Voice Wars: Siri now uses Google instead of Bing

#voicesearch #UX #voiceUX #searchengines

The digital assistant war keeps heating up. In the last week of September Apple moved from Bing to Google as it’s default search engine for Siri. In a statement to TechCrunch Apple stated “Switching to Google as the web search provider for Siri, Search within iOS and Spotlight on Mac will allow these services to have a consistent web search experience with the default in Safari.” Apple in China will continue to rely on Baidu.

User Experience Drives Voice War

With user experience such a critical in the adoption of voice and voice enabled services, the move is not unexpected. After all, in the words of ex-Expedia, now Uber CEO Dara, “And if they ask a question, and you have a bad answer, first time maybe they will be okay with it, third time this is a complete waste of time I am going away.” Apple does not have its own search engine and its market share allows it to shop for the best solution. In line with this thinking, Bing, remains the default search engine for images and Youtube for videos.

On the other end are Alexa and Cortana, both powered by Bing and are looking to integrate. While Cortana has yet to find its stride, Alexa has been gained significant market share through the adoption of Echo and Echo Dot. It also powers easy to use voice shopping through Amazon – a significant easier and more tangible path to revenue than figuring out how to push ads to consumer on voice.

Changing your Default Digital Assistant or Search Engine

While it is early days, the interoperability and customization offered by each player means that consumer can still use alternate search engines with their digital assistants.  This is market driven – as a provider, you want your solution available on as many platforms as possible. They just won’t come installed by default and will require a bit of effort from the customer.


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