The development of smart speakers started in 2014. Amazon released the Echo at the end of that year, quickly detonating this new market and becoming the well-deserved global leader in smart speakers.
Google jumped into the fray in 2016 with the official launch of Google Home in November. Challenge Amazon!
In the blink of an eye, 2017 is the first year for Apple to enter the game, and it is also the year when Google and Amazon fully confront each other.
Before that, Zou Dashi released the Buy email list Amazon Echo research report, describing the rise of Amazon Echo and the breaking strategy of Google home. In this article, we will review the battle situation in 2017 and analyze the general trend of speaker screen.
The following are the core points of the report.
1. Macroscopic analysis of the battle situation
Competition status: The competition for smart speakers has entered the second half, the era of single-product explosions has ended, and the single-product competition has evolved into a competition in product ecology;
Competitive strategy: Product ecological competition does not mean competing in the medium, low, and high-series speaker market. Product planning needs to focus on the company's core strategies. The core strategies include application penetration, ecological extension, and value separation; Amazon uses Alexa to penetrate As the core, it is a wise move to abandon the high-end speaker market and focus on screen speakers;
Competitive outcome: Google was crushed by Apple in the high-end speaker market, and Amazon's Echo Show became the third largest force in Amazon's product camp;
In the Amazon Echo ecosystem, the Echo Show is the center of the Echo camp, and the Echo Spot is just a smart alarm clock for the bedroom scene;
2. The development history of Echo Show
1. Product introduction: Compared with the Echo series speakers, the Echo Show and Spot add a screen. Realize the three values of information screen display, media playback and video call;
2. Product history: Echo Show went on sale from June 28, 2017 to February 2018, and has gone through the following three stages:
Stage 1: Echo Show's hot sale
Stage 2: Youtube withdraws from Echo Show, word-of-mouth collapses from September to November
Phase 3: Echo Spot's launch, a small addition to the bedside scene
3. Echo Show market breaking strategy
As innovative products, the process of entering the market of Echo and Echo Show can be summarized into three steps, namely product foundation, value driving and user penetration;
Base: The product base of Echo Show comes from the following three products, namely Alexa tablet Fire, Echo speaker and Nucleus home calling device;
Drive: The explicit drive of the Echo Show purchase decision comes from the three value points of the product, and the invisible drive includes five elements: sound quality, hands-on experience, brand effect, price and appearance;
Penetration: Driven by three major values, the three typical users of Echo Show are respecting the elderly, smart home users and cooking housewives.