Amazon Echo is a Game Changer
Amazon's Echo Home-Automation Device Signals Emerging Opportunities, And Serious
Threats, For Solution Providers
byJoseph Tsidulko on June 26, 2015, 4:28 pm EDT
Amazon's decision to open the technology that enables the voice-recognition capabilities of
Echo, the smart-home device that hit the wider market this week, to outside developers signals
both emerging opportunities and potential threats for the channel, according to several AWS
The brain of Amazon's new Internet-of-Things device is called Alexa, a cloud-based artificial
intelligence that responds to voice commands. Amazon said Thursday that it not only will
make available a kit that partners can use to take advantage of Alexa's advanced speech
recognition capabilities and link to its backend cloud services, but that it also has dedicated
$100 million to invest in companies that are developing such devices.
While the Echo currently targets the consumer market, it won't be long before the device and
its progeny find their way onto business networks, according to Eric Rockwell, president and
CIO of CentrexIT, an MSP based in San Diego, Calif., that partners with Amazon Web Services.
"We're managing networks that are going to add these devices over the next five years, and if
we don’t figure out how to manage and control them, we're going to create vulnerabilities and
miss out on opportunities," Rockwell told CRN.
Rockwell expects the Echo to get a slow start in the market, with adoption moving at a
But it won't be long before the device becomes a standard feature of the workplace, with
businesses putting them on the same networks that run production servers hosting sensitive
For that reason, the first opportunity for the channel will be to secure the devices, Rockwell
said. Target was breached when an HVAC vendor installed controls that allowed hackers to
access customer data across the retailer's entire network, he said, illustrating the dangers of
improperly secured IoT devices.
Smart solution providers "are going to take advantage of those new tools and create a useful
business monitoring practice around them, generating additional revenue by applying
additional management value and security value while going into this new IoT frontier,"
And those who ignore the technology will eventually find it dragging down their businesses
by saddling them with security problems. Within five years, every solution provider will have
addressed the IoT security issue, but those that wait will miss out on a chance to drive
revenue in the meantime, he said.
"After we have a plan to secure and manage, we can start really taking advantage of the
technology and figuring out how to integrate it into other business systems and actually
provide real business value," Rockwell said.
Jamie Begin, CEO at RightBrain Networks, an Amazon partner based in Ann Arbor, MIch., told
CRN that the Echo is positioned to play an important role in Amazon's Internet-of Things
strategy, which ties directly into the AWS cloud, where all the back-end data aggregation and
processing for the device takes place.
That will create a whole new line of business for AWS specialists.
"It wouldn't surprise me to see AWS eventually introduce a partner program specifically for IoT
that's focused on helping customers go to market jointly with both the Echo and AWS," Begin
Kevin RisonChu, director of systems and infrastructure at Mirum Agency in San Diego, a
developer of digital media services built atop Amazon's cloud, said of Amazon's decision to
make Alexa available to outside developers: "It makes sense, as this is where everyone is
Partners must familiarize themselves with those technologies, he said, because they very well
could augment the products and services they have to offer their clients, and thus drive new
RisonChu said he hasn't yet seen clients request such capabilities from the channel business
side of his company. But he said the flood of IoT products that will be coming to the market
present "an interesting development," especially for the company's Innovation Group, which
employs cutting-edge technologies to create unique marketing campaigns for its clients.
"Integration could get tricky, though, as there doesn’t seem to be one dominant player in the
space. So whatever we do, it will probably be locked into one provider only," RisonChu said.