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Ford Sync Integrates Entertainment, Communication Technologies
Ford Motor Company brings the all-new Ford Sync™ technology to market this fall. Sync is a better, more convenient and innovative way to use mobile entertainment and communication devices on the road.
Ford and Microsoft Corp. have teamed to offer Sync in the 2008 Focus and 11 other 2008 Ford, Lincoln and Mercury vehicles.
"It was a very small, passionate group that took a great idea and pushed it to production in a very short amount of time," said Gary Jablonski, manager, Vehicle Telematics. Ford saw a need for this type of technology as cell phones and portable digital music have become more prevalent, he said.
Sync allows users to integrate their Bluetooth-enabled phones and most digital music players, including Apple iPods, Microsoft Zunes, and other MP3 players, and most USB storage devices into their Ford vehicles for hands-free, voice-activated use.
Ford research shows that more than 70 percent of new car buyers say they want the ability to use digital media players in their cars.
"We want Sync to be as widely available as possible," said Jablonski. "We're putting it into Ford Focus first. We believe that younger customers tend to use cell phones and iPods more, and we are targeting them. They represent a huge audience that will want this in their cars. We're offering Sync at a price (U.S. $395) that we feel will get Focus on their shopping lists."
Jablonski also noted that while younger buyers may have more use for music, other customers are more likely to use Sync with telephones and other electronic devices, so there is something in Ford Sync for a wide range of customers.
Putting together the design and production teams from two industries - automotive and electronics - had its challenges. For example, the consumer electronics cycle from design to manufacture is about six to12 months. That compares to a design to vehicle cycle of 36 months. The Sync team had to work quickly and set ambitious goals for rollout, said Jablonski.
So, while members of the team initially proposed to roll out Sync in 21 months, they did it in 12; they planned initially to offer Sync in two vehicles - it will be in 12; they set out to be leaders in in-car electronics - they have incorporated first-to-market features and they implemented a platform that is up-gradable as new versions become available.
Jablonski characterizes the team's accomplishments as "amazing."
"Ford and Microsoft worked closely together to design and engineer Sync, which is based on state-of-the-art Microsoft Auto software," said Velle Kolde, product manager for Microsoft's Automotive Business Unit. "Using software that bridges the automotive and consumer electronics industries, Ford Sync will help revolutionize the driving experience by providing a simple system that intelligently connects mobile phones, music players, and more."
The collaboration with Microsoft came after the companies found that each had been working on similar systems and could use that synergy to produce a better system faster if they worked together.
"We coincidentally crossed paths with Microsoft," said Jablonski. "It was a happy coincidence and we took advantage of that. This is a great partnership," he said. The software-based system seamlessly integrates the devices for use via voice commands or with the vehicle's steering wheel or radio controls. There's no training needed for Sync to understand user's voice commands, and it works with American English, Canadian French and North American Spanish.
Among Sync's special features is the ability to transfer cell calls automatically to the in-vehicle system when users enter the vehicle. It will also allow users to access their full mobile phone contact list using voice commands. And, with the right mobile phone, Sync will even read incoming text messages aloud.
The system is even smart enough to translate commonly used text messaging expressions such as "LOL" and the often-used smiley face. Users can reply with any of a dozen predefined responses.
Ford Sync is not only voice activated, but also intuitive, playing specific requested songs or categories of music. For instance, tell Sync you want rock or blues and it will select songs from those genres in your library.
Since it is software based, Sync can be quickly updated to adapt to changes in technology and consumer preferences.
"Cars last longer than electronics," said Jablonski speaking of Sync's upgradeability. "One key virtue of Sync is that the system's software can be updated and can evolve over time."
Sync will come standard on some Lincoln vehicles and will be widely available on Ford and Mercury vehicles. It will be standard in certain models and optional in others. On models where Sync is optional, it will be priced at $395.
Ford Sync technology will be exclusive to Ford through the end of calendar year 2008.
Collaborating with Microsoft was the right thing to do, said Paul Eisenstein, industry expert and publisher of thecarconnection.com.
"I think we're going to see a lot more of these relationships. The auto industry may have some expertise in electronics where those centers of excellence are in programming electronic controls for the engine or transmission or chassis control. Their skill level is not based in infotainment," said Eisenstein. "And for an automaker like Ford to get in there and quickly get up to speed, ŕ la Microsoft, is a great stretch," he said. "It is certainly the right strategy."
Citing research from the firm Datamonitor, the magazine Business 2.0 reports that the market for speech technology embedded in devices such as phones and auto dashboards, which was worth about $125 million in 2006, is expected to quadruple to $500 million by 2010. That growth will come from technology like Ford Sync, voice-command features on phones and cars with increasing levels of "talking electronics," from music players to navigational systems.
"There's a clear path by which the automobile and electronics are coming together. Look back at the last couple decades and electronics helped us with emissions, fuel economy and performance," said Eisenstein. "Now electronics have clearly and unavoidably moved into the cabin. There is little doubt people want a much higher level of connectivity than in the past."
Sync will be available on Ford's 2008 Focus, Fusion, Taurus, Taurus X, Edge, Explorer, Sport Trac, Mercury Milan, Sable, Mountaineer, Lincoln MKX and MKZ vehicle lines.
Jablonski said his team has hundreds of future ideas for Sync and will match customer preference with the right additions. "Sync is as smart as the device it's connected to," he said. "And with these devices you can browse the Internet and get real-time traffic.
"We have to find out which application is most valuable to our customers and then do it."
Text Source: Ford Media Information Center
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