Pocket PC Thoughts: Coming Zune: The iPod's Rival

Unsurprisingly, the Zune is being marketed as an all-in-one entertainment device, separate from the PlaysForSure initiative and the woes of Windows Media. This most likely means that media purchased from URGE, Napster, Rhapsody et al. will not be compatible. Instead, the Zune will plug into its own application, its own DRM technology, and its own online service that not only offers audio and video, but also unique content not present anywhere else (the Xbox Live Marketplace is a good example of this principle in action, and in fact, there are rumours that the Zune's online service will somehow be linked to the Marketplace). We might also expect Zune devices to be part of a social network built on Live Anywhere connectivity, thus the sharing of Xbox gamertags and achievements, the sending and receiving of private messages, and the playback of Xbox Live Arcade games on the Zune could be a possibility. Wi-Fi capabilities, as discussed earlier, would help the Zune achieve this, but incidentally, also offer a means for users to share media with each other (with limits, of course). Then looking to another rumour, there is talk that Microsoft will allow current iTunes Music Store customers to download already-purchased tracks from the Zune's online store for free. A bit far-fetched, I know, but there is a first for everything, and we'll see what happens in the coming months. And hey, while on the topic of purchasing and downloading, here is a great chance for Microsoft to incorporate its Points currency structure in the Zune's online store! Are you seeing this core theme of "integration" yet?

However, if you thought the Zune was "it", think again. Other codenames such as Alexandria, Argo, and Pyxis have popped up, and we, the geek community, can't help but wonder what they refer to. Alexandria is rumoured to be the online service in Microsoft's new ecosystem. This pre-launch advertisement, while vague, does suggest it.

Pyxis is believed to be another entertainment device in this new ecosystem. While the Zune resembles the iPod, the Pyxis is rumoured to resemble the iPod nano in both functionality and construct, but goes a little further to support video playback as well. And Argo is considered the project name encompassing the devices and the service of this new ecosystem. But then it'll kill you to know that following the official announcement of the Zune yesterday, it is now believed that these three terms have been retired in favour of Zune, which now covers all aspects of the ecosystem, and the ecosystem itself. Confusing, no? ;)


Figure 2: Microsoft Alexandria - or Zune? Check out the advertisement here.

The first public unveiling of the Zune is expected as early as the end of August, with additional demonstrations to follow in September. Microsoft could use this to its advantage. Rumours have been flying around that Apple will unveil a new range of iPod nano devices at the Worldwide Developers Conference 2006 (WWDC06) in a couple of weeks. It's a chance for Apple to say, "look, we have this", but Microsoft to laugh it off shortly after with a "look, we have this, but it's better". The first Zune device is expected to hit store shelves in the fourth quarter of this year, just in time for Christmas, and if indeed Microsoft's new ecosystem is what we all hope it to be, then there is a very good chance that the Zune will fly off the shelves, much like the successful Xbox 360 late last year.

But as Apple has proven time and time again, continued success is not just about the product itself; it's about the marketing experience as well. Look around and what do you see? iPod advertisements plastered all over television screens, newspapers, walls, bus stops, train stations, and well, you get the idea. The accessories market has only fuelled this obsessive marketing campaign. Whether you head into a store or shop online, you'll see plenty of items designed for the iPod, and very little for any other portable entertainment device. Microsoft knows how it all works. It has done a good job accessorising the Xbox 360, and I believe it can do the same for the Zune, and recent news has shown that the company is already well on the way to doing so.

Microsoft has its foot in the door and it has taken a step in the right direction. All it needs to do now is follow through. Like the Xbox 360, the Zune isn't just about excelling on one front. Instead, it's about excelling on multiple fronts and integrating it all to deliver a truly compelling user experience. I have high hopes for the Zune, and can't wait to see it mature in the months and years ahead.

Darius Wey enjoys all forms of technology. His time is usually channeled into mobile devices, digital media, application and web development, graphic design, his Xbox 360, and of course, portable entertainment devices! He lives in Perth, Western Australia.