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The introduction of Amazon Alexa, an intelligent voice controlled personal assistant in the form of a good quality speaker (that allows users to play music too), introduced in 2013 by Amazon and sold at or below production costs is an example of a new-market disruption (at the time of introduction in 2013).Question 12Select one:TrueFalse

Question

The introduction of Amazon Alexa, an intelligent voice controlled personal assistant in the form of a good quality speaker (that allows users to play music too), introduced in 2013 by Amazon and sold at or below production costs is an example of a new-market disruption (at the time of introduction in 2013).Question 12Select one:TrueFalse

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Solution

The answer is:

True

Explanation:

  1. New-market disruption occurs when a product or service is introduced that targets non-consumers or customers who are unsatisfied with the existing market offerings. The new product or service typically offers a different set of performance attributes that, while not as good as the existing market offerings in some respects, are good enough in others.

  2. In this case, Amazon Alexa, an intelligent voice-controlled personal assistant, was a new type of product when it was introduced in 2013. It offered a different set of performance attributes - voice control and personal assistant capabilities - that were not offered by traditional speakers.

  3. Furthermore, by selling the product at or below production costs, Amazon was able to attract customers who were not willing or able to pay for the more expensive smart speakers available in the market at that time.

  4. Over time, as the technology improved and more people became familiar with the concept of a voice-controlled personal assistant, Amazon Alexa was able to attract more customers and disrupt the existing market.

So, the introduction of Amazon Alexa can indeed be seen as an example of new-market disruption.

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