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 ...

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Bringing smart technology inside the cars for infotainment is not a new innovation in 2014. Microsoft did it years back with its Windows Embedded in cars from Ford and others. Microsoft provided the platform for auto maker to build on and they were quite successful. In the era of smartphones, consumers are expecting more from their infotainment systems in their cars. Instead of trying to create a new platform for automobiles and expect developers to write applications for it, Apple and Google are going the other way around. They are trying to use the smartphone as the primary system with car’s infotainment system that will act like a thin client. For example, Apple’s iOS in the car will use car’s display to show a new UI of iOS optimized for driving experience will let drivers get access to Apple Maps, music, videos, Siri, voice calls, text dictation and more. Apple has signed up automakers like Honda/Acura, Mercedes-Benz, Nissan/Infiniti, ...

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