Today, American GAFAMs (sorry GAMAMs!) and Chinese BATXs are more active than ever in their proposals for using voice and intelligent assistance to manage our daily lives. However, only very simple functions such as asking for the weather, playing music or starting a timer are used on a regular basis. André JOLY, Managing Director of SPIX industry makes this observation and explains why voice and intelligent assistance solutions dedicated to industry are necessary.
We listen to GAFAM and BATX
By dint of talking only about the GAFAMs, we would almost forget the BATX which are quickly arriving on our markets, Baidu, Alibaba, Tencen, and Xiaomi which are coming to us directly from China. For its part, Samsung’s voice assistant is making a remarkable breakthrough in Asia and the United States. By way of comparison, in 2020 Chinese voice assistants are more deployed in the world than Apple’s “Siri”, as is Samsung’s Bixby.
This finding raises a first question about the sovereignty of European industry. Indeed, no European actor appears in this list. Looking only at the tree, we risk missing the forest…
The technical development of voice assistants as we know them today has cost a small fortune to each of the companies that develop them. These investments, which can only be made by the big players mentioned above, must be profitable one day. Two solutions are available to them: make the customer pay for a product to give access to a service, or give access to a free product to monetize a service. It was the second choice that took over! The major voice assistant publishers offer us their products, so that we can consume services offered by other e-commerce or advertising players. The icing on the cake, in the general conditions of use of these “free” products, we all agree to pool our data and share our time spent listening to high value-added advertising content.