Las Vegas will showcase the massive CES 2018 under a different scenario when it comes to voice technology compared to last year. Amazon had a field day last year, when Alexa seemed the voice assistant of choice for tech equipment across the board. This year however, the game is wide open with an array of players battling for a piece of the pie.
Google will be upping its presence at this year’s event with a huge CES booth that will focus on Google Assistant’s integration with various devices and how it fits into the smart home market. This is the first time the search giant is having a booth at CES. The company has however maintained key attendance since its co-founder Larry Page delivered a keynote more than ten years ago. The company has splashed the “Hey, Google” ad on the Las Vegas Monorail ready to share the limelight at this year’s event.
Amazon is also having its own booth at CES 2018 where Alexa will continue to wow other brands into building magical relationships by using its technology in their devices.
Microsoft does not have a booth at this year’s show but its voice assistant Cortana, is expected to be showcased through partnerships with other industry players.
Apple with its HomeKit and Siri voice assistant does not participate in CES but makes its own announcements on new developments.
Google’s Android operating system gives it an edge over other competitors on smartphones, Android Auto gives the company an advantage in cars and Nest does the same in the home. However, in the smart speaker segment Google Home hasn’t picked up enough market share compared to the Amazon Echo leaving Google Assistant to trail Alexa in a market that is growing rapidly and is expected to ship more than 56 million smart speakers in 2018.
CES is an important venue for these companies to showcase their technology and engage partners in device manufacturing to enable them increase market share. Going into this year’s show, Amazon announced that Alexa will be coming to the bathroom via a mirror from Kohler. The voice assistant will also feature in Garmin’s automotive infotainment platform and in Hisense televisions.
Kohler indicated that apart from offering the Kohler Konnect-Verdera Voice Lighted Mirror, it will be unveiling other bathroom products that will utilize Apple HomeKit and Google Assistant.
Google on the other hand revealed that Google Assistant has collaborated with more than 225 brands resulting in the voice assistant’s availability in more than 1,500 smart home devices.