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Ford Sync ditching Microsoft for BlackBerry, not Apple or Google

Posted: , by Michael H.

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Ford Sync ditching Microsoft for BlackBerry, not Apple or Google
Despite the fact that both Apple and Google have been making big pushes to get their respective systems into more and more cars, Ford may be looking to do something different. Ford Sync has been powered by Microsoft since its release in 2007, and a new report is saying that Ford wants to drop Microsoft in favor of an in-car system from BlackBerry.

To say this is a surprise is something of an understatement, because until this point, we didn't even know that BlackBerry was in the automotive market. However, according to BlackBerry's own website, the company does have its QNX system in some Audi and BMW cars. We've heard plenty about Apple's Siri in-car system, and Google's push to get Android in more cars, but this is a big win for BlackBerry and a big loss for Microsoft. 

Ford Sync as powered by Microsoft is currently in fourteen Ford models and five Lincoln models, making up over 7 million cars around the world. But, Ford apparently wants a system that is less expensive and more reliable than what Microsoft has provided, and Ford may have found that with BlackBerry. Studies have shown that in-car technology is the top priority for 39% of buyers, and Ford has struggled to improve its Sync services. 

BlackBerry acquired QNX for $200 million back in 2010, and the software has since been used as the basis for the BlackBerry 10 OS. 

source: Bloomberg

15 Comments
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posted on 23 Feb 2014, 21:18 5

1. x78_nothing (Posts: 53; Member since: 07 Feb 2013)


Another sign, BB is very poor in marketing field. Unlike BB10 and smartphone, the QNX is very strong in car system area.

posted on 23 Feb 2014, 22:23 1

7. tuminatr (Posts: 693; Member since: 23 Feb 2009)


your right and americans respond to maeketing more than the truth

posted on 23 Feb 2014, 23:29 1

10. rodneyej1 (Posts: 3561; Member since: 06 Jul 2013)


Very true..

posted on 24 Feb 2014, 02:54 1

12. rusticguy (Posts: 2828; Member since: 11 Aug 2012)


That's why theya are eating by Ancel Keys rule -- Low Fat -- and growing fatter by the day.

posted on 24 Feb 2014, 09:51

14. terabyteRouser (Posts: 452; Member since: 18 Oct 2011)


this comment is somewhat of a non-sequitur

posted on 23 Feb 2014, 21:21 3

2. lucid.brat (Posts: 103; Member since: 09 Sep 2013)


Not mobile world bt atleast automobile world has bought little joy to blackberry

posted on 23 Feb 2014, 21:22

3. rodneyej1 (Posts: 3561; Member since: 06 Jul 2013)


Good news for BB!!!
And, what MS deserves for not innovating in this area...

posted on 23 Feb 2014, 21:51 1

4. sprockkets (Posts: 1352; Member since: 16 Jan 2012)


I think MS had another chance to deliver a stable solution for Ford's cars. Instead we heard problem after problem with it.

I seen it work fine though myself. But Ford paid dearly for it.

I don't know why anyone would go for apple's solution, as I fear it will only work with their crappy devices. Have no idea what to worry about with google's setup.

posted on 23 Feb 2014, 23:30

11. rodneyej1 (Posts: 3561; Member since: 06 Jul 2013)


I'm sure there will be something.

posted on 23 Feb 2014, 21:54 2

5. DigitalJedi_X2 (banned) (Posts: 346; Member since: 30 Jan 2012)


Michael, Blackberry's QNX is huge in the automotive field, in Hospitals, in Parking Meters and NASA computer systems. Marketed correctly and building on these strengths and others it has, Blackberry could be a serious force with some serious market share. BB just needs better marketing to get the word out.

Hey Blackberry!!... If you're reading... I can start immediately!

posted on 23 Feb 2014, 22:13 3

6. axllebeer (Posts: 266; Member since: 05 Apr 2011)


Glad to see this. BlackBerry needed a win.

posted on 23 Feb 2014, 22:31 1

8. hafini_27 (Posts: 297; Member since: 31 Oct 2013)


Great to see BB stills get noticed.

posted on 23 Feb 2014, 22:31

9. PBXtech (Posts: 983; Member since: 21 Oct 2013)


Less expensive and more reliable, two terms no manufacturer wants their product compared to.

posted on 24 Feb 2014, 07:46

13. GadgetsMcGoo (Posts: 167; Member since: 15 Mar 2013)


BB QNX is on a lot more car brands than is listed in this blog piece.

posted on 24 Feb 2014, 09:55

15. terabyteRouser (Posts: 452; Member since: 18 Oct 2011)


I thought Microsoft originally developed the Ford SYNC system and the subsequent software development was turned over to Ford. I could be wrong, but I do believe that is the case. I think that is why it so bad. Wouldn't be out the realm of possibility for Ford to loop Microsoft into the blame.

They probably are paying licensing fees for the underlying Microsoft OS that they want to save money on. That's a lot of money when you sell that many cars. Blackberry's QNX operating system is probably a lot cheaper.

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