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Microsoft and Siemens will join forces to develop in-car entertainment and navigation products which will go into production in 2009, media reported Monday. 
    
The two companies said the products should make it easier for consumers to connect devices such as mobile phones and music players. 
    
The rise of portable media players and content downloadable from the internet is forcing carmakers and their suppliers to rethink their offerings, which have until recently centered on standalone audio systems. 
    
The market for automotive infotainment products is set to grow to about 54 billion U.S. dollars by 2012 from 38 billion dollars currently, according to research group iSuppli. 
    
Siemens automotive unit VDO, which is being bought by car-parts maker Continental (CONG.DE) for 11.4 billion euros (15.6 billion dollars), said using the Microsoft Auto platform would give it more room to concentrate on its core competencies. 
    
"In addition, Siemens VDO will also be able to actively help shape Microsoft Auto and license platform-compliant applications, such as navigation functions, for third-party suppliers," a joint statement from the two companies said. 
    
The companies said their first milestone would be a multimedia platform that would make it possible to integrate consumer-electronic functions and portable devices.