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Summary of results
I. Industry Background: Technological Development, Interactive Change, and Emerging Markets
1. Accuracy of speech recognition continues to increase, making speech interaction one of the major interactive modes in the future
2. The change of voice interaction mode gave birth to a huge market for voice equipment
3. In the huge market, family speakers have strong voice attributes and wide family coverage, making them the first breakthrough in voice equipment.
Second, the development process: macro data deduction and three stages of development
1, according to the development of time, smart speaker industry development can be divided into three stages
2. Stage 1: 2015-2016 Amazon took a break and Echo took over Sonos to become overlord
2016 Global Online Speaker Market, Amazon Surpasses Sonos to Become Industry Leader
Amazon Echo Product Listing Strategy: Three Steps: First Anchor, Post-Rush, and Stand-by
Amazon Echo initially had 5 types of seed users and 1 type of pain point user
3. Phase 2: 2016-2017 Google's Strategy Breakout and GoogleHome's Sharp Attack
Google Home released from November 16 to April 17th, grabbing 23.8% of smart speaker market share from Amazon
The two stages of Google Home's development, outside point single breakthrough and inside attack
Breakout from the outside: Choosing intelligent question and answer as a breakthrough, because this feature has obvious advantages, user perception, willingness to pay
Inside attack: Amazon has established two scenarios, six directives and 19 kinds of skills in the product scene ecology.
Stage 3: Full-scale ecological contest of voice equipment from 2017 to the present
The war of the entire voice equipment can be divided into four dimensions from the bottom up (single speakers, speaker categories, home scenes, and voice equipment)
Three strategies for loudspeakers to fight in a random manner: flanking, differential separatist and smashing benchmarks
Three characteristics of home equipment ecology: multiple space interworking, multi-device interconnection, multi-role users
Amazon launches full-scale competition with Alexa as the core, covering the whole scene and all equipment
Third, the competition strategy: the evolution of the industry structure and competitive strategy
1, smart speaker competition elements: product breakthrough, ecological value and time window
2. 2014-2016 correct product breakthrough path, 2 year time window, let Amazon win the tickets for the ecological battle
3, 2017-now the battle of speakers has been upgraded to ecological confrontation
Original report 
48 pictures to understand the history of Echo
Introduction: Recently, Zou Daxi released the 2017 Amazon Echo Smart Speaker Research Report, analyzing the development of the Amazon echo speaker in terms of industry background, development history, and competition strategies.