Microsoft Corp. is eyeing to reshape the automotive industry as it tries to penetrate the business with software and technology. More specifically, the California-based software giant wants to become a key player in auto software. Pranish Kumar, group program manager for the Windows Embedded Automotive business, told Autmotive News that in the future, they aim to create a unifying experience, which is to bring together all the features and technologies into one common platform.
Kumar said that they aim to provide a platform that can be “easily upgraded and improved as time passes." Microsoft is one of the giants in the computer industry that are trying to play a more critical role in cars.
Presently, the role of computer giants in the auto industry is restricted to vehicle infotainment systems, which enables drivers to make calls or send messages, hear traffic conditions, receive e-mails and find different establishment. They all aim to break the restrictions and expand the role that computer software is currently playing.
As for Microsoft, it sees quite a brighter future ahead in the auto industry as it expects vehicle intelligence to get more sophisticated. Vehicle drivers as well as passengers are craving for more functions than their smartphones, infotainment systems and information apps can provide, paving the way for software companies to play a bigger role in vehicle development.
Software companies would develop programs that affect other parts of a vehicle, including steering, seating and interior cabin functions. This eventually will result to a development of an operating system that would control many functions inside a vehicle. When that happens, software companies would also have other sources of income such as fees from the regular updates of the operating systems.