Cortana for iOS and Android could boost Microsoft
Given the tiny share of the mobile market that Windows Phones have (about 3% to 4% according to analyst reports), Microsoft is taking a hardware-neutral stance when it comes to promoting its own cloud services. The latest news is that Microsoft’s Cortana virtual assistant will land on iOS and Android devices, competing with Apple’s Siri and the range of Android assistants on their own platforms. This could give a boost in uptake of Microsoft’s other cloud services and encourage further bring your own device (BYOD) adoption among businesses.
With Microsoft aiming to aggressively grow its cloud services (OneDrive, Office 365, SharePoint, Skype and so on), Cortana could become a useful link in getting iOS and Android users to try these apps on their devices. While they come provided on all Windows Phones, Microsoft is still struggling to get them on other mobiles, even if workers mostly use Microsoft productivity tools in their office environment. The current heavy advertising around Cortana and all the hype it will receive during the launch of Windows 10 could make it one of the most wanted apps as users see the benefits, with Microsoft hoping to enjoy the halo effect of Cortana’s cool features.
Cortana has quite a few advantages over Siri. Firstly, she is always on, whereas Apple users have to press the Home button to activate Siri, or have their iPhone plugged in. Cortana can also scan your emails and understand things like package deliveries, to remind you of events or incoming mail. That might be harder to integrate into the iOS version, but will be a neat trick, if she can pull it off. Cortana is also better at learning, she’ll remember who your favourite sports team is, or who your close friends are, and give you updated news in those areas. Another advantage is you can type to Cortana, which is handy if you’re in the quiet coach on a train or in a meeting. Siri will presumably get these features at some point, but for now, Cortana looks the better bet.
When the new mobile versions of Cortana launch, you can bet links to Microsoft’s other cloud and mobile apps won’t be far behind as Microsoft tries to make sure it stays relevant for mobile workers in the cloud computing era.
