BMW Using Microsoft Surface for Product Navigator

News | November 30th, 2008 by 41

BMW has hosted a video on how they are implementing Microsoft Surface for product configuration. BMW is the first car manufacturer worldwide to use this …

BMW has hosted a video on how they are implementing Microsoft Surface for product configuration. BMW is the first car manufacturer worldwide to use this product commercially. By interacting with this multi-touch surface that runs on special hardware and software provided by Microsoft, customers can configure their BMW and instantly see their results.

The Microsoft Surface is a multi-touch interface that allows a user or multiple users to manipulate digital content by using hand movements instead of a mouse or keyboard. BMW will take the customer experience to another level with this technology, basically each customer can configure their future car by simply placing some small tiles on the touch-screen and the car’s color will change instantly. This also applies to different trims or wheel.

Vectorform is the company that has developed this tecnology for BMW and as we reported  back in August, they have more exciting things to come.

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Authored by Jason at Porsche Report

41 responses to “BMW Using Microsoft Surface for Product Navigator”

  1. clara says:

    I don’t understand what this is in any business terms. What is an “innovation manager” ? Surely this is not a position at BMW.

    These technologies were around well before they had anything to do with Microsoft. MS has apparently created “Surface” as an implementation of these control interfaces, but to what end? It’s neat…… and? Showcasing it like this underscores the lack of purpose and commercial viability. Worse, it reminds people of Apple’s success with it in the iPhone.

    The problem with this kind of UI is that it’s so specific to context. If MS is in charge of bringing this to a wide array of applications, they will doubtlessly create a mishmash of inconsistent and confusing gestural languages. It will be similiar to the mistakes Windows’ design; they didn’t develop the basic concepts, and they didn’t really understand how to apply them in an optimal way.

  2. clara says:

    I don’t get it… are there are any humans in this discussion besides me?

  3. Horatiu B. says:

    @clara: Sorry, the story made it on major technology blogs and everyone is been linking like crazy. I might have to remove the links in here.

    I think the most fascinating part was that BMW is the first one to use it as a purchase experience. I have seen something similar at the BMW Welt, part of the Product Information tour and I have to admit, I was sold on it and bragged about it for a while.

    So while it might not be very useful, it does add a sense of coolness.

  4. clara says:

    @Horatiu B.:
    Yeah, it definitely looks cool to play with. I’m just having one of my skepticism attacks :).

  5. Camaro says:

    Better something from Microsoft then from Google, Google just have to much power. So I say welcome

  6. BibEffige says:

    Was ist das?

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