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In reflecting back on Google’s huge marketing push at CES, I’m wondering if there might have been a more effective allocation of resources and attention. Everyone knows about Google Assistant now (they did before as well) but there is a lot of murkiness in how to integrate — for both Actions but even more for embedded devices.

While there is still a lot of work ahead, Amazon has comparatively done a very good job so far of building partner support and clarifying the process for on-boarding devices to its service. Sure, there are blind spots around certification, but Amazon is addressing them.

The fewer internal contacts a client or partner needs to get integrated with your service, the better. Hey Google… when will this happen?

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