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 With a week remaining for Microsoft to roll out its latest Windows 10 software, the firm has announced more countries that would get its personal digital assistant Cortana and, sadly, the UAE or none of the Middle East or North African countries are on the list.

Microsoft had already announced that, on July 29, Cortana will debut on Windows 10 in seven countries: the US, UK, China, France, Italy, Germany and Spain.

In this video posted on YouTube, Marcus Ash, Group Program Manager for Cortana explains what Cortana can do on a PC or a tablet.
Microsoft on Monday announced that over the coming months, Cortana will be available to customers in the Windows Insider Program in Japan and Australia, and in English in Canada and India. Later this year, Cortana will also be available to Windows Insiders in Brazil and Mexico, and in French in Canada.

Cortana for first made available for Windows Phone users and Microsoft has so far not delivered the services of the personal assistant for the mobile users here in the region.

Several users from the Middle East have expressed their disappointment on social media and urged Microsoft to release Cortana for the region, at least in English.

Marcus Ash, Group Program Manager for Cortana who made available the latest details on Cortana’s availability points out why it is taking so long to unveil Cortana in new, especially non-English speaking markets.

As he notes, Microsoft approaches each market rollout with extensive focus groups that answer, “What’s important in a personal assistant in this market?”

“Designing an intelligent personal assistant for new markets requires abandoning a “one size fits all” approach and instead requires embracing thoughtful local customization that takes into account what is important in each individual country and culture,” he says.

Cortana’s main job, he points out is to help each individual to complete tasks.

“We do extensive research in each market on speech recognition training and understanding local language models so Cortana can understand speech input… Cortana is customised to reflect the local language, idioms and speech patterns of each country,” he adds.

Microsoft then employs a local team of creative writers, editors, programmers and voice talent to build a relevant, tailored experience for the region.