Published: Fri, January 12, 2018
IT | By Lester Massey

Amazon's Alexa Coming to Select Toyota, Lexus Models This Year

Amazon's Alexa Coming to Select Toyota, Lexus Models This Year

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. SDA212 System on Chips are created to help developers and OEMs develop fast and efficient hubs based on Google Assistant and related Google services. This would be a direct challenge to Amazon. New York-based Vuzix already showcased the first Alexa-enabled augmented reality (AR) glasses that would go on sale in the second quarter this year with a cost of around $1,000 (roughly Rs. 63,400).

LG isn't saying much about the speaker other than it has an 8-inch touch screen and has both Google Assistant and Chromecast built-in.

Realizing it has a bit of catching up to do and possibly may need to redefine the ground rules, Google this week put the consumer electronics world on notice that this no longer is a one-horse race.

This year's CES is opening on Tuesday in Las Vegas. 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 is not the first automaker to pair up with Amazon. ADR (NYSE:TM) will start offering Alexa in its cars. LG, for example, makes smartphones that support Assistant, but also Alexa-enabled appliances. Think of the Echo Show, which adds video to Amazon's Alexa.

The war between Google and Amazon is escalating.

Google's doubling down on Assistant, reportedly revamping its online store in February.

Panasonic also collaborates with Google to build Assistant smarts into some of its products.

Google profit - and GOOGL stock - has always been highly reliant on ad revenue.

The two companies - and to a lesser extent, Apple, with Siri, and Microsoft, with Cortana - are waging a fierce struggle to establish their assistants as de facto standards for a new generation of voice-controlled devices.

According to people with familiar with Google's plan, the company is concerned about losing market share to Amazon.

And Amazon is having considerable success in leveraging that position to get Alexa into third party products. But it hasn't been a huge factor in gadget announcements leading up to CES. The Bloomberg article also points out that when it comes to any service that involves buying something, companies turn to Alexa.

Earlier LG unveiled ThinQ smart speakers with Google Assistant and today it is expanding that lineup with a smart display – the LG ThinQ WK9.

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