If you’ve ever played Microsoft’s (MSFT) series of Halo video games, then you’re familiar with Cortana. The character, an artificial intelligence construct, is always in the background, providing players with tactical information needed to progress in the game. Cortana learns and adapts to circumstances and is eager to share her knowledge.
Given the long history of the character, her background and the number of players familiar with her (more than 50 million copies of games in the Halo series have been sold), it’s not surprising that Microsoft would choose Cortana as the codename for its forthcoming Windows Phone intelligent personal assistant.
Windows Phone 8 can handle voice commands, but the functionality is rudimentary in comparison to Apple’s (AAPL) Siri and Google’s (GOOG) Google Now. The excitement about intelligent personal assistants peaked soon after Siri made its 2011 debut on the iPhone, experienced another boost when Google Now launched in 2012 and has been quietly simmering since then. Both companies have been incrementally improving their software, but from a consumer perspective, the feature is something that’s now taken for granted.
That makes its absence very conspicuous on Windows Phone 8. If Microsoft wants to grow the market share of its smartphone operating system, it needs to address the shortcoming.
There’s another big reason why an intelligent personal assistant is important to Microsoft, and that’s search ad revenue. Microsoft owns Bing, the search engine that competes directly with Google. A built-in intelligent personal assistant means being able to control which search engine and mapping services are used to generate results.
Google Now — which is used by many Android smartphones (which, in turn, make up the majority of smartphones being sold) — uses Google Search. Many iPhone users have downloaded it as well, combining Now’s notifications with Siri’s voice commands. The app is a big reason why nearly 23% of Google’s U.S. revenues will be coming from mobile ads this year.
Microsoft can’t stop owners of Windows PCs from setting Google Search as their default. Nor can it stop them from manually using Google’s search engine in Internet Explorer on their Windows smartphones (Google has declined to make native apps available for the platform to date), essentially bleeding Bing of search revenue. Once Cortana is in place, however, it will naturally be joined at the hip with Bing, directing some of that mobile ad revenue from Google’s coffers to Microsoft’s.
But the company has even bigger plans for Cortana.