Voice War: Hey Google vs. Alexa vs. Siri Google positioned Google Assistant across multiple devices and channels, which included preloading Google Assistant on Android smartphones and launching a Google Assistant app on iOS. As a result of these efforts, Google Assistant accounted for 46% of all smartphones equipped with an intelligent assistant by May 2018. Amazon Alexa was available in over 80 countries and supported 4 languages. In November 2016, Google followed suit and launched its own smart speaker, the Google Home (retail cost: $129) powered by Google Assistant Google team had not yet created a monetization strategy for voice,Amazon announced a monetization strategy for Alexa in May 2018. In one experiment in March of 2018, consumers would ask Google Assistant a question and then hear something like, "By the way, Disney's live action Beauty and The Beast opens today."105 The test soon ended due to user complaints and negative press.

Questions

Should Google keep the technology in-house to drive Google services and Google products? Should Google license the technology broadly to third parties? (explain in detail)