Amazon's Alexa: Blue Ocean Innovation and Strategy

I-Alexa ingumsizi we-virtual esimaziyo sonke, ithuthukiswe futhi isatshalaliswa yi-Amazon. Ukuqamba izinto ezintsha embonini yomsizi wezwi kukuvumela ukuthi usebenze enkundleni yokuncintisana engasetshenzisiwe, engangcoliswa ukuncintisana, lapho isidingo sizenzela khona. Ake sibone ukuhlaziywa kulesi sihloko.

Umsizi we-Alexa uhlala ekulungele ukuphendula imibuzo yethu, isidingo sesevisi esheshayo nesheshayo, ehlala njalo ku-inthanethi, exhumekile futhi eqaphile. Esikhathini sama-smartphones, i-Amazon iklame idivayisi ngaphandle kwesikrini, abasebenzisi abangasebenzisana nayo. Lo mqondo ungabonakala ungajwayelekile, kodwa ube yimpumelelo ngendlela emangalisayo.

I-Caratteristiche

Amakhono okusebenzisana we-Alexa abandakanya umsebenzisi ngendlela ehlukile, inkundla eyodwa lapho imikhiqizo eminingi ingathintana nekhasimende. Izinga lokusebenziseka kalula nokusebenzisa isilekeleli sezwi se-Alexa liphakamisa ukuthi esikhathini esizayo kungase kube nentuthuko ekusebenzeni kanye nolwazi lomsebenzisi. Kokubili ukuba lula kokufinyelela kanye negumbi lokuthuthukisa abasizi bezwi njenge-Alexa kuyisisekelo esihle sokucabanga ukuthi abasizi bezwi abafana ne-Alexa bazodlula izinhlelo zokusebenza nokusetshenziswa kwewebhusayithi eminyakeni ezayo.
Izinkampani ezizoletha izinto ezintsha ezibalulekile emakethe kulo mkhakha zizoba nenzuzo enkulu ekuheheni amakhasimende ngokunikeza isipiliyoni samakhasimende esiyingqayizivele.

I-Alexa futhi iyisixhumi esibonakalayo sengxoxo. Izinkonzo zayo zaziklanywe kucatshangwa ngengxoxo. Izixhumi ezibonakalayo zezingxoxo zenzelwe ukuthuthukisa ukuxhumana komuntu siqu
ukuxhumana phakathi kwendoda nomnikezeli wesevisi.
I-Alexa, ithuluzi eliyinhloko le-AI yenkampani, idale i-Blue Ocean, ihholo lemakethe elalingaziwa ngaphambili lapho udala khona isidingo, ngesikhathi esifanayo ijabulela izindleko/izinzuzo zokuhlukanisa. Imibhalo ye-Amazon ifakazela ukuthi izilwandle eziluhlaza okwesibhakabhaka zakha amabhrendi. Isu eliluhlaza okwesibhakabhaka lisebenza ngendlela yokuthi ukulingana komkhiqizo kusengakhiwa okuzohlala amashumi eminyaka.
Ngokusho kukaCollin Davis, umphathi jikelele we-Alexa for Business e-Amazon uthe i-Amazon ngokwayo isebenzisa i-Alexa emakamelweni enkomfa angama-700. Cishe u-70% womhlangano wabo uqalwa yi-Alexa
I-Alexa iletha ukuthinta komuntu kwezobuchwepheshe. Inhloso ukunikeza umuntu wangempela ingxoxo umuzwa lapho umthengi ezosebenzisana nedivayisi. Brands can
thuthukisa ukusebenzisana kwamakhasimende ngokusebenzisa isu elihle lezwi.
Imithetho yeBlue Oceans ayikasungulwa, ngakho-ke umbango awubalulekile futhi unikeza a
ithuba lemibono emisha kanye nentuthuko enenzuzo. Ibhizinisi kufanele lisuse ukugxila kwalo kwesu lisuke emqhudelwaneni liye ekwaziseni izinto ezintsha njengensika ebalulekile yolwandle oluluhlaza.
isu, ukuze kuqedwe uLwandle Olubomvu olungakhiqizi kangako.
Mayelana nezinzuzo zesikhathi eside, ibhizinisi elikwazile ukuphatha imakethe entsha kungase kudingeke liqhubeke lihola ngaphambi kokuba osanda kungena angene olwandle oluluhlaza. inhlangano kufanele idale uguquko olwandle oluluhlaza ukuze yenze isu: izinyathelo eziqinile eziya ekusukeni olwandle olubomvu oluqalekisiwe lokuqhudelana ukuya endaweni yemakethe engenakuphikiswa; khetha indawo efanele ukuqala umkhankaso; suka esimweni samanje; thola ulwandle kwabangewona amakhasimende; dala kabusha imikhawulo yemakethe futhi ekugcineni ukhethe futhi uhlole ulwandle lwakho olukhethile oluluhlaza okwesibhakabhaka.

Iqhinga ELIBLUE OCEAN

Umbono ohlukile, onikezwe oprofesa W. Chan Kim noReneé Mauborgne (2005), inkampani
imvelo inomunye umkhakha owaziwa ngokuthi i-blue ocean: inkundla yokuncintisana entsha, engasetshenzisiwe, engangcolisiwe lapho kukhiqizwa khona isidingo. Ngenxa yalokho, imithetho olwandle olwandle ayikakhiwe, okwenza ukuncintisana kungabi nalutho futhi kunikeze ithuba lemibono emisha kanye nentuthuko enenzuzo. Ukuze sigqashule olwandle olubomvu olungenanzuzo encane, kubalulekile ukuthi inhlangano iguqule ukugxila kwayo ekuncintisaneni iye kukwazisa okusha okuyinsika yesu le-Blue Ocean.Ngasikhathi sinye, izinkampani ezifisa ukuphumelela emanzini angaziwa e imakethe entsha kufanele yenqabe umbono ovamile wokuhwebelana phakathi kokuthuthukiswa kwenani kanye nenani eliphansi futhi igxile ekuphishekeleni kokubili ukuhlukanisa kanye nezindleko ezincishisiwe.
Ngokwesiko, izinkampani zivame ukugxila emncintiswaneni ukuze zandise isabelo sazo semakethe embonini futhi zandise inzuzo. Amafemu, asebenzisa amasu ajwayelekile ka-Porter ashiwo emsebenzini wakhe othi “Isu Lokuncintisana: Izindlela Zokuhlola Izimakethe Nabaqhudelana Naye” (1980), ayachuma ekuzuzeni inzuzo yokuncintisana endaweni eyikhethayo yemakethe ngokukhetha enye yezindlela ezimbili eziphansi noma zokuhlukanisa . Ngakho-ke, wonke amabhizinisi angaphakathi komkhakha owodwa abonakala elwela ucezu lukaphayi olwakhiwe abathengi abafanayo, imithombo yemali engenayo elinganiselwe kanye nezinzuzo. Indawo yemakethe enjalo yaziwa ngokuthi ulwandle olubomvu, lapho imingcele yezimboni imiswa kahle futhi kwavunyelwana ngayo, lapho imithetho yokuncintisana isobala nezinkampani ziqhudelana zodwa ukuze zithole amasheya amakhulu esidingo esaziwayo.
Mayelana nezinzuzo zesikhathi eside, ibhizinisi elithathe ngempumelelo imakethe entsha kuzodingeka ligcine inzuzo yokuqala, uma kungenzeka, ngaphambi kwabasanda kungena.
hlanganisa futhi uphendule ulwandle oluluhlaza lube bomvu futhi. Ngokusho kwababhali, ukuze yamukele isu lolwandle oluluhlaza okwesibhakabhaka, inkampani idinga ukwenza ushintsho olwandle oluluhlaza okwesibhakabhaka - izinyathelo ezithile zokushintsha kusukela olwandle olubomvu lokuqhudelana kwegazi kuya embonini engaphikisiwe: khetha indawo efanele ukuqala isinyathelo; Sula isimo samanje, thola ulwandle lwabangewona amakhasimende; yakha kabusha imingcele yemakethe futhi ekugcineni, khetha futhi uhlole inkinobho ekhethiwe yolwandle olwandle oluluhlaza okwesibhakabhaka.
Ukugcina indawo yabo ebhizinisini ngokusebenzisa isu lolwandle oluluhlaza okwesibhakabhaka, ukuncintisana ngeke kube yinto engasho lutho, futhi
izindlela eziningi zamasu kumele zisetshenziswe ukuthuthukisa ulwandle oluluhlaza

Ukuhlaziywa Komkhiqizo / Komkhiqizo

Amazon Echo, Amazon Echo Dot, Amazon Echo plus e Amazon Echo spot yimikhiqizo evela ekuhlangenwe nakho kwe-Alexa. Amazon Echo ingumkhiqizo othuthuke kakhulu. Amanani entengo ahlukene kuye ngosayizi, izici kanye nekhwalithi yezikhulumi. Ama-Multi-mics wonke akhelwe ezinhlelweni ze-Echo, ngakho-ke i-Alexa iyezwa futhi iphendule ngokushesha.
I-Echo, isipikha esihlakaniphile, ixhumeka kumsizi wezwi ohlakaniphile othuthukisiwe we-Alexa, omunye wemikhiqizo ethandwa kakhulu e-Amazon. Uhlelo lunenombolo yemisebenzi:

• ukuxhumana ngezwi,
• ukudlalwa komculo,
• uhlu lwezinto okumele uzenze,
• ama-alamu,
• ukusakaza ama-podcasts,
• ukudlala amabhuku alalelwayo,
• Isimo sezulu,
• traffic njll.

Echo isekuthuthukisweni okuqhubekayo futhi manje ingasebenza njenge IoT, nanjengomhlinzeki wolwazi wasekhaya.
Amazon Echo, Amazon Echo Dot (isizukulwane sesithathu), AmazonEcho Plus (isizukulwane sesibili), Amazon Echo spot zingamadivayisi aklanywe kusukela ekhonweni le-Alexa.

I-Amazon ikhiphe i-Alexa Skill Kit ukusiza amakhasimende ebhizinisi ukuthi akhe amakhono awo futhi awangeze ku-Alexa.

Uma usungeze ikhono le-Alexa ku-akhawunti yakho ye-Alexa, iyasebenza futhi izosebenza nedivayisi yakho ye-Alexa. Amakhono ahlukene asiza ikhasimende ukuthi lithenge izinsiza noma izinto ngaphandle kwe-Amazon. Abasebenzisi bangathola amakhono amaningi edivayisi yasekhaya ehlakaniphile, amakhono okuzilibazisa namakhono abazithandayo, amakhono okusiza okwenziwayo, amakhono okupheka, njll.
Ngokombiko we voicebot aiI-Amazon yamemezela ngasekupheleni kuka-Agasti 2018 ukuthi kukhona Amakhono e-Alexa angama-50.000 kanye nemikhiqizo engaphezu kuka-20.000 enikwe amandla i-Alexa emhlabeni jikelele.

Ukuhlaziya ukuncintisana

Ezimbonini eziningi, ikakhulukazi ezobuchwepheshe, isu leBlue Ocean libonakala liphumelela, kodwa alinasici. Kungaphikiswana ngokuthi imibono yesimanje njengokuthi 'okungebona abathengi' noma 'izikhala zemakethe ezintsha'. ikakhulukazi izindlela ezintsha zokwethula imibono emidala, uMichael Porter nabanye abayakhe esikhathini esidlule.
Enye inkinga ukuthi imijikelezo yokuphila kwezilwandle eziluhlaza ingafushaniswa njengoba kuvela abasha abangenayo
ngenxa yentuthuko ethuthukile kwezobuchwepheshe. Lokhu kuqagela kungase kubuyisele emandleni amahlanu kanozinti: usongo lwabasanda kungena. Esibonelweni esinjalo, umsizi we-Alexa we-Amazon uqondiswa kulesi simo.
Ngokombiko wezwi we-Microsoft ka-2019, Ithole ukuthi ama-25% abantu akhetha i-Alexa, ama-36%; abantu bancamela i-Apple Siri kanti abanye abangu-36% bancamela uMsizi we-Google kanti u-19% bakhetha iMicrosoft Cortana njengomsizi wabo wezwi wedijithali. I-Alexa izama njalo ukuthuthukisa futhi
sebenzisa isu lolwandle oluluhlaza okwesibhakabhaka.

Isiphakamiso senani lekhasimende, izinzuzo zekhasimende ekusebenziseni i-Alexa

• Kuyashesha futhi Kuyashesha: I-Alexa isebenza njengomdali wekhaya ohlakaniphile. Ibanga elikhulu lamadivayisi okuxhumana axhuma nekhaya lakho ngosizo lwe-Alexa. Kusukela kumalambu okukhanya, ifeni, i-thermostat kuya kumenzi wekhofi ikhasimende lingakwazi ukulawula yonke idivayisi nge-Alexa ngomyalo wezwi.
• Ukwenza kube ngokwakho: I-Alexa isiza ikhasimende ukusiza impilo yalo yansuku zonke njengewashi le-alamu elimisiwe, hlola isibuyekezo sezulu kanye nokubuyekezwa kwezindaba njll.
• Kalula: I-Alexa isiza ikhasimende ukuthi ulwazi ludlule ngokukhululeka nangokushesha. Esikhundleni sokucinga ulwazi ngokuvula izinhlelo zokusebenza eziningi kangaka, i-Alexa iletha ukusetshenziswa kalula empilweni yekhasimende ngokusesha ulwazi ngomyalo wezwi kuphela. Amakhasimende athola ulwazi ngesikhathi sangempela
• Isikhumbuzi: I-Alexa isiza ikhasimende ekuphatheni i-aphoyintimenti nekhalenda futhi ikhasimende lingavumelanisa ikhalenda lalo le-Google noma le-Apple ne-Alexa. Ikusiza ukuthi ukhumbule kusukela ezinsukwini zokuzalwa, izikhumbuzo kuya ekugcwaliseni igrosa.

Ercole Palmeri