At its booth in Futurecom 2016, the company shows the implementation of Alexa in Amazon Echo device. Although it is not a product launched to the market, it represents an option for the operator to adopt a digital channel for customer relationship, using tools that are already available in households (Amazon device will have its new version in the United States, called Echo Dot, since next October 20, at a price of US$50). "Operators are routed towards multi-play, and Alexa can become an interface between these services and the user", suggested Jesus Luzardo, Amdocs CALA Marketing Director, in an interview with Convergencialatina.