14 DAY TRIAL // Microsoft is once again planning an alliance that aims to achieve a wonder device able to get the iPod on the second place.
Bloomberg is citing a Microsoft press release in which it is said that the software behemoth will ally with Toshiba, JVC, NTT DoCoMo and five other companies to create a portable device able to rival the famous and almost impossible to dethrone iPod. The press release also says that the device is aimed at the Japanese market.
Microsoft would develop the software, while consumer electronics makers Toshiba and Victor would make the portable device.
The press release cited by Bloomberg mentions that aside from device itself, the companies will also offer music and video distribution services.
The announcement made by Microsoft is not something new, in August 2005, the Redmond company announcing an alliance with major electronics producers, which were also bothered by iPod's success, such as Royal Philips Electronics, Samsung Electronics and Creative Technology.
Erik Huggers, Head of Microsoft Digital Media Division, was threatening then that starting with this fall of 2005, iPod would stop showing off its 70% market share, and would have to face stiff competition from a new line of players.
Given the situation in 2005, one could say that this has not been achieved.
However, there is a change compared to 2005, namely the launch of URGE, a download service co-developed with MTV. Unfortunately, no wonder device has showed its face on the retail market.