How Amazon's Echo meets – and reshapes – consumer needs
Stephen WhitesideWarc
Amazon Echo is an interactive speaker that springs to life whenever a consumer says "Alexa" – the name of its operating system – and asks it to fulfil a task like playing music, making a shopping list, or checking the weather forecast.
But while Echo is undoubtedly a technologically-advanced offering, its underlying ethos is still premised on listening to, and understanding, consumer needs.
"Starting from our customer-obsession principle and working backwards – in all our processes [and] the mechanisms we put in place – we try to...