Amazon puts Alexa inside its main iPhone app – VentureBeat (Mar 16, 2017)
Alexa’s single biggest flaw today is that it’s a shut-in: for the most part, it can’t leave the house. That means competing in a broad-based way with Siri and the Google Assistant requires getting onto smartphones, and now we have Amazon putting Alexa into the Amazon shopping app on iOS. Job done? Well, no. Because just having an app on a phone doesn’t mean people will use it. And if it’s buried inside a shopping app, that’s a steep hill to climb relative to just holding down the home button to summon Siri. On the one hand, I get the logic of putting Alexa in the Amazon app – it’s an app many of the company’s most loyal users already have installed and likely use frequently, but it also means it’s going to be several clicks away. I can see some parents with kids using it to keep them quiet with jokes, but it’s hard to imagine people using an Alexa buried in a shopping app as their main assistant while away from home. Integration within the smartphone and its operating system is the key here, which will be impossible on iOS but more feasible on Android, as we’ve already seen with Huawei and Lenovo’s integration plans.