The personal home assistant, like Alexa from Amazon is one of the first in a growing series of devices that will eventually relieve you of mundane tasks allowing you to utilize your time more efficiently. Alexa is the next in Amazon’s perpetual strategy to be the “Everything Company” to the world.
Amazon represents the ultimate brand building example. It is not only becoming the “everything store” but now it is an “anytime everywhere” store. Google is anticipating your needs and Amazon is providing the only place you need to go to fulfill those needs. Google tees it up and Amazon delivers.
It is also the beginning of the elimination of the screen. Voice recognition will rapidly be the easy choice, as Siri from Apple and other devices have pioneered. Amazon is capitalizing on the laziness of the mind. When faced with a choice the mind will always select the easiest alternative.
Instant gratification has always been a prime motivator for consumers. These new devices are providing the vehicle for thoughtless gratification and constant consumption.
Amazon is now the leader in home automation with Alexa and the Amazon Dash devices. Amazon was keenly aware of the fact that there were few other attractive new electronic devices on the market this Christmas season. By offering Alexa at an attractive price they enticed a mass market to buy and try this futuristic convenient device. Consumers “love it”—the ultimate goal for achieving brand equity. Amazon has a unique advantage in this race for “owning the customer” because they already have consumers “trust.”
Alexa, in combination with Google, has access to information about the world and is the initial “all-knowing device.” The interface with the “everything store” is the ultimate draw for consumers. You can order almost anything e.g. food, Uber, control home appliances, check your financial information, play music and complete a host of other routine daily routine activities.
In addition to being able to read a book to you, Alexa can also guide you through a recipe as you prepare for and cook a dish. That’s better than listening to Martha Stewart or Rachel Ray. If you run out of something you now can either tap that product’s Amazon Dash device or tell Alexa to order a replacement for you.
This is just the beginning of what will be. By collecting and storing your routine habits, preferences, and interests, these devices will eventually know what you want and need before you do. It is the ultimate strategy in the battle for the customers mind—immediate gratification over longer term gains.
To support their strategy, Amazon is investing in their infrastructure with new fulfillment centers, supply trailers, new retail outlets, delivery drones and a host of collaborations with firms like P&G and others to support their Dash devices.
It’s hard to imagine how their competitors can keep up with this perpetual introduction of consumer-friendly innovations that cement Amazon’s relationships with their global customers—making it easier and easier to do business with Amazon.