Smart Speakers (Mummotographs) Voice Assistants World Market

2020

Smart column market growth by 58%, up to 154 million units - Omdia

The volume of the global smart column market at the end of 2020 amounted to 154 million units, an increase of 58% compared to 2019, Omdia analysts calculated. According to their estimates, the total number of devices used by households around the world reached 339 million units, compared to 138 million in 2019.

One of the main catalysts for market growth was the coronavirus pandemic, COVID-19 which caused people to spend more time at home, so they became more interested in tools for home entertainment.

Among other factors that have a positive impact on the smart column market, researchers have attributed the changing lifestyle of people and the rising demand of smart home users for functional entertainment solutions.

Another factor contributing to the rise, analysts call the growing spread of the so-called smart displays - smart columns with built-in screens. The most popular among them was the Amazon Echo Show 5. The closest competitor was the home station with voice control Google Home Hub.

Smart Column Market for 2020 Soars 58%

Researchers estimated global sales of smart columns for 2020 at $11.3 billion. Equipment deliveries on the North American market soared 71% (up to 73 million units), which is the highest dynamics since 2017.

High growth rates are also registered in Asia: in 2020, shipments of speakers with support for voice commands and other intellectual capabilities rose by 48% compared to 2019 and amounted to 64 million units. Experts estimated the volume of the European market for such products at 16 million units.

Among the characteristic trends, analysts noted the growing spread of smart columns with built-in displays. According to Omdia estimates, in 2020, almost 20% of devices that entered the market were equipped with screens, while in 2019 the share of such models was 11.5%.

According to Omdia senior analyst Blake Kozak, with the onset of the COVID-19 coronavirus pandemic, the use of group video calls (using Zoom and Teams services), online video views and the use of social networks increased significantly. Users began to listen to online music more and more actively resort to the help of AI assistants such as Siri and Alexa. According to the expert, smart column providers managed to benefit from these trends and partnerships with Zoom and other video call services.

Forecast of the number of smart speakers in use worldwide, Omdia data

According to Omdia forecasts, sales of smart columns on a global scale according to the results of 2021 will be measured at $14.7 billion, and the total number of such devices in operation will exceed 512 million units.

According to experts, the functionality of smart columns is expanding, so they have to process more and more data. Under these conditions, a surge in the development of the software segment for such equipment is expected - manufacturers will strive for technologies that can work with extensive databases.

Among the largest manufacturers of smart columns in the world, analysts include the following companies (listed in alphabetical order):

• Alibaba;
• Alphabet;
• Altec Lansing;
• Amazon;
• Anker Innovations;
• Apple;
• Avnera;
• Baidu;
• Bose;
• Fabriq;
• HARMAN International;
• Invoxia;
• Lenovo;
• LG Electronics;
• Libratone;
• Mobvoi;
• ONKYO;
• Panasonic;
• Pioneer Electronics;
• SK Telecom;
• Sonos;
• Sony;
• Ultimate Ears;
• Xiaomi.

In 2020, Yandex released the Yandex.Station Max column with the voice assistant Alice. This is the third "smart column" under its own brand "Yandex." Marusya released its voice assistant column Mail.ru. MTS in June 2020 presented a column with a voice assistant "Marvin," but it has not yet gone on wide sale^[1]

Growth of smart column market by 2%, up to more than 150 million units

According to the results of 2020, sales of smart columns on a global scale exceeded 150 million units. Although the market volume turned out to be a record, it increased by only 2% compared to 2019, when the growth rate was measured at 70%, according to a Strategy Analytics study.

According to analysts, the growth of the global market for smart columns at the end of 2020 was largely due to a surge in demand for this equipment in the pre-Christmas season. This growth, in turn, was spurred by Apple, Amazon, Google, Alibaba and Baidu, releasing several new models.

Given all the problems faced by smart column manufacturers in 2020, the market held surprisingly well, says David Watkins, director of smart column and display market research at Strategy Analytics. - The delayed Prime Day fair led to a year-end delayed demand. If it were not for the shortage of components, the market situation would be even better.

The largest manufacturers of smart columns in the 4th quarter of 2020 (Strategy Analytics data)

According to the expert, by the end of 2020, the stocks of produced smart speakers were depleted, and it was not only a matter of high demand for these products - the shortage of electronic components, which remained at the beginning of 2021, also affected. If manufacturers can overcome these difficulties, then the continued recovery of the Chinese economy and the growth potential of the markets of Europe, Asia and Latin America, which by the end of 2020 had a low penetration rate of smart columns, will allow them to count on market growth at the end of 2021, David Watkins said.

As for the leaders of the smart column market, analysts do not give a balance of power at the end of 2020. Only the rating for the fourth quarter is indicated. Judging by it, Amazon took the lead, Google took second place, and Baidu took third.

Apple in the fourth quarter of 2020 increased the production of smart speakers by 74% year-on-year, in which the main merit belongs to the $99 HomePod Mini model, which went on sale. As a result, Apple's market share in the last three months of 2020 reached a record 7.8% against 3.1% a year earlier.

A study by another analytical company - Canalys - says that the global supply of smart columns in 2020 increased by 3%, and the number of such devices in use reached 320 million units. At the same time, the Chinese market for smart columns in 2020 grew by 16% (to about 60 million units) due to the fact that the country managed to quickly cope with the spread of coronavirus COVID-19 and begin to restore the economy.

Canalys forecasts for 2020-2021 for the supply of smart columns in the world and in China

Both Canalys and Strategy Analytics also include smart screens in their calculations for the smart column market, which perform the same functions as columns, but differ in the ability to display useful information (weather, time, the name of the composition being played, etc.) on the display.

Among the factors that will contribute to progress, Canalys calls the growing need for home entertainment due to forced stay at home, as well as the release of new models of smart columns with improved capabilities.

According to IDC, in 2020, 133.7 million smart speakers entered the global market, taking into account which this category will be among the three most popular smart home systems in the market (Smart Home Device, SMD) with a share of 15.6%. In their report, IDC experts warned that the smart column market is facing difficulties, as the functions of these devices are increasingly being introduced in other types of smart home appliances.^[2][3]

2019

60% increase in sales to 124.6 million - Canalys

At the end of February 2020, Canalys presented a report according to which the global smart column market showed rapid growth at the end of the previous year, and all five of the largest manufacturers of such equipment, Amazon, Google, Baidu, Alibaba and Xiaomi, broke their best supply records.

For the whole of 2019, companies sold a total of 125 million smart columns around the world, which is 60% more than in 2018. Deliveries to China more than doubled, from 21.9 million in 2018 to 52 million in 2019, and provided a 64% increase in all deliveries per year thanks to Baidu, Alibaba and Xiaomi.

Major Smart Column Manufacturers, Canalys Data

Amazon was the leader in the market - the company sold 15.6 million units, which is 38% more than the previous result. With the support of the updated Nest Mini and the business agreements that entered into force, Google sold 12.5 million devices and rose to second place. Baidu sales grew by 384%, as deliveries increased from 3.6 million in 2018 to 17.3 million in 2019.

Vendors need to accelerate the product release cycle in order to quickly bring more interesting devices to consumers and remain competitive. in addition, they need new market entry strategies to expand audience reach, "said Jason Low, senior analyst at Canalys. - However, the coronavirus epidemic thwarted the plans of some suppliers, especially Chinese ones. During this critical period, consumers will focus on the most necessary purchases and postpone any non-essential acquisitions until the end of the year.

Canalys forecast a 22% decline in sales in China in the first quarter of 2020 due to an outbreak of coronavirus, but expect a market recovery from Q3. The global market is expected to continue to grow, albeit at a slower pace. "Coronavirus has also affected global device shipments. Sellers have to increase production capacity to minimize the impact of the epidemic, said Lowe. "But smart speaker manufacturers are easier than smartphone and PC manufacturers because smart speakers are less complex and expensive." ^[4]

^[5]

The smart column market soared 70% and updated the record

The volume of the global smart column market in 2019 reached a record 146.9 million units, an increase of 70% compared to 2018. This is evidenced by the data of analysts of Strategy Analytics, which were released in mid-February 2020.

According to David Mercer, president of Strategy Analytics, in 2019 Amazon Google they retained confident leadership To North America in Europe and Europe: together, the companies controlled more than 75% of smart speaker sales in these regions. However, market shares of leading manufacturers are gradually declining, indicating the willingness of consumers to purchase devices and other companies. Gradually, demand shifts towards equipment from Chinese vendors.

Shares of the world's most popular smart columns, data from Euromonitor International

Strategy Analytics estimated that Amazon accounted for about 26.2% of smart column sales in 2019, compared to 33.7% a year earlier. The success was facilitated by an extensive assortment, significant discounts and the purchase options offered by the company with the credit of old devices.

It is noted that Amazon began to expand the use of its voice assistant beyond smart speakers, turning, in particular, to car systems, smart home devices, Smart TV and robots. Therefore, equipment supply issues have ceased to be the only concern for the company - it is engaged in the development of the ecosystem in order to cover a wide range of business areas.

Amazon retained first place, as well as Google second position. Google's share in 2019 turned out to be 20.3%, down from 2018, when the presence rate was measured at 25.9%.

Chinese manufacturers Baidu, Alibaba and Xiaomi increased their shares in the global smart column market, while Apple remained in sixth place with a 4.7% result, the study said.

According to experts, the demand for smart columns at the end of 2019 turned out to be especially high, which is associated with the onset of the New Year holidays: such devices were among the most popular gifts, especially in the USA and Europe.

Major Smart Column Manufacturers, Strategy Analytics Data

In addition, the market was helped by the revival of Google's business thanks to the release of new products, improved supply of components and strong advertising activity of manufacturers and retailers.

Strategy Analytics director David Watkins says that in 2019, "consumer appetite for smart columns remained as high," thanks to the launch of new devices with improved functionality and advanced audio capabilities.

Consumers around the world were again seduced by offers that were hard to imagine from leading brands such as Google, Amazon, Baidu and Alibaba. And Google, in particular, has intensified its advertising activities in partnership with brands such as YouTube and Spotify.

Strategy Analytics predicts new achievements in the smart column market in 2020. Further growth is expected despite the negative consequences due to the outbreak of coronavirus in the PRC, against which supply interruptions and weakening demand in the short term are possible.

According to analysts at Euromonitor International, since 2015, the global smart column market has grown by about 30% per year. But in 2019, growth slowed down, as demand stabilized. Now the stage begins when users can expand the systems of smart devices. For example, in 2019, sales of smart vacuum cleaners-robots increased by 50%.

According to the calculations of Euromonitor International for 2019, Amazon took a little more than 20% of the global smart speaker market. Behind it are Google, JBL and Bose. Chinese products such as Tmall Genie from Alibaba and Mi from Xiaomi are gradually gaining momentum.^[6]

In the US, 31% of households own smart columns

The number of smart columns used in American families reached 119 million devices, which is 43.7% more than in 2017. One in three households in the United States (31%) owns at least one smart column. Such data are given in the annual study of consumer preferences of Americans by the Consumer Technology Association (CTA) in May 2019.

Smart devices continue to make a profit, as 17% of families in the United States own smart bulbs, thermostats, video cameras, robotic vacuum cleaners and other intelligent devices. CTA expects smart home devices to generate even more revenue for the market over the next year at the expense of users who plan to buy smart door locks and smart home hubs for the first time.

According to the study, more than half (52%) of smart column owners use more than one column in their households.

The survey also confirmed that televisions, smartphones and laptops remain the most commonly used technical devices in the United States with a household share of 95%, 91% and 75%, respectively.

Less than 2% of professionals actively use virtual assistants

Analysts predict that by 2021, a quarter of digital employees around the world will use virtual assistants daily in their work. For comparison, as of the beginning of 2019, less than 2% of specialists are actively using them TAdviser , the company reported on March 4, 2019. Citrix Also, consumer and business spending on personal voice assistants by 2021 will reach $3.5 billion.

With the arrival of, Siri,,, and Cortana Bixby Google Assistant we Amazon Echo see the next generation of interface for human interaction and based computer on speech recognition technology and natural language processing. It is possible that the era of keyboard and mouse is coming to an end, "said Christian Reilly, technical director of Citrix.

According to Citrix, the solution is the issue of fully integrating devices based on voice platforms, such as Amazon Alexa, into the working environment. They will be used by employees to access the full range of business applications, making them an integral part of the workflow.

2018

Deliveries of 86.2 million smart columns - Strategy Analytics

On February 19, 2019, the analytical company Strategy Analytics announced the results of a study of the global market for smart columns. Deliveries of such equipment in 2018 reached 86.2 million units.

Smart "speakers and displays again became the most popular technology products during the pre-holiday shopping period at the end of the year. We believe that today more than 60 million families around the world are using at least one such device, "said David Watkins, director of Strategy Analytics, in a message published on February 19, 2019.

According to the expert, smart speakers with displays, such as Google Home Hub, Amazon Echo Show and Baidu Xiaodu Zaijia, are well sold among consumers who like the combination of audio and visual functions in these devices and a larger number of use options compared to ordinary "smart" columns that do not have screens. "Display" solutions accounted for more than 10% of the market in 2018.

Strategy Analytics does not give a balance of power among the largest manufacturers of smart columns for 2018. Only data for the third and fourth quarters are presented (see below).

Strategy Analytics Vice President David Mercer says leading IT companies have done a great job developing the voice assistant market, and research has shown that smart acoustic systems improve people's daily lives. Now manufacturers need to think about monetizing the audience, the expert notes.

In his opinion, the first step should be to encourage users to more often use applications and services through smart speakers so that equipment manufacturers or platform suppliers can earn money.

Voice control purchases and ad integration are obvious examples of monetization, but the industry must solve the security and privacy problems of smart column users before they become viable sources of revenue, the analyst said.[7]

63% increase in sales to $4.3 billion - Deloitte

In 2018, sales of smart columns in the world amounted to $4.3 billion, an increase of 63% compared to the previous year. In physical terms, the market volume reached 98 million units, and the total number of such devices in use exceeded 250 million. Such data were presented by Deloitte on December 11, 2018.

Analysts predict that 164 million smart speakers worth $7 billion will be sold in 2019, allowing this market to become the fastest growing segment of the device industry with access to. Internet The average sales value of such a gadget is $43.

Amazon Echo Smart Column

By the end of 2018, the greatest demand for smart speakers is observed in China - about 22% of people surveyed by Deloitte use devices here. In the United States and Britain, this figure is measured by 20% and 12%, respectively.

The study also says that in terms of frequency of use, the "smart" column is in seventh place among gadgets, ahead of the e-book. Most often, users ask the column to turn on music (60% of the total number of requests), report the weather forecast (52%), install an alarm clock and search the Internet (39% each).

Deloitte says that the growth of the market for smart columns in 2018 was mainly provided by English-speaking countries, but in the future, other markets should become the main driving force due to the localization of voice assistants. For example, in Russia, Yandex.Station is available, equipped with an Alice voice assistant from Yandex. However, the capabilities of this device are limited by the response to voice commands, while devices from foreign manufacturers also support the management of smart home systems.^[8]

TrendForce predict more than double the growth of the market for smart speakers in 2018: the supply of smart speakers with voice control will increase from 27.66 to 62.3 million units.

2017: Data from analysts Futuresource Consulting, Canalys, IHS Markit

In early January 2018, several reputable analytical companies immediately presented data on the situation in the market of wireless smart columns with voice control. All experts note a rapid increase in the popularity of these devices, but give different data on their deliveries.

According to Futuresource Consulting, in 2017, about 25 million smart columns entered the global market, with 95% of this volume coming from the United States and the UK.

North American and British buyers are very receptive to new technologies and gravitate to gadgets that help save time or balance work and personal life, "said Simon Bryant, director of research at Futuresource Consulting[9]

The specialist called the leading player controlling more than 80% of the market for smart columns, Amazon but added that every quarter the supply is increasing the nearest competitor. Google

Amazon Echo Smart Column

It is also reported that in 2017 at least 8 new platforms for smart speakers were introduced, and the number of models available on the market in the second half of the year exceeded four dozen, while a year earlier there were only 10.

In turn, IHS Markit experts estimated the supply of smart columns in 2017 at 27 million units, also noting that the main competition in this direction is unfolding between the "heavyweights" of Amazon and Google. IHS believes that the boom in the smart speaker market is just beginning: in 2018, device deliveries will increase by about 45% and reach 39 million units.^[10]

Singapore-based analysis agency Canalys is even more optimistic about the estimates. According to him, smart speakers have become the fastest growing category in the consumer electronics market in the history of Canalys observations. Shipments of these devices in 2017 approached 35 million units, while in 2016 deliveries did not reach 10 million. According to experts, in 2018 the market volume in "smart" columns in physical terms will exceed 56 million units.^[11]

Smart Column Security

Main article: Security of smart columns

Bormotograf

• Appearance. The mormotograph looks like a small suitcase, no more than 10-20 centimeters with a hole. On the body of the device there is a button for playing audio. Record is made on the special disk which is under ^[12].
• Internal device. How the device is arranged inside is not known for certain: the author of the project kept it secret.
• Magic properties. The magical object, the mummotograph, is most likely not and, probably, its drawing was clearly borrowed from the muggles, copied from the unknown magic of the device called the "tape recorder." But the device was designed skillfully, one might even say, peculiarly. It is so peculiar that it can also perform the functions of a vacuum cleaner. However, for anti-agglomerate and "anti-bureaucratic" security, this property is extremely useful.
• Application. The mormotograph is used to secretly record conversations of shorts and turn these speeches into literary works by processing. First, you need to say a few words in the hole on the side, then press the button, and what is said will immediately be written to the disk. After a few seconds, the phrase can be heard in the recording. The device can also be used for remote recording, for example, in a large room. To do this, you need to put the device in a tame place so that no one sees it, then slowly press the recording button and calmly do your business: the mutter will record everything.
• The bormotograph is in action. The benefit of this device is very dubious due to distrust of its shorts. Noting that the mummotograph is left next to them, the shorts make sounds of various animals so that nothing useful is guaranteed in the recording.

• Inventor. Invented a shorthand mummotographer from the Green City named Shurupchik. Work on this device took the mechanic 4 years. Moreover, for two and a half years, Shurupchik considered the project, and for another year and a half he built a vacuum cleaner into the device. Thus, it turns out that the mummotograph itself was assembled very quickly.
• Owner. The writer Smekailo owned this miracle of shorthand technology. It was at his request that the mummotograph was made in a single copy. Despite the negative attitude towards the mormotograph of other shorts, Smekailo still does not lose hope of succeeding in its application, going to record from under the windows of houses.