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Hey Alexa, what are your competitors doing?

Blair Hanley Frank | Jan. 9, 2017
Amazon's assistant has taken an early lead in product integrations. Can others catch up?

“Microsoft had more important things to work out, like other AI implementations,” he said in an email. “Cortana is world class, but doesn't have a smart-home ecosystem to control. That is changing, of course.”

It’s worth noting that Amazon still has a long way to go when it comes to attracting users of Alexa. The Echo is only available in the U.S., which is an incredibly small user base compared with the 37 countries where Siri is available.

That’s not to say Amazon won’t be expanding its virtual assistant's horizons, but just that its worldwide dominance is not assured. And it will have no shortage of competitors. LG and Sony each showed off their own virtual assistants at CES, while Microsoft and Google are hardly standing still.

For example, Moorhead expects Microsoft and Google to take the lead in making virtual assistants for PCs, smartphones and tablets.

It will be interesting to see how these virtual-assistant ecosystems shake out. Right now, each player has its own home base: Siri on the iPhone, Cortana on the PC, Google on its hardware and Alexa on the Echo. Over the next few years, it seems likely that they’ll try to cement their presence on other platforms.

 

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