Google's strategy for assistants everywhere recalls the old research book

Early in the research, while still highly competitive, one of Google's branding and distribution strategies was Google Site Search (GSS), which distributed its research and index to third-party publishers on the Internet. GSS was closed in 2017 and replaced in 2018 by by other alternatives .

Growing list of third-party partners

Google's current efforts to distribute the Wizard ] on a third-party device ecosystem recalls Google's site search strategy. It's also similar to Google's Android strategy but I think search on the site is the best analogy.

At this year's CES, Google announced a range of third-party device and electronic manufacturers that add the wizard to their devices as a controller and interface voice-activated user. Thursday, added to the growing list of manufacturers integrating Google Assistant (TVs, smart screens and headsets, for example).

It's unclear to what extent search on Google's sites has helped increase Google brand visibility and usage. However, he certainly played a decisive role in popularizing Google when the latter was a challenger brand and not the current one in place.

GSS contributed to the growth of the brand and, subsequently, to the distribution of announcements

. of all kinds and sizes, with the Google brand – and later AdWords. The ultimate expression was when Google supplanted inktomi in 2000 to become Yahoo's search engine. By the time Yahoo started its rival emerging in 2004, Google was about to make a public offering and was about to become the company it is today.

Today, Google Assistant and Amazon Alexa embark on a fierce battle for: 1) smart adoption of speakers / consumer displays, 2) third-party device integration and 3) home control intelligent. Data from the survey showed that the ownership of smart speakers has become "the door to the smart home ". As a result, there is a kind of land grabbing with Google and Amazon, which are fiercely competing for direct sales. , as well as device integration and smart home compatibility.

The battle for the shared market

Google is struggling to gain market share in the United States against Alexa through the direct sale of peripherals. Alexa still maintains a dominant share of approximately of about 70% in the market for speakers and smart screens. However, the integration of third-party devices and devices can increase the reach and ubiquity of Google Assistant. (Alexa also continues a similar strategy of third-party device integration .)

All of this is reminiscent of Google's first battle against Inktomi on-site research. And although Amazon does not suffer the same vile fate as inktomi, being acquired by Yahoo for a fraction of its value before the Google search state hit , Alexa could finally be overtaken by a combination of Google's device sales. and integration of electronics and third-party devices.

And Income – Futures

The dynamism of Google's ubiquity wizard offers the company more scope and a wider range of options to generate revenue, other than Direct sales of devices, including audio ads and referrals

At the very beginning of GSS, there were no ads, but AdWords / AdSense for searches was finally integrated and distributed on the search network of subscribed sites of Google. I think it's likely that we'll finally see something similar with the assistant.

About the author

Greg Sterling is a contributing editor at Search Engine Land. He writes about the links between digital commerce and offline commerce. Previously, he held senior positions at LSA, The Kelsey Group and TechTV. Follow him on Twitter or find him on LinkedIn .

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