Android

Google’s Grasshopper coding class for beginners comes to the desktop

Posted by | Android, code editor, codecademy, Developer, Education, Google, google search, HTML, Javascript, mobile app, programming languages, web programming | No Comments

Google today announced that Grasshopper, its tool for teaching novices how to code, is now available on the desktop, too, in the form of a web-based app. Back in 2018, Grasshopper launched out of Area 120 as a mobile app for Android and iOS and since then, Google says, “millions” have downloaded it.

A larger screen and access to a keyboard makes learning to code on the desktop significantly easier than on mobile. In the desktop app, for example, Google is able to put columns for the instructions, the code editor and the results next to each other.

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Google also today added two new classes to Grasshopper, in addition to the original “fundamentals” class on basic topics like variables, operators and loops. The new classes are Using a Code Editor and Intro to Webpages, which teaches you more about HTML, CSS and JavaScript.

In case you are wondering why a “Using a Code Editor” class is useful, it’s worth noting that most of the coding experience in the first few courses is more about clicking short code snippets and putting them in the right order than typing out code by hand.

After completing all courses, users will be able to build a simple webpage and be ready to take on more complex courses on other platforms, like Codecademy, for example.

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Here’s how much the all-electric Polestar 2 will cost in its launch markets

Posted by | Android, automotive, cars, Environmental Protection Agency, Google Play Store, GreenTech, north america, Polestar, Pricing, TC, Tesla Model S, United States | No Comments

Volvo group’s Polestar electric performance car sub-brand has announced pricing for the Polestar 2, the company’s second production car, a four-door mid-sized fastback that will begin production in 2020 and start shipping as early as next June. Starting prices are set at between 58,800€ (around $63,720 U.S.). Those prices include three years of service and maintenance and European value-added tax (VAT). Polestar also previously communicated that its rough guide pricing for North America was at around $63,000, so this is consistent with that, but the final actual price for American buyers will be revealed later on.

That’s a pretty competitive price in the electric performance sedan market: The Model S starts at $75,000 U.S., for instance. The Polestar 2 is really much more a competitor for the Model 3, however, and is priced more closely to a kitted out version of that vehicle.

In terms of what the Polestar 2 packs in performance, its estimated EPA range is set at around 275 miles (the Model 3 starts at 240 but ranges up quickly to 310 and 325 miles depending on battery options). It offers around 408 horsepower from its 300 kW electric powertrain, again just short of the Model 3 when that’s equipped with its dual-motor performance configuration. Polestar say that it’ll do 0 to 60mph is under five seconds, again sort of in the middle of the pack when you look at the Model 3’s full configuration lineup.

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Aside from its electric powertrain, the Polestar 2 will have some other interesting techie twists, including an infotainment system based entirely on Android OS and shipping complete with the full suite of Google services, including Google Assistant and the Google Play Store. This is a deeper integration than just Android Auto, which is powered by an Android phone and basically just displays an interface on the in-car screen.

Like the Model 3, the Polestar 2 will initially launch at a higher price point, with more affordable model variations coming later on, including a base model starting at around $45,000 U.S.

For now, here’s the full list of the prices for the initial markets here Polestar 2 will be available first:

  • Norway NOK 469,000
  • Sweden SEK 659,000
  • Germany EUR 58,800
  • United Kingdom GBP 49,900
  • The Netherlands EUR 59,800
  • Belgium EUR 59,800

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Google announces Action Blocks, a new accessibility tool for creating mobile shortcuts

Posted by | accessibility, Android, artificial intelligence, Assistant, Google, Google Assistant, Mobile, mobile software, smartphones, TC, world wide web | No Comments

Google today announced Action Blocks, a new accessibility tool that allows you to create shortcuts for common multi-step tasks with the help of the Google Assistant. In that respect, Action Blocks isn’t all that different from Shortcuts on iOS, for example, but Google is specifically looking at this as an accessibility feature for people with cognitive disabilities.

“If you’ve booked a rideshare using your phone recently, you’ve probably had to go through several steps: unlock your phone, find the right app, navigate through its screens, select appropriate options, and enter your address into the input box,” writes Google accessibility software engineer Ajit Narayanan. “At each step, the app assumes that you’re able to read and write, find things by trial-and-error, remember your selections, and focus for a sustained period of time.”

Google’s own research shows that 80% of people with severe cognitive disabilities, like advanced dementia, autism or Down syndrome, don’t use smartphones, in part because of these barriers.

BedtimeStory 1

Action Blocks are essentially a sequence of commands for the Google Assistant, so everything the Assistant can do can be scripted using this new tool, no matter whether that’s starting a call or playing a TV show. Once the Action Block is set up, you can create a shortcut with a custom image on your phone’s home screen.

For now, the only way to get access to Action Blocks is to join Google’s trusted tester program. It’s unclear when this will roll out to a wider audience. When it does, though, I’m sure a variety of users will want to use of this feature.

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WhatsApp is testing a self-destructing messages feature

Posted by | Android, Apps, instagram, Telegram, WhatsApp | No Comments

WhatsApp users may soon get the ability to have their messages self-destruct after a set period of time. That’s according to a highly reliable tipster who spotted the feature combing through the code of a beta version of the app.

Twitter user WABetaInfo said on Tuesday that the recently released public beta of WhatsApp for Android — dubbed v2.19.275 — includes an optional feature that would allow users to set their messages to self-destruct.

The ability to have messages disappear forever after a fixed amount of time could come in handy to users who share sensitive information with friends and colleagues on the app. It’s one of the most popular features on instant messaging client Telegram, for instance.

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Image: WABetaInfo

Telegram offers a “secret chat” feature wherein users can engage with each other and their messages disappear from their devices after a set amount of time. The messaging platform says it does not store the text on its servers and restricts users from forwarding the messages or taking a screenshot of the conversation, to ensure there is “no trail” of the texts.

“All secret chats in Telegram are device-specific and are not part of the Telegram cloud. This means you can only access messages in a secret chat from their device of origin. They are safe for as long as your device is safe in your pocket,” it explains.

Facebook, which owns WhatsApp, also offers a “secret chat” feature on its Messenger app. But there, the secret chat feature only encrypts end-to-end messages and media content shared between two users. On WhatsApp, messages between users are end-to-end encrypted by default.

Currently, WhatsApp is testing the feature in a group setting that supports participation from multiple individuals. Messages could be set to self-destruct as soon as five seconds after they have been sent and as late as an hour. Additionally, an image shared by WABetaInfo shows that group administrators will have the ability to prevent other participants in the group from texting.

Some third-party WhatsApp apps have allowed a self-destructing messages feature in the past. But in recent years, WhatsApp has started to crack down on third-party services to ensure safety of its users. WhatsApp is used by more than 1.5 billion users each month.

It remains unclear how soon — if ever — WhatsApp plans to roll out this feature to all its users. We have reached out to them for comment.

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Google brings its Jacquard wearables tech to Levi’s Trucker Jacket

Posted by | Android, Australia, Clothing, Fashion, France, Gadgets, Germany, Google, Google ATAP, hardware, Italy, jacket, Jacquard, Japan, noise cancelling, TC, United Kingdom, United States, Wearables | No Comments

Back in 2015, Google’s ATAP team demoed a new kind of wearable tech at Google I/O that used functional fabrics and conductive yarns to allow you to interact with your clothing and, by extension, the phone in your pocket. The company then released a jacket with Levi’s in 2017, but that was expensive, at $350, and never really quite caught on. Now, however, Jacquard is back. A few weeks ago, Saint Laurent launched a backpack with Jacquard support, but at $1,000, that was very much a luxury product. Today, however, Google and Levi’s are announcing their latest collaboration: Jacquard-enabled versions of Levi’s Trucker Jacket.

These jackets, which will come in different styles, including the Classic Trucker and the Sherpa Trucker, and in men’s and women’s versions, will retail for $198 for the Classic Trucker and $248 for the Sherpa Trucker. In addition to the U.S., it’ll be available in Australia, France, Germany, Italy, Japan and the U.K.

The idea here is simple and hasn’t changed since the original launch: a dongle in your jacket’s cuff connects to conductive yarns in your jacket. You can then swipe over your cuff, tap it or hold your hand over it to issue commands to your phone. You use the Jacquard phone app for iOS or Android to set up what each gesture does, with commands ranging from saving your location to bringing up the Google Assistant in your headphones, from skipping to the next song to controlling your camera for selfies or simply counting things during the day, like the coffees you drink on the go. If you have Bose noise-canceling headphones, the app also lets you set a gesture to turn your noise cancellation on or off. In total, there are currently 19 abilities available, and the dongle also includes a vibration motor for notifications.

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What’s maybe most important, though, is that this (re-)launch sets up Jacquard as a more modular technology that Google and its partners hope will take it from a bit of a gimmick to something you’ll see in more places over the next few months and years.

“Since we launched the first product with Levi’s at the end of 2017, we were focused on trying to understand and working really hard on how we can take the technology from a single product […] to create a real technology platform that can be used by multiple brands and by multiple collaborators,” Ivan Poupyrev, the head of Jacquard by Google told me. He noted that the idea behind projects like Jacquard is to take things we use every day, like backpacks, jackets and shoes, and make them better with technology. He argued that, for the most part, technology hasn’t really been added to these things that we use every day. He wants to work with companies like Levi’s to “give people the opportunity to create new digital touchpoints to their digital life through things they already have and own and use every day.”

What’s also important about Jacquard 2.0 is that you can take the dongle from garment to garment. For the original jacket, the dongle only worked with this one specific type of jacket; now, you’ll be able to take it with you and use it in other wearables as well. The dongle, too, is significantly smaller and more powerful. It also now has more memory to support multiple products. Yet, in my own testing, its battery still lasts for a few days of occasional use, with plenty of standby time.

jacquard dongle

Poupyrev also noted that the team focused on reducing cost, “in order to bring the technology into a price range where it’s more attractive to consumers.” The team also made lots of changes to the software that runs on the device and, more importantly, in the cloud to allow it to configure itself for every product it’s being used in and to make it easier for the team to add new functionality over time (when was the last time your jacket got a software upgrade?).

He actually hopes that over time, people will forget that Google was involved in this. He wants the technology to fade into the background. Levi’s, on the other hand, obviously hopes that this technology will enable it to reach a new market. The 2017 version only included the Levi’s Commuter Trucker Jacket. Now, the company is going broader with different styles.

“We had gone out with a really sharp focus on trying to adapt the technology to meet the needs of our commuter customer, which a collection of Levi’s focused on urban cyclists,” Paul Dillinger, the VP of Global Product Innovation at Levi’s, told me when I asked him about the company’s original efforts around Jacquard. But there was a lot of interest beyond that community, he said, yet the built-in features were very much meant to serve the needs of this specific audience and not necessarily relevant to the lifestyles of other users. The jackets, of course, were also pretty expensive. “There was an appetite for the technology to do more and be more accessible,” he said — and the results of that work are these new jackets.

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Dillinger also noted that this changes the relationship his company has with the consumer, because Levi’s can now upgrade the technology in your jacket after you bought it. “This is a really new experience,” he said. “And it’s a completely different approach to fashion. The normal fashion promise from other companies really is that we promise that in six months, we’re going to try to sell you something else. Levi’s prides itself on creating enduring, lasting value in style and we are able to actually improve the value of the garment that was already in the consumer’s closet.”

I spent about a week with the Sherpa jacket before today’s launch. It does exactly what it promises to do. Pairing my phone and jacket took less than a minute and the connection between the two has been perfectly stable. The gesture recognition worked very well — maybe better than I expected. What it can do, it does well, and I appreciate that the team kept the functionality pretty narrow.

Whether Jacquard is for you may depend on your lifestyle, though. I think the ideal user is somebody who is out and about a lot, wearing headphones, given that music controls are one of the main features here. But you don’t have to be wearing headphones to get value out of Jacquard. I almost never wear headphones in public, but I used it to quickly tag where I parked my car, for example, and when I used it with headphones, I found using my jacket’s cuffs easier to forward to the next song than doing the same on my headphones. Your mileage may vary, of course, and while I like the idea of using this kind of tech so you need to take out your phone less often, I wonder if that ship hasn’t sailed at this point — and whether the controls on your headphones can’t do most of the things Jacquard can. Google surely wants Jacquard to be more than a gimmick, but at this stage, it kind of still is.

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This Week in Apps: AltStore, acquisitions and Google Play Pass

Posted by | Android, android apps, app-store, Apps, Extra Crunch, games, Gaming, iOS, iOS apps, Media, Mobile, Social, Startups, TC | No Comments

The app industry shows no signs of slowing down, with 194 billion downloads in 2018 and over $100 billion in consumer spending. People spend 90% of their mobile time in apps and more time using their mobile devices than watching TV. In other words, apps aren’t just a way to spend idle hours — they’re a big business. And one that often seems to change overnight. In this new Extra Crunch series, we’ll help you keep up with the latest news from the world of apps — including everything from the OS’s to the apps that run upon them, as well as the money that flows through it all.

This week, alternatives to the traditional app store is a big theme. Not only has a new, jailbreak-free iOS marketplace called AltStore just popped up, we’ve also got both Apple and Google ramping up their own subscription-based collections of premium apps and games.

Meanwhile, the way brands and publishers want to track their apps’ success is changing, too. And App Annie — the company that was the first to start selling pickaxes for the App Store gold rush — is responding with an acquisition that will help app publishers better understand the return on investment for their app businesses.

Headlines

AltStore is an alternative App Store that doesn’t need a jailbreak

An interesting alternative app marketplace has appeared on the scene, allowing a way for developers to distribute iOS apps outside the official App Store, reports Engadget — without jailbreaking, which can be difficult and has various security implications. Instead, the new store works by tricking your device into thinking you’re a developer sideloading apps. And it uses a companion app on your Mac or PC to re-sign the apps every 7 days via iTunes WiFi syncing protocol. Already, it’s offering a Nintendo emulator and other games, says The Verge. And Apple is probably already working on a way to shut this down. For now, it’s live at Altstore.io.

Very excited to officially announce AltStore: an alternative app store for iOS — no jailbreak required. Launching this Saturday, September 28, but you can download the preview TODAY https://t.co/M7nULBV28p

— Riles 🤷‍♂️ (@rileytestut) September 25, 2019

For the third time in a month, Google mass-deleted Android apps from a big Chinese developer.

Does Google Play have a malicious app problem? That appears to be the case as Google has booted some 46 apps from major Chinese mobile developer iHandy out of its app store, BuzzFeed reported. And it isn’t saying why. The move follows Google’s ban of two other major Chinese app developers, DO Global and CooTek, who had 1 billion total downloads.

Google Firebase gets new tools

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YouTube Music will be preinstalled on Android 10 and new Android 9 devices

Posted by | Android, Apps, YouTube Music | No Comments

Here’s one way to play catch-up in the competitive streaming music market: preinstall your app on millions of Android handsets. That’s what Google will now be doing with YouTube Music. The company announced today the app will come preinstalled on all new devices launching with Android 10, as well as Android 9, including its own Pixel series of smartphones.

The move comes at a time when the company’s music strategy is in need of change.

Since the launch of YouTube Music in November 2015, Google has operated two separate music services — the other being Google Play Music, launched in 2011. To add to the confusion, YouTube also offered a subscription tier, originally called YouTube Red and rebranded later to YouTube Premium, which would provide access to both Google Play Music and YouTube Music. Plus, Google Play’s subscribers would also receive access to YouTube Premium. Oh, and as of last May, Google also allowed you to buy YouTube Music separately, if you’d prefer.

Did you follow all that?

Okay, sure, this wasn’t as bad as Google’s bizarre messaging app strategy, but it was still a mess.

This April, Google finally confirmed that it would replace Google Play Music with YouTube Music, explaining that the closure of Google Play’s Artist Hub was a part of a broader strategy to merge the two music services.

But despite today’s news that YouTube Music is being added to the list of preinstalled apps that ship with Android, and is now the new default, the Google Play Music shutdown has not yet occurred.

Instead, the company says that Google Play Music listeners with Android 10 devices can continue to use the service by downloading the app directly from the Play Store, if desired.

And those without a new Android (9 or 10) handset can continue to seek out YouTube Music from the Play Store, if they choose.

YouTube’s streaming music service is fairly competitive (in terms of feature set) with its larger rivals, like Apple Music and Spotify. Like most in the space, it also offers the ability to discover and stream music, but in its case, this includes albums, live performances and remixes. With a paid subscription, YouTube Music users can listen ad-free and offline. It also just introduced its own version of Spotify’s Discover Weekly with the launch of its own Discover Mix.

But because YouTube Music has had to compete with Android’s built-in music app for subscribers, it’s been lagging in subscribers, compared with Spotify and Apple. This is made worse by the fact that there’s not been a way to import a Google Play Music user’s playlists and liked songs, curated over years, to YouTube Music.

YouTube Music, in May, had some 15 million subscribers. For comparison’s sake, Spotify said it had 232 million monthly active users and 108 million paying subscribers at the end of June, and Apple Music in June surpassed 60 million subscribers.

The plan to replace Google Play Music is still in the works, Google says. It just hasn’t happened yet.

“As we’ve previously announced, eventually we plan to replace Google Play Music with YouTube Music. As part of the transition, YouTube Music will replace Google Play Music and come preinstalled on new Android Q devices,” a YouTube spokesperson confirmed.

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‘We are seeing volume and interest in Peloton explode,’ says company president on listing day

Posted by | Android, barnes & noble, Canada, economy, Fundings & Exits, Germany, initial public offering, john foley, linguistics, London, Lyft, Media, New York, Peloton, Pinterest, pittsburgh, Startups, tampa, Uber, unicorn, United Kingdom, United States, Venture Capital, WeWork | No Comments

This morning, Peloton (NASDAQ: PTON), the tech-enabled stationary bicycle and fitness content streaming company, raised $1.2 billion in its NASDAQ initial public offering. Despite dropping more than 10% in its first day of trading — ultimately closing down 11% at $25.84 per share — the IPO was a bona fide success. Peloton, once denied (over and over again) by VC skeptics, now has hundreds of millions of dollars to take its business into a new era. One in which, the media, hardware, software, logistics and social company attempts to become a generation-defining company akin to Apple.

Founded in 2012 — six years after Soul Cycle opened its first cycling studio in New York’s Upper East Side and two years before a Soul Cycle founder, Ruth Zukerman, jumped ship to launch her own indoor cycling business, Flywheel Sports — a man by the name of John Foley made the ambitious, some might say foolish, decision to start a company that would sell these exercise bikes direct-to-consumer. That way, you could take a Soul Cycle class, in essence, in the comfort of your own home. Even better, technology would improve the experience.

As my colleague Josh Constine recently described it, these bikes come outfitted with a 22-inch Android screen, transforming an outdated exercising experience and bringing it into 2019: “It makes lazy people like me work out. That’s the genius of the Peloton bicycle. All you have to do is Velcro on the shoes and you’re trapped. You’ve eliminated choice and you will exercise,” Constine writes.

Peloton’s ability to get people exercise — a feature driven by its talented instructors (some of whom were poached from competitor Flywheel Sports) — ultimately had venture capital investors funneling $1 billion, roughly, into the business. Today, Peloton operates dozens of showrooms across the U.S., counts 1.4 million total community members — defined as any individual who has a Peloton account — and over 500,000 paying subscribers. Why? Because the company, as stated in its IPO prospectus, “sells happiness.”

“Peloton is so much more than a Bike — we believe we have the opportunity to create one of the most innovative global technology platforms of our time,” writes Foley. “It is an opportunity to create one of the most important and influential interactive media companies in the world; a media company that changes lives, inspires greatness, and unites people.”

Peloton Bike Lifestyle 04

Peloton’s flagship product, a tech-enabled stationary bike.

Peloton’s community coupled with the high margins on sales of its $2,245 bikes had the company reporting $915 million in total revenue for the year ending June 30, 2019, an increase of 110% from $435 million in fiscal 2018 and $218.6 million in 2017. Its losses, meanwhile, hit $245.7 million in 2019, up significantly from a reported net loss of $47.9 million last year.

What’s next for Peloton? The opportunities are endless, given the company’s firm seat at the intersection of hardware, software, media content and more. A third product may be in the works, expansion to international markets or new instructors. Peloton is going after a massive market ripe for disruption. What’s certain is that we’ll see a whole lot of cash flowing into fitness tech copycats in the next couple of years.

Peloton, following a number of lukewarm consumer IPOs (Uber), nearly doubled its valuation to $8.1 billion this morning after pricing its IPO at the top of its range, $29 per share. To answer some of our most burning questions, we chatted with Peloton’s president William Lynch, the former CEO of Barnes & Noble, about the float.

The following conversation has been edited for length and clarity.

William Lynch

Peloton president and former Barnes & Noble CEO William Lynch.


Kate Clark: What’s next for Peloton?
William Lynch: We now have over a billion in capital to fuel more growth, especially in the area of product innovation.

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The Google Assistant can now control your Xbox One

Posted by | Amazon, Android, artificial intelligence, Cortana, Gaming, Google, Google Assistant, Microsoft, microsoft windows, operating systems, smartphones, TC, Windows 10, Windows Phone, xbox, Xbox One | No Comments

It wasn’t so long ago that Microsoft was betting heavily on its Cortana digital assistant. That’s a bet that didn’t pay off. But because this is the new Microsoft, the company is instead betting on integrating its products with those services that its users do actually use. Today, the company announced that you will now be able to control your Xbox One from the Google Assistant. For now, this feature is in beta, but you can expect a full launch later this fall.

To be clear, this doesn’t mean the Google Assistant is now available on your Xbox One and you can’t ask it for the weather. What it does mean is that you’ll be able to ask the Assistant to launch games on the Xbox, pause them, turn up the volume, etc. (Hey Google, turn off Xbox.”).

You can find a full list of supported commands here.

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This will work with virtually every Assistant-enabled device, including your iOS and Android phones. To get started, set up the Xbox like any other third-party Assistant device in the Google Home app on Android or iOS — and that’s essentially what the Xbox One then becomes in the Assistant ecosystem: just another device you can control with it.

It’s worth noting that Microsoft, which has basically given up on Cortana for the consumer market, is also working with Amazon to bring Alexa to your PC. Microsoft doesn’t really care what you use to control your Microsoft devices, as long as you use a Microsoft or Windows 10 device. Now it’s probably just a matter of time before you can control your PC with the Assistant — or even get full Assistant support in Windows 10.

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Is Amazon’s Alexa ready to leave home and become a wearable voice assistant?

Posted by | Amazon, Amazon Hardware Event 2019, Android, Assistant, car accessory, computing, digital assistant, echo, Fire OS, fire phone, Gadgets, Google, hardware, operating systems, Seattle, smart speakers, smartphone, Speaker, TC, virtual assistant | No Comments

Amazon’s device event today played host to a dizzying number of product announcements, of all stripes — but notably, there are three brand new ways to wear Alexa on your body. Amazon clearly wants to give you plenty of options to take Alexa with you when you leave the house, the only place it’s really held sway so far — but can Amazon actually convince people that it’s the voice interface for everywhere, and not just for home?

Among the products Amazon announced at its Seattle event, Echo Frames, Echo Loop and Echo Buds all provide ways to take Alexa with you wherever you go. What’s super interesting — and telling — about this is that Amazon went with three different vectors to try to convince people to wear Alexa, instead of focusing its efforts on just one. That indicates a stronger than ever desire to break Alexa out of its home environment.

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The company has tried to get this done in different ways before. Alexa has appeared in Bluetooth speakers and headphones, in some cars (including now GM, as of today) and via Amazon’s own car accessory — and though the timing didn’t line up, it would’ve been a lock for Amazon’s failed Fire Phone.

Notice that none of these existing examples have helped Amazon gain any apparent significant market share when it comes to Alexa use on the go. While we don’t have great stats on how well-adopted Alexa is in-car, for instance, it stands to reason that we’d be hearing a lot more about its success if it was indeed massively successful — in the same way we hear often about Alexa’s prevalence in the home.

Amazon lacks a key vector that other voice assistants got for free: Being the default option on a smartphone. Google Assistant manages this through both Google’s own, and third-party Android, phones. Apple’s Siri isn’t often celebrated for its skill and performance, but there’s no question that it benefits from being the only really viable option on iOS when it comes to voice assistant software.

Amazon had to effectively invent a product category to get Alexa any traction at all — the Echo basically created the smart speaker category, at least in terms of significant mass market uptake. Its success with its existing Echo devices proves that this category served a market need, and Amazon has reaped significant reward as a result.

But for Amazon, a virtual assistant that only operates in the confines of the home covers only a tiny part of the picture when it comes to building more intelligent and nuanced customer profiles, which is the whole point of the endeavor to begin with. While Americans seem to be spending more time at home than ever before, a big percentage of peoples’ days is still spent outside, and this is largely invisible to Alexa.

The thing is, the only reliable and proven way to ensure you’re with someone throughout their entire day is to be on their smartphone. Alexa is, via Amazon’s own app, but that’s a far cry from being a native feature of the device, and just a single tap or voice command away. Amazon’s own smartphone ambitions deflated pretty quickly, so now it’s casting around for alternatives — and Loop, Frames and Buds all represent its most aggressive attempts yet.

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A smart spread of bets, each with their own smaller pool of penetration among users versus a general staple like a smartphone, might be Amazon’s best way to actually drive adoption — especially if they’re not concerned with the overall economics of the individual hardware businesses attached to each.

The big question will be whether A) these products can either offer enough value on their own to justify their continued use while Alexa catches up to out-of-home use cases from a software perspective, or B) Amazon’s Alexa team can iterate the assistant’s feature set quickly enough to make it as useful on the go as it is at home, which hasn’t seemed like something it’s been able to do to date (not having direct access to smartphone functions like texting and calling is probably a big part of that).

Specifically for these new products, I’d put the Buds at the top of the list as the most likely to make Alexa a boon companion for a much greater number of people. The buds themselves offer a very compelling price point for their feature set, and Alexa coming along for the ride is likely just a bonus for a large percentage of their addressable market. Both the Frames and the Loop seem a lot more experimental, but Amazon’s limited release go-to-market strategy suggest it has planned for that as well.

In the end, these products are interesting and highly indicative of Amazon’s direction and ambition with Alexa overall, but I don’t think this is the watershed moment for the digital assistant beyond the home. Still, it’s probably among the most interesting spaces in tech to watch, because of how much is at stake for both winners and losers.

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