We heard about it a while ago but now it’s finally here. It’s really here. Microsoft Windows Embedded Automotive 7 is out, appearing in the download queues of “select car makers and suppliers in the automotive industry.” But what does it offer?

Some of it’s nifty features include:

• Silverlight support for fancier UIs
• Real-time text-to-speech technology
• Better expandability for third-party plugins.

Further from this, Microsoft is confirming that it is the brains behind the Nissan Leaf‘s Information Hub, which not only handles infotainment duties but also gives charging status and power consumption figures.

Finally, the MyFord system is going global, shipping to Blue Oval vehicles in Europe and Asia in 2011. That’s after 2.5 million Sync-equipped cars have hit the road. Highway domination? Nearly complete. Totally awesome!!!

Here’s the official press release from Microsoft

Microsoft Drives the Future of In-Vehicle Infotainment

Release of Windows Embedded Automotive 7 gives car makers and suppliers the tools, technology and flexibility to transform the in-car experience.

DETROIT, Oct. 19 /PRNewswire/ — Today at the SAE Convergence 2010 Conference and Exhibition, Microsoft Corp. announced the availability of Windows Embedded Automotive 7 to select car makers and suppliers in the automotive industry. Designed to support the development of new infotainment systems, Windows Embedded Automotive 7 is an industry-leading platform providing integrated services for communication, entertainment, navigation and information for the mass market.

With Windows Embedded Automotive 7, car makers and suppliers have access to Microsoft’s latest tools and technology, as well as a worldwide partner ecosystem, which allows them to quickly create in-vehicle experiences that are easier to use and more engaging for drivers and passengers. Key features include speech commands, touch input, hands-free Bluetooth phone communications, advanced dashboard systems for access to music, maps, third-party apps and navigation, and streamlined connectivity with other devices.

“Microsoft deeply understands that technology collaboration is paramount to the evolution of integrated, in-vehicle infotainment systems,” said Kevin Dallas, general manager of the Windows Embedded Business Unit at Microsoft. “We are excited to create new opportunities with Windows Embedded Automotive 7 working with our broad ecosystem of partners to bring the best in entertainment and productivity solutions to drivers and passengers around the world.”

Additional Windows Embedded Automotive 7 features include the following:

Silverlight for Windows Embedded. Silverlight for Windows Embedded gives car makers the ability to quickly create rich device user experiences with engaging 2-D and 3-D graphics by using a familiar Microsoft technology and taking advantage of a large ecosystem of Microsoft Silverlight designers. Experiences built in Silverlight for Windows Embedded can be refined rapidly on the desktop and deployed unchanged to the target device facilitating flawless delivery from designer to developer.

Microsoft Tellme speech technology. Microsoft Tellme speech technology powers simple and hands-free system commands such as allowing the entire interface to be driven through speech. In addition, new support for SMS reply by voice allows text message replies to be constructed by speech. Windows Embedded Automotive 7 also supports eight languages: U.S. English, U.K. English, German, Mexican Spanish, Continental Spanish, Canadian French, Continental French and Korean.

Next-generation automotive system tools. New tools for developers support the stable integration of advanced, high-performance, third-party systems and include improved test modules with easy-to-use product engineering guidelines to help simplify the development process, increase reliability and speed time to market.

“Consumers are increasingly demanding access to new multimedia content, productivity solutions, and connected services for entertainment and communication from their in-vehicle system, similar to what they expect from their other devices,” said Thilo Koslowski, vice president in the Industry Advisory Service Manufacturing group at Gartner Inc. “To build and deploy compelling in-vehicle infotainment system, experienced technology partners, car makers and suppliers must come together. The result of these collaborations turn the automobile into a seamless extension of the digital lifestyle.”

Strong Partnerships and Momentum for the Road Ahead

Drivers and passengers today can experience Windows Embedded Automotive in more than 80 vehicle models worldwide through solutions from partners including Ford Motor Co., Kia Motors Corp., Fiat Group Automobiles S.p.A., Nissan Motor Co. Ltd., Paccar Inc., and Alpine Electronics Inc. Highlights include the following:

Ford goes global with SYNC. This month, Ford announced that MyFord Touch, the second generation of Ford SYNC, built on the Windows Embedded Automotive platform, is launching in Europe and Asia early next year. SYNC has been installed in more than 2.5 million vehicles in North America since its launch in 2007.

Nissan LEAF information hub. Today, Microsoft also announced that the 2011 Nissan LEAF touchscreen information hub is powered by Windows Embedded Automotive technology, providing drivers and passengers with a navigation system and electricity charging station locator. It also shares power consumption monitoring information with drivers, and enables easy in-car climate monitoring.

Fiat. Fiat Group Automobiles is bringing the Fiat 500 to the North American market in 2010. The 500 includes Fiat’s Blue&Me technology, powered by Microsoft, a media gateway that integrates mobile phones and digital music players into audio system and controls of the car, allowing voice control of these devices by the driver.

Alpine. Alpine Electronics of America Inc. delivered advanced in-vehicle navigation systems, powered by Windows Embedded Automotive, to car manufacturers, including satellite-guided, turn-by-turn directions and useful features, such as voice-guided controls, and information on more than 7 million points of interest.

More information is available from the Windows Embedded Newsroom at http://www.microsoft.com/presspass/presskits/embedded/default.aspx or by following MSFTWEB on Twitter for updates.

More information on the capabilities and features of Windows Embedded Automotive 7, as well as the entire Windows Embedded portfolio of platforms and technologies, is available at http://www.microsoft.com/windowsembedded.

Founded in 1975, Microsoft (Nasdaq: MSFT) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

SOURCE Microsoft Corp.

Augmented Reality isn’t necessarily new but putting into a usable app on the iPhone is pushing the boundaries of creativity. Could this really be a new era of digital marketing?

AR Defender is a mobile augmented reality game created by int13. I recently downloaded the AR Defender app for £0.59 (bargain) after a colleague gave me a demonstration and made my office desk come to life. At first I was blown away by how the app immediately added a whole dimension to virtual gaming on my iPhone. I have been playing it all weekend and I have to say I am addicted.

Heres what the creators have to say: “ARDefender is an Augmented Reality Game, involving a tower, various weapons and nasty opponents bugging you on your desk.

Move your phone to target the enemies, it’s magical! The game uses your camera phone and a piece a paper that you printed. Discover this revolutionary gameplay on several Smartphones.”

Simply print of this file: http://www.ardefender.com/ardefender.pdf and cut out the symbols, there are three sizes available. I just printed off the smaller one and now keep it in my wallet for when I want a quick game or to impress friends at the bar.

To play the game, load the app, point your iPhone camera at the piece of paper and watch as it comes to life. Watch the video below to get a better idea of how the app works.

Available on App Store: http://itunes.apple.com/app/ardefender

Currently AR Defender is only available on the iPhone and Samsung Bada, but it will be available on other devices shortly.

Commercialising Augmented Reality

Further from the concept of the game it got me thinking about how this can be implemented in a commercial sense. I mean what if you didn’t have to print something off but it was already provided on a billboard or bus stop poster such as in Waterloo station?

A user would simply download the app, point their camera and watch as whatever media you want to use comes to life. It can be as interactive as you like, it will be highly engaging and most of all it will likely become viral.

We’ve already seen some brands such as Calvin Klein try out QR code advertising in magazines and billboards by AR is just that little bit more ‘involved’ from a users point of view and I think it could potentially become highly powerful.

It makes for an interesting case to consider the future marketing potential of augmented reality and how it can shape the way brands communicate with customers. It reminds me of films like Minority Report where users can control virtual space…where is this technology going? It’s an almost unfathomable thought…But at the very same time really exciting!

What do you think about AR technology? Could it really be the future of digital marketing? Share your thoughts below!

With so many iPhones out there its tough to be unique and individual, I mean we’re still awaiting the iPhone 4 white edition which has been in speculation about various release dates. On that note, various sources believe it could be out just before Xmas though there is no hard truth in this. Either way a lot of people believe it should be due before iPhone 5 is revealed early 2011.

Back on topic…being unique…well finally there is an option if you have a bit of spare cash to get your hand on this rather sexy iPhone. I say a bit of spare cash but for this baby, the iPhone 4 Diamond Rose, you’ll actually need a cool $8 million (around £5 million), according to an article by Stan Schroeder over on Mashable.

Designed by Stuart Hughes this spectacular iPhone 4 is designed with around 500 flawless diamonds totalling over 100 ct. Also the navigation button is made from platinum with an individual 7.4 ct pink diamond. Apparently only 2 of this latest version of the iPhone 4 will ever be made although I’m surprised it’s as many as two.

A look at the Stuart Hughes website featuring this phone actually shows a purchase button. Cool, though that seems pretty hopeful to me but what a thought that you could press a button online and spend $8 million just like that on a mobile phone.

If you’re thinking about buying this phone, or indeed have bought it…we’d love to hear your thoughts and reviews.

While looking for new features and hidden secrets within iOS 4.2 Beta 3, it would appear there is a hidden gem: New SMS ringtones! Have a listen.

Unfortunately despite all the lovely new SMS ringtones (Which to be fair aren’t that great) Apple still doesn’t appear to be offering the option of using custom or downloaded ringtones for SMS alerts. Sort it out Steve Jobs!!!

What do you think about the new SMS ringtones?