As a content provider, now is the time for you to consider a multi-platform approach. There are already several voice assistant providers developing voice AI platforms to get content providers (like you) on board, and it’s important at this stage of voice AI development to remember what business these platform providers are in. Sure, they can provide services to your users, but how long will it be before they want a piece of your market share? Once your users and valuable data are theirs, what’s to stop them from taking the next step?

The IoT: Cloud connectivity changes the game

In the past, products were strictly contextual in their utility. If you had a phone, you used it to make and receive audio calls; your thermostat controlled the temperature in your house; you used a TV to watch shows and movies, your computer was an information machine, that also did document production, and was a storage device, and your appliances — such as a washing machine — each had a function.

Now, many products have screens, microphones or speakers — and most importantly — cloud connectivity. The biggest differentiator between single function machines and connected products is that the connected products are software-driven and can receive over-the-air updates. This is a game changer for manufacturers who thought they knew their businesses. Those who are still creating one device to provide one function are looking more and more like Blockbuster.

What product manufacturers need to know is that an IoT product is not defined solely by its traditional use. It’s the combination of inputs and outputs that play an increasing role. Some — such as a smartphone — are portable and some — such as a TV — are fixed but both are IoT devices because both are software driven and can receive over-the-air updates.

The differentiator for products in the IoT space is that they are more than their original form. One of the greatest examples of this is Tesla.

Elon Musk is always making news because he does not define his company by one platform. Tesla is not just an electric car. There are other electric cars on the market, but Tesla has become the gold standard for other manufacturers to follow. Why?

Because it is more than a car, it is an IoT device with:

• A touchscreen
• A microphone
• A speaker
• It’s software-driven
• It supports over-the-air updates

This storyline is still playing itself out. For many automakers survival is a question of evolution and that evolution must include a voice user interface.

The great equalizer: Voice interfaces

For content providers, platform independence is key to survival. Pandora is a content provider that is delivering music and podcasts on a variety of platforms, including: various mobile devices, TVs, and cars. The company has differentiated its content offering by delivering it on many platforms, ensuring that they will retain customers and gain market share as technology evolves.

Pandora knows, however, that differentiation across platforms is only part of the equation. An exceptional user experience is a key factor to future success and competitiveness. To provide the best, most convenient, hands-free and delightful experience, Pandora has created a voice-enabled experience.

In the IoT, leading manufacturers are also distinguishing themselves from the competition through voice interfaces. Mercedes-Benz took a big leap of faith to brand its MBUX infotainment system as a distinct product offering with the branded wake word, “Hey Mercedes.” Mercedes-Benz understands that they must transcend a single platform to provide their users experiences that will carry them into the next era of technology.

Not all companies will adapt and evolve, but a product-oriented voice experience is key to maintaining independence and creating brand affinity through better user interfaces. A voice interface equalizes products by transforming them from a single-use device to a multi-platform content provider.

Here are three key differentiators of voice-enabled products:

1. Any device potentially provides answers to any question
2. Voice transcends the original purpose of the product itself
3. Voice allows for a product to evolve beyond its original use and form factor

Voice AI platforms of the future

Products are evolving and content is moving seamlessly from one platform to the next, providing users with convenience and access to information, entertainment, and control over a growing number of devices through voice interfaces. As the market grows and more devices and services become voice-enabled, what will those interactions sound like?

Will all voice assistants have the same name and the same voice? Will we be interacting with a generic voice interface across all domains? We don’t think so.

In the future, a voice-enabled world will include:

• Multiple assistants
• Different names
• Different expertise and personalities

User experiences and brand independence will demand that we live in a multi-assistant world. Each product interface will have a name and a personality that resonates with its users. They’ll each provide a certain level of expertise on a specific function or domain while relying on other voice assistants to chime in when their domain knowledge is no longer relevant to the conversation.

Getting started with voice AI

For companies entering the voice AI world, it’s important to think of a voice assistant in the context of your users. First, consider the core value of your product or services outside of voice. Then, understand how those products or content can be augmented by voice. Finally, build your voice user interface across multiple platforms — giving users a broader experience while retaining control over your brand, user loyalty and connections, and valuable data. Succeeding as an independent voice assistant means owning your strategy across platforms.