Amazon replaced the Tap with its “Alexa Everywhere” strategy, which aimed to create an ecosystem around Alexa. This strategy involved expanding Alexa’s presence beyond just speakers and integrating it into various devices and services.
One of the main reasons for discontinuing the Tap was that it didn’t align with Amazon’s long-term vision for Alexa. The Tap was a portable Bluetooth speaker that required users to physically tap a button to activate Alexa’s voice commands. This design choice made it less convenient compared to other Alexa devices, such as the Echo Dot or Echo Show, which had always-on voice activation.
The Echo Dot, in particular, played a significant role in replacing the Tap. The Dot was a smaller, more affordable version of the original Echo, designed to connect to external speakers or headphones. It offered the same voice-activated Alexa functionality as the Echo, but at a lower price point and without the need for physical tapping.
By focusing on devices like the Echo Dot, Amazon was able to reach a wider audience and make Alexa more accessible. The Dot could be easily connected to existing speaker systems, allowing users to add Alexa’s voice capabilities to their home audio setup without purchasing a dedicated Alexa speaker. This flexibility and affordability made the Dot a popular choice for many consumers.
In addition to the Echo Dot, Amazon also expanded Alexa to other devices and services. Alexa was integrated into smart home devices, such as thermostats, light bulbs, and security systems, allowing users to control their home with voice commands. It was also integrated into third-party speakers and headphones, further expanding its reach.
Furthermore, Alexa was made available on mobile devices through the Amazon Alexa app, which allowed users to access Alexa’s features on their smartphones or tablets. This meant that users could take Alexa with them wherever they went, eliminating the need for a portable device like the Tap.
Amazon’s “Alexa Everywhere” strategy replaced the Tap with a more comprehensive ecosystem of devices and services. By expanding Alexa’s presence beyond speakers, Amazon was able to make Alexa more versatile and accessible to a wider range of users.