1. Making novelty useful
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Equipped with voice control, smart speakers could be ‘hero products’ that drive adoption through novelty purchases as consumers are excited by the potential of smart digital assistance. But to last, they need to be better at adapting to the consumers instead of requiring consumers to adapt to them. This experience of voice in non-native English markets is even less ideal as consumers deal with unnatural and stilted communication. It’s not all bad - consumers find value in voice as an additional control option and when smart speakers are placed in the right areas of the home.

2. Support my transition
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The connected home is most valuable when it is delivered as an integrated solution, but consumers experience considerable pain points transitioning towards more integrated homes. The “Do It Yourself” approach only goes so far. As the device ecosystem grows, the amount of effort and technical ability required to fix interoperability issues can make this unmanageable. To support the transition, there is a latent need for “Do It For Me” services if they could be provided in the right way and at the right moment.

3. Navigating entertainment complexities
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Consumer needs around content are holistic, but the channels to access content are fragmented. Consumers end up with multiple content services, managing a complex collection of apps and devices to satisfy their needs which impacts usability. When pirated channels enable easy aggregation of content in one place this can incentivize consumers to turn to it as an option. (E.g. Indonesian consumers turn to pirated channels for simplicity aside from cost reasons).