Voice Search: An Amazon and Google Dust Up
January 26, 2017
I read “Amazon and Google Fight Crucial Battle over Voice Recognition.” I like the idea that Amazon and Google are macho brawlers. I think of folks who code as warriors. Hey, just because some programmers wear their Comicon costumes to work in Mountain View and Seattle, some may believe that code masters are wimps. Obviously they are not. The voice focused programmers are tough, tough dudes and dudettes.
I learned from a “real” British newspaper that two Viking-inspired warrior cults are locked in a battle. The fate of the voice search world hangs in the balance. Why is this dust up covered in more depth on Entertainment Tonight or the talking head “real” news television programs.
I learned:
The retail giant has a threatening lead over its rival with the Echo and Alexa, as questions remain over how the search engine can turn voice technology into revenue.
What? If there is a battle, it seems that Amazon has a “threatening lead.” How will Google respond? Online advertising? New products like the Pixel which, in some areas, is not available due to production and logistics issues?
No. Here’s the scoop from the Fleet Street experts:
The risk to Google is that at the moment, almost everyone starting a general search at home begins at Google’s home page on a PC or phone. That leads to a results page topped by text adverts – which help generate about 90% of Google’s revenue, and probably more of its profits. But if people begin searching or ordering goods via an Echo, bypassing Google, that ad revenue will fall. And Google has cause to be uncomfortable. The shift from desktop to mobile saw the average number of searches per person fall as people moved to dedicated apps; Google responded by adding more ads to both desktop and search pages, juicing revenues. A shift that cut out the desktop in favor of voice-oriented search, or no search at all, would imperil its lucrative revenue stream.
Do I detect a bit of glee in this passage? Google is responding in what is presented as a somewhat predictable way:
Google’s natural reaction is to have its own voice-driven home system, in Home. But that poses a difficulty, illustrated by the problems it claims to solve. At the device’s launch, one presenter from the company explained how it could speak the answer to questions such as “how do you get wine stains out of a rug?” Most people would pose that question on a PC or mobile, and the results page would offer a series of paid-for ads. On Home, you just get the answer – without ads.
Hasn’t Google read “The Art of War” which advises:
“Let your plans be dark and impenetrable as night, and when you move, fall like a thunderbolt.”
My hunch is that this “real” news write up is designed to poke the soft underbelly of Googzilla. That sounds like a great idea. Try this with your Alexa, “Alexa, how do I hassle Google?”
Stephen E Arnold, January 26, 2017
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