Alexa takes over the world. Soon she begins to cook you coffee and invited to relax

Motorcycle helmet? Yes, it works with Alexa. irrigation controller Rachio 3? Yes, it works too. What about the guy who plays the keyboard Roland? Really? Amazon Stand with Alexa at CES, which was held last week in Las Vegas, made clear one fact: if you can skip through the object electricity, it will work with the voice assistant Alexa. Cherry on the cake was the sedan Audi e-tron at the giant round billboard filled with voice commands, like "Alex, what's up with traffic jams to the airport?" And "Alex, buy air freshener for my car."

Alexa takes over the world. Soon she begins to cook you coffee and invited to relax

Amazon's Alexa conquers the world

Just around the corner in the Sands Expo, in the less-lit meeting room, Pete Thompson, vice president of Alexa Voice Service, outlined the plans for the Amazon digital assistant in the new year, including the conversion of Alexa in the default function for new devices and technology.

"I think of a child who comes to each screen and touches it, because he thinks that it is a touch screen," he says. "They will come to the devices and to talk to them. And if they will not respond, the children will be surprised, they say, what is it? It's broken? ".

To realize this vision, Amazon will need to convince more people that they need to Alexa, which dominates the smart speaker market worldwide. To date, 32% of Americans owned smart columns, representing an increase from scratch in just four years since the launch of Echo columns and Alexa. But it is far from ubiquitous. Since Alexa moves deeper into the mainstream market, it may encounter resistance from clients who do not want to talk to your machine, do not see the point in voice assistant or do not trust technology companies, trying not to leave the microphone on all the time. "In fact, there is no clear value proposition, which would be noticeable," says Jack Narkotta, Strategy Analytics analyst. "For you to say: damn, I just had to have it."

In addition, as shown by CES, competitors are catching up with Amazon. Some predict that Google still will regain power. Now the company - the second player in the market of smart columns. He managed to squeeze his Assistant in the smart display KitchenAid, multivarku Gourmia and smart shower Moen. All of these new products, along with the general border advertising and Google stand at CES, show how aggressive the search giant plans to break this year to voice hierarchy.

Bixby from Samsung, Siri from Apple and Cortana from Microsoft - a much smaller players in the battle digital assistants, but they can also find ways to steal customers targeted Alexa.

Thompson offered to respond positively to attempts by Google and other competitors.

"Great to watch all the energy, activity and investment by many companies. It raises awareness of customers, increases confidence, people's interest to ensure that learn about all this anymore. "

Alexa becoming more assertive

Miriam Daniel, vice president of devices Echo and Alexa, reported that Amazon this year plans to make the voice assistant more active and ambitious, as well as provide him with a permanent presence.

Hints of these efforts have come up here and there. One example is the hunches, friendly reminders from Alexa, for example, that you locked the door, when you say "good night". Another concept - Alexa Guard, which warns you if you catch the sounds of breaking glass or smoke alarm when you are away from home. "Alexa will be able to look at your templates and offer something for you," she says, adding that the company first tested the function of beta-users to ensure that they are comfortable with these concepts and that the people they really want to be in use . "Surround Alexa will be the things that you will allow."

Since Alexa continues to grow, it will need to digest more species of all customer data, including location information. Answering the question of the protection of these data, Thompson said: "Privacy and data security have always been fundamental to Alexa. Nothing is going to work if we do it wrong. "

Amazon used the CES, so loudly about his leadership. Now, more than 28 000 devices for smart home from more than 4,500 brands working with Alexa. This increase from 20,000 and 3,500 in September, respectively. In addition, more than 150 products have built-in functionality of Alexa, including headsets, thermostats, PCs, cars and switches.

Google announced that is also working to make the Assistant more intuitive, and that in 2018 it expanded to 80 countries, compared with 14 a year earlier.

Regarding the establishment of the phone with support for Alexa, Thompson was not so optimistic in this matter, despite rumors that the company will eventually create a second Fire Phone. The original, released in 2014, was blown away by just a couple of months. "I do not know whether it is an important focus for us will be," he says. Instead, he said, Amazon is quite happy with the Alexa app for phones. Worldwide Alexa sits in 51 million smart columns, whereas Google - 24 million, according to IHS Markit. But bagodarya global popularity of the Android operating system, it is expected that by 2023, Google will surpass Amazon. Of course, four years - it is a very long time in the technology industry, so many things can happen.

Amazon struggle for leadership in the market will push the company to Alexa placement in a larger number of products.

"Alexa, in a sense has been very successful," says Narkotta.

In order to attract more people into the world of Alexa, it recommends that the Amazon to create more devices with built-Alexa, to voice assistant went into a large room in the house. The company also needs to develop more products that will be devastatingly simple to set up in the house, get rid of the hassle with smart home devices.

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