In my view, the lack of any privacy/security is holding back the echo quite a lot.
Unlike your phone or computer, which can be more useful and give you access to a lot more helpful info, the echo can't, mainly I would guess deliberately as they are aware of the lack of privacy/security.
You would not want any passing stranger to be able to access your contact list, your account numbers, passwords, phone numbers, personal info etc.
This would also go for family members, where, whilst you would be so worried about security as such, you would still like to have your own details to access or keep.
Dads, reminders, and events, may not wish to be mixed in with the kids ones for example.
Or dads business contacts, mixed with the childrens school friends.
So, a way of the Echo being able to deal with this.
I may suggest 2 modes.
A public mode of operation, pretty much like we have right now, but also a more private mode, that would need activating by some means.
Could be voice recognition.
Could be saying a password (though I appreciate speaking a password out loud may not be the best idea!)
Another option which may work very well, and it proven tech could be a fingerprint reader on the top of the device.
Perhaps you press on this, it then says something like "Private mode activated" Then you can deal with your more personal/private data that's linked to just you.
This could time out, or you could just say "End Private mode" for this to be locked out again and go back to general usage.
That's just one idea, As I say, perhaps voice recognition (if it's possible) would be another.
It would be nice to just ask Alexa for your password to something, or your bank balance, or someone phone number.
This would all be locally stored or cloud encrypted, and, as I said only accessible from some type of private mode.
Your thoughts?