side.
According to the consumer behavioral monitoring body Verto Analytics, a survey of 20,000 people. In May of this year, in the use of voice assistants, the user's base is much lower than the Amazon Alexa has achieved up to 225% growth, and the monthly active user is from 800,000 rose to 2.6 million.
Here, if we combine ECHO's guarantee calculations, the Alexa's active users only account for 23.6% (according to the maximum 11 million percent of the Motion of Morgan) or 37.1% (according to Voice Labs estimated minimum 7 million) ), Then we have considered the worstable Apple Siri in the market as an example, which is also the statistics of Verto Analytics. At present, Apple Siri's active number of active users is 375 million, with an iPhone's guarantee of 1 billion The ratio of the number of active users is 37.5%, basically comparable to the proportion of Amazon Alexa's highest active user.
Need to remind the industry, this is still in Amazon Echo only Alexa's interaction, and the iPhone is still in the premise of touching. This aspect explains that Alexa is not industrially claimed to have high application value, on the other hand, in the smartphone, voice is not a killer application or the user's demand for voice interaction or is not particularly simple.
Next, we will then see the Alexa app currently in the smart speaker as the application scene. Although the application of Alexa has reached 15,000, according to the analysis of the analysis of the 14,949 Amazon website applying samples by the industry by JS code, it is only 655 applications that are more than 10 people scored, only 655 applications. 4.4% of the overall application, massive applications are at the edge of the dead.
According to the latest research of Voice Labs, 97% of users will lose interest in Alexa's new functions in less than two weeks, and they will not use it; at the same time, only one-thirds of the 1000 applications of Alexa. I won the turkey.
It can be seen that even in a smart speaker application scenario suitable for playing alexa advantage, it has not reflected the use value of users, so that the use environment and the scene are more complex, and the touch is the main interaction. On the smartphone of the way, Alexa will express (including the frequency of use, user experience, etc.) can be imagined.
Comprehensive analysis, we believe that the logic of "connected" website article is difficult to support the logic of the sale of smart phones as the sale of the Amazon mobile phone.
Finally, I will find a strategy for the "Connection" website for the low-cost sales of Amazon Prime members. The reason is that the previous PRIME member can be purchased from Alcatel, Motorola, Nokia and Blu at a preferential price of 50 to 200. The 9 models and promotion of Prime members in Amazon shopping consumption.
So, which is the above low price, which is a significant sales due to low prices? How many Amazon's Prime members have purchased the above mobile phone?
At least from the front perspective, it is important that the consumer power of the Amazon PRIME member is twice as the non-Prime member, mainly caused by the non-regular preferential measures of Amazon, whether these members have not directly used Amazon's mobile phone. Logical relationships, even Amazon really launched its own phone and taking prices for members' offers (including members of Amazon mobile shopping), implementing the shopping level, which does not have a lot of access to non-Amazon mobile phone After all, it is a member, all in Amazon, how can Amazon will lose a long-term member's risk for a mobile phone.
What needs to be added is that the original intention of Amazon pushes Echo is to promote users in Amazon's consumption, but the final result is that most Echo users have not used this device to shop. According to an investigation at the end of 2016, only 32% of Echo users acknowledged that they bought things on the Amazon Prime platform, even Amazon CEO Besos had to admit: voice interface can only take you Shopping, most online shopping or help in the display.
In summary, we believe that due to the factors and logic of the "two" website articles that may cause Amazon mobile phones and opponents in the intelligent mobile phone market, it is in the moment It's already very crowded, fiercely competitive, fatigue-free smartphone market, Amazon launched the true advantages and value of their own mobile phone?
Original link: https://www.eeboard.com/news/alexa-2/2/
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