Recently, there is news that Amazon is planning to include broadcast ads in its voice service provided by Echo, a smart speaker product, by 2018, but the specific dates and advertisement quotes have not been disclosed yet.
Since the launch of Echo in November 2014, a wave of smart speakers has swept the globe, and in China alone there have been at least dozens of smart speaker products coming in. These speakers offer roughly the same functions, mainly playing music, Answer questions and control smart home devices.
As the originator of smart speakers, Amazon in the product business model or take the lead in making an attempt.According to informed sources, Amazon is in contact with a number of advertisers, will test the water smart speaker ads, its form is also very diverse, such as a Similar to Google, Baidu and other search engine search advertising, that users search through Echo a certain category of goods, Amazon can broadcast a brand of advertising.
According to industry analysts, compared with the traditional search behavior, intelligent speaker search rankings become more critical.Because the speaker can present limited information, so the voice assistant gives the first search result, more user-friendly.
Not only that, based on the voice assistant Alexa to advertise, display the form will be more vivid.Because in the process of voice interaction between the user and the speaker, the smart speaker needs to understand the user's question, plus Amazon holds the consumer detailed shopping data , So this time implanted ads will be more targeted.
In addition, advertisers, the use of intelligent speaker consumer groups itself is a group of precise users, they are in the forefront of consumption, more willing to accept new things.
Amazon also is expanding its global footprint for Echo in 2017. It has expanded to South America and Europe this year, starting with the United States, the United Kingdom, India, and Japan. In the past Christmas, Amazon Echo introduced a very large The discount, and other products compete for the market.
Take Amazon's smallest Echo Dot as an example, the price of the product dropped from $ 50 to a low of $ 29 during the holiday season, while parts costs for Echo Dot were about $ 31, according to market research firm ABI Research. Including delivery, operation and other costs.
Reimbursement sales in exchange for high sales growth.According to Amazon disclosed that during the Christmas holidays, Echo Dot sales of millions of units, as the same period, Amazon's best-selling products.
In fact, the discount is not only the Amazon Amazon speaker.In the international market, Google and Amazon started a price war.But according to market research firm eMarketer statistics, in the United States in 2017, smart speakers monthly live users will reach 35.6 million Of which Amazon Echo will reach 70.6% of the market share, ranked second in Google Home accounted for 23.8%.
The domestic market, Ali and Jingdong two companies during the last 11 pairs, also around a smart speaker launched a price war. Ali's Lynx elves 400 yuan subsidies to Taobao super members, the original price of 499 yuan sold 99 yuan products. Jingdong, the original price of 399 yuan Ding Dong TOP smart speakers to Jingdong Plus members only sell 49 yuan.
But did not blend into the price war millet, its smart speaker 'love students' release price is only 299 yuan, almost the lowest price of similar products.In the New Year's speech in Luo Zhenyu, which disclosed a' little love Students earn only a dollar.Of course, the accuracy of this data has yet to be verified, but the low profit has been Xiaomi's product strategy.
Whether it is Amazon, Google, or Ali, Jingdong and millet, we are still preempting the smart speaker market, especially domestic consumers, the use of the speaker is still in the habit of developing stage.A Lynx insider told 21st Century Business Herald reporter, although the advertising is a promising business, but in their predictable strategic planning, there is no smart speakers realized cash pressure, especially in the user habits are not cultivated, the entire ecosystem is not established Lynx genie will continue to invest in construction until it is up.
At present, Amazon Echo has accumulated tens of millions of users all over the world. At the same time, Amazon is also the first company to set up a voice-based eco-based enterprise, and its pioneering business model or direction will be given to those who follow.