Microsoft continues to seek ways in which to join
the media delivery party. They have tried devices, mobile operating systems, apps,
services and have had one notable success – the Xbox.
The Zune Media service was a flop and discontinued
earlier this year along with the device. Microsoft then went on to help create
Nook Media and before Nook has taken off, we now have the news that Xbox Music
will be available on the Xbox 360 games console this week and available on Windows-based
devices once Windows 8 is released later in the month.
With a database of some 30 million tracks, the Xbox Music
catalogue claims to be larger than even that of Apple's iTunes, which only has a
mere 26 million tracks. But is volume enough when we are talking of a greater
depth of music than even the connoisseur would expect?
However, like Spotify before it, Zune Media will offer a free
version of the service, enabling users to stream music, with adverts appearing
every 15 minutes. This may not be what Xbox users expected but Microsoft have
carried out research which claims that some 60% of Xbox owners time on their
consoles is spent using entertainment services rather than playing video games.
Does this therefore mean that the consoles could become a sort of media tablet
or platform? After all if one has invested in the console why buy another
device to do the same and if that is the case why not use Zune Media for music?
So the Xbox can support Netflix, BBC iPlayer and sports TV network
ESPN and now Zune Media and the obvious question is how this fits with Nook
Media and ebooks?
The challenge, maybe to not
build on the Microsoft brand, but to redefine it cleanly around the Xbox itself.
However, naming the new service after a 'dead duck' is not a good omen on a
service which is clearly about collections that are meant to last even if they
are on-demand. It also begs the strategy direction Microsoft aim to take with Nook Media?
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