How to explain the paradox between the popularity of voice assistants and their lack of profitability? Because it is not only Amazon that sees red with its conversational agents: it is also the case for Apple (Siri), Samsung (Bixby) or Microsoft (Cortana).
According to specialist Sandrine Prom Tep,
the current problem with voice assistant markets is the monetization aspect.
They are in a situation where 25% of the population in North America have them, but when they use them it is for very simple queries such as the weather or playing music.adds the professor in the marketing department of the School of Management Sciences at UQAM.
An unrecognized potential
In a long paper published by Business Insider in November we learn that the department responsible for Alexa is experiencing a real crisis of confidence on the part of Amazon managers, who have carried out massive layoffs.
The article points out that voice assistants are among the company’s most popular products. The problem is that they are sold at cost, and the goal has always been
to make money when people use our devices, not when they buy themindicates an internal Amazon document.
In an effort to climb out of the financial hole, the marketing team tried to entice Alexa customers to install
skillsi.e. components that make it possible to establish connection with other brands.
They tried several ways, they made external partnerships with, for example, Domino’s Pizza or Uber. With each purchase, Amazon received a commission. But very few users protect themselves from itsays Sandrine Prom Tep.
In addition to monetization, there is real consumer adoption, in the sense that connected speakers have enormous potential, but which is not recognized.adds the professor.
: c’est difficile de leur demander d’anticiper leurs propres besoins parce que, tant que l’offre n’est pas sur le marché, eux-mêmes ne sont pas conscients de ce besoin-là.”,”text”:”Les consommateurs sont souvent intéressés par ce qu’ils connaissent: c’est difficile de leur demander d’anticiper leurs propres besoins parce que, tant que l’offre n’est pas sur le marché, eux-mêmes ne sont pas conscients de ce besoin-là.”}}”>Consumers are often interested in what they know: it is difficult to ask them to anticipate their own needs, because as long as the offer is not on the market, they themselves are not aware of what they need.
Light at the end of the tunnel
According to Sandrine Prom Tep, the intelligent personal assistant industry is stabilizing and even becoming profitable. We just have to wait for consumption habits to hit a sweet spot between the recommended technology and human skills, as has happened many times before.
interfaces haptiques.”,”text”:”C’est une continuelle évolution d’interfaces vers la facilité, affirme la spécialiste. On est partis des commandes DOS – il fallait quasiment savoir programmer pour pouvoir utiliser un ordinateur. Ensuite on est passés aux interfaces graphiques et finalement aux interfaces tactiles. La prochaine génération, ce sera les interfaces vocales, et éventuellement les interfaces haptiques.”}}”>It is a continuous development of interfaces towards lightness, says the specialist. We started with DOS commands – you almost had to be able to program to be able to use a computer. Then we moved on to graphical interfaces and finally to tactile interfaces. The next generation will be speech interfaces and possibly haptic interfaces.
Everything based on artificial intelligence is based on huge data setsadds Sandrine Prom Tep, who believes that the next big wave of e-commerce is coming from
all things voice technology.
In this sense, it is certain that all user wishes will continue to train and improve the various voice assistants.