Dive Brief:
- Microsoft has partnered with Harman Kardon for a Cortana-powered home digital assistant capable of interacting with voice commands as reported by Ad Age.
- The device will face a crowded marketplace that includes Amazon’s Alexa-powered devices and Google Home.
- Given Harman Kardon’s audio background, the Cortana-enabled speaker is expected to focus on music and entertainment. An anonymous source familiar with the partnership told Ad Age, "When you think of Echo, you think of e-commerce. And when you think of Google Home you think of voice-enabled search. But when people think of Harman Kardon, they think of high-quality audio.“
Dive Insight:
Home digital assistants are becoming a newly crowded space, although Amazon has amassed quite a lead with the success of its Echo device that takes advantage of its Alexa tech. Google is looking to create more of an entire suite of Internet of Things devices controlled by Google Home, including via its Nest line of connected devices as well as by making it easier for developers to create Android-based devices. For its part, Apple is also looking to get into the home market, possibly through deals with builders that put its tech into new builds for the smart home marketplace.
The reason for the interest in home digital assistants is that they are expected to play an important role in how consumers engage online going forward.
One of the complaints with home digital assistants so far has been the audio quality and listening capabilities of the devices. Harman Kardon would appear to be well positioned to tackle this hurdle.
Music streaming services, like Pandora and Spotify, might be natural marketing partners for the new Microsoft/Harman Kardon device, per Ad Age's source. For marketers, home digital assistants, as well as in-car technology, is an area to watch for new opportunities to connect with audiences as well as for highly personalized third-party data.
