Mobility: Microsoft sets death date for Windows 10 Mobile

Mobility: Microsoft sets death date for Windows 10 Mobile

Mobility: Microsoft sets death date for Windows 10 Mobile

Microsoft's Cortana digital assistant has fallen behind both the Google Assistant and Alexa over the past year, to the extent that the technology company has declared it is to adopt a different approach.

According to Microsoft, its virtual assistant Cortana is no longer in direct competition with Amazon's Alexa and Google's Assistant.

Earlier this week Nadella spoke to some selected journalist on the Microsoft campus. Microsoft's encouraging businesses to migrate to Microsoft 365 - its package of Office 365 and Microsoft Windows support - which comes with a free upgrade from Windows 7, 8, or 8.1 Pro, but for US$20 per user, per month.

"Would it be better off, for example, to make Cortana a valuable skill that someone who is using Alexa can call?" Or should we try and compete with Alexa? We, quite frankly, decided that we would do the former. The company announced that customers won't receive any fresh security updates after December 10 if they continue to work with Windows 10 Mobile devices. "And you should also be able to use [Cortana] on Google Assistant".

Considering the history between the two companies, it's pretty hard to imagine Google cooperate with Microsoft, but you never know.

But it seems unlikely that Cortana will be breaking out as a major player - so let's see where Alexa and Assistant go from here.

Microsoft is now in the middle of repositioning Cortana on Windows 10, including separating it from search and silencing the digital assistant during setup. "We are very mindful of the categories we enter where we can do something unique". On the other side, Amazon and Google have managed to stake a claim on a significant portion of the market with their ecosystems of smart speakers and displays. A good one is speakers. According to data from analyst firm Canalys, Amazon's Alexa powered almost 75 percent of the roughly 20 million smart speakers that were sold during in third quarter of 2018, while Google Assistant accounted for practically all the rest.

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