Amazon aggressively pushes ‘Echo’ by releasing two new features, Super Bowl ad

Amazon aggressively pushes ‘Echo’ by releasing two new features, Super Bowl ad

This week, online retail giant Amazon announced the roll out of two new features to its 'Echo' personal assistant/wireless speaker, in an apparent effort to push the device to the mass market.

Amazon Echo is a voice-driven, cloud-connected, wireless speaker, launched by the company in June 2015. The device garnered upbeat initial reviews from analysts and market watchers as a promising entrant in the rapidly-growing Internet of Things arena.

One of the new features which Amazon added to Echo this week, via a Thursday announcement, was that the streaming music service Spotify would be accessible by the owners of the personal assistant/wireless speaker.

Announcing another new feature for Echo on Friday, Amazon said that Echo users would have the ability to call for Uber rides on their device, simply by saying "Alexa, ask Uber to request a ride." Alexa is Echo's cloud-based, voice-activated artificial intelligence interface.

In addition to the roll out of the two new features, Amazon has also revealed that it is making its first Super Bowl ad, focused on Echo. About the ad, Amazon Devices VP Neil Lindsay said: "We're showing Echo in this Super Bowl campaign because we think being able to control your lights, order a pizza, or listen to music with only your voice is magical, and we wanted to show that in action."

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