Zune Thoughts: How Will Zune Evolve?

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Thursday, October 8, 2009

How Will Zune Evolve?

Posted by David Tucker in "Zune News" @ 09:00 AM

"Microsoft is considering whether it should port the Zune software and services to other platforms, including Apple’s. There’s no guarantee that the Redmondians will end up doing this - or timetable as to when this could happen - but it’s one of many strategies under active consideration. That’s what I heard today from Jose Pinero, Director of Communications for Microsoft’s TV, Video and Music Business. I had a chance to chat with Pinero at Microsoft’s consumer open-house showcase in New York on October 6."

Going along with the news of a definite Microsoft commitment to putting the Zune platform on Windows phones, this article at ZDNet is even more interesting. Microsoft would be willing, going forward to support other platforms, including Apple. What exactly does that mean? Just Zune software on the Mac? Apparently not! Microsoft even is thinking in terms of direct iPod support. Now I don't know if that's realistic or not but its something they have on the table.

The bigger picture you get from this article is Microsoft's view of what the Zune platform is to their business. Zune has always been somewhat strange for Microsoft. They tend to build ecosystems for others to play in. Even the XBox follows that mold since a game system, by default, needs broad support from game publishers to survive and thrive. The Zune though has been Microsoft's closed platform. Microsoft controls the entire experience from end to end.

But that's not how they view the Zune platform internally, according to this article. Zune is viewed as their media platform for their entire product line. They're not talking about the players either. They're talking about the whole Zune experience. Could this mean Microsoft eventually licensing out the mobile platform? After Plays For Sure I'm not sure how many would jump on that.

It will be interesting to see where it goes. With the Zune set to make an appearance eventually on Windows phones, that will certainly give an instantly broader market and really that would be the first real challenge to iPod/iPhone dominance because that platform is widespread enough to compete already. Many people are happy to carry one device around and I could see that more than anything causing some erosion in the DMP market.


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