Case Study Analysis: Voice War: Hey Google Vs Alexa Vs Siri Case Summary

CASE STUDY ANALYSIS: VOICE WAR: HEY GOOGLE VS ALEXA VS SIRI
CASE SUMMARY:
By early 2018, voice-controlled intelligent assistants had become a major new front in the battle
between the giants of the technology sector. "Voice War" focuses on Alphabet’s strategy for
Google Assistant, its entrant in the voice assistant space, and asks how the voice assistant should
fit in with Alphabet's larger portfolio of products and services. While the mobile phone was the
major platform for Google Assistant, Alphabet had recently introduced a range of smart home
speakers to challenge first-mover Amazon’s Echo of devices, which were powered by its
intelligent assistant, Alexa. Google also faced competition from Apple, whose intelligent assistant
Siri had long been a staple of its mobile devices, but which introduced a smart home speaker in
early 2018. Other competitors included Microsoft and Samsung, along with Chinese players
Tencent, Alibaba, and Xiaomi.
Google's approach of obtaining businesses under its title had been completely believed through
over the next century. Some of the large merger with YouTube, Android and Nest has been
performed. As the item range expanded, the firm was restructured by Page and Brin to offer the
businesses their autonomous operating capacity. Page assumed the position of CEO of Alphabet
Inc. and appointed Google's CEO Sundar Pichai. Pichai entered Google in 2004 on software
products such as Chrome, Android and Gmail as portion of the product management group.
Sundar made a revolutionary leap in getting the position of CEO by presenting a company-wide
note of "shifting from the first phone to the first AI universe”. He basically wished Google to be
an essential component of natural existence in every family and for every ordinary intent. He
made a large leap in building up two distinct cloud computing and equipment branches as Sundar
wished Google to challenge the AI over any other business on the industry. Some of the goods
launched under the fresh software section were pixel books, Google Speakers (mini & max), pixel
phones, etc. All of these displayed Google Assistant as portion of the device's introduction.
With the release of iPhone 4S, Apple was the first on the industry to release a voice activated
smart phone called Siri in October 2011. At first, an environment was preserved where only apple
goods were accessible until 2016. It later offered third-party apps access but with limited inclusion
identifiers for particular apps such as voice calling, vehicle processing, SMS and query. As apple
is known for the title of rigorous attitude to protect the privacy of consumers and recorded marked
information just six months before it is deleted. Apple's
capacity to use its information to assess and enhance its software updates was decreased with this
choice. Siri was the most commonly used speech attendant in 2017 with 41.1 million customers in
36 nations with 21 nationalities. It was also recognized with a study that Siri replied only 62.2%
of the issues properly, while Google secretary Alexa and Cortana were all over 80%.
PROBLEMS IDENTIFIED:
a) Tight control over the actions approved by Google. Google voice assistant provided closed
ecosystem, where the actions asked by the users were controlled and only certain were performed
by the assistant.
b) Heavy Competition
1) Apple: Maintained a closed ecosystem making it premium for the apple users only. Consumer
privacy is well taken care of by the company.
2) Amazon: Alexa has its own API skills and tools so that third parties can create their own set of
skills as per the specific needs.
3) Microsoft: Cortana skills are getting increased tremendously day by day having almost 305%
growth in number of new skills developed.
4) Samsung: Bixby is an exclusive one for Samsung’s high end phones.
5) Voice Start-ups: The flexibility and customization of Mycroft makes it unique as it provides
open sourced approach, giving the users the power to make hardware on platform to explore more
cases as per the specific needs.
c) Competition From China:
 Rapid expansion of Chinese competitors to U.S
 Heavy investment done by Chinese Intelligent Assistants in Research and Development for
their versions to get better
 Alibaba: Authorised users can only place orders using AliGenie and also it provides open
development platform.
 Baidu: The search operator giant in China has Duer app as well as Duer OS an artificial
operating system that has the maximum number of conversational skills in the world, their
partnership with Xiaomi is dangerous as its having a huge growth in the mobile phone industry.
 Tencent: The AI assistant Xiaowei is about to get into multilingual translation as well as object
detection.
d) The price drop of Amazon Echo dots created a stiff competition for Google Home thereby
Amazon gaining about 66.6% of market share in smart speaker market in 2017.
e) Complexity arouse in the smart home devices market as home appliances were from different
vendors.
f) Price as well as privacy were the major concerns in the smart home appliances category.

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CASE STUDY ANALYSIS: VOICE WAR: HEY GOOGLE VS ALEXA VS SIRI

4) Samsung: Bixby is an exclusive one for Samsung’s high end phones.

c) Competition From China:

 Rapid expansion of Chinese competitors to U.S

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