Microsoft’s Cortana barely made news at CES this year. The CES was pretty much ruled by Samsung in 2018. No doubt that Cortana is a very capable smart assistant, however the low popularity that comes its way may be disappointing.
It appears that the problem may not essentially be with Cortana but with Microsoft’s advertising and hardware strategy. Currently Cortana has 141 million monthly users but it never turns heads at events like CES.
As Google Assistant was the talk of the town at CES , a lesson must be learnt through the impressive ad campaign by Google wherein everything from the monorails to the signage at the Westgate emblazoned with the words “Hey Google.”
Even giants like Amazon was not extremely involved in the CES but it managed to do an impeccable job of keeping up in terms of partner announcements. Additionally Sony, Lenovo, LG and Huawei all happily surrounded time to discuss Google and Amazon’s offerings.
Thus Microsoft’s commitment or lack of commitment with regarding to Cortana has been nothing short of disappointing. TechCrunch had been closely monitoring CES. In its recent posts regarding CES it sheds light on this very issue. Microsoft has indeed failed in getting Cortana the much needed support. The company has not worked hard enough to integrate its smart assistant to mobile devices. The only plus point that Microsoft had at CES was with Windows 10 PC.
Although Microsoft has started to begun work on expanding its presence through iPhone and Android apps but it still has a long way with its smart assistant.
Essentially, CES 2018 was being seen as a battleground for smart assistants and Cortana certainly lost. Hopefully Microsoft will gear up for next year and make some necessary changes in its strategy with regards to its smart assistant.
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