Smart speakers carry the dreams of various technology companies for smart homes. Because Amazon launched a smart speaker in 2014 and its open voice attitude, Amazon Echo unexpectedly became popular and seized the entrance of most households in the United States, from life assistants to control Other smart devices in the home. Today, Amazon Alexa has more than 45,000 skills and is ubiquitous. Domestic and foreign smart hardware manufacturers are equipped with or compatible with Amazon's voice assistant, leading the era of voice technology.

The U.S. smart speaker market has formed a tri-power competition for hegemony

The first domestic and foreign companies to follow this model are Google and iFlytek. At the 2016 I/O conference, Google launched Google Home equipped with voice technology. In China, iFLYTEK and JD.com launched Dingdong smart speakers. Apple also Joined this camp last year.

Amazon Monopoly

Benefiting from American home scenes and strong DIY capabilities, devices such as smart cameras and smart speakers have grown rapidly. As a result, smart speakers have entered many American homes, with a penetration rate of 32%, and Amazon has occupied most of the markets. Google speakers have grown rapidly, with shipments in the first and second quarters of this year achieving four to five times growth.

The continuous rise of smart speakers has pushed the American home scene into the era of voice control. As early as the beginning of the year, a report pointed out that people use smart speakers for longer than other devices such as mobile phones. More than one-third of Americans choose to use smart speakers. Not a smart phone, and about 30% of people use smart speakers instead of watching TV. At the same time, 31% of users use voice assistants to control other devices at home.

It’s just that Amazon is far ahead of other competitors and monopolizes the US smart speaker market. The latest consumer survey report from Strategy Analytics shows that the most popular smart speaker in the US is still the Amazon Echo, accounting for up to 23%, occupying all Amazon categories. With a utilization rate of up to 63% of smart speakers, it is the only one.

Secondly, Google accounted for 17% and Apple HomePod only accounted for 4%. As a high-end smart speaker, HomePod did not compete for this market with low-cost smart speaker products.

The survey also shows that 58% of users said that they have two or more smart speakers at home, but the usage scenarios are mainly in the living room, and the research also found that other smart speaker brands will also have a great opportunity in the United States. When asked to name a brand, which brand they would choose for their next smart speaker, 54% of users chose Amazon, Google or Apple, and nearly half of the market was reserved for shopping malls such as Samsung.

The United States has formed a tri-power competition for hegemony

U.S. smart speakers are favored by users. In this battle, Amazon took the lead and Google followed up in time. Google Home shipments showed a rapid growth trend. However, after Apple’s entry, the U.S. relied on Amazon, Google, and Apple. The situation of the three strongest hegemony will also be extremely fierce.

However, people who eat melon are still concerned about whether there is still a chance for Apple HomePod. In my opinion, the high price is a serious problem for Apple and it is difficult to catch up. If you want to grab more home users in the United States, you need to launch a cheaper HomePod.

In addition, smart speakers will enter the screen era this year, and the computing power will be further improved, which will further make the speakers become the hard power of the home center. Following Amazon’s launch of smart speakers with screens, Google’s follow-up is now in October, Google manufacturing hardware At the special conference, Google Home Hub, a smart speaker with a screen, was launched, equipped with a 7-inch display screen, to achieve better interaction with users and control smart homes.

But Apple, as a loyal fan with billions in the world, and with the increasing improvement of Apple’s smart home HomeKit ecosystem, when more device manufacturers join this ecosystem, it is bound to further activate HomePod sales. If a cheap version of smart speakers can be launched, it will reduce User purchase threshold, then Apple can put pressure on Amazon and Google.

Do entrepreneurs have a chance?

In the competition in the US market, Amazon and Google have formed a dual situation, and with Apple's participation, there are not many opportunities for other innovative companies. In China, a hundred-box war situation has formed. In this battle, there are not only BAT giants, but also many innovative companies, but the market is invaded by giants. Ali’s Tmall Elf occupies about half of the market, followed by Xiaomi. Firmly control the domestic smart speaker market.

However, in China, the smart speaker model equipped with voice technology has been used to seize the entrance of smart homes. It has not been as successful as in the United States. Among many domestic players, smart speakers have created a pan-IOT ecosystem. Although most of them support the control of home equipment, But the whole living space has not yet been intelligent.

And a tepid smart speaker market, due to the joining of many heavyweight players such as iFLYTEK, BAT, Lenovo and Huawei, innovative and entrepreneurial companies have limited living space. After the Hundred Box War, perhaps like smart watches and other wearable devices in previous years, related startups will also be squeezed by giants and face difficulties. In the end, a few heavyweight players such as Ali, Xiaomi and Baidu will remain.

I always believe that a small smart speaker hardware carries the dreams of many companies for the future, but with the low penetration rate of domestic smart homes, it is difficult to achieve smart speakers to snatch the home entrance, especially after the participation of giants , Some startups do not think of smart speakers as a home entrance to imagine the future, because the entrance dispute will eventually be harvested by several giants in the smart home scene bonus.

At last

In the next few years, the scale of smart homes will grow to the next trillion-level market. Yang Jianyong, a senior expert on the Internet of Things, pointed out that as one of the largest markets in the consumer Internet of Things, technology giants want to get a share, especially the industry. Talking happily about Amazon’s impressive performance, driven by Amazon, the industry has shown a chain reaction. A small piece of smart hardware has evolved into the main battlefield of giants competing for supremacy, and various smart speakers have been launched intensively. Especially in the country, there is a swarm of follow-ups, and even some startups boast to be the Chinese version of Amazon. However, under this craze, perhaps the fate of smart watches will be the fate of many innovative companies, and they will eventually become fish on the beach and be collectively killed. .

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