Tradfri is IKEA’s answer to the big wide world of smartphone lamps. Quite affordable, but also indirectly via a hub. In the summer or early autumn, the lamps should now cooperate on an equal with all assistance kits. Ie Apple HomeKit, Amazon’s Alexa and Google Assistant. That should provide them with a decent competitive advantage over all other solutions, which often focus on only one of these options. Exactly how the functionality is implemented, we do not know exactly. It could be that a firmware update is enough to make even existing lamps equal compatible with all services, possibly there are also individual solutions and also until subsequent lamps.
Other smart home solutions IKEA has also announced simultaneously with, but again, still missing the details.