Microsoft has confirmed rumours that it's to sell portable media players and related software under the Zune brand. And the rumours, it's now clear, were started by Microsoft itself as part of a viral marketing campaign that has recently taken new directions.
Without mentioning Apple, the company has said, in effect, that it's going up against iPods. It also seems to be suggesting that it's going against Apple's iTunes music service, as well - at some time.
Chris Stephenson, general manager of market for entertainment and services at Microsoft is being widely quoted on the net as saying on Friday, "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. We see a great opportunity to bring together technology and community to allow consumers to explore and discover music together."
There's an interesting Reuters' analysis of the move on CNN Money and confirmation from the US consumer electronics retail magazine TWICE (free subscription required) that some potential stockists have already been briefed by Microsoft that it, "will offer a portable digital audio device this November in time for the Christmas selling season".
The company's viral marketing campaign kicked off in earnest in early July - see this HEXUS.headline - and the confirmatory annoucement came not in a press release or press briefing but in Billboard, the music-business newspapaper whose site only paying subscribers can access fully.
Visit Billboard and do a search for Zune and you'll see only links to sponsored sites, including http://www.zunebuzz.com - which looks as thought it could be completely independent of Microsoft but may not be.
Alongside, Microsoft has introduced a Zune Insider blog and a teaser site - http://www.comingzune.com.
The blog's author, Cesar Menendez, wrote on Friday,
"Today,
we’re officially announcing Zune, via an article in
Billboard. So what’s Zune? It’s
Microsoft’s new, holistic approach to music and
entertainment. And yes, this year, we’ll be releasing a
device as part of the project. Under the Zune brand, we’re
looking to build a community for connecting with folks, all to discover
new music and entertainment.
"So, in part, that’s where this blog comes in. Sure, I’ll have the official word on Zune, but really, I want to make this blog about music, music culture, videos, cool bands, things like that."
"So, in part, that’s where this blog comes in. Sure, I’ll have the official word on Zune, but really, I want to make this blog about music, music culture, videos, cool bands, things like that."
The teaser site is fronted by a cute animation set to the quirky Russian-born Regina Spektor singing Us - but currently contains zero information. It does, however, let visitors sign up for a newsletter.
We're sure this viral-marketing stuff is very clever and does generate a lot of free publicity but, blimey, it's bloody hard work if all you want to do is write a half-sensible news story about forthcoming product!
Thoughts? Share them with us in this thread in the HEXUS.community.
HEXUS.links
HEXUS. community : : Discussion thread about this article
HEXUS.headline - MS Argo/Zune handheld rumour-mill moves into overdrive
Microsoft - Zune Insider blog
Microsoft - Zune teaser site
Microsoft (?) - Zunebuzz forums
Billboard - homepage
CNN Money - Microsoft confirms 'iPod Killer'
TWICE - Microsoft Confirms Audio Player (free registration required)
ZDNet - Microsoft's Zune to rival Apple's iPod
Regina Spektor - home page
