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Home / Business / With Google Home Arriving, Amazon plans #JustAskAlexa campaign for Major India Push

With Google Home Arriving, Amazon plans #JustAskAlexa campaign for Major India Push



It is now clear that Echo and Alexa have solidified Amazon's ambition to move from being an ecommerce giant to becoming one of the largest technology companies in the world. And India is one of the biggest markets for Amazon – not only in the fight against Flipkart – but also as a country that has the potential to take over Echo and Alexa en masse. To create a successful new device category, potential buyers must be informed about hardware and software and the actual use cases made public. Amazon has spent a lot of time and effort to achieve this, just as Google Home is preparing to launch in India.

The first step is to put hardware in the hands of the people. The company introduced a range of intelligent loudspeakers on a limited invitation base in India last year. During the second half of 201

7, Amazon Echo became a big hit in the US. This showed Amazon that India could also be ready for a market rush, and the company brought in an open turnover for Echo spokesman last month. This is the first part of the puzzle.

To make sure that Alexa makes the heart of the echo speakers more familiar, Amazon has developed various capabilities (some less useful than others) and given broad hardware support. Today, India is a largely Windows and Android market, and Amazon's strategy in recent months has been to introduce Alexa on a large scale in these operating systems. This was achieved by bringing Alexa to most Windows PCs and adding the Alexa app's voice commands.

While Alexa facilitates access, the last step is to make sure Indians actually use the wizard by showing what Alexa can do. Here comes the company's new #JustAskAlexa TVC campaign . AFAQS reports on the new campaign for the Indian market to be aired this week. Ravi Desai, Director of Mass and Brand Marketing at Amazon India, said the time was right for Echo and Alexa. "The customer is more than ready, it's mostly about awareness of the capabilities of such a product," he said AFAQS.

Video credit: AFAQS. com

To this end, the company has been working hard to integrate localization features into Alexa to do better than most other smart wizards. "It keeps learning with every appearance and every interaction," Desai said, adding, "There are different ways in India to say the same thing, and even though my wife and son ask for the same song, Alexa would play different versions of both . "

Oh, and if you're an Amazon Prime user, Amazon Prime Music on Echo Dot is already part of your subscription. Prime Music was launched in India just last month and will, as seen above, be a focal point in Amazon's marketing.

Amazon has the feeling that Indians are ready for smart helpers and will get a confirmation from Google, which is poised to get Google Home, to India next month. Google and Amazon have been trying for months to support each other's products and services on competing platforms. This tension is well received when starting Google Home in India (see there).

Google has also laid important foundations for Home in the country. Google Assistant, the equivalent of Alexa, already supports Hindi for voice commands. Google Play Music is also available in India at very competitive prices, and Google has improved its marketing strategy for India over the past year, which is clearly visible in the heavily advertised Pixel 2 phones.

Of course, there is still a long way to go before Indians start talking to smart speakers on a regular basis. The novelty factor will soon subside and the daily use of smart speakers will determine if India is the right market for these devices or if the timing is actually wrong. "Very soon people will get used to it, but right now the novelty is causing people to share it.I got people excited even though Alexa tells them their 40 degrees in Ahmedabad.The people had parties with music that were completely by Alexa were played, "added Desai.

So it looks like India is going to be some interesting months as Amazon and Google unleash their rivalry between smart speakers outside the US. 19659012]! Function (f, b, e, v, n, t, s)
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