Microsoft, acting on a vision from Chairman Bill Gates, has deployed the "magic of software to create a social experience around music," and produced as a consequence Zune Social. Building on the platform represented by its Zune digital media player, redesigned to version 2.0, the Redmond company is placing emphasis on the social networking aspect of the music experience. Today, the new Zune 2.0 devices are scheduled to hit the shelves, along with the overhauled Zune Marketplace online service and the Zune Originals customization hotspot and web store.

"Music is about discovery," revealed Microsoft Chairman Bill Gates. "You should be able to have a conversation about the music you like. Tell somebody you disagree with what they like. Find things serendipitously." This is in fact the end purpose of Zune Social. According to the Redmond company, Zune Social will blur the barriers between music listeners, by permitting the users to exemplify sample tracks on Zune Card profiles. Zune Social is Microsoft's own attempt to bring clarity to the saturated music market.

"We looked at today's social networks; they don't necessarily sell music. Then we looked at the digital download services; they don't necessarily harness community," explained Chris Stephenson, general manager of global marketing for the Entertainment and Business Division at Microsoft. "There has been something missing for music fans who want to connect with other music fans - or simply find something new to listen to when they're at the gym. Zune Social fills the gap between social and traditional transaction models."

Zune Social is by no means limited to Zune owners; it is actually a free online music service opened to all users. In a larger perspective, one that would share Microsoft's vision, the Zune digital media player is of course an indispensable accessory for music, but a community of users is just as important. "We're trying to blow people's minds with Zune Social by giving them new ways to discover and share music that they haven't even thought about", promised Terry Farrell, senior product manager for Zune software and services.