Amazon Alexa Hits 10,000 Skills. Here Comes the Hard Part

A YEAR AND a half ago, Amazon opened up its Alexa voice assistant to developers. With the Alexa Skills Kit, Alexa and its hardware hosts—the Echo, Dot, Tap, and now dozens more from third parties—became more than just speakers and digital weathermen. It became a platform, capable of supporting a full ecosystem of skills, which are essentially apps that you talk to instead of touch. Today, there are 10,000 skills available on Alexa. It’s an exponential increase since last summer, a rise that presents a host of new opportunities—and new challenges.

While 10,000 may seem like an arbitrary milestone, it’s an instructive one, especially when you consider how fast it’s come. Last June, a full year after the ASK launched, Amazon announced that Alexa had reached 1,000 skills. By September, that number had tripled. In January, Alexa’s skills catalog swelled to 7,000. It took just over a month to tack on another three thousand.

Alexa still doesn’t come anywhere close to rivaling its mobile counterparts; the App Store and Google Play both count their offerings in the millions. But the 10,000 skills mark represents a beachhead in the the brave new (and increasingly competitive) world of voice assistants. Where it goes from here will help define the next generation of user interfaces. As will, more importantly, how it gets there.

Skills Set

While Alexa became a developer’s playground in 2015, Amazon’s vision for a home-grown voice assistant started a full four years ago.

“We had this inspiration of the Star Trek computer,” says Steve Rabuchin, who heads up Alexa voice services and skills at Amazon. “What would it be like if we could create a voice assistant out of the cloud that you could just talk to naturally, that could control things around you, that could do things for you, that could get you information?”

Amazon’s first key innovation wasn’t voice itself, or even responsiveness; speech recognition has been around for decades, and Apple introduced the conversational Siri in 2011. Amazon’s accomplishment was freeing its voice assistant from the smartphone, nudging users closer to a truly ambient experience. The second breakthrough? Giving those users things to do.

At the end of 2015, a few months after the ASK availability, Echo owners had 135 skills to choose from. Today, they’ll find among their 10,000 options a bevy of smart home controls, multiple car companies, Starbucks, and not one but two national pizza chains. There are even a handful of games, like Jeopardy, and the whimsical Magic Door.

In that time, too, it’s also gotten easier to use those skills. While previously Echo owners would have had to dig into a companion Alexa app to enable, say, Jeopardy, they can now do so with a simple voice command. Similarly, the developers behind the skills have added features as they better understand the way their customers use them. GE Appliances, for instance, noticed that customers frequently used Alexa for hands-free oven operation (the company sells over 70 connected appliances in all; the future is full of odd wonders).

“We saw how popular those features were, so we started rolling in presets,” says GE’s Bill Gardner. Now, customers can simply ask Alexa to set the oven for chicken nuggets, or pizza, or cookies, or whatever else they’re heating up that night. “We tried to make it one step quicker.”

“We’re working on ways with your voice to better navigate the skills that are there,” says Rabuchin. “You’re able to ask Alexa what the top skills of the week are, what the new skills are, a whole bunch of categories just by voice.”

All of which brings much-needed clarity to the skills search. And at the rate things are going, Amazon will find out soon enough if the same solutions for 10,000 skills can scale up to 100,000 and beyond.

Expansion Pack

Today the skills Alexa offers fall broadly into two categories. There are the hobbyists, who make skills for fun, and the corporations who wring a lot of marketing value out of being on the front lines of the voice revolution. What do they have in common? They aren’t overly concerned with turning skills into profit.

“[Alexa]’s not going to make a real solid transition to professional development unless there’s a way to make money,” says McQuivey. This is how the App Store works as well; even though most apps aren’t cash cows, the chance that one might hit is motivation enough for high-level developers to put resources in.

That’s not to single Amazon out. It’s a common challenge across not just voice assistants but also chatbots and other next-generation platforms. These are early days.

“Everybody’s learning how their business models are going to be set up on these platforms, and these ecosystems, where they’re allowing companies to play and not play,” says Dennis Maloney, chief digital officer of Domino’s, an early Alexa enlistee whose AnyWare program has put it at the forefront of multiple next-wave technologies. “It’s two steps forward, one step back as we continue to grow and learn in this space.”


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