Cortana has been stagnant in the market for some time now. Google and Amazon have leapfrogged Microsoft in this market, which is a real shame. So, what's the plan here?
Microsoft's own digital assistant Cortana is a very curious case in 2018. It's a feature (service?) that appears to be alive and kicking internally, but showing little to no sign of improvement externally. Cortana has become stagnant in the digital assistant market; it's still mostly US only, its dedicated speaker game is basically non-existent, and its integration with Windows 10 (the only platform where it has any leverage) kind of sucks.
At this point, there's nothing Microsoft can do to compete with Google or Amazon. Cortana has fallen too far behind to play catch up, and honestly, it doesn't look like Microsoft wants to compete in the digital assistant market anyway, at least not in the consumer space. If they did, we'd have seen some action from Microsoft by now fighting back, but we haven't. So, what's going on? If Cortana is alive and kicking internally, why isn't Cortana improving on the surface?
Instead of chasing Google Assistant and Apple Siri, Microsoft is repositioning Cortana as a "productivity assistant" to help you get stuff done.
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