14 DAY TRIAL // Microsoft continues to hammer away at its Zune digital media player and the services built around the device, but the evolution is largely a case of going where Apple has already taken the iPod and iTunes. On May 5, 2008, Microsoft introduced the latest update to Zune, not only adding new features and enhancements to the device itself but also evolving the Zune software, Zune Social and the Zune Marketplace. The focus of the update is to build on top of what the company started with "Zune Social" in November 2007, namely to extend the social networking community created around the device.
"Zune owners are pretty passionate, and they had a lot of great ideas for making the community more valuable to music fans. And I definitely fall into that category myself - the main reason we're all here is we love the music," stated Brian Seitz, a Group Marketing Manager for Zune. Zune Social offers users the possibility to interact in terms of music discovery, comments, playlist browsing, with the update bringing to the table additional capabilities including the ability to send messages to friends, explore their music collections and even drag-and-drop Zune Cards.
The new Zune software, now at version 2.5 offers advanced integration with Zune Social, but Microsoft has not resumed the spring update to just these two aspects. The Redmond company also worked to deliver a portable music exploration experience with Zune Cards. "For Zune Pass subscribers, dragging and dropping a friend's Zune Card onto your Zune means that all of the music that friend has been listening to is automatically synced to your Zune, so you can listen to the full tracks when you're out and about," Seitz added.
The Zune Cards have been set up as musical passports for end users, permitting them to let members of the community have a peep at what they're listening to. "Without doing anything other than listening to music you like, you're basically programming a personal radio station for your friends. All of your friend's cards are like other channels on the dial," Seitz continued.
And to top it all off, Microsoft announced that it has partnered with COMEDY CENTRAL, FUNimation Entertainment, MTV, NBC Universal, Nickelodeon, Starz Media, Turner Broadcasting, Ultimate Fighting Championship and VH1 in order to offer TV shows via the Zune Marketplace. Notable on this list is NBC Universal which is now in bed with Microsoft after it has divorced from Apple. In this manner the Redmond company manages to attract a former Apple partner, while following the same path as the Cupertino-based software company. Apple started serving TV shows and videos through its iTunes service for iPod devices over two years ago.
"Consumers want more than the traditional transactional model of an online music store plus portable device," said Chris Stephenson, general manager of Global Marketing for Zune at Microsoft. "Zune is putting the strong combination of an online music community together with subscription to deliver a new experience centered on music discovery that's good for consumers, artists and the industry. This approach exposes consumers to music they might not have otherwise tried, keeps them coming back, and gives them purchasing options that suit their preferences."