Over at Slate, Will Oremus lets us know Alexa is losing her edge:
As recently as a year ago, Amazon single-handedly controlled the global smart speaker industry, with a market share upward of 75 percent, according to estimates from two of the leading market watchers, Strategy Analytics and Canalys, based in Singapore. Amazon itself boasted in a February earnings report that it had sold “tens of millions” of Echo devices in 2017. That figure included not only its flagship Echo smart speaker but the Echo Dot, Echo Show, and other Echos, the company clarified to me (though not other Alexa-powered gizmos, such as the Tap or Fire TV). It makes sense that Amazon was crushing the competition, because there wasn’t much competition yet: Google had just launched the Home in late 2016, and Apple’s HomePod was not yet on the market. The Echo has been available since 2014.
Would-be rivals faced an uphill struggle. Amazon’s head start in smart speakers resembled the daunting leads that Apple famously built in portable MP3 players, smartphones, and tablets. But Apple’s high prices at least gave competitors an opening to build cheaper alternatives for the mass market. Not so with Amazon. Because it viewed Echo partly as a path to Amazon purchases, the company sold its smart speakers at affordable prices, opting to maximize sales rather than profit margins. How could latecomers compete?
First off, Oremus is being selective with his MP3 player timeline.
Apple entered an already crowded MP3 player market when it launched the original iPod in 2001. The classic and often quoted ‘BrownFury’ on SlashDot said what all short-sighted nerds at the time were thinking, “No wireless. Less space than a nomad. Lame.“
Table stakes, erroneously determined by the dorks, had been set. Apple was a day late and a dollar short. Except they weren’t.
Amazon was first to market with the Echo, but not best to market. The smart speaker product segment is still a young one and it’s unclear which one(s) will be the winner(s). A few weeks ago I questioned the value of a speaker you can order things from (will this blog entry look cute and naive in a decade?).
As I see it, Google seems to have the biggest lead in AI assistants and voice recognition/dictation, but Apple will be releasing iOS 12 in a month which includes Siri Shortcuts, something I’m very excited about.
Maybe Apple ends up dominating the premium end of the smart speaker category, mirroring what they have been doing with the iPhone for 10 years, while Google and Amazon fight for the rest. Maybe Google winds up the winner.
We don’t know. Won’t know for a while.