Page 9 - AeM_September_2021

RESEARCH, ANALYSIS & TRENDS

Virtual assistant Owned by Devices Languages supported

Alice Yandex Yandex Station Russian

AliGenie Alibaba Group Tmall Genie Chinese

English; French; German; Italian;
Amazon Alexa Amazon Amazon Echo
Japanese; Portuguese and Spanish
English; French; Korea; Chinese;
Bixby Samsung Electronics Galaxy Home German; Italian; Portuguese
and Spanish

Clova Naver, Line Corp. Wave, Friends Japanese, Korean
DuerOS Open Xiaoyu, RavenH,
Platform Baidu Aladdin Chinese

Danish; Dutch; English; French;
Home-
Google German; Hindi; Italian; Japanese;
Assistant Google Max, Home Mini, Nest Korean; Norwegian; Portuguese;
Hub
Spanish and Swedish
Hallo Magenta Deutsche Telekom Hallo Magenta German

Marusia Mail.Ru Group Capsula Russian

English, Chinese (Simplified); French;
Harman Kardon
Microsoft Cortana Microsoft German; Italian; Japanese;
INVOKE
Portuguese; Spanish
Safety Labs
Sirona Safety Labs Inc Sirona.TV English

Arabic; Chinese (Cantonese and Man-
darin); Danish; Dutch; English; Finnish;
French; German; Hebrew; Italian; Japa-
Siri Apple, Inc. Apple HomePod
nese; Korean; Malay; Norwegian; Portu-
guese; Russian; Spanish; Swedish;
Thai and Turkish

Xiaowei Tencent forthcoming Chinese

Beijing LingLong, part Mandarin and Cantonese for Greater
DingDong
of JD China

Hence, the area of advertising and communication via that even the experts who already use smart speakers
smart speakers is also assessed very critically, mean- tend to distrust manufacturers regarding data protection
ing a majority states that they only agree to commer- and privacy”, the Chief Advisor of DMEXCO said, em-
cials if they are actively interested and around half phasizing that it is crucial to draw attention to the im-
would like free content (music, podcasts, etc.) in return portant role society’s trust plays in the further develop-
for advertising and a smarter packaging of advertising, ment of the digital economy. ◊
for example through native, editorial-like formats.
By Daniela La Marca
“Hardly any other device has spread as quickly as
smart speakers and their associated language assis-
tants, but the assessment of our community showed

August 2021: Omnichannel Marketing 9