A new study from Juniper
Research has found that the adoption of voice assistants such as Alexa
and Google Assistant will be a key factor behind smart home
growth, with 275 million voice assistant devices used to control smart
homes by 2023. This is up from an estimated 25 million in 2018, a growth
The research found that the introduction of routines from both Amazon
and Google means that voice assistants are now the most
convenient way to combine desired actions in the smart home; creating a
more cohesive user experience across the smart home ecosystem.
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Monetisation is the Next Battleground
The new research, Smart
Homes: Vendor Analysis, Impact Assessments & Strategic Opportunities
2018-2023, found that Amazon’s loss-leading strategy, with
hardware products tied to a comprehensive product and service ecosystem,
has established a lead in the smart home.
Juniper predicts that Google will remain a distant second in the
space, with the latter’s Nest brand incurring a $621 million loss
in 2017. The research highlighted Google’s AI prowess,
demonstrated by ‘Duplex’, although noted its comparatively poor
ecosystem as a negative factor. Furthermore, it claimed that the
introduction of a monetised Alexa skills will incentivise smaller
vendors to take an ‘Amazon-first’ approach.
Research Author Nick Maynard explained: “Current AI capabilities
coupled with routines means that Google’s greater AI investment will not
displace Amazon’s lead. To compete effectively, Google must enhance the
quality of its ecosystem.”
Voice Assistants Central to Connected Appliances
The research also forecasts that connected appliances will have greater
integration with voice assistants. This will be crucial to manufacturers
being able to position connected appliances as a central hub for the
These integrations will allow shipments of connected appliances to
increase by 80% per annum on average until 2023. This growth will be
further helped by dramatic falls in the average cost of connected
appliances, set to fall by 52% between 2018 and 2023, to $280 globally.
Juniper Research provides research and analytical services to the global
hi-tech communications sector; providing consultancy, analyst reports
and industry commentary.
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