Cortana Isn’t Competing With Alexa, Google — Microsoft CEO

Cortana Isn’t Competing With Alexa, Google — Microsoft CEO

Rather than planning a Cortana-powered smart speaker or other device, Nadella has demoted Cortana, signaling that Microsoft wants to focus on bringing it to other platforms as a "skill".

"When it rolls out to you, you'll find clicking the "Search" box in the taskbar will give you the best in house search experience and clicking the Cortana icon will launch you straight into our voice-first digital assistant experience", the Microsoft's chief of the Windows Insider Program, Dona Sarkar, wrote in a blog post on Wednesday. Or should we try to compete with Alexa? 'We, quite frankly, decided that we would do the former. Microsoft released the update weeks early in order to announce it at live hardware event in October, despite numerous reports of bugs and other quality issues.

Nadella reportedly intimated that Cortana will be similarly integrated with Google Assistant sometime in the future. You should be able to use it on Google Assistant [and] Alexa, just like how you use our apps on Android and iOS so thats at least how we want to think about where itll go. "To me the challenge is, exactly what would we be able to do in that category that is going to be unique?", said Nadella to Business Insider. And honestly? Good on Microsoft. This is the normal way of doing things, albeit it many months later than usual. Sometimes this works-Apple is infamous for successfully expanding into existing product categories and pretending they're brand new.

Microsoft's new approach lets it build its own ecosystems on the platforms its customers already have. It sounds like the Microsoft Store will continue to function after the end of support date on December 10, but there's no guarantee as to how long that will last. Many consumers prefer this to the siloed approach most companies have taken with their services.

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