Voice is still in the timer-weather part of the S curve of adoption and is likely to be only part of the I/F for more complex queries. For example ‘show my shopping list’ is better on a larger screen – phone, tablet rather than given on or by a speaker. Similarly if you want to see all songs by an artist, tv programs etc.

Amazon only needs to dominate the US kitchen for its next phase of home delivery but its Prime that ties people to them, not paying $50 for a speaker. While Apple has over 50% of US smartphone users, is the largest tablet seller and dominates wearables, it will always have routes into this market until Siri is good enough. Google needs this data and needs to be much better than the rivals to make sure it has it free of TAC as it will never be the default option on Alexa and Siri.