Highlights from the CES, Ford Webcast

With CES 2010 approaching fast, both the Consumer Electronics Association and hardware manufacturers will be ramping up their efforts to get consumers' attention in the coming months. Today CEA President and CEO Gary Shapiro hosted a panel with Ford execs in what we hoped would reveal a big, juicy announcement. Free Fords for all? New Ford models with automatic pilot and flying capabilities?

Not so much, but a guy can dream, can't he? My chick magnet Oldsmobile's not getting any younger or more reliable, and I really tire of driving myself to and fro since my chauffeur quit...

Anyway, today's panel was more a showcase of Ford's SYNC service and its various offerings, with a lot of the standard exec and marketing jargon: "We're doing a lot of research and leveraging existing technology to capitalize on a unique opportunity to become the leader in new initiatives that will be present in every person's life for generations to come." Sound familiar?

The gist of today's panel was of course that Ford wants to be the premier provider of services and apps on your "fourth screen," the first three being your TV, PC and mobile screens. You may not have heard of SYNC and its various applications in Ford cars, so I'll give you a brief rundown.

Ford SYNC Overview:

Ford SYNC™, developed with Microsoft, is an advanced software platform that provides consumers the convenience and flexibility to bring digital media players and Bluetooth-enabled mobile phones into their vehicles and operate the devices via voice commands or with the steering wheel’s redundant radio controls.

SYNC's key features include:

Voice-activated, hands-free calling
Simply press the “Push to Talk” button on the steering wheel, and then say the name of the person you wish to call. SYNC automatically will connect with the names in the mobile phone’s contact list.

Advanced calling features
SYNC includes the same features offered on mobile phones, including caller ID, call waiting, conference calling, a caller log, contact list, signal strength icon, and a phone battery charge icon – all conveniently located on the radio’s display screen.

Audible text messages
When paired to a capable Bluetooth-enabled phone, SYNC will convert text messages from your phone to audio and read them out loud. You can choose to reply from any of 20 predefined responses.

Multilingual intelligence
SYNC is fluent in English, French and Spanish.

Vehicle Health Report (VHR)
To create a health report, SYNC will gather relevant information from the major vehicle control modules and send it to Ford via the customer’s mobile phone. The information automatically is analyzed by Ford, a report is created and notification is sent via text message or e-mail, based on customer preference.

911 Assist
When a phone is properly paired, turned on and connected to SYNC – which is designed to happen every time the driver enters the vehicle with his or her cell phone – the system will be ready to assist in placing a call directly to a local 911 emergency operator should an air bag-deploying accident occur.

Voice-activated music
SYNC’s advanced voice recognition technology means when you are ready to use your phone or digital music player, just speak simple voice commands. Browse the music collection on your digital media player, mobile phone or USB drive by genre, album, artist and song title using simple voice commands, such as “Play genre Rock,” “Play ,” or “Play Track.”

Ring tone support
SYNC will play personal ring tones for supported phones. If you have configured unique ring tones to identify specific callers, SYNC automatically will play those, too.

Automatic phonebook transfer
SYNC automatically and wirelessly will transfer all the names and numbers in a mobile phonebook.

Uninterrupted connections
No need to hang up in the middle of a cell phone call as you enter your vehicle. Simply touch the Telephone Button on the steering wheel, and SYNC instantly will connect to a Bluetooth phone.

A new addition to the SYNC family: SYNC with Traffic, Directions and Information (TDI)
Ford’s newest generation system – SYNC with Traffic, Directions and Information – leverages industry-leading voice-recognition software, integrated GPS technology and a customer’s Bluetooth-capable mobile phone. Debuting this summer, it will provide simple hands-free access to personalized traffic reports, precise turn-by-turn driving directions and up-to-date information including business listings, news, sports and weather.

Traffic
• SYNC’s new traffic feature literally will save drivers time and money by providing personalized traffic reports based on best-in-class content.
• Users can receive traffic alerts via a text message, including the location and severity of accidents or new road construction, or they ca visit www.syncmyride.com to see the latest traffic conditions around the country.

Directions
• Drivers requesting directions now can use a variety of search criteria including a 14-million-plus business directory to find a destination, such as a movie theater. Through a set of conversational voice commands, the user need only speak the name, category or “nearest”.
• Turn-by-turn directions are downloaded to the vehicle and are spoken to the user over the vehicle’s audio system and displayed on the radio.
• Like the new traffic service, directions incorporate real-time traffic information n case of a road closure or unexpected detour.

Information
Drivers can personalize and categorize their favorite media topics using voice commands or through www.syncmyride.com, such as:
• Personalized sports reports featuring scores and highlights for most professional and college teams.
• Current weather conditions and forecasts based on city, state or zip code.
• News of all types – entertainment, business, top stories, sports and technology.

The big webcast moment came when Gary Shapiro revealed that Ford Motor Company CEO Alan Mulally would be delivering the opening address at the 2010 International CES on January 7th. Not exactly what I was hoping for in a big announcement. After the recap of SYNC's current capabilities, new features and affordability, press members had a chance to ask a few questions of their own.

First up was Paul Eisenstein from The Detroit Bureau, seeking comment from Ford on its support of the texting ban while driving, overall driving safety concerns with such services, what Ford thinks of possible voice control legislation and its possible banishment in some states, and how Ford expects to make the fourth screen affordable, given current prices for such equipment run in the high three to low four figures.

Ford's Jim Buczkowski responded telling Mr. Eisenstein to seek out another gentleman, presumably at Ford, who helps Ford "...do a tremendous amount of research" into safety issues. "Keeping the eyes on the road is the most important thing, with very short diversions to screens and dials."

Speaking to cost, Buczkowski maintained that cost continues to go down due to Ford's strategy to leverage existing hardware and software, instead of re-inventing their own proprietary wheel, so to speak. When pressed by Mr. Eisenstein about getting the cost down to $700 or an even more reasonable $400,Buczkowski said Ford "...has a plan to get there, and I'm confident you'll see it very soon." We'll see if that pans out in the coming months/years.

Other questions pertained to compatibility with Apple products, budgets and costs, automatic updates to the SYNC system. The answers? SYNC works with iPhones andiPods , Ford's SYNC divisions aren't "...just running wild with a giant sack of cash," and SYNC updates can be provided automatically to customers in the future, but as of now they're available for download fromsyncmyride.com to a usb drive for later transfer to the car.

All in all it wasn't so much an illuminating conference, but seemingly an effort by Ford to get SYNC in consumers' faces and on their minds. I haven't used SYNC myself, but given how my own car is acting up, maybe I'll give it a look when I go looking for a new car. On that note, I'd like to take this opportunity to ask my bosses for a raise, assuming they've read this far into this gargantuan post. :D