Cortana is no longer competing with Google Assistant and Alexa - Microsoft
Microsoft’s Cortana has quite a bit to catch up to. With the likes of other digital assistants in the market. For instance, Google Assistant and Amazon’s Alexa. Instead of improving and getting competitive, Microsoft has decided to take the safer option.
Cortana is going to take a different direction. The personal assistant will be tailored to Microsoft’s Office Suite in a bid to increase the value of an Office 365 subscription. Here’s how Microsoft CEO Satya Nadella explained this decision:
Cortana needs to be that skill for anybody who’s a Microsoft 365 subscriber. You should be able to use it on Google Assistant, you should be able to use it on Alexa, just like how you use our apps on Android and iOS so that’s at least how we want to think about where it’ll go.
Microsoft is already taking steps towards its new goal. The company has partnered with Amazon to work on compatibility. Nadella drew an analogy from web browsers, the way each web browser can access the same information, digital assistants can work the same way. However, a similar partnership with Google has not been made.
The focus here is that Cortana is available across multiple products and platforms. So it’s unlikely that a Cortana home device similar to Google Home or Alexa Speakers will hit the market.
Microsoft announced Cortana (named after an AI assistant in Halo series) in 2013. The landscape was much different back then. Apple’s Siri was at the top of all voice assistant related apps. So the competition was from only from one side. However, Google was improving its machine-learning technology. Microsoft, on the other hand, had the platform of Windows. But ultimately, Windows failed to take its share in the smartphone market.