Although listed as one of the prominent digital assistants available across platforms, Microsoft Cortana has been lagging behind its competitors like Siri, Google Assistant and Amazon Alexa. Understanding this current trend, Microsoft has decided to follow another path, it seems. In a press event that was conducted recently, Satya Nadella said that Microsoft does not consider Cortana as a competitor to Google Assistant or Alexa.
“Cortana needs to be that skill for anybody who’s a Microsoft 365 subscriber. You should be able to use it on Google Assistant, you should be able to use it on Alexa, just like how you use our apps on Android and iOS so that’s at least how we want to think about where it’ll go,” said the CEO of Microsoft, substantiating a decision to convert Cortana into something like a skill and not an individual digital assistant.
This move does not come as a surprise since Microsoft has been looking towards potential collaborations in the past as well. Last year, Microsoft and Amazon had announced their plans to establish an integration with each other’s digital assistants. It was said that Alexa would be available in certain Microsoft devices as well as services — and vice versa.
In the case of Google, however, no convincing has been done. Microsoft has a long way to convince Google that it’s a good idea to integrate Cortana and Google Assistant. The case of Siri is not even considered since Apple isn’t expected to be ready for such a competitor-level collaboration. Nevertheless, the decision to stop competing in terms of hardware and instead focus on making the service as an app is great indeed.
As of now, several services have been linked to non-Microsoft services. For instance, Skype calling has been made available on Alexa, which was one of the first moves of Microsoft-Amazon integration.