Amazon launching Alexa in NZ

A reliable source tells NBR that Amazon is preparing for a New Zealand launch for Alexa, partnering with a large utility [UPDATE: Amazon has now confirmed the launch, but is yet to comment on the utility].

Companies developing Alexa apps are said to include Air New Zealand, TVNZ and the NZ Herald.

Alexa is Amazon's version of Apple's Siri. It — or she, if you will — works with Amazon's Echo range of speakers, and its Fire TV and Fire Stick gadgets (Amazon's equivalent of Apple TV or Google Chromecast).

The news comes against the background of Google parent Alphabet partnering with Meridian Energy to release its Nest range of security and safety cams in NZ (though not yet Google Home, the most direct competitor to a Amazon Echo, which has taken a market-leading position in the US).

I'm already using Alexa on an Amazon Fire TV unit, which I parallel imported via NZ Post's YouShop service (which gives you an address in Portland to skirt geo-restrictions on shipping. NZ Post then freight forwards to New Zealand. Although it doesn't ship Fire TV and a number of other products to NZ, Amazon seems unconcerned that several thousand New Zealanders appear to live at the same Portland address).

My take is Alex needs a little coaching on the Kiwi accent.

When I hold down the Alexa button on my Fire TV remote and ask "What is the weather in Auckland," she gives me the weather in Oakland, California (recalling the famous incident where a US traveller leaving Germany mistakenly boarded a flight to Auckland).

Do get the weather in Auckland, I have to say what to Kiwi ears sounds like "Oakland."

Amazon kicks off TV campaign
Meanwhile, Amazon has started running what I believe is its first mainstream media ad campaign in NZ, which includes TV commercials and bus ads for its Amazon Prime streaming video service — which has been available here since late last year but with a very low profile.

The ads centre around the second series of The Grand Tour, aka the old Top Gear trio after their defection to Amazon. 

But expect some content with more local pull at some point: Warner is shooting an All Blacks behind-the-scenes documentary for Amazon, which will follow in the footsteps of the documentary series Amazon has already released on two NFL teams in the US, and the Premier League side Manchester City in the UK. NBR understands Bailey Mackey, the ex-3 News reporter who created reality series The GC, is directing — and that Sky TV is co-operating on footage in return for first broadcast rights in NZ (and, presumably, a bunch of money).

Amazon Australia launch
Meanwhile, the business press in Australia continues its parlour game of trying to guess the day of the Amazon Australia launch. It now seems like it may miss Christmas, not that it will matter in one or five years time (the official word from Amazon Australia country manager Rocco Braeuniger is just "very soon.") 

Amazon is also said to be pushing NZ Rugby to open talks for post-2019 rights as soon as April next year.

Landing A-list rugby would be a way for Amazon to instantly boost subscriptions to its all-embracing, set-fee Prime service, which in its widest form includes everything from unlimited home deliveries for physical goods plus the virtual delivery of streaming music and movies. The naysayer say Amazon's full-force business model is all about scale, and the New Zealand market just doesn't have it.

Amazon did not immediately respond to a request for comment.