The race is on among the big tech companies like Google, Microsoft, Apple, Microsoft and Amazon to become the preferred supplier of your VPA. Who controls the VPA gateway will greatly influence the relationship to all services a customer might want.
Like the browser wars of the 1990s, the outcome will lead to settling the balance of power in the next phase of the internet. By channeling attention and making decisions on behalf of their users, VPAs will have a significant impact to make or break other businesses already engaged in providing internet services.
One key in this development towards a VPA is the application of machine learning to language comprehension both in respect to content and context and the support of voice assistants to provide the interface to language oriented services.