Amazon Echo, the company’s all in one music player, is one of the most successful products that Amazon.com, Inc. (NASDAQ:AMZN) offers to the Internet of Things industry and it is becoming increasingly popular as more utilities come on board.

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The Echo has a few industry-disruptive characteristics that are similar to the iPhone, starting with how the initial owners of the echo have been interacting with the device through its audio interactive features. Though a few other companies such as Apple Inc. (NASDAQ:AAPL), Microsoft Corporation (NASDAQ:MSFT) and Alphabet Inc (NASDAQ:GOOGL) have already introduced their own audio interfaces, the Echo has been described as the most natural and intuitive voice interface.

Another reason why the Echo is becoming increasingly popular is the increasing number of third party apps as well as interconnected devices that transform Echo into a powerful command center. The presence of Alexa (Amazon’s digital assistant) has also been a significant move towards the success of Echo.

One of the latest developments related to Echo is support from Capital One Financial Corp. (NYSE:COF), making it the first financial organization to support Echo. The financial firm will also support Alexa on other devices such as Fire TV and the Echo Dot Speaker. The partnership will allow users to use Alexa to access their Capital One accounts. The bank claims that security measures have been ensured so that not even Amazon can gain access to account information. One such measure is the PIN requirement before receiving any information about the account from Alexa.

The partnership with the bank marks the continued expansion of Amazon into IoT as well as innovation which the firm expects to carry on in the future.