Why Tech Giants Are So Desperate to Provide Your Voice Assistant - 0 views
-
Cécile Christodoulou on 14 May 19"You can only understand the voice platform wars by first recognizing that voice assistants, specifically, represent both a platform and user interface (UI) shift comparable to the web and smartphones. The key difference is that these new platforms are neither based on open standards, nor on relatively open access to consumers. Voice assistants introduce a proprietary intermediary into all digital consumer interactions. This scenario both excites and frightens the leading tech companies that carved out enviable positions in the earlier web and smartphone platform wars." "Voicebot subsequently introduced the 5 A's framework for evaluating value segment dominance: Access, Acquisition, Authority, Attention, and Agency." "Each of these segments is again up for grabs in the new voice era. Voice assistants offer easy Access to content. They are being used to Acquire goods, and are a new source of Authority, as they answer billions of questions annually. They are also diverting Attention that previously went to smartphone interactions to new voice interaction properties. This means that each of the winners of the previous web and mobile platform wars has existing territory they must protect. " "Agency is what all of the big winners of the earlier tech platforms fear most. Voice assistants reserve agency for making choices about where answers are sourced (Authority), and can heavily influence content sourcing (Access), such as steering people toward Prime Video or YouTube. They also can order from multiple sources (Acquisition) that are not Amazon.com. And, they introduce new sources of interactions that displace consumer time with media (Attention). Voice assistants are an intermediary. " "Voice assistants are designed to help simplify users' lives. Over time, more and more agency will be granted to voice assistants to simply execute tasks on behalf of the user. The consumer will not necessarily care how the task is fulfilled, just that it gets done. " "If an agen