The document discusses the "voice wars" between Google Assistant, Amazon Alexa, and Apple Siri. It focuses on Google's strategy with Assistant and how it fits into their broader product portfolio. By 2018, voice assistants were common in many devices. Google launched Assistant across Pixel phones, books, and speakers. The document discusses various questions around the voice assistant market including which company is best positioned (Google), business models, and who is best positioned to win the connected home (Amazon looks strongest).

1. Voice Wars:
Hey Google vs Alexa vs Siri

2. OVERVIEW
1. The case study
focuses on the voice
wars between Google’s
Assistant, Amazon’s
Alexa and Apple’s Siri..
2. It focuses on Alphabet’s
strategy for Google Assistant
and how the voice assistant
can fit in the company’s larger
portfolio of products and
services.
3. By 2018, devices
with voice assistants
had stormed the
market with other major
competitors being
Microsoft, Xiaomi,
Tencent, Alibaba etc.
4. Both Amazon and
Apple had earlier
launched home
devices integrated with
the voice assistant
feature.
5. Under the leadership
of Sundar Pichai,
Google also launched
Pixel books, Google
Speakers, Pixel
phones etc., loaded
with the Google voice
assistant, under the
fresh software section.

3. Who is the best positioned firm in the voice
wars? Weakest Positioned? Consider Google,
Apple and Amazon.
• Voice war is the market of winner take most.
• Criteria for addressing the question:
• Installed user base--Google Assistant(3.3 Billion)> Siri(1.0 Billion)> Alexa(0.3 Billion)
• Voice Accuracy and Speed-- Google Assistant(95%)> Siri(83%)> Alexa(79%)
• Features and Capabilities-- One follows the other
• All the three have strategically placed themselves against each other in Smart Speakers,
Connected Home etc. Google has managed to give a tough competition to both Apple and
Amazon showcasing its potential in all categories.
Ecosystem Integration -- Google has an advantage as its available on IOS as well as Android
platforms unlike Alexa which is restricted to Amazon ecosystem and Siri restricted to Apple
ecosystem only.
Conclusion: Comparatively Google has been better positioned in voice wars with Amazon
being weakest positioned.

4. Is voice a winner-take-all or winner takes most market?
Each of them has their own pros and cons:
• The companies cater to a specific segment of the customers; hence one company cannot
capture the whole market.
• Apple was the first to enter the market and Microsoft followed but it was Amazon who captured
most of the market (66.7%) compared to Google home’s 29.5%.
• Apple restricted integration of various application categories due to the strict view of consumer
privacy, despite this Siri was widely used.
• Alexa had limited availability across phones and tablets, and it was available only on some
devices, but it had the maximum share in the market.
• Google partnered with Sony and Panasonic and Xiaomi and Samsung to make it available in
their devices.
• Companies like Tencent, Baidu and Alibaba are also entering the market and securing their
positions.
Conclusion: The industry is winner takes most but it is not winner takes all the market shares.

5. What should be Google’s strategy in voice
business?
• Google’s voice strategy is ubiquitous and comprehensive.
• Google in the long run should seek to integrate Google Pay along with
Google Assistant.
• People with disabilities primarily lack that assistance at home where there
is no one around. Such untapped segments which are yet to be explored
by the competitors should come to Google’s advantage where not only they
will make a substantial contribution to the society but also a substantial
amount of revenue will generate.
• The introduction of Google play music controlled by voice command can be
a catalyst towards more revenue. Advertisement can be added before
Google music application, which will fetch more revenues to the company.

6. What is the business model?
How should it be different from Amazon, Apple and
others?
• For Google, there is a shortage of a clear business model and added to it there was a lack
of a monetization strategy where they could generate sales unlike its competitors. The focus
was on increasing market share through voice searches and not on making ad revenue.
How should it be different?
• The model should be a hybrid one which will be advertising-based combined with tech-say
business.
• In order to differentiate its products in the near future, Google should solidify Google Home’s
ability to act as a real time translator.
• Take the upper hand and restrict access to smart speakers to only authorized devices and
assemble a privacy mechanism for its users.
• Integrate Google Cloud Arena on a broader scale such as video entertainment and home
monitoring (including security).
• Utilize its speech recognition technology which has a market share of around 95% compared
to its competitors.

7. Who is best positioned to win in the fight for
the connected home?
• Amazon looks like they will secure much market share for the connected
home.
• Google has the advantage when it comes the voice experience for mobile.
• Google has the strong basis to eventually capitalize on in increased use in
voice, either by offering Android users a ‘Voice Store’ through the existing
Play Store or via the Google Assistant itself.
• Cortana comes in last. Since users have reported issues with Cortana
understanding even basic requests despite no problems with their
microphones.
• Alexa has the upper hand of better smart home integration and more
supported devices, while Assistant has a slightly bigger brain and better
social skills.

8. RECOMMENDATIONS
• Gaining the trust of users and move towards fully
personalized voice assistance
• Compatibility and Integration
• More security being built around the user
• Adopting a Mobile Voice strategy

9. Thank You!!
Thank You!!