Whether you call it fragmentation or flexibility, there are now seven Amazon Echo devices from which to choose. Today Amazon launched a slew of new smart home devices, so there’s one for every conceivable use case and living space set-up. That leaves competitor Google Home looking like a one-size-fits-none solution.
Now there’s the Echo for audiophiles, Look for fashionistas, Dot for cheapskates, Plus for Internet of Things junkies, Show for video chatty grandparents, Connect for home phone haters and Spot for early risers (or those who wish they were).
This product line[1] might seem bloated or confusing to some, but there are several smart angles to today’s announcement.
Experimentation – The smart home is still a young space, where no one’s really sure what exactly consumers want or will actually use. Getting out early with an expansive array of choices will let Amazon test the market and figure out where to apply its development resources.
Institutionalizing Alexa – Really, today isn’t about selling more devices as much as it is about making Alexa the default operating system for the home. If the seven options make it easy to start or augment a smart home setup for every type of dwelling or budget, Amazon can literally get its foot in the door. Once you’re familiar with Alexa, you’re less likely to stray to a competing ecosystem like Google’s. Then Amazon can really start squeezing cash out of you with future updates and new devices, plus rope you into Prime, which beckons you to buy more from Amazon because shipping is quick and free.
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