Already, we've seen some examples of Amazon's strategy in action, as with the Huawei Mate 9 smartphones, which includes Alexa as a voice assistant option; the Ecobee4 smart thermostat; the Triby internet radio; as well as other devices, like speakers, alarm clocks, intercoms, and even smartwatches.
The move makes the BT-owned outfit the first United Kingdom service provider to provide an Amazon Alexa skillset on its set-top boxes.
EE has announced that their EE TV device is the first set top box in the United Kingdom to get Amazon Alexa integration.
Amazon will begin doling out cash to developers who build Alexa skills with high customer engagement metrics. If Skills get into the top brackets for engagement in their category and country, Amazon will email the developer around the middle of the month following the skill getting into the charts.
Customers can link EE TV to their Alexa account by enabling the EE TV skill via the Alexa app.
"Alexa integration with EE TV creates a truly hands-free TV experience", added Fabrice Rousseau, General Manager, Alexa Skills Kit EU.
Amazon wants to make its virtual assistant Alexa available on more devices, instead of just its own hardware.
Prime Music, on the other hand, will most probably be a part of the Amazon Prime subscription service, which the e-commerce giant had launched a year ago in India.
YouView, the broadcaster-supported platform that is used by BT and TalkTalk for their TV services, also announced in June that it was piloting Alexa voice control for its connected set-top boxes.
Amazon's Echo and Echo Dot with Alexa support might very well arrive on Indian shores, officially, by this Diwali. This latest move clearly underlines the importance of software in enhancing a TV service.