“We’re not a competitor in the auto industry”

Jan 11, 2016 12:42 GMT  ·  By

Microsoft is working to bring Windows 10 onto as many devices as possible, and the CES 2016 show in Las Vegas showed that Redmond’s technology, including the operating system itself but also applications and services that are bundled into it, can really come in handy when installed in a car.

Several companies have already found ways to bring Windows 10 or parts of it in various vehicles, so whether it’s Cortana that can be used to work on Office documents when getting behind the wheel, or Windows 10 projected on the car’s infotainment display with the help of a Continuum adapter, it’s pretty clear that Microsoft has a future in this industry.

But up until now, car makers have been more interested in such solutions developed by Apple and Google, so seeing them going towards Microsoft could be a little surprising for some.

Microsoft not willing to build a car

For Microsoft itself, though, this isn’t at all surprising, especially because the company is not planning to become a rival to its partners in the automotive industry. At the same time, both Apple and Google are investing into this side of the market, and Microsoft says that it’s very natural to see car makers refusing to use technologies that could at some point belong to rival companies.

“We are not competing with any of the automotive brands. That's a different business,” Sanjay Ravi, head of Microsoft's car technology efforts, was quoted as saying by BI.

Ravi went on to explain that smart cars would become a common thing in the future, so being always connected and accessing your files and documents even when driving is just the beginning.

“Cars of the future are going to look like your office on wheels, or like your living room on wheels,” Ravi added. “It's a really early stage for the automotive experience.”

For the moment, Microsoft is not at all interested in building its own car, but there’s no doubt that building software and services into vehicles is a priority. Time will tell if Microsoft can succeed in this market, but judging from the technologies unveiled at CES, the company is already going in the right direction.