Microsoft Is Almost Ready To Take On Apple’s iOS In The Car And Google’s Projected Mode With Windows

In March, we did an editorial on the current infotainment systems in Automobiles and how Microsoft is losing yet another opportunity/market even though it came too earlier than others. It seems, Microsoft is working on the same and they showed some of their concepts at BUILD developer conference last week. Microsoft’s current strategy is similar to that of Apple’s iOS in the Car and Google’s projected mode. It is based on MirrorLink which will allow you to use your smartphone to power your car’s infotainment system.

MirrorLink is a device interoperability standard that offers integration between a smartphone and a car’s infotainment system. MirrorLink transforms smartphones into automotive application platforms where apps are hosted and run on the smartphone while drivers and passengers interact with them through the steering wheel controls, dashboard buttons and touch screens of their car’s In-Vehicle Infotainment (IVI) system.

Windows in the Car will adapt apps on your smartphone to your car’s display system. Microsoft demoed number of apps working in this way, that includes Contacts, Maps, Maps, Music, and many others. There will also be a Store which will allow users to download apps optimized for their car experience. Find screenshots below and watch the video above to know all about this.

  • Cri5_09

    How is it almost ready when Microsoft specified that it is just a concept?

  • kevin

    It’s not MS fault, business have many catch 22 and being first is one of them. Just for sake of argument I hope MS makes it tough for anyone to copy or even come close to doing so.

  • jimski27

    It looks to me like MirrorLink could be made to work with most any phone OS, as it should be. Any proprietary crap in a car should be avoided. Keeps costs down and increases flexibility.

  • Sean D.

    How is MS “losing yet another opportunity/market” when at this moment they currently have more presence in this area than the other companies mentioned?
    Why is MS always “behind” or ” losing” the moment any other company simply decides to do something, but those very same companies aren’t considered “losing” even in the areas that MS clearly dominates?

    • Bugbog

      Indeed! Microsoft is only ‘golden’ if there are no other ‘playing field’ presences they can point to. The moment there is? They are given instant parity, despite not having yet earned it. At least 3 – 5 different car manufacturers are using (or have used ) MS-based Nav systems, but oh no! Microsoft has lost just because other players are coming in to the field.

      Microsoft’s O.S.’es are used on just about every public-facing interactive computing device (that isn’t utilizing Linux) for the Internet-Of-Things, from ATM’s to photo-booths to in-store displays to sales terminals etc But now a few companies are using Apple iPads as sales terminals and Google has issued an SDK and it’s all doom and gloom for Microsoft’s future!

      We’ve been ‘hearing’ about how Chrome is outpacing IE both in performance and in marketshare for the last few years. Guess what? It isn’t doing either!

      Also, Microsoft has been leading in console gaming for the last 8+ years, but all one ever hears is either – sell it, it doesn’t fit in with MS products, or sell it, as it’s losing money, or sell it because it’s distracting them from the big picture, it costs too much, get rid of the Kinect. etc

      The only reason Microsoft [technically] hasn’t ‘lost’ here is becuse there has been no new [capable] entrants into the playing field of years, due, in no small part, to the high barrier of entry for any competitor; they’d need to be able to pump in (and be willing to lose) billions, just to be able to gain an equal foothold.

      Google’s methodology of giving away the product in order leverage the platform for advertising won’t work here, as not only will the actual product here be quite expensive, but it would require the co-operation of games developers (who aren’t as easily overcome as tiny bit-players eager to suck the Google teat!), but end users would still have to buy expensive games to play on them, which, even were Google able to convince the game producers to give away games for free to the end-user, would still need to pay the producers the actual cost, plus profit margin (or sharing). Essentially it either wouldn’t work, or would be quite difficult and expensive to do.

      So, unfortunately for them, all they can do is try and create streaming devices, and try to edge in with mobile focused games.

      The only thing Microsoft has been ‘losing’ is the awareness game, which, thankfully, they have just pumped up with a shot of adrenaline!

      • Sean D.

        I agree 100% wuth you. It’s all about mindshare now. Nothing real, nothing concrete, just a lot of what boils down to “what ifs”, and “could be”.
        MS has become the company people love to hate, and love to place an unrealistic target on. Let the small-minded, short-sighted weenies who live blog to blog tell it and the sky is falling on them seemingly every week. Definitely whenever another company does *something*.
        There are several HUGE areas that they literaly have zero competition in, yet they are rarely given credit for those things. Let google show concepts of a product that is basically a newer/updated/”better” version of something MS did 10+ years ago (smartwatch, anyone?) and the sky is falling.
        Lets be real here… this company has made it’s fair share of mistakes, many of which are blown way out of proportion. But it’s a 30+ year old, multi-billion dollar company… but it seems like every other week someone has the nerve to write yet another rag article describing what “MS needs to do to succeed”.
        Far to many have decided to create and take sides in so much of this. Fine, but whatever side you decide to take is not automatically the better side. And in doing this, google and apple are darlings, MS is a “loser”. Even when in actuallity they are winning, they are still described as losing.

        • Bugbog

          Couldn’t agree more.

        • AnthonyDupree

          Mindshare is the battle cry of the losers.

          All it takes is better execution meaning better products delivered at the right price at the right time. This means a greater focus on the products that matters.

          • Sean D.

            Hmmm…. ok, so you’re telling me that big mac’s are in fact the best food you can buy? Because they might just be the most popular.

          • AnthonyDupree

            The best, no. Though it reinforces my point perfectly; for the masses it’s well executed product at the right time, at the right price.

          • Sean D.

            It’s not well executed at all. It’s simply easy to get, be it by price or availability. So that reinforces my point as well. Just because it’s more popular (mind share) doesn’t make it the best choice.

          • AnthonyDupree

            It is pure execution from using a finely tune algorithm for site location, systematic development product and pricing strategy and just in time operations that is the envy of the industry. Any intelligent observer, even if not a hamburger eater, has to have respect for their business model.

            In the end if you need to deliver the goods as I stated from the start.

          • MSphan

            I don’t eat there but Micky Ds have great systems.

      • Guest

        Your so right @Bugbog with your point that Microsoft excels at commercial application and that is where their future is; commercial. Nadella has shown he is smart enough to understand this and will spin hardware soon.

        • Bugbog

          Not to disagree with your ‘agreement’, but don’t paraphrase my comment into something I didn’t state.

          • Guest

            My mistake @Bugbog if I misread your post to be pro-Microsoft and supportive of the direction Nadella is taking the company.

            I for one think he is the right man for the job and glad we inter the post PC world with a post Ballmer CEO. Nadella know services and understand the future. Again no intent to misrepresent your position agains these points.

  • Sergey Durnov

    Nah, looks like early alpha. Can’t see any interesting. Still lots of work to do to make this usable.

  • Guest