This is because with the latest firmware, it brings Siri and Google Now integration to the speakers, thus transforming them into Echo-like devices without you having to spend more money. Of course it won’t have the same features as the Echo since it does not run on Alexa, but the basic functions are still there.
This means that by pressing the Bluetooth button on the speakers, it will activate Siri or Google Now, in which users can then ask the voice assistants to control their music playback, request specific songs, and make phone calls, just to name a few of the functions offered. The update is already live so if you have the UE Boom or Megaboom app on your phone, you can download and update the firmware through the apps.
Like we said, the Echo has inspired companies to follow suit so don’t be surprised if you start seeing more speakers and audio products launched in the future with similar functionality.