Changes to Amazon’s current strategy

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Memorandum
To: Dave Limp
From: Gray Armstrong
Date: March 26, 2020
Subject: Changes to Amazon’s Current Strategy
Alexa-enabled smart speakers are a technological advancement that has made users’ life easier. These devices can pick a user’s voice and follow instructions from the user. This offers convenience. However, Alexa-enabled smart speakers present both risks and opportunities for Amazon. These risks and opportunities call for a change in the current strategy that Amazon has adopted. 
Risks
Alexa-enabled smart speakers expose Amazon to several risks, all of which are related to data privacy issues. First, Alexa could put Amazon’s ability to protect the privacy rights of users from law enforcement at risk. Jackson and Orebaugh indicate that Alexa enabled devices have been considered as “witnesses” to crimes and law enforcement agencies are actively pursuing such data to make their cases against suspects (95). When Amazon is compelled by law enforcement to provide such information, especially without probable cause, they will be infringing on the fourth amendment rights of users. Laws might even be passed indicating that such information should be at the disposal of law enforcement. Such a case presents Amazon with a challenge because they have to protect their customers’ privacy and still observe the law. Second, these smart speakers also expose Amazon to incidences of users’ data breach. There have been incidences where users’ data have ended in the wrong hands due to human error (Dombroski-Ferguson, Fuchsberg, and Liu 2). Regardless of whether the data can harm the user or not, no user wants their private information ending up with third parties. Third, Alexa can also be used in the surveillance of Amazon’s customers. Alexa-enabled devices can be hacked and the hacker can gain control of all the data recorded by the devices (Dombroski-Ferguson, Fuchsberg, and Liu 5). Hackers can use such information against Amazon and its customers hence causing serious trust issues. All these are risks that could destroy Amazon’s reputation and the trust they have built with their customers for years. It may affect sales of Alexa-enabled devices if customers feel that their privacy is a risk. The risks are also potential lawsuits against Amazon.
Opportunities
Alexa-enabled smart speakers are like a double-edged tool for Amazon. Other than the risks it presents, there are also many opportunities that it can bring to Ama...