For Sync 3, Ford Picks BlackBerry, Kicks Microsoft to the Curb

Ford Motor on Thursday launched Sync 3, its new communications and leisure system.

It’s sooner, extra intuitive and simpler to use than MyFord Contact, the firm stated.

Sync 3 gives conversational voice recognition know-how with enhanced response to driver instructions, together with a smartphone-style touchscreen and graphical consumer interface.

Sync 3, which is able to roll out in new automobiles subsequent yr, is constructed on BlackBerry’s QNX platform. Till now, Ford’s infotainment methods, together with MyFordTouch and MyLincolnTouch, have utilized a Microsoft Home windows-based platform.

“Our concentrate on the Sync 3 system was to present the finest infotainment resolution to the buyer,” Ford spokesperson Alan Corridor informed the E-Commerce Occasions. “We listened to clients to meet their expectations and that is what led to these know-how decisions.”

Microsoft Out of the Driver’s Seat

Microsoft’s Home windows OS had been utilized in Ford automobiles since Sync’s introduction in 2007, however the system was affected by bugs that damage shopper belief in the Ford model. The transfer to the QNX platform ought to assist restore shopper confidence in Ford’s infotainment system.

Sync 3 “appears much more superior than the outgoing system and may assist alleviate a few of the considerations customers have had with Ford’s earlier infotainment system, MyFord Contact, which was the reason for Ford dropping in lots of third-party high quality rankings,” stated Bryon Pope, affiliate editor at

“Ford additionally can be altering the title of all its infotainment methods to ‘Sync 3,’ eliminating the ‘MyFord Contact’ and ‘MyLincoln Contact’ names,” Pope informed the E-Commerce Occasions.

“[Ford CEO] Mark Fields says they didn’t resolve to transfer away from the names due to their affiliation with poor high quality, however as a substitute needed to streamline their naming technique,” he famous.

“Beforehand, most Ford/Lincoln automobiles had the base Sync system, whereas these with a show display have been referred to as ‘MyFord Contact’ and ‘MyLincoln Contact,'” Pope added. “This alleviates any confusion.”

BlackBerry’s Automotive Dedication

The transfer to Sync 3 not solely addresses a few of the failings and confusion with MyFord Contact, but in addition permits Ford to shift gears to a system that has confirmed expertise on the highway.

“Basically, the BlackBerry QNX platform is already a market share chief for infotainment methods,” stated Mark C. Boyadjis, senior analyst and supervisor for infotainment and HMI at
IHS Automotive.

“This can be a confirmed system that’s in Chrysler, Audi, Mercedes and Toyota cars,” he informed the E-Commerce Occasions.

“By working with BlackBerry, Ford now has a companion that’s dedicated to constructing automotive grade infotainment methods,” stated Boyadjis.

Microsoft was additionally very dedicated to infotainment methods, and whereas they’ve a big market share and can proceed to work with that market share as an organization, they’ve switched to gadgets and companies,” he identified.

Microsoft is extra fascinated by gadgets comparable to its Xbox platform and Floor Professional, in addition to platforms like Workplace 365. Automotive merely wasn’t as essential, they usually weren’t exhibiting dedication to Ford or different automakers,” Boyadjis added. “Microsoft wasn’t devoted to constructing an OS for automobiles. It was a fairly easy selection for Ford.”

Trendy GUI

Sync 3 may assist Ford redeem itself with customers who needed a greater infotainment system. It’s constructed round a smartphone-styled interface that options crisp, giant graphics.

The touchscreen is designed with high-contrast fonts for daytime use to assist cut back display washout, and the show routinely adjusts to a darkish background at night time.

The house display options three zone choices: navigation, audio and cellphone. Tile-like icons present fast entry to features. The system may be voice-activated to management smartphones, to name up radio stations, and to make the most of the navigation options.

“They’ve redesigned the consumer interface considerably,” stated Boyadjis.

“It’s a very user-centric design. Ford shouldn’t be attempting to create the subsequent feature-rich leisure system, however make it characteristic wealthy whereas making it consumer intuitive,” he stated. “That’s essential, and it’ll assist drive loyalty to the system and drive customers to the system. The historical past of MyFord Contact has not had that type of loyalty.”

Replace Pleasant

The opposite essential distinguishing characteristic of Sync 3 might be that it is going to be far simpler for customers to replace, and solely require homeowners to put the automobile in park close to their residence WiFi.

“With this technique, Sync 3 can hook up to a WiFi community and Ford will push the software program updates straight to the automobile. The earlier system wanted to have USBs shipped out to the buyer, or have the buyer go to the vendor tons to get the updates,” defined Boyadjis.

“This new system takes the problem away from the buyer, correctly a seamless replace,” he stated. “Ford can keep a constant expertise throughout all its automobiles. Plus it’s free. Ford can make the most of this software program replace for the subsequent 5 to 10 years.”
For Sync 3, Ford Picks BlackBerry, Kicks Microsoft to the Curb

Back to top button