CASE STUDY FOR FINAL ROUND

PRODUCT STRATEGY
SUGGESTION FOR CORTANA
INDEX

-Digital Assistant Sector Overview

-Digital Assistant Market Overview
-Consumer Assistant and Enterprise assistant Trends
-Digital Assistant Map and Where Cortana Plays
-Cortana’s Competitors and Partners
-Key Takeaways

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DIGITAL ASSISTANT SECTOR OVERVIEW-ECOSYSTEM AND FUNDING

Notable Acquisitions

Fluently

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DIGITAL ASSISTANT MARKET IS EXPECTED TO GROW TO $16BN BY 2021

• Digital Assistants expected to be used

by 1.8Bn users worldwide by 2021

• By 2020 , end user spending on digital

assistant speaker hardware will reach
USD 2.1 Bn

• By 2019, 20% of users' interactions with

the smartphone will be via virtual
personal assistants (VPAs).

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EVOLUTION OF VIRTUAL CUSTOMER ASSISTANTS

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ENTERPRISES NEED DEMONSTRABLE USE CASES AND BUSINESS VALUE

• Stage of deployment of Chatbot or automated conversational interface platforms providing intelligent

assistance in the enterprise.
60

50

40

30

20

10

0
Using now Currently implementing Planning to use in the Evaluating for future use Nothing planned
next 12-24 months

All Employee Classifications 1,000-4,999 5,000-9,999 10,000+

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DIGITAL ASSISTANT SEGMENT MAP & WHERE CORTANA PLAYS

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CORTANA-KEY PLAYERS

• Competitors COMPETITORS Partners

• Wipro
• Accenture
• Amazon
• Google
• Startups

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CORTANA’S COMPETITORS

Key
KeyFacts
Facts

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CORTANA’S COMPETITORS

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KEY TAKEAWAYS

- As more and more customer assistants are heading towards

personalization, Cortana Team should look at developing specific
offerings for industries.
- Data and mobile play-Use of Bing and other applications to get
consumer data.
- Enterprise-Growth expected from medium enterprises going forward,
make Cortana more competitive or partner with startups which target
customers in these areas.

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