In what has been one of the worst kept secrets in the
industry, Microsoft has finally confirmed the existence of Zune. However, with
the confirmation also comes news that there will be multiple players and
software products marketed under the name. "Today we confirmed a new music
and entertainment project called Zune. Under the Zune brand, we will deliver a
family of hardware and software products, the first of which will be available
this year," said Microsoft general manager of marketing Chris Stephenson.
Stephenson also confirmed a few more rumors swirling around
the device including the hard drive-based storage and integrated WiFi. The
WiFi will not only be used for the previously discussed community-based music
sharing/streaming, but also to access the Internet. The Internet access will
give Zune players the ability to access Microsoft's online music store from
anywhere (as long as you have an access point within reach). This would give
Microsoft a big leg up on Apple and its iPod which currently requires a PC or
Mac to download and sync digital content. From Billboard:
Stephenson says that
wireless Internet access is necessary for the portable devices to fit into
Microsoft's grander plan. That scenario is to provide ubiquitous access to
digital media from a wide range of Windows-powered devices in what ultimately
aspires to be one part MySpace, one part iTunes and one part Xbox Live.
Microsoft will expand the Zune user experience by allowing
users to share their content with the XBOX 360, Windows
Media Center based PCs and Windows Mobile-based mobile phones. Microsoft is
really looking to expand its portfolio of “Live” services and Zune is likely to
be a big part of its strategy.
As reported previously, Microsoft is planning a
huge marketing blitz at launch for Zune that will be akin to lavish XBOX 360
launch (that launch cost Microsoft around $500 million). The campaign is likely
to include live performances by popular artists and a rumored Super Bowl
commercial.
Microsoft has looked at Apple's success with the iPod and
iTunes and is hoping to bring its own recipe for success to chip away at apple
70% market share. Microsoft has already gone after iPod accessory makers
to ensure proper support for its players and the company is in talks to work
out licensing deals. Microsoft just needs to make sure that its players are
pretty much fool-proof to use and that the pricing is right. A 30GB player is
already rumored to be
$399, but that all could change between now and when the first Zune device
is launched later this year.
For those that what to stay up to date on all that is “Zune,”
Microsoft has a new teaser site online as
well as a Microsoft-sponsored Zune blog.
