By Sebastian Herrera
Amazon.com Inc. on Thursday rolled out an array of speaker and
security devices centered around the home and a gaming subscription
service and controller, offerings tailor-made for the coronavirus
era.
The devices include a home-camera drone, a pivoting speaker with
a camera, a car alarm, a car camera, a cloud-connected gaming
controller and a number of other products and services.
The company unveiled new features for some existing products
such as using a television as a video-calling device with the Fire
TV media player and updated functions for its Alexa voice
assistant. Alexa now has the ability to read books to children or
detect if a baby is crying. It can also ask users to clarify
questions to "get smarter," Amazon says.
A new Alexa security feature named Guard Plus will be able to
detect sounds of activity around a customer's home when they are
away and trigger dog-barking or other noises to deter potential
intruders.
"Our homes have become our offices, our classrooms, movie
theaters and more," David Limp, Amazon's head of devices and
services, said during the virtual event. "We believe that our homes
are made better by technology -- technology that you don't have to
learn and works well for everybody, whenever and wherever you
are."
Amazon also unveiled a cloud-gaming subscription service,
joining Microsoft Corp. and a handful of others in giving people
the ability to stream videogames over the internet. Called Luna, it
will be accessible via computers, mobile devices and Fire TV and
will initially cost $5.99 a month. The service comes with a library
of more than 50 mostly older games and an option to purchase a $50
custom controller. People in most of the U.S. can request early
access to the service beginning Thursday.
Cloud gaming is a nascent market made up of only a few major
players. The appeal of the technology is that it enables people to
instantly access games, with no downloading required or the need to
invest in a console or high-end PC. But so far analysts say
adoption appears to be minimal. An official launch date for Luna
wasn't disclosed.
Amazon showed off a flying security camera named Always Home Cam
that it said will fly automatically to predetermined areas of a
home. The camera, which will cost $249, will turn on only when it
is operating, Amazon said. An executive said the drone was meant
for users who may not want a camera in an area like a bedroom all
the time, but would want it in certain scenarios such as when
they're not home.
The company also revealed a new car camera and car alarm with
sensors to monitor potential break-ins. The alarm that includes a
camera, which costs $199.99, will begin recording if a user says
"Alexa, I'm being pulled over." Amazon said its car alarm can sync
with its Ring security system and is able to trigger cameras and
sirens. Video from its Ring devices will be encrypted.
"It really is in response to what we believe our customers
want," Leila Rouhi, president of Ring, said in an interview. "When
something happens, you want to be able to record right away and not
necessarily have to be fumbling around with your device. And we
believe that feature really addresses that desire of our
customers."
Amazon will sell a new lineup of Echo smart speakers made of
eco-friendly materials which have a low-power mode to make them
more energy efficient. Starting at $99.99 for its flagship model,
the company is also making smaller speakers including a device with
a clock and a version for children with a tiger or panda
design.
Amazon uses its hardware event to showcase an array of products
and services featuring Alexa or internet-connected devices often
used for home security and surveillance. This approach differs
greatly from that of competitors such as Apple Inc., which
typically announces fewer than a handful of new products at its
events.
To extend its reach in certain markets, Amazon has undercut
rivals in the past with sales and discounts for its devices and
hardware, occasionally selling products at cost to gain acceptance
among customers. The company has also used its hardware offerings
to steer consumers toward services such as a Prime membership.
Amazon's Echo Buds, for example, are priced at $129.99, although
the company at times has sold them for $89.99. Apple's cheapest
AirPods retail at $159.99, although they sometimes sell at a
discount as well. The AirPods, however, have been more popular and
accounted for nearly half of all sales of wireless earbuds in 2019,
according to Counterpoint Research.
Amazon's strategy puts less pressure on the company to establish
hardware hits compared with Apple, said Gene Munster, an analyst at
Loup Ventures, a venture-capital firm specializing in tech
research. The company is searching for its next big hit after its
Echo smart speakers were unveiled in 2014.
"Amazon takes these events as opportunities to basically do
market research about a product's viability," he said. "Amazon
isn't held to the same hardware standard as a company like Apple,
so they have more flexibility to experiment. Alexa began as an
experiment."
Amazon has sought to integrate Alexa into as many products as
possible and experimented greatly with that goal. Last year's
event, which was highlighted by the Alexa-enabled Echo Buds, also
included announcements for eye frames and a finger ring featuring
Alexa that the company has only made available to select
customers.
There are few consumer categories in which Amazon is absent. In
late August, the company revealed a health and wellness tracker
named Halo that the company said tracks users' body-fat percentage,
heart rate, sleep and emotions. The band is retailing at $64.99,
but the price will rise to $99.99 after the initial rollout.
In recent years, the retailer has pushed itself further into the
smart-home and security industries. Much of that effort has
centered around its popular but controversial Ring cameras. As of
the second quarter of this year, Amazon was the top vendor by
shipments in both the smart-speaker and video-doorbell categories,
according to Strategy Analytics.
Amazon has received backlash for partnering with hundreds of
police departments and allowing them potential access to users'
camera footage. The company in June said it was pausing
law-enforcement use of its facial-recognition software for a year
to allow Congress to implement regulatory measures around the use
of the technology.
--Sarah Needleman contributed to this article.
Write to Sebastian Herrera at Sebastian.Herrera@wsj.com
(END) Dow Jones Newswires
September 24, 2020 17:14 ET (21:14 GMT)
Copyright (c) 2020 Dow Jones & Company, Inc.
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