Toyota will add Amazon Alexa to select cars in 2018

Toyota Alexa

The competition to build software people can manage with their voice is one of the hottest topics in consumer technology, drawing, in addition to Amazon and Google, the attention of giants like Apple, Microsoft and Samsung. (NASDAQ:AMZN) continue their battle over the market for voice-enabled devices.

Since its inception in 1967, the Consumer Electronics Show (CES) has served as a platform for the public to learn about the newest technology advancements-more specifically, how technology will change every day life.

Google will have a stand-alone booth at the event for the first time in a long time.

But these smart products can - and sometimes do - support multiple assistants. This would be a direct challenge to Amazon.

At CES 2017, LG invited Amazon on stage at its press conference in order to showcase Alexa inside a variety of devices but this year, the honour of an appearance fell to Google. It is estimated Google Home will capture 25 percent of the smart speaker market in 2018, while Amazon's Echo will command a 68 percent.

Google clearly came to the Consumer Electronics Show intending to make a huge splash with Google Assistant. Not just at CES 2018 - where it installed a massive tent - but also on billboards throughout the city and even on the side of the Las Vegas monorail.

Toyota CES
Toyota will add Amazon Alexa to select cars in 2018

Among the major smart hub announcements from third-party partners is the Milo, from Hogar Controls, representing the first combination of smart speaker and home hub that includes support for Z-Wave Plus and the Google Assistant.

Toyota's Amazon embrace follows similar deals signed with BMW, Daimler, Fiat Chrysler, Ford, Hyundai and Nissan. ADR (NYSE:TM) will start offering Alexa in its cars. The company revealed that it is adding smart home integration to its DVRs and you will be able to control your TiVo with a range of devices. But we know you also want to see if these gadgets work. Additional hands-free commands will also be enabled to let users perform multiple operations using the personal assistant from Amazon. Google Assistant is already expanded in the smart speaker space, while Siri is so far packed in the proprietary ecosystem of Apple iPhone, iPad, and Apple Watch.

A LG ThinQ speaker with Google Assistant will be available in the "coming months", according to Huffman. In other words, not from a person sitting at a computer and searching from their web browser.

Google Assistant is now on roughly 400 million devices, including Android smartphones. Google is now lagging behind Amazon in market share but is quickly catching up. One quarter of smart speaker owners report having a Google Assistant product such as Google Home or Google Home Mini.

All of that is why Google and Amazon were in a smart speaker price war during the holiday season.

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