The Battle of the Dashboard is underway, and Microsoft, one of the stalwarts of the connected car set, aims to stay relevant with the introduction of "Windows in the Car."
The very beta version of Microsoft's new infotainment system was demoed at the Build developer's conference, and it brings the Windows back-end that powers dozens of automotive dashes and adds a "Metro" skin to bring the company's branding front and center.
The interface for Windows in the Car apes all the standard UI elements found in both Windows and Windows Phone devices. A "Start" screen acts as home page, with Tiles providing access to devices, music, podcasts, and books. Swiping the screen makes a swooshing noise and toggles between maps, phone, music, and climate controls. It's all de rigueur for a next-gen infotainment display, just with a Windowsian design.
Microsoft's demo also uses the ill-fated and sporadically adopted Mirrorlink standard originally pushed by Nokia to connect with a Windows Phone device. Although support has fallen off since its introduction a few years back, Volkswagen, Honda, and Toyota are still committed to the platform--while keeping their options open--and Pioneer and Alpine have adopted it for aftermarket head-units.
Windows Embedded legacy software powers nearly half of all the connected car systems in the U.S., but that dominance is beginning to wane. Blackberry's QNX software is the backbone of over 30 percent of in-car systems, and Ford just inked a deal to replace Windows Embedded with QNX for its future Sync products.
But the real fight is a mirror of the mobile space, and that involves competition from Apple and Google.
Automakers are beginning to roll out Apple's CarPlay system, with Ferrari, Mercedes-Benz, and Volvo shipping the systems this year, while Honda, Nissan, Infiniti, Jaguar, Chevrolet, Kia, and Hyundai are set to launch in early 2015.
Meantime, Google has partnered with Audi, General Motors, Honda, and Hyundai, along with chipmaker NVIDIA, to create the Open Automotive Alliance to bring Google's mobile OS into the car. But neither Google nor its partners have announced a ship date for a true automotive-grade version of Android. And we haven't even seen a mock-up of the interface. That's not surprising given the amount of time it takes to get a system validated for auto use, and that could play in Microsoft's favor.
Considering the company's history with Windows Embedded, it has a solid relationship with both automakers and the suppliers that help bring these systems to market. But just like the battle for mobile, it's all about adoption. Microsoft is in for a fight, and by showing its in-car plans this early, Microsoft is trying to court developers so a suite of apps will be available when it launches.
"[It's] more of a concept, but a concept that we can work very very seriously on," Microsoft's Steve Teixeira says during the presentation.
