Google has a higher exposure on CES, and they have bought huge billboards to promote their own artificial intelligence voice assistant platform. Also because it has announced that its voice aides will be compatible with a variety of vehicles that use Android Auto software, the media have attracted the attention of the media.
But none of this is the leader of the marketAmazonThat's too much of a threat to its position, which launched home smart speakers in 2014, two years earlier than Google. Also in 2015, external developers were allowed to develop a variety of third-party features for Alexa. "We have had several years of leadership. And we seem to be accelerating, "said Steve Rabuchin, vice president of Amazon's Alexa.
But Google's attack will not stop after the end of CES. According to people familiar with the matter, the company also revised its online store in February this year to sell its own products (and Alphabet's Nest smart home products), while Assistant voice assistant will be at the center.
With the increasingly fierce competition between the two sides, Amazon recently withdrew parts of Google devices from its online store and installed Google's YouTube video sites in its devices. People know that Google is also discussing a strategy that allows users to buy products and services through Assistant voice aides.
Before CES, Google said that Assistant had run on 400 million devices - most of which were Android phones. But insiders say the company is worried about being grabbed by Amazon. This is especially true in the smart box market, and market research company eMarketer estimates that Echo will take 68% of the smartphone market share this year, and Google Home is only 25%.
A Google spokesman declined to comment on future plans and market share, said Scott Hoffman, vice president of Google. Assistant's focus this year is on further penetration into mobile devices, home electronics and cars.
Google has another concern: when equipment vendors are considering making profit from voice aides, they will turn to Amazon. LG is one of them. The company has launched a series of electronic and electrical appliances with built-in voice functions on CES. Although the TV is dependent on Google, the refrigerator is compatible with Alexa, which makes it convenient for users to buy all kinds of groceries.
Executives at TOYOTA and other companies said on CES that they expect consumers to be more hesitant when changing digital assistants. Sound box manufacturer Sono also plans to integrate Google Assistant this year, and they are now supporting Alexa.
Google launched its own hardware business in 2016 and launched a smart phone and home audio. The project has been drastically adjusted to ensure that Assistant can cover more audiences. But in addition to Amazon and Google, Samsung has pledged to integrate its Bixby voice aides into mobile, television and household appliances.
And there are also apples. After the delay of the original plan, the company is also expected to formally sell smart speakers and provide more resources for Siri voice aides. Unlike Google and Amazon, apple does not appear on the CES and is in a hurry to promote Siri to other devices.
It is said that Google's new strategy for Assistant has mimicked the key advantage of apple: providing a consumer electronic product. Although Amazon hopes to promote its Echo device, people familiar with the matter said that the main goal of CES on Alexa is to generate more sales and traffic for its Prime member services.
However, it is also logical for Amazon to build Alexa into Sonos, which is competing with Echo. "Many of our partners are selling products on Amazon." Labusin said, "if someone chooses Sonos, not our equipment, we're happy, too. Because they are still users of Amazon. "