Here comes Alexa in your ears—whether you’re ready for it or not.
Jabra, a sound company that makes headphones, earbuds and headsets, announced on Jan. 8 two new wireless earbuds that work with Siri, Google Now and Alexa.
The Elite 65t and Elite Active 65t boast five hours of battery life (with an additional 10 hours through the device’s charging accessory) and come in several different colors. The Elite Active 65t, meant for people who “do” sports or similar workout activities, also comes with an IP56 rating, that resists water, sweat and dust.
While these sound like your regular run-of-the-mill earbuds, they aren’t. The two earbuds include voice support and “one-touch access to Siri, Google Now” and Alexa. To use this feature, a user needs to set up “voice activation” on the Jabra app and then simply tap on the earbud to chat with one of the smart assistants.
The earbuds also work with Alexa on-the-go, which will let people ask Alexa about the news or weather, to play music and other controls. The company also announced the Elite 45e, wired, Bluetooth-capable headphones that also work with Alexa.
“Building Alexa technology right into the headphones, wearables and other devices is a great opportunity to reinforce their brand and reach more customers,” said Bart Mroz, co-founder and CEO of SUMO Heavy a digital commerce consultant firm.
Jabra’s release of these products came only four days after Amazon’s announcement of the Alexa Mobile Accessory Kit, which allows companies to include Alexa in product like headphones and wearables. According to Amazon, if the device already works with Bluetooth, consumers can simply connect to Alexa Voice Service via the Alexa app.
It’s yet another indication that brands need to prepare themselves for a voice assistant world and how consumers will interact with it.
The Elite 65t will go on sale for preorder on BestBuy.com on Jan. 8, 2018 for $169.99. If you miss out, the headphones will exclusively be available at Best Buy in February. The Elite Active 65t will retail for $189.99. If you’re itching for more Alexa in your life, don’t delay and preorder sooner than later.