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Apple and Google are Silicon Valley’s dominant superpowers, the Athens and Sparta of technology.

Two or three years ago, people might have said that Apple was on the rise and Google was in decline. Today, people say Google is on the rise and Apple is in decline.

Pundits and press are generally confused about why this is true. They say it’s because Apple used to make better stuff, but now Google does. But that’s wrong.

The best way to understand the main difference between these two Silicon Valley giants is to divide the consumer electronics world into products and services.

Apple and Google both make products and services. Products include hardware and software, and services include things like, say, iTunes or Gmail. But that’s where the similarity ends.

Apple is a product company. Their services exist to support their products.

Google is a services company. Their products exist to support their services.

The shifting fortunes of these two companies is less about which company is succeeding and failing and more about which model is succeeding or failing.

Right now, the product model is on the ropes, and the services model is on the rise. Here’s why.

Two years ago, Apple was the company that could do (almost) no wrong. Having transformed and re-energized the smartphone industry by shipping the iPhone in 2007, Apple shipped the iPad in 2010. In the year 2011, Apple seemed to be an unstoppable freight train of innovation.

The only thing that mattered back then were multi-touch user interfaces, smartphones, tablets, app stores, ultra-elegant hardware design and engineering—in other words, products.

Apple somehow did all these things far better than any other company could even hope to. In the tablet space, especially, Apple was perfectly untouchable. It was an incredible moment for Apple. But such moments never last.

Technology innovation always follows a predictable pattern. New innovations and new ideas enable the most successful companies to be fundamentally different from their competitors. And when they’re both different and better, as Apple was two years ago, they rule.

But what’s innovative and differentiating today becomes a commodity tomorrow. A commodity is a non-differentiated product, one where the quality of the product is a given.

In the past two years, all Apple’s innovative product differentiators have slouched toward commoditization.

The iPhone 5 is a design and engineering marvel, but it landed with a thud. People buy it, but the lack of excitement over the device is palpable.

It used to be that Apple had the only best phone. Now there are many best phones, depending on user preference. In other words, excellence in handset design and engineering is no longer a strong differentiator for Apple.

The same goes for Apple’s other differentiators. Apple’s multi-touch user interface is still more elegant. But that elegance is counterbalanced by an entire industry full of alternative multi-touch user interfaces, not just Google’s Android, but also versions of Android tweaked by rival handset makers and a new generation of non-Android upstarts all coming online this year.

The number and quality of apps in Apple’s App Store started as a differentiator at first. The Apple app store is still probably better than Google’s Play store, but not by much anymore. Apps are no longer a differentiator.

The product aspects of mobile technology—hardware and software—have been largely commoditized.

Services, on the other hand, not so much.

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The Rise Of Remote Work And How Can Increase And Development

COVID-19 has accelerated the rate of remote work adoption globally, but what have we found out? We have discovered that remote work is not bad, after all.

Before, many businesses have been cautious about transitioning to telecommuting, even if many of the office surgeries do not need the physical presence of workers. The main concerns expressed by leaders incorporate a potential decrease in worker productivity and also a lack of clarity concerning the measurement of worker performance.

The operation of individual workers determines the trajectory of the provider. Without reliable procedures to estimate its workers’ work, it’s hard for any company to achieve development and growth.

This report addresses the concerns of supervisors that are reluctant about distant work and people who have implemented distant work but have difficulty with monitoring performance for office productivity and workplace development.

Set Clear Objectives and KPIs

Communication to employees that the ways by which their performance will be evaluated assists them to understand their own priorities. Clear expectations, keep workers focused.

Acknowledge Unquantifiable Performance Indicators

In placing KPIs, however, you want to admit that numbers do not tell the complete story. Not to imply that you ought to dismiss the value of amounts, but you need to also be mindful of the major Intangible Performance Indicators. Ironically, working remotely can compound the vagueness of these indexes — causing workers to feel that their efforts aren’t recognized enough.

Some facets are simply not quantifiable, such as leadership, creativity, invention, business, and participation. You can find quantifiable indicators that will make us comprehend employee participation and business, but the topics themselves are indefinite.

Until fresh approaches and means of quantifying these intangibles are found — firm leadership must admit that Key Intangible Performance Indicators exist, and search for ways to recognize employees who go above and beyond.

Support Employee Development

Assessments needs to be more supportive than they’re judgmental. Employees love frequent check-ins once the purpose is to keep them on their feet and encourage them through issues. On the other hand, the supervisor which goes around always pointing his group members’ defects (without thoughtfully helping them conquer their struggles ) is just regarded as grumpy.

The rules also apply in distant work, in which supervisors (from fear of losing control) start acting intrusively by executing intense company surveillance. Tracking and evaluation are not the endings; The objective of monitoring employee performance ought to be to boost team productivity. Essentially, remote workforce management and functionality needs to usher us into a new era of confidence, more freedom, responsibility, and staff cooperation.

Nowadays, it is not enough to equip teams with new digital tools for remote collaboration, which many rapidly did when the pandemic began. It’s only the first step,” says Maxime Bouroumeau-Fuseau, co-founder and CTO of Paris-based Digicoop, a worker cooperative behind the work management platform Kantree. “The changing workplace calls for an environment where employees are empowered to take control of their work.

In our expertise for a co-op, when workers are given more freedom and if micromanagement is substituted by cooperation, teams deliver greater outcomes while human workers feel more invested in their job.”

Allow Autonomy

A lot of people decide to work remotely because they wish to feel a better sense of ownership of the schedules and time. Therefore, although time monitoring is essential for many distant groups, it goes without mentioning that hourly input isn’t always a fantastic measure of functionality.

The real measure of operation is the job result. Remote work enables employees to pick their own work hourswhat does it matter if an employee works less a hour but nevertheless meets goals consistently? Scientists have revealed that freedom increases productivity.

Use the Right Tools and Analytics

With physical offices from the picture, it’s the tools that a distant team uses that specify the arrangement of operations and work. You will find tools that keep workers accountable and supply actionable insights to how work gets done inside the business.

The growth of distant work has boosted the value of analytics of routine work information to make sure that workers are more successful.

Establish a Culture of Accountability

Notice, however, that resources are just as powerful as the civilization in which they’re situated. Your staff may use the very best tools, but bad communication can derail workers from the key aims of the provider.

Whenever there are issues with worker operation, you ought to have the ability to recognize whether there’s a issue with the tools being used or together with the direction. Accountability shouldn’t be down-up; it needs to be top notch too. Managers ought to be answerable to their own customers and transparent about office deals.


Going by data , remote function really enhances employee productivity and functionality. This, then, contributes to the total development of the corporation. But this expansion has to be intentional. Organizations should employ proper (and adaptive ) evaluation models to understand when their job is actually progressing and if there are issues that have to be solved.

To Understand The Evolution Of Menopause, Just Look At Family Drama—In Killer Whales

While many animals become less fertile as they age, only three species—humans, pilot whales, and killer whales—have females that regularly live well beyond their reproductive prime. These are the only species where we see grandmas acting like grandmas: they’ve long stopped producing offspring of their own, so they pivot to helping care for their children’s children.

When something is as rare as menopause, scientists start to ask why it ever happens. Previous research has suggested that something known as the “grandmother hypothesis” is at work. When grandmas do the whole grandma thing, their grandchildren are more likely to survive and thrive. It’s in their own best interest, genetically speaking, to live to a ripe, old, infertile age.

A study published Thursday in Current Biology takes this a step further: Yes, baby orcas with grandmothers are known to do better than those who only have a mother caring for them. But it might also be the case that killer whale calves that have to compete with their nieces and nephews for resources—in other words, the calves of older matriarchs who already have grown offspring and calves of their own—might not do very well.

Grandmas-long-past may have done a better job of passing their genetic material along when they stopped competing with their own daughters.

“It’s easy to think that an older female will pass on their genes better by continuing to give birth in late life,” study co-author Daniel Franks of the University of York said in a statement. “But our new work shows that if an old female killer whale reproduces her late-life offspring suffer from being out-competed by her grandchildren. This, together with her investment in helping her grandchildren, can explain the evolution of menopause.”

It would have gone something like this: at some point in the orca’s evolutionary history—probably relatively recently, since menopause is so rare even among their close relatives—resource competition meant that orcas who stopped reproducing earlier in life, through some biological quirk or another, actually had more surviving descendants than orcas who kept having babies until they died. Investing in grandchildren proved a better genetic strategy than constant baby-making, maybe because younger females are able to claim more food for their offspring than their mothers can, or simply because they have fewer children to worry over.

Over time, as these badass matriarchs spread their unique lack-of-fertility throughout the gene pool, this became the norm. Or something like that, anyway. Males have a shorter lifespan than females—they tend to die around the same age that female whales go through menopause, at which point the females live for decades more—so it’s likely that the evolution of menopause required some evolutionarily-driven lifespan lengthening, too. More grandmas means more healthy babies in a pod.

What’s fascinating about the new study is that it presents the evolution of menopause as a two way street—a tug-of-war between young females and old. It’s the result of heartwarming cooperation, yes, but also of family conflict. When females of two generations breed at the same time, according to the study, the older females’ calves are nearly twice as likely to die.

A 100-year-old orca known as “Granny”, now thought to be deceased, was indeed an exemplary grandmother: like all killer whale pods, Granny’s stayed together through the generations. Orca kids don’t move away; they just stick around and have more babies, breeding back and forth between different maternal lines in the group. By the time Granny vanished in late 2024, it had likely been half a century or more since she birthed her last calf. But her longtime grandmother status made Granny the de facto leader of her pod, and her care undoubtedly helped her descendants to survive the Pacific’s ever-dwindling supply of salmon.

The mystery of why, how, and when menopause evolved in whales isn’t yet solved, and humans are another matter entirely. But matriarchs like Granny can help biologists get closer to figuring it all out.

Tokensnatcher Allows An Admin User To Understand How Token Snatching Works

You might not have known this, but there’s a considerable risk when running a multi-user environment in Windows 10. That is because any user with local administrative access can steal the identity of other logged in users or services. It is called Token Snatching, and it’s quite well known. Now, there are several ways to gain control and to find out who is doing what, but today, we’re going to talk a little about a small computer program known as TokenSnatcher.

What is TokenSnatcher

Token Snatcher is not a solution to resolve this problem. It will not protect your local network from anyone who might want to steal identities. However, it allows an admin user to understand how Token Snatching works. When you run Token Snatcher, it will help you take the identity of another user, and execute a command or use a service under his name.

1] Download & Run TokenSnatcher program

Download it, extract its contents and then run it. It will give you a warning message, but run it either way.  It will then load the program which will reveal a list of accounts with local admin privileges on your computer.

On the top, notice where it says “Snatching token from.” The process steals the token which will help users steal the identity of another local admin user.

2] Switch identity and test

To use the credentials of any logged-in administrator, follow the instructions on the main screen. Token Snatcher is smart enough to locate and list all administrators, so choose the one you want and move forward.

The current version offers you to select credentials from processes that are running as Administrator, i.e., with High or System Integrity Level. Do watch the video for clarity.  Its more of analysis tool which can help you determine how much harm a local admin can do to the system using this technique.

3] Gain more information

Once you’ve run the command prompt in the security context of the local admin you’ve targeted using Token Snatcher, you’ll come across a bunch of information from the management server. Now, bear in mind that any process launched from the new command prompt will inherit the credentials of the local user.

The server admin can use this to launch active directories and computers if he or she chooses to do so. Additionally, the server admin can make modifications and do whatever the local user can do among other things.

What’s interesting here is the fact that Token Snatcher provides an event logger for the primary admin to see what had taken place beforehand.

Map out permissions 

Overall, we should point out that Token Snatcher should not be used as the only tool in your arsenal to fight against Token Snatching. The most important thing is to ensure that you’re not exposing critical privileges via running processes. The official website suggests following these steps to get an overview of your exposure. You should  map out three different areas of your infrastructure:

Make an inventory of all active security group memberships for each domain account. You must include service accounts and include nested group memberships.

Make an inventory of which accounts have local admin rights on every system. You must include both servers and PCs.

Get an overview of who is logging on to which systems.

Understand And Troubleshoot Common Windows Blue Screen Of Death Or Stop Errors

This guide will help you understand, analyze, troubleshoot and fix Windows Blue Screen of Death, Stop Errors, Error Codes, Bug Check errors, system crash errors, system fault, kernel error crashes in Windows 11/10/8/7. When Windows encounters a condition that compromises safe system operation (i.e., a “bug”), the system halts.

Blue Screen of Death in Windows 11/10

This condition is called a ‘bug check‘. It is also commonly referred to as a system crash, a kernel error, a system fault, or a Stop Error.

In Windows XP, the Windows Error Reporting system was essentially manual but has now been improved & streamlined in Windows 7 & Windows Vista. While this may be the case, Blue Screens haven’t just vanished. You may still get to see them on Windows 7/8 too.

Usually, when a BSOD occurs, it stays for a second before the PC immediately restarts. This way we are unable to read what is written. To get around it, one has to disable the auto PC restart option from the StartUp & System Recovery settings. Knowing the error code can help identify the problem/solution. Do it as follows:

Windows will attempt to fix the problem on its own in most cases, but if it cannot recover on its own, it will cause a blue screen.

Blue Screen Errors in Windows 11/10

Users of the Windows system are sure to have experienced, at one point or another, the terrors of “The Fatal Exception”, commonly called the “Blue Screen Of Death”, or BSOD. Although the BSOD has largely been thrown onto the software slag heap, in Vista, crashes haven’t been totally banished. When Windows encounters a condition that compromises safe system operation (i.e., a “bug”), the system halts. This condition is called a ‘bug check’. It is also commonly referred to as a system crash, a kernel error, a system fault, or a Stop error. When Windows encounters such a serious error that forces it to stop running, it displays a BLUE SCREEN OF DEATH or just ‘lovingly’ called BSOD!

In Windows 11/10/8/7, unlike XP, where the system was essentially manual, the Windows Error Reporting has been improved & streamlined in Windows 7 & Vista. One had to follow-up to see if a solution had become available. This was a rather painful process. In Windows 10/8/7/Vista, this entire reporting and follow-up process is automated.

These days a Windows 11/10/8/7/Vista user is more often likely to see a message as follows: “Microsoft Windows Operating System is not responding.” And users are given two possibilities. They can either “Close the program” or “Wait for the program to respond.” One waits in the hope that the issue will be resolved, or else then one just closes the program and gets prepared to lose information. At least, these messages look less daunting.

The BSODs on the other hand were/are quite traumatic and frustrating, to say the least!

The exact text of a Stop error varies, according to what caused the error. But the format is standardized and is made up of 3 parts:

PART 1: Symbolic error name: This is the Stop Error message that is given to the OS and corresponds to the Stop Error number that appears.

PART 2: Troubleshooting recommendations: This text applies to all Stop Errors of that particular type.

PART 3: Error number and parameters: Its the bug check information. The text following the word STOP includes the error number, in hexadecimal notation, and up to four parameters that are typical of this error type.

In general, there are not too many options for any type of recovery. Normally, one tries to just “reboot” the PC in the hope that the BSOD occurred because of a rare condition of some driver which was overlooked in coding and testing. But if the BSOD persists, there are some tactics that may be employed to repair the system there are over 250 documented BSOD codes.

Take, for example, the most common BSOD:


This is a fairly common BSOD that occurs when a driver has illegally accessed a memory location while NT is operating at a specific IRQL. This is a driver coding error, akin to trying to access an invalid memory location.

There is none. This is a fatal error and is a driver coding error.

What is the first step to take to resolve a Blue Screen of Death error

The BSODs or Stop Errors in Windows 10 appear to be better and more user-friendly and easier on the eyes. But they don’t give many details. You have to force your OS to display Stop Error information.

Read: Convert Windows error codes to strings using NET HELPMSG command

How to Debug Memory Dumps

To know how to debug Memory Dumps so that you can find out the cause for your BSOD, download and install the Microsoft Debugging Tools. Make certain that your page file still resides on the system partition. Otherwise, Windows will not be able to save the debug files.

You can use Crash Dump Analyzer software to analyze crash dump reports.


First & Foremost, see if a System Restore can resolve this issue.

Else, then run your anti-virus and anti-spyware and your PC Junk/Registry Cleaner.

After this, Run the Windows Check Disk Utility.

Then try to identify if you’ve made any software or hardware change or modification.

In most cases, the software is the victim and not the cause of BSOD’s. So don’t rule out hardware problems. It could be damaged hard disks, defective physical RAM, overheated CPU chips or anything else!

Check if you can see a driver’s name in the error details. If you can, then simply disabling, removing, or rolling back that driver to an earlier version can help solve that problem. Network interface cards, disk controllers, and Video Adapters are the culprits, most often.

Check your system BIOS carefully Is an update available from the manufacturer of the system or motherboard? Check the BIOS documentation carefully; resetting all BIOS options to their defaults can sometimes resolve an issue caused by over tweaking.

Check if you are low on system resources? Sometimes a critical shortage of Disk Space or RAM can cause BSOD’s.

Check if a system file has been damaged? Work in Safe Mode, as only the core drivers and services are activated. If your system starts in Safe Mode but not normally, you very likely have a problem driver. Try running Device Manager in Safe Mode and uninstalling the most likely suspect. Or run System Restore in Safe Mode.

Run the Windows 10 Blue Screen Troubleshooter.

For analyzing Crash Dumps, this MSDN print-link & BlueScreenView may help you.

What to do if you suspect that a Driver is causing BSOD’s

If you suspect that a buggy device driver is at fault for the BSOD’s, call upon a lesser-known but powerful troubleshooting tool called the Driver Verifier Manager. Enter verifier in the search bar and hit enter to bring up chúng tôi Run As Administrator. This tool helps you to actually identify the flawed driver.

Driver Verifier Manager works in the following manner. Instead of your machine throwing up an undecipherable BSOD at you, at any time, you can make Driver Verifier stop your computer at startup, with a BSOD which will explain the actual problem, rather accurately! You can then choose to resolve the problem by either updating, rolling back or uninstalling the offending driver.

Please do note that in the rare eventuality the Driver Verifier Manager does find a non-conforming driver; there could be a possibility that it may not be the offending one. So do exercise extreme caution. Regard the identified Driver/s with suspicious and exercise your best judgment in such a case.

Having narrowed down to the problematic Driver, you have three options: Update, Roll Back or Uninstall the Device Driver.

To do that, open Device Manager. Open the properties dialog box for the device, and use the following buttons on the Driver tab to perform maintenance tasks:

Update Driver: This will start the Hardware Update Wizard.

Roll Back Driver: This will uninstall the most recently updated driver and will roll back your configuration, to the earlier version.

Uninstall Driver: This will uninstall completely the driver’s files and registry settings for the selected hardware.

Read: How to find which Driver is causing the Blue Screen on Windows?

List of Common Windows Blue Screen Errors & solutions STOP 0x000000D1 or DRIVER_IRQL_NOT_OR_EQUAL

Probably the most common BSOD! This occurs when a driver has illegally accessed a memory location while NT is operating at a specific IRQL. This is a driver coding error, akin to trying to access an invalid memory location. Recovery/Workaround: Usually none. But these may help KB810093 , KB316208 & KB810980.

Read: Bluescreen after installing Drivers in Windows


A kernel-mode process or driver attempted to access a memory location without authorization. This Stop error is typically caused by faulty or incompatible hardware or software. The name of the offending device driver often appears in the Stop error and can provide an important clue to solving the problem. If the error message points to a specific device or category of devices, try removing or replacing devices in that category. If this Stop error appears during Setup, suspect an incompatible driver, system service, virus scanner, or backup program. This KB314063 may show you the direction.


A hardware driver or system service requested data that was not in memory. The cause may be defective physical memory or incompatible software, especially remote control, and antivirus programs. If the error occurs immediately after installing a device driver or application, try to use Safe Mode to remove the driver or uninstall the program. For more information, see KB894278 & KB183169.


A kernel-mode process or driver attempted to perform an illegal memory allocation. The problem can often be traced to a bug in a driver or software. It is also occasionally caused by a failure in a hardware device. For more information, see KB265879.


This occurs if Windows if unable to access the volume containing the boot files. But if you get this message while updating TO Vista, check that you have compatible drivers for the disk controller and also re-check the drive cabling, and ensure that it is configured properly. If you’re reusing ATA-66 or ATA-100 drivers, make sure you have an 80-connector cable, and not the standard 40-connector IDE cable. See KB297185 and KB315403.


The Windows kernel detected an illegal or unknown processor instruction, often the result of invalid memory and access violations caused by faulty drivers or hardware devices. The error message often identifies the offending driver or device. If the error occurred immediately after installing a driver or service, try disabling or removing the new addition.


A problem occurred within the NTFS file-system driver. A similar Stop error, 0x23, exists for FAT32 drives. The most likely cause is a hardware failure in a disk or disk controller. Check all physical connections to all hard disks in the system and run Check Disk. KB228888 will help you.


Failed or defective physical memory (including memory used in video adapters) is the most common cause of this Stop error. The error may also be the result of a corrupted hard disk or a damaged motherboard.


Your system ran out of page table entries (PTEs). The cause of this relatively uncommon error may be an out-of-control backup program or a buggy device driver. For more information, see KB256004.


Most likely due to a Hardware failure, like defective memory chips, mismatched memory modules, a malfunctioning CPU, or a failure in your fan or power supply are the probable reasons for this BSOD. It can also occur if you have overclocked your CPU. The message gives more details. For more help see KB137539.


This indicated that a poorly written driver is causing your computer to request large amounts of kernel memory. Troubleshooting suggestions are identical to those found in the STOP 0X3F message. KB256004 will help you


It could occur after you install a new video adapter or an updated (and poorly written) video driver. Replacing the video adapter or using a different video driver could help. See KB293078.


This occurs if there is a serious security problem with Windows. A subsystem, such as Winlogon or the CSRSS is compromised; or due to a mismatch in system files; or if system permissions have been incorrectly modified. A common cause of this problem is some 3rd-party programs. Try to identify any new program which you have installed and uninstall it.


This indicates a damaged page file; or disk or file corruption; or faulty hardware. The error will indicate the exact nature and the name of the damaged system file. You may have to use the Windows recovery Environment or a System Restore or Last Known Good Configuration to resolve this issue.


This stop error is rare and is caused due to failure to read the registry properly from the hard disk. Best to try and restore the registry from your backup.


This stop error is caused by an application trying to divide by zero. If you receive this error & don’t know which application caused it, you might want to try & examine memory dump.


An incorrectly configured device driver usually causes this type of error. Difficult to isolate and troubleshoot.


This Bugcode 0x5 indicates that a kernel process was making an attempt to attach to another process. To aid in the diagnosis, the user should note all applications that were executing at the time of the failure. There is no recovery or workaround.


Such an error is usually caused by a poorly written driver or firmware. Difficult to troubleshoot, but Device Manager or System Information tool can help you.


This stop error occurs when Windows has trouble reading from the hard disk. This error can be caused by a faulty device driver. You may also try running your antivirus.


This Bugcode 0x4E error is usually caused by faulty RAM. You may want to get your RAM checked or replaced. If that doesn’t work, there is no other known recovery or workaround


If you have overclocked your CPU, this could result. Also check your power supply.


This Bugcode 0x44 indicates a fault in driver logic. This has been seen to occur on a heavily loaded system. There is no recovery or workaround.


Usually caused by bad SIMMS. Best to call your hardware vendor.

You may also want to take the help of BlueScreenView. It is a utility that cans all your minidump files created during ‘blue screen of death’ crashes and displays the information about all crashes in one table. For each crash, BlueScreenView displays the minidump filename, the date/time of the crash, the basic crash information displayed in the blue screen (Bug Check Code and 4 parameters), and the details of the driver or module that possibly caused the crash (filename, product name, file description, and file version). For each crash displayed in the upper pane, you can view the details of the device drivers loaded during the crash in the lower pane. BlueScreenView also marks the drivers that their addresses found in the crash stack, so you can easily locate the suspected drivers that possibly caused the crash.

Additional Resources:

Read: Purple, Brown, Yellow, Red, Green Screen of Death explained.

Every Digital Assistant You Need To Know & Understand

Digital assistants are more popular than ever before. Almost half of Americans now use them – a testament to the technology’s growing value and place as a viable channel for commerce and customer engagement.

But what exactly is a digital assistant?

Digital assistants respond to and use voice-commands to help owners answer questions, complete simple tasks, and generally make life easier. We’ve likely all asked Siri (or similar) to place a call for us or to look up the weather forecast.

However, digital assistants’ most defining characteristics are the ones emerging right now. They’re more accurate than ever before, offer greater sophistication and capabilities, and are increasingly cost-effective at the enterprise level.

More than anything else, digital assistants are something marketers need to start caring about.

How Digital Assistants Impact Voice Search

Top brands are figuring out how to deliver their company promises with voice-activated devices, and investments in the channel will continue.

This means that more consumers will start using digital assistants to interact with brands, impacting how the average shopper requests information and learns online.

Marketers must adapt their outreach strategies to voice accordingly. For most, this means focusing early efforts on:

Natural language SEO: Now is the time to invest in SEO that prioritizes how users want to search when speaking. For example, question words are more common when querying via a digital assistant because this is simply how real people seek out information. It’s more likely someone would ask Siri “Where is the nearest car wash?” over “Nearest car wash to me?” Brands can earn greater voice-search shares by reverse engineering their content and SEO programs around a question-and-answer format to mirror how consumers want to learn online.

Long-tail keywords: Brands should also target long-tail keywords. As searches move from text to voice, the average length and specificity of questions will increase. For instance, a shopper may add relevant time, price, location, etc. details into a voice search that would feel cumbersome to type out. Brands willing to research long-tail keywords can take ownership over these nuanced conversations and earn new business through specific offerings and thought leadership.

Both improvements apply to any type of voice engagement and are core pillars of fruitful voice search strategies.

But, as new digital assistants emerge and older ones evolve, it’s equally important that marketers begin to tailor these core competencies to individual devices.

Digital Assistants as Marketing Channels

However, marketers should think of digital assistants like social media. They’re all housed under the same umbrella and follow similar rules. But just as you wouldn’t deploy the same campaigns on both Facebook and Twitter, digital assistants deserve unique engagement plans and execution strategies.

This also means each requires its own customer-experience research and success measurements.

The Most Popular Digital Assistants

As marketers spend more time in the world of voice, it can be tough to understand what separates one digital assistant from the next.

Conceptually, these technologies have identities of their own and are branded with unique personalities (down to who does the voiceover).

But digital assistants also act as extensions of the brands that created them, and customer interactions purvey similar values and goals as if the engagements were happening via desktop or in store.

Let’s explore the four digital assistants that have dominated recent new cycles to see this principle in action.


This quote came directly from Steve Jobs and captures Apple’s overall intention with each new technology it unveils.

Siri was first introduced as a pocket assistant that was easy to use and accessible to anyone (who had an iPhone).

Like a real-life assistant, Siri is continuously learning more about individual users.

She strives to incorporate personal information in ways that make life simpler over time, connecting users with the resources they need to see through tomorrow’s next big discovery.

Optimization Tips for Siri

To find success with Siri you should start strategizing common questions that can be answered about your products or industry.

You would also benefit from updating your success measurements. This could be if users can find the information they want on the first try, or how often voice searches are inspiring consumers to visit a business’ website.

Google Assistant

Google’s promise: “Organize the world’s information and make it universally accessible and useful. Since the beginning, our goal has been to develop services that significantly improve the lives of as many people as possible. Not just for some. For everyone.”

We use Google’s search engine to find quick answers with no fuss. Google Assistant is designed to make the world’s information more accessible (24/7) and digestible at the individual level.

In creating Google Assistant, Google has paved the way for more personalized search.

Optimization Tips for Google Assistant

To find success with Google Assistant you must have hawkeyes for Google algorithm updates.

You should also leverage Google’s full suite of SEO services to pinpoint unique keyword searches and queries where you can outperform competitors.


Amazon’s promise: “To be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online… innovating new solutions to make things easier, faster, better, and more cost-effective.”

Alexa closely mirrors Amazon’s mission of making commerce as easy and enjoyable as possible.

Amazon takes its customer-centric strategies one step further with Alexa by bringing shopping right into the comfort and convenience of the living room.

Alexa is personified proof that Amazon is committed to continuously innovating and iterating its technology capabilities to improve customer experiences and remove friction from every leg of the buyer’s journey.

This mission is paying off – Alexa is today’s most used assistant. Amazon’s Echo is also quickly becoming the most dominant virtual assistant at the market.

Optimization Tips for Alexa

To find success with Alexa you should focus your voice search optimization efforts on financial information or specific commerce keywords, as well as on personalization capabilities tailored to handle repeat purchases.

Alexa is connected to Amazon’s full-suite of commerce capabilities, and users will appreciate interactions with Alexa that making purchasing easier.


Microsoft’s promise: “You are reinventing what it means to do business, and we’re committed to finding the right solutions for you. Solutions that are disruptive but robust, delivering real results at speed.”

Microsoft’s Cortana follows similar design principles to Siri, but tailored more directly to the business world.

We live in an age “where the edges are no longer the boundaries, filled with new directions and new possibilities.”

Cortana helps enterprises make sense of those possibilities and connects them with other Microsoft solutions designed to support business growth.

It isn’t surprising smartphone owners say Cortana is the most accurate digital assistant, considering its more business-oriented, higher-stakes use cases.

Each approach plays to the unique capabilities of the digital assistant and transfers the kinds of experiences shoppers have come to expect from those brands to voice interactions.

Optimization Tips for Cortana

To find success with Cortana you should follow a similar approach to Google Assistant, but designed for Bing. This means keeping a close eye on Bing’s algorithms, as well as updates to Microsoft partners like Satori (Microsoft’s knowledge repository).

Taking a step back, you will also benefit from taking Cortana more seriously overall. While Google Assistant often overshadows Cortana (just like Google steals the spotlight from Bing), Cortana’s user engagement tripled between 2024 and 2023.


Considering that digital assistants are predicted to surpass 7.5 billion active devices by 2023, tips like these will help companies develop unique voice strategies and stand out.

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