Amazon’s virtual assistant Alexa is going to Europe as the ecommerce giant announced the launch of Alexa Voice Service (AVS), which was launched in the U.S. in June 2015 and allows device manufacturers to install Alexa inside their products, in the U.K. and Germany. With this international expansion, Alexa now also understands German and British English, making it possible for Amazon to reach more users in foreign markets.
In related news, Amazon has also started sharing some high-level Alexa data with third-party developers, digital consultancies, and analytics startups as it continues to woo developers to develop more Alexa skills. Developers and brands now can track usage patterns such as the number of unique customers accessing the skills or the total number of “utterances” related to their skills, to help them gauge user intent and track skill performance.
What Brands Need To Do
Expanding Alexa into global markets offers internationally-minded brands a new channel to leverage conversational experience to reach foreign markets at scale. Although Amazon is still very tight-lipped about the user data that Alexa collects, the high-level information it now opts to share is a welcome start. Alexa dominated CES this year, and according to a report from analytics firm VoiceLabs, about 33 million voice-first devices will be in circulation by the end of 2017. Therefore, It is up to brands to start working with developers to figure out their brand voice and incorporate conversational tools into their marketing efforts.
How We Can Help
The Lab has extensive experience in building Alexa Skills and chatbots to reach consumers on conversational interfaces. So much so that we’ve built a dedicated conversational practice called Dialogue. The “Miller Time” Alexa Skill we developed with Drizly for Miller Lite is a good example of how Dialogue can help brands build a conversational customer experience, supercharged by our stack of technology partners with best-in-class solutions and an insights engine that extracts business intelligence from conversational data.
If you’d like to learn more about how to effectively reach consumers on conversational interfaces, or to leverage the Lab’s expertise to take on related client opportunities within the IPG Mediabrands, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.