According to Velle Kolde (pronounced cold; the "e" is silent) of Microsoft, the vehicle of the future will be digital. He
predicts that 80 to 90 percent of future vehicle innovations will be in the field of electronics.
Kolde, product manager at Microsoft's Automotive Business Unit, speaking to the Motor Press Guild (MPG), the largest group
of automotive writers and public relations professionals in the U.S., said Microsoft considers the automobile to be "another
node" and with motorists on average spending 1.5 hours every day in their cars and trucks, "It's about 9 percent of their
waking time," Kolde explained. It is important that motorists "stay connected" during that time.
Kolde, who has been with Microsoft for the past 15 years and worked on the Office and Windows teams, considers himself a car
guy (he road races a vintage Porsche). He admitted Microsoft first started to equip automobiles with computers back in 1995,
but they failed. However, now things are different.
"We have 65 computer solutions on the road right now," he said. "And I am proud to say they are using Windows-based operating
systems." The big question is: What do consumers want? They want phones and they want music. According to Kolde, industry trends are
moving toward Bluetooth phones, vehicles, and music. "Bluetooth," he said, "is the industry standard."
Number one on the consumer's list is a hands-free telephone, which is being driven by regulation. Number two is a media player
of some sort. But it's a distant second place. Navigation and e-mail are also on their list, but way down.
"The real key to success with automotive electronics is "lifecycle management." The development of electronics and automobiles
have different lifecycles. Automobiles tend to be developed and released on a very slow cycle compared to the electronics
system. Automobiles usually have a seven-year cycle, while electronics are developed on a much quicker 12- to 18-month cycle.
"There is a disconnect there," Kolde pointed out. "The way to solve that disconnect is to design software that can be updated."
Microsoft and Ford create Sync Hands-Free Communication & Entertainment System
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For example, over the lifetime of a typical car or truck, the owner may have seven different cellular telephones. For this
reason, the software designed for automobile use must be "shimmed." Also, new vehicles must be WiFi hotspots and able to receive
movies and entertainment in a built-in entertainment device. The next step will be to enable PDAs and laptops to work in vehicles.
One prediction: portable navigation systems will push the more expensive ($1,800 to $3,000 or more) fixed systems out of cars,
trucks, and SUVs. Portables are now available at only $300 to $400 and offer most of the same features as built-in systems.
Smart automakers will create docking stations for the popular portable GPS systems, rather than continue to try and sell the
more costly and soon-to-be obsolete built-in navigation systems.
WHY DOESN'T STUFF WORK?
The answer is lack of integration. Most systems are independently designed and developed. Since industry standards vary, so
does the performance and often one system is not compatible with another system. Also, electronics need to be automotive grade.
The components must be designed to handle the automotive environment of heat, vibration, and dirt—environments electronics
designers rarely see.
Offering a consumer interface would help, but a consumer interface is considered a "security threat." Security is a big challenge.
Microsoft has been working on preventing security threats for the past nine years.
DIFFERENT PRIORITIES
OEM priorities include:
- Cost.
- Reliability.
- System resource.
- Performance.
- Security.
- Vehicle integration.
- Extendability.
- Standards are often based on choice of suppliers.
Consumer's priorities:
- Features.
- Usability.
- Compatibility.
- Renewable.
- "Make the consumer the star, not the product."
- Intuitive designs that do not require a college degree to operate.
Will Microsoft software eventually become the vehicle's operating system? Will Microsoft software eventually be used for vehicle
diagnostics? "No. And the reason is that we design software. The more complex the software, the more profit we make. Vehicle
operation and vehicle diagnostic software is pretty simple. There just isn't enough profit there," Kolde explained.
"Microsoft currently provides a robust, cost-effective, proven platform that is renewable and manageable. We are committed
to software such as Bluetooth, WiFi, TCP/IP, XML SOAP, WSDL, and SSL. We are committed to software innovation. Microsoft spends
more than $6 billion in R&D each year. In 2007, we will have spent $6.2 billion."
