This study provides an overview of the state of voice assistants in the telecom and automotive industry. It embraces upcoming technologies, features, services and trends pertaining to voice assistant offerings by tech giants, telecom operators and car manufacturers.

The study includes concepts, case studies and companies that have been in the spotlight recently and are going to play a major role in shaping the market of voice in the years ahead.

The focus is on two voice assistant solutions: smart speakers and in-car voice assistants (both embedded software and stand-alone devices).

The study’s research also identifies the growth potential of emerging applications of voice assistants, including voice commerce, voice biometrics and other advances in speech technologies regarding voice-to-text capabilities.

Table of contents

1. Key findings

2. Market overview
2.1. Voice assistants in a nutshell
2.2. Smart speakers
2.3. In-car voice assistants

3. Benchmark of telco strategies
3.1. Overview of telco voice assistants
3.2. The offerings compared
3.3. Players’ strategy
• Hallo Magenta by DT
• Djingo by Orange
• Aura by Telefónica

4. Benchmark of OEMs and tech player strategies
4.1. How OEMs approach ‘voice on the go’
4.2. Overview of automotive OEM voice assistants
4.3. OEM proprietary systems
4.4. Tech player platforms
4.5. Major acquisitions and alliances

5. Perspectives
5.1. The evolution of voice
5.2. Tech giants and their assistants
5.3. Telecoms smart speakers
5.4. In-car voice assistants

List of tables and figures

List of tables and figures

2. Market overview
• The first decade of the voice assistant revolution
• Adoption targets for voice assistant targeted devices adoption
• Global smart speaker installed base
• Smart speaker quarterly unit shipments worldwide from 2017 to 2019, by vendor
• Smart speaker top usages
• Average minutes spent per day with a smart speaker
• Why consumers have not bought a smart speaker
• Timeline of the voice-in-the-car
• Voice assistant usage In car by US adults (2019)

3. Benchmark of telco strategies
• Mainly serving telco OTT services
• Telco intelligent voice assistants’ offerings

4. Benchmark of OEMs and tech player strategies
• Infotainment systems
• Other in-car voice assistants
• In-car voice assistant usage patterns
• Overview of automotive OEM voice assistants
• The Voice Interoperability Initiative
• Acquisitions and integrations around vehicles

5. Perspectives
• Voice assistants provided by tech giants
• The evolution of telco smart speakers
• The evolution of ‘voice on the go’

Geographic area



  • Amazon
  • Apple
  • AT&T
  • BMW
  • BT
  • China Mobile
  • Daimler AG
  • Deutsche Telekom
  • Ford
  • General Motors
  • Google
  • Honda
  • Hyundai
  • Jaguar Land Rover
  • KT Corporation
  • Nissan
  • Nuance
  • Orange
  • PSA
  • SK Telecom
  • SoftBank
  • Soundhound Inc.
  • Telecom Italia
  • Telefónica
  • Telenor
  • Telia
  • Toyota
  • Verizon
  • Vodafone
  • Volvo

Other details

  • Reference: M20630MRA
  • Delivery: on the DigiWorld Interactive platform
  • Languages available: English
  • Tags: in-car voice assistant, smart speaker, telco smart speaker, voice assistant

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