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Microsoft Corporation (MSFT) May Have Already Lost Virtual Assistant Space

MSFT – The corporate vice president of Cortana notes that the company may been a little too late to the party.


While offerings from Amazon and Google in the virtual assistant space attract plenty of headlines, the same can’t be said for products from Microsoft Corporation (NASDAQ:MSFT). The tech giant acknowledges that it may have been late to the game, but it’s not giving up just yet. 

Tech Radar has the details on what Microsoft has planned.

Corporate vice president of Cortana, Javier Soltero, has admitted that Microsoft was too late to the virtual assistant market with its own offering, which led to its rivals getting an upper hand.

In an interview with ZDNet, Soltero talks about how “this new market around ambient devices in the home has been shaped differently [to what] we expected”, and that Microsoft realized the growing virtual assistant market was important, but “didn’t jump quickly [enough] on.”

Rather than throwing in the towel, the company is exploring different ways to make Cortana fit right in. To that end, the company has sparked a collaboration with Amazon to insure that Cortana and Alexa play nicely together.

“Our target is still to build Cortana as an assistant, too. Our intent is to remain coherent. But the result people want is the assistance,” Soltero added. “We think the one thing can carry the other.”

Microsoft Corporation shares were trading at $97.11 per share on Wednesday morning, down $0.21 (-0.22%). Year-to-date, MSFT has gained 14.06%, versus a 2.19% rise in the benchmark S&P 500 index during the same period.

MSFT currently has a StockNews.com POWR Rating of A (Strong Buy), and is ranked #1 of 66 stocks in the Software – Application category.

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