Tim Cook tried to do his best Steve Jobs at this year’s World Wide Developers Conferences , but one of his big announcements was that Apple was going to march right into the heart of the automotive world. Apple announced one button in-car Siri integration with partners such as Honda, GM, Chrysler, BMW, and Mercedes curiously leaving Ford off their A-list. The media was quick to question the blue oval’s shortsightedness for not kneeling to the altar of Jobs and damn the ”ball and chain” partnership Ford carries with Microsoft for it’s own SYNC system. Jalopnik even claimed that missing the Apple boat means Ford could become the uncool PC vs. others becoming the trendy Mac.
Photo from Jalopnik’s “Ford got screwed” article
Well I say hogwash! In the past 4 years, Ford has been quick to adapt forward thinking connected technologies more so than any of its competitors. Today they continue to use unique approaches to developing new solutions across a host of different platforms. Here is why Ford has bet smart money against integrating Siri into its vehicles:
1) Siri Is Nothing New:
Some reports are clamoring that in-car Siri integration is going to change how we drive by magically automating everything we do. Calling, controlling music, scheduling meetings, checking appointments, etc. The truth is voice control in cars has been around for a long time. Siri certainly will raise it to a new level of sophistication with additional connected functionality, but there is nothing ground breaking here. The fact is Siri uses voice recognition technology from a company called Nuance. Check the link to see the list of automakers already using Nuance for their in-house infotainment systems (hint it’s more than I can even count on 2 hands)
2) Siri is Not That Great:
Ah, haven’t you seen those magical ads in which Samuel L. Jackson prepares for a date with Siri or Zoey Dechanel and Siri dance around doing, well, Zoey Dechanel things? Well in the real world, it is no secret that Siri doesn’t actually work that well and Apple has recently gotten in some hot water over its ads that sell sophistication that Siri does not have.
Sync AppLink is Universal
Ford’s SYNC system, despite it’s recent MyFord Touch hiccups, already has best-in-class voice recognition and has initial app integration that works with iOS, Android, and Windows Phone. Nielsen reported Android has over 51.8+% market share as of last month. That is over half the smartphone using country not eligible for a date with Siri.
3) Siri Loses Home Field Advantage:
What makes Apple’s products and software ecosystem so enchanting is that it is meticulously crafted from start to finish in Apple’s beautifully orchestrated, almost vertically integrated world. Apple loses all of that control partnering with automakers. Iphones will have to play nice with each automaker’s infotainment systems with varying screen sizes, features, and internal hardware not to mention the notoriously longer development times needed for cars. Who knows, this could turn out similar to Android’s current fragmentation predicament.
4) Siri is Stuck in a Conflict of Interest:
Automakers are not going to throw away the millions of dollars already plowed into their own app integrated infotainment systems (Toyota Entune, Cadillac Cue, BMW I-Drive, etc.). In affect, Siri will function as a simple add-on to these systems withholding the greater potential that comes with core integration. For example, how will Mercedes or BMW have Siri’s free turn-by-turn navigation play with their pretty ~7000$ buy-in-a-package 3d navigation system? We will wait and see.
5) Siri is Not Specialized:
The saving grace for Siri is if Apple can get developers to create specialized automotive apps that bring out its true value. The problem here is that Siri currently works with only Apple developed core apps. Also motivation for 3rd parties to develop other than music/audio based apps could be thin. You cannot click on an in-app ad in your car, audio ads would be infuriating, and I guess I could audibly post my Facebook status, but most popular apps today require a highly visual component. Apple could also look to the automakers themselves to develop apps, but you think Toyota will throw in money to develop an app that would work the same in a Chevy?
Now here are a key list of factors Ford has in its favor:
1) Core Integration:
Ford created an open app framework that hooks into the core systems of their vehicles accessing unique data such as speed, instant fuel economy, and vehicle diagnostics. This allows the creation of specialized automotive apps as well as interesting integration opportunities with typical media apps.
2) Incentivised Developers:
Ford at Tech Crunch’s Disrupt Conference
No other automaker has taken such an aggressive stance to foster an ecosystem of app developers using startup like tactics such as creating an official developer network, wooing developers at college campuses and trade shows, and throwing developer contests.
3) Focused Development:
They do not have to split their development resources trying to accommodate Siri.
4) A Deep-Pocketed Partner:
Despite what people perceive, Microsoft is still immensely profitable, has a robust ecosystem of its own, and is going through a second renaissance of sorts. Could you imagine Kinect motion control in a car? It would probably be the most dangerous distraction of all time, but I’ll still mark one in the AWESOME column.
By avoiding Siri’s siren song, Ford is going to save substantial time and effort trying to develop something it frankly already does very well. More importantly, it is going to allow Ford to really differentiate itself from the lemmings in the automotive space by, ironically enough, taking a similar page out of Apple’s playbook. They have decided to meticulously craft their own tech ecosystem from start to finish focused solely on enhancing the automotive experience.
Do you agree with my assessment? I would love to hear your thoughts!
Oh and Ford has not completely shunned Apple. Check out how Ford’s new dealership Ipad app hopes to change the car buying experience.
Kinect in a car WOULD be awesome… and already kind of done (albeit for a much different purpose): http://www.wired.com/autopia/2012/03/microsoft-west-coast-customs-project-detroit-mustang/
That is a pretty ridiculous Mustang good sir. Glad you stopped by the blog matty boy and hope all is well back in the bay. I’ll be up the 2nd week of September.
I can’t stand the SYNC system in my Ford. The “hiccups” are ongoing… Seemingly endless. I welcome Siri.
Your definitely not the only one having troubles with Sync, but after using Siri for a full year I am hard pressed to think Siri will be that much better. Who knows though Apple is capable of some amazing things.
Reblogged this on wincharles.
It’s always good to hear positive things about The Big 3, or, one of them, at least (I’m a Ford guy myself). I particularly don’t care for for technological systems in newer automobiles. 1) It jacks up the price, and, 2) How well will they work in 10 or 20 years?
If and when I’ll be purchasing a new vehicle, I won’t be looking for add-ons. I’ll be searching for the most bone stock, plain-Jane, car/truck.
Haha I respect the minimalist attitude. When I get money for a second car that is not my daily commuter I am right there with you.
All the more reason to buy a pre-computerized car.
What do you mean by pre-computerized? I am intrigued
I agree with you 100%. Apple is a great company, but with this push it’s trying to break out of it’s own little bubble (which it has thrived in, mind you), and I have a sincere feeling that this, along with their bigger pushes for TV, will flop very quickly. Microsoft, as you said, is starting to go through quite a renaissance, and I’m looking forward to seeing what else comes out it. Windows 8 looks like a big change, and Microsoft has far more market share for mainstream computers. I hope they keep pushing to integrate into more things, and destroy this Apple ‘cult’.
(disclaimer: I own a Macbook and an iPhone, but have no particular attachment to them).
I totally agree. Microsoft in my eyes is the emerging new Apple. They are doing some of the most exciting things in the space right now and if they can just unify their ecosystem (xbox, winodws 8, windows phone, sky drive, outlook, etc.) then they are going to be a force to be reckoned with not just in profits, but in consumer mindshare. Amped for Windows 8 tablet because my old Toshiba laptop is looking pretty long-in-tooth right now…..
Haha, the tablet does look incredible. I think it will always be this way, the high tide of Microsoft is the low tide of Apple, and vice-versa. It promotes ingenuity, and it’s safe to say we can all appreciate a bit of that! The tablet does look pretty incredible…
some technologies are plainly ridiculous…and i think having voice recognition integrated with a car is definitely one. digital convergence is going the wrong way.
I can definitely see why people are pausing when talking about digital convergence and its rapidly growing intrusiveness into our lives. Knowing that the digital convergence is not going to stop anytime soon, how do you envision digital convergence heading the right way?
digital convergence should be used to facilitate delivery of services like education, medical care, emergency services and alike. Interfaces between humans and machines should enable easier and faster communication. Instead, a lot of applications are interfering with social behaviors of humans. Also, interfaces must only facilitate human actions and not be a replacement for application of human intelligence and logic.
Terrific analysis and yes, I absolutely agree. I LOVE Ford Motor Company. I drive a Lincoln MKZ, with SYNC technology, my third one since they came out. Ford’s exclusive deal with Microsoft was pure genius. Awesome you say? You bet!! Ford Motor Company has excellent leadership, a dedicated, multi-generational work force and is responsible corporate citizen. (did I mention I love Ford?) The partnership with Microsoft is yet another example of their many strengths. I also have an iPhone, and I can tell you from LOTS of frustration with trying to use Siri, really use it for its intended purpose, not for fun, like calling Siri names and seeing how it responds (some people do that) for directions and hands free calling – Siri SUX!! “I didn’t get that” “Let me search the internet for that” “I’m sorry, I couldn’t find that” “Did you say call onomatopeia?” “There are no flag oceans in this area”
What????? I cannot even imagine trying to use it in my car. Talk about road rage.
Excellent post!!!
I’m glad you enjoyed the post. I also have a lot of respect for Ford these days. They just seem to be the most forward looking auto company when it comes to technology. Ford’s next goal is how can they differentiate Lincoln and bring those cars, and that brand, to the sophistication of Audi and BMW. That’s going to take a little longer….
I don’t disagree with that. Public perception is a slow go. I can tell you this, before I purchased my Lincoln I drove a Mercedes. By comparison, for the money, styling and hype of luxury cars I choose Lincoln. The main reason? Performance. When I need to get out of the way of a big ass SUV or someone qualifying for NASCAR, my Lincoln wins, hands down. It is the luxury car for people who don’t have to impress the world. The MKZ is sporty, stylish and loaded with creature comforts – standard. It’s great for road trips. Plus, regularly scheduled maintenance doesn’t require taking out a signature loan.
Thanks for letting me rave about the awesome MKZ.
Honie i thought you might like this bit of car news today:Lincoln Grabs Lead in New Customer Satisfaction Survey
Yeah, thanks! I see it says NEW customer satisfaction survey. I wonder how the data is skewed, to justify the claim that the customer base is “dwindling” I don’t believe the number of us super smart mid-size sporty sedan types is dwindling. I think more people are wising up to the fact that Lincoln products are just what savvy car buyers are looking for when it comes to performance, comfort and exceptional service after the sale.
I like you! Why? I like Ford people.
“It is the luxury car for people who don’t have to impress the world.”
That statement pleases me and reminds me of the more down-to-earth, decent folk in this world. Don’t ever change!
Thanks Nick. It isn’t likely that I will ever change in that regard, no dancing with the stars in my future. So, it looks like it’s down-to-earth for me ’til the end of the line. : )
I’m not sure where you get your information about Siri but recent article published by multiple Wired Magazine joirnalists would suggest otherwise. Sadly I can’t say I agree but I still appreciate your writting. Keep it up
Having recently moved near Detroit, I appreciate the Ford-friendly blog.
I do like my Apple products, but I also like to see some competition out there…
Agreed! Thanks for stopping by
Yep. Congrats on being Freshly Pressed!
Great blog.
People forget that it’s not the Apple computer or software side, rather the Iphone that has propelled Apple, to it’s size. Microsoft has a deep product line, and has the partners to develop integration. Apple still has yet to realize the Ipay app that boosts prices by 15%-20% lost it’s key developer in Steve Jobs. Ford is taking the right road, not the self declared front runner.
Ford!! I’m LOVING it.
haha I’m glad. Thanks for checking out the blog
I agree big time. Also, in the long game, Ford is betting on function over fashion,. The Apple bubble will burst, big time, soon.
I think Apple has too much talent and capital to be a bursting bubble, but they will definitely slowly come down to earth and the field will even up. I’m in agreement that they won’t be the de facto fashionable choice for too much longer
Recently Ford is stepping up with design and technology. Apple is not going to matter to the car industry unless a revolutionary product is released.
I like how many people are saying “The Big 3 are finally making progress in reliability and technology.”
Technology? Look back and find all the amazing features Detroit has created (ie. cruise control, automatic transmission, power features, hell… we made the automobile what it is today). My family has owned plenty of American vehicles, and a few Imports. They both faired well, yet, the greatest car I’ve ever owned is a Crown Victoria. I recently wrecked it, so I bought my cousins little Grand Am with over 140,000. I’ve driven that little car all over Michigan and she continues to run strong. My philosophy… maintain your vehicle and it will take you far.
One thing you mentioned here is key, maintenance. Maintenance is huge when it comes to the life of a vehicle.
I am not saying that they did not provide the many benefits that we are use to in todays automobiles but they built pretty crappy cars till the 08 crash and bailout of chevy and chrysler
They did put out a few models that weren’t so great but they also built some pretty great vehicles. American trucks really can’t be beat, as with body-on–frame cars—all the “Asian trucks” today are copy cats of our trucks. The rear axles built by The Big 3 are bulletproof as are many of the motors, which is why they’re favored on job (construction) sites.
The way I see it, supporting our automakers, as well as all American companies, will strengthen our communities as well as our economy. I take pride in American manufacturing. I know we can build something just as good, if not better, than the rest of the world, no matter the product. The problems usually lie in administration which is why GM and Chrysler failed.
Very interesting — thanks for the information (Ford guy here)
I’m glad you enjoyed the article. Thanks for stopping by
My 2012 Mustang came with NOTHING. I was told “We don’t need to try to sell the Mustang.” True. I bought it. However, I expect my next car won’t be a Ford because by then I’ll want some sort of computerized voice system in my car, so I’ll be sure to get one with Apple.
I’m glad I read this post. I wasn’t aware of this techno tie-up with car makers and, despite the fact I don’t have the money to buy a new car, think that something in the car market is going the wrong way. What am I buying if I’m in the market for a new car? Am I choosing a car or a tech system from Microsoft or Apple? If I really want a Ford and I really like Apple stuff, does that mean no Ford or no Apple. Sounds bloody stupid to me. Choices have just been halved for those that choose a car for being a car. Thanks for the information. Bruce
Car shopping did in fact get a little more complicated. Ford’s Sync uses Microsoft behind the scenes as a code base foundation to their system, but it works with every type of smartphone whether it be Apple, Android, Blackberry, or Windows Phone so on the surface the user can’t tell the difference. Most automakers have built their systems like this to accommodate as many people as possible, but it will vary from automaker to automaker. Apple’s Siri integration that I talk about in the article is an additional feature that will only work with an Apple Iphone. So to your point, yes finding out what features support what phone is something you might have to look into when buying a car, but the situation is probably not as dire as you think it is. Hope this helps
Yes it does help explain it. It didn’t seem logical that car makers would put an obstacle in the way of someone wanting their brand. Thanks for the advice. Bruce
Enjoyed your read here, on Ford’s better idea with connected technologies. In my latest wp essay I mentioned how convenient the Ford Fusion’s ct was for getting us to Mount Rainier at night without using a map. I use Apple products and enjoy the sense of design, but don’t appreciate some of the new directions their headed in. To view my essay – http://www.ScienceTechTablet.wordpress.com
Dear Sir,
I share your point of view. In one of my recent studies I found out people are not so keen to shift towards a fully automated “travel environment” (that’s what cars will be in the future. No more a box on wheels, but a bubble of emotions on the move). Apple should be careful in forcing business partners to accept its one-way conditions. Many temples have crubmled to dust, thanks to their hubris, in the past. May be Ford is not a brand as cool as Apple, but they have some wild cards in their sleeve.
Carlo
I’d agree with you Carlo in that Apple needs to begin watching how it strong arms it’s partners, but from their point of view they have been doing it for years and winning. Case in point, how many companies do you know have taken on the titans of the wireless carrier and music industries and basically forced them to accept Apple’s terms. Before Apple no one was ever able to do it and Apple thinks they can make a similar play at the auto industry.
You know the story about the very expensive astronaut’s pen versus the pencil? I’d be so happy if car makers would just provide decent inbuilt device holders and a plug in system. When I’ve got the devices, why do I need it replicated in a car? However, I have a feeling that you are right about Ford’s decision. I work with (and love) Apple products, but I fear that it’s day in the sun may be short lived. All things have their time.
Interested you brought this up minilit. There are number of in-car mirroring solutions being developed to mirror your Smartphone interface onto theirs, but these are mostly 3rd party solutions. I think from the automakers standpoint, they can’t know what device their customers will have and are responsible for providing a baseline level of functionality so even my uncle with a flip phone can do have a good experience in their vehicles. Here is a kickstarter project I think you will appreciate and could solve your problem: http://www.kickstarter.com/projects/devium/dash-the-smart-phone-car-stereo
Gotta love Kickstarter! Will check it out, thanks!
Thanks I appreciate the feedback. Glad you stopped by the blog!
The last time I used SYNC was when driving a Ford rental car in America in 2010. I have to admit, it was fantastic. Indexed my iPhone’s music library quickly and efficiently and understood all my voice commands. I was impressed that I could ask not just for an artist or album, but a specific track. It didn’t have a problem with my British accent and never once failed to understand what I asked for.
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Great post. It sure doesn’t hurt to have a CEO that helped to design fly by wire cockpit control panels. Way to go Ford. Microsofts SYNC, windows 8, phone 8, xbox, SkyDrive, and live (or outlook.com) will all work together.
Reblogged this on DUDE*n*DIVA.
Thanks for stopping by and the reblog!
Thanks I’m glad you enjoyed the article. Thanks for coming to KeysNKeys