Voice Assistants: Better together?

Strategic collaboration between Microsoft and Amazon aims to bridge ecosystem gaps and counter Apple and Google's market lead.

Gabbi Stubbs · Venture Insights1 October 2017Period: October 20178 min read

Last updated 10 June 2026

20,015↑

Total Alexa Skills (Sep 2017)

41.4M→

Siri Monthly Active Users (Jul 2017)

Locked

+1more stats

Companies covered:AmazonMicrosoftAppleGoogleSamsungAlibabaBaiduLGWhirlpoolFord

Abstract

This report analyses the strategic rationale behind the Microsoft-Amazon partnership to integrate Cortana and Alexa. While Siri remains the most popular virtual assistant with 41.4 million monthly active users, the market is shifting toward smart speakers where Amazon's Echo leads with over 20,000 available skills as of September 2017. The collaboration seeks to leverage Microsoft's 400 million Windows 10 devices and Amazon's retail dominance to create a competitive ecosystem against Google and Apple's integrated mobile platforms.

Key Takeaways

Amazon Alexa's ecosystem has grown exponentially to over 20,000 skills as of September 2017, establishing it as the smart speaker leader.
Apple's Siri maintains the largest user base with 41.4 million monthly active users, though its closed ecosystem limits third-party integration.
The Microsoft-Amazon partnership grants Alexa access to 400 million Windows 10 devices, compensating for Amazon's lack of a mobile OS.

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Frequently Asked Questions

Apple's Siri remains the market leader with 41.4 million monthly active users as of July 2017. However, the competitive landscape is shifting toward smart speakers where Amazon dominates, offering over 20,000 Alexa skills compared to just 126 for Microsoft's Cortana.

The collaboration integrates Cortana and Alexa to create a unified ecosystem that challenges the mobile-centric dominance of Google and Apple. By combining Microsoft’s 400 million Windows 10 devices with Amazon’s retail strength and $100 million Alexa Fund for voice tech, the two companies aim to capture users across both productivity and commerce environments.

There is a significant disparity in third-party support, with Alexa boasting 20,015 total skills as of September 2017. Microsoft’s Cortana lags significantly with only 126 skills, making the partnership essential for Microsoft to provide its 400 million Windows 10 users with a competitive range of voice-activated services.

Voice Assistants: Better together?

Abstract

Key Takeaways

Frequently Asked Questions

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