Ford Sync ditching Microsoft for BlackBerry, not Apple or Google

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

FEATURED VIDEO

15 Comments

1. x78_nothing

Posts: 53; Member since: Feb 07, 2013

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

7. tuminatr

Posts: 1141; Member since: Feb 23, 2009

your right and americans respond to maeketing more than the truth

10. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

Very true..

12. rusticguy

Posts: 2828; Member since: Aug 11, 2012

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

14. terabyteRouser

Posts: 457; Member since: Oct 18, 2011

this comment is somewhat of a non-sequitur

2. lucid.brat unregistered

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

3. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

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

4. sprockkets

Posts: 1612; Member since: Jan 16, 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.

11. rodneyej1

Posts: 3576; Member since: Jul 06, 2013

I'm sure there will be something.

5. DigitalJedi_X2

Posts: 346; Member since: Jan 30, 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!

6. axllebeer

Posts: 272; Member since: Apr 05, 2011

Glad to see this. BlackBerry needed a win.

8. hafini_27

Posts: 951; Member since: Oct 31, 2013

Great to see BB stills get noticed.

9. PBXtech

Posts: 1032; Member since: Oct 21, 2013

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

13. GadgetsMcGoo

Posts: 168; Member since: Mar 15, 2013

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

15. terabyteRouser

Posts: 457; Member since: Oct 18, 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.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.