Amazon Gives Alexa App a Makeover
Amazon’s Alexa cellular app has a new look.
The firm on Monday launched an up to date model of the app that goals to provide customers a extra customized expertise and strikes all third-party “skill” strategies off the principle display screen.
The app is being rolled out this month for iOS, Android and Fire units, and will attain all customers by the tip of August.
At the highest of the brand new major display screen is a massive, blue Alexa button with a reminder that tapping the button or saying “Alexa” will get the digital assistant revved up.
Below the blue button is a sequence of things based mostly on a person’s previous use of this system, supposed to make it simpler for a person to select up the place they left off after they final used the app.
The app is extra pleasant to first-time customers, making strategies about what they will do with Alexa cellular.
“What they’re trying to do with the new design is help new users, users who may not have the competency of more tech savvy users,” stated Mark N. Vena, a senior analyst with Moor Insights & Strategy.
“They see an opportunity to enhance their app and make it more usable and intuitive,” he informed TechNewsWorld.
Eye on Newbies
Vena defined that the older Alexa cellular app might be complicated, particularly when utilizing it to manage a number of good residence units concurrently, an affliction that is not restricted to the Alexa app.
“At retail, the smart home category has exploded, but it is also the number one product at retail that gets returned,” he stated. “They have a return rate of 20 to 25 percent, not because they don’t work, but because people can’t figure out how to use them.”
Amazon appears to have a watch on the way forward for the good speaker market with the redesign of the Alexa cellular app.
“As smart speaker adoption continues to grow, the user base has begun to tilt more towards a less technically adept consumer who is less likely to use the app to create reminders and routines and download new skills and voice apps,” noticed Kristen Hanich, an analyst with Parks Associates.
“The new app design will better support the actions users take when opening and using their Alexa app,” she informed TechNewsWorld. This means permitting customers to extra simply management their music and permitting customers to select up what they left off doing on their good speaker or show.”
“De-emphasizing the third-party skills helps Amazon create more real-estate in their app for personalization,” she added.
Personalization is important for an app like Alexa cellular, maintained Rob Enderle, president and principal analyst on the Enderle Group.
“They should learn who you are, what you want, and to deal with the nuances in your speech,” he informed TechNewsWorld. “Once they learn how to deal with you as a person, you should have much better experience with the app and be more willing to use it.”
He stated that the redesign makes the app much less of a voice front-end for Google and extra like what it was initially marketed as — a digital assistant.
He famous that a facelift for Alexa cellular is lengthy overdue, however added, “Interest in these kinds of apps have dropped off in general, mostly because people got frustrated with how they work.”
One of the issues Alexa cellular has confronted is its machine place, one thing Apple and Google do not should sweat about as a result of they management the working programs on most good telephones. “That’s something Amazon is looking for this update to address,” stated Jonathan Collins, a analysis director at ABI Research.
A cellular app, although, could have much less worth within the Alexa universe than it will have in another ecosystems. “Alexa’s primary strength has been in the smart home with dedicated devices,” Collins informed TechNewsWorld. “With an Alexa home environment, much of the functionality offered by handset integration is less useful.”
Nevertheless, the app can nonetheless be a key part for the Alexa ecosystem.
“The smartphone is not the central point of interaction for a lot of Alexa commands, but with Alexa, we interact with a lot of services that have a smart phone component,” stated Ross Rubin, the principal analyst Reticle Research.
“So in many ways, this app remake is more about the bridge to those services,” he informed TechNewsWorld.
Voice Apps Relegated
Under the redesign, the app’s superior options — Reminders, Routines, Skills and Settings — have been moved beneath a “more” button on the house display screen. In addition, third-party voice apps have additionally banished from the principle display screen.
“Discoverability remains a problem for a lot of these voice apps,” Parks’ Hanich stated. “It’s difficult to find what you’re looking for unless you go digging through the Alexa app.”
Quality is one other problem with the apps. ” The issue is similar to what the smartphone app stores experienced early on,” Hanich defined. “They were originally flooded with low quality experimental designs that didn’t provide value to consumers.”
“Many were never updated after being released,” she defined. “While there are quite a few high quality voice apps available, there’s still a very large number of low quality apps in the Alexa Skills Store.”
Rubin famous that for years each Amazon and Google have been touting the variety of abilities you possibly can activate by way of their brokers, however it’s been very troublesome to drive utilization of these abilities.
“It’s tough to remember them,” he stated. “It’s tough to find them. So in this new interface, those things have been emphasized a lot less.”
“Amazon is focusing on a core number of things that people most often use Alexa for because the promise of voice control is convenience, but it’s difficult to make it scale over a wide array of functions that may not be top-of-mind for users,” he added.
Lack of Promotion
Enderle famous that Amazon hasn’t precisely arrange the ability apps for fulfillment.
“No one is really marketing this stuff anymore,” he famous. “To change behavior, you have to keep reminding people that these alternatives are in place, otherwise they don’t use them, and if they don’t use them,, then what’s the point in continuing to develop them?”
“If you’re not promoting the apps and you’re going to make it harder for people to get to them, that’s not a formula for success,” added Enderle.
As the good residence market grows, distinctions between digital assistants will develop into fuzzier.
“Digital assistants are blending into the background, becoming less identified with a category of product — like the smart speaker — as they were at the beginning,” Rubin defined.
“That’s only going to accelerate because Apple, Google and Amazon are working toward a home automation standard that will allow more interoperability among their ecosystems,” he continued.
“They need to do that because that’s the best way to incentivize builders to put the technology into new construction,” he stated. “You can’t build a house assuming someone is an iPhone user or Alexa user or a Google user.”