Besides being snarky and asking
why Microsoft bothered in the first place, I've been thinking about the more significant aspects of the
Zune, such as what it means (and could mean) to the market and the culture of the industry. There is a lot to be said about the fact that Microsoft is paying a record label tax on every device sold
and the terrifying precedent that sets, as well as the IP-trampling and DRM-wrapping Wi-Fi sharing feature. Through all this I realized that Microsoft *could* have a great product on their hands - if they got to working on some true innovation (instead of - at best - an unpolished gimmick), and cleaned out the criticism todo list. It wouldn't be easy, especially in light of the uphill battle that seems to be getting steeper by the week, but it could theoretically be done, and we all would be better off if it happened (remember: competition is good for you and me). After the break, I've listed a a few fundamental elements and features that could propel the Zune not simply into the position of a justifiable contender to the DAP throne, but that of a truly innovative and culturally significant product like the iPod has become.
- Share music, sans the bombing: Instead of *only* wrapping shared tunes in time-bombed 3 day/3 play DRM, allow songs rightfully purchased from the store to truly be shared - and kept - between, say, two or three users. All others get the time-bombed DRM version. This idea is borne from the fact that the iTS really has the most agreeable DRM to date. Setting aside the overall DRM argument: you're allowed to burn 7 copies of an iTS album or playlist before you have to change something about it, and you can have your library on any 5 machines at a given time. While we all know having a backup or two is *always* a good idea, it's also pretty obvious that virtually no one needs 7 copies; this is an undocumented compromise for true sharing amongst family and friends - no time bombs necessary. If Microsoft could take this 'agreeable sharing' concept and give it wings through Wi-Fi on the Zune, it would be a significant win for both the consumer and the industry, and a powerful evolution in the social aspect of this new realm of digital content and dizzying IP legislation.
- Respect everyone's intellectual property: Again, setting aside the DRM debate, it seems that it might be here to stay, at least for now. That being the case, Microsoft needs to figure out a way to manage their DRM and sharing tunes without trampling the IP rights of other content. Songs with a Creative Commons license and podcasts with nary a license in sight, for example, still get wrapped in time-bombed DRM when 'squirted' between Zunes. This not only is a problem for, say, indie artists who are just happy that someone is sharing their music, but it shows a complete disregard on Microsoft's part for the IP of the rest of the industry - another fundamental criticism of the company. I am admittedly no software engineer, but to really give life to the Wi-Fi sharing feature, they need to find a way to respect everyone's IP - all the way from the major labels to the indie podcasters and bands across the world. Whether this is through some sort of CC metadata tag or some centralized database of content (*cough* podcasting support in the store *cough* *cough*), Microsoft needs to step outside the Redmond campus and join the party.
- Fess up and open your store's doors: I get the fact that the point of the Zune is to take on not only the iPod, but the iTunes + iPod combination; this is why, at least in part, Microsoft decided to allow the Zune - and only the Zune - into their new store. The problem with this decision, and one of the most significant and obvious criticisms of it, is that Microsoft screwed over all their third party partners like Napster, Yahoo! Music and Rhapsody who have a serious investment in Microsoft's PlaysForSure DRM system which - for right now - is DamnedForSure. Like many others, I can't stress and echo loudly enough how dreadfully horrific of a decision this was. Microsoft owes it to the industry and every involved customer (those who bought music and devices from these other parties) to open this new store's doors to PlaysForSure and all the other Microsoft DRM-compatible devices on the market. If the Zune is (or becomes) a good device, customers will take notice and buy them. In Microsoft's particular circumstances, locking out this entire ecosystem that they themselves created is a near-unforgivable offense.
- Stop treating store customers like idiots: Speaking of stores, I didn't realize the Xbox Live marketplace used the same ridiculous 'points system' that the much-criticized Zune Marketplace store does. This, too, is a massive mistake on their part, bordering on insulting, as it horrendously and needlessly confuses an otherwise basic, so-fundamental-you-don't-think-about-it process. Sure - many claim they're trying to save money by cutting down on credit card authorization charges, but c'mon - this is Microsoft, not the small business in your garage. Further to the point: customers know what a dollar (or whatever one's local currency may be) is, and forcing them to learn some silly new exchange system is another major derailing of what should be an otherwise pleasant and simple experience. Stop it - bring back plain and simple cash. Remember what 'cash' is, Microsoft?
- Hire a marketing team that doesn't suck: for the love of all things rational: stop calling it 'squirting.' Microsoft is well known for having some good ideas... and then horribly blowing their implementation or, sometimes even worse, developing ridiculous, silly or con-flustering marketing for said ideas. 'Squirting' is about the dumbest name for a product or feature I've heard from that camp this side of Microsoft Bob.
- Go big or go home: The Zune 2.0 and, more importantly, its software need to just work. Our friends at Engadget, who are wearing a little thin on the iPod, mind you, had barely a good word to say about their Zune software installation experience. Roadblocks, crashes, hangs, too many login dialogs and memberships to enter or create, marred what should have been a heavenly experience - and they are by no stretch of the imagination alone in these bubble-bursting complaints. Case in point: If Microsoft wants to go after the iTunes and iPod, they need to go after the iTunes and iPod. Apple's products are by no means devoid of the occasional problems and software quirks, but it would be hard to argue that their failure rate is anywhere near on par with Microsoft's. The Zune and its software need to just work - from start to finish, top to bottom, through and through. Period. Reviewers of the Zune 2.0 need to sing from atop mountains how ecstatic they are with the dramatically improved experience. They need to cry tears of joy and pen praise worthy of the Emmy-sweeping movie of the
year century. Anything less means they failed, utterly and completely, again - and we've all seen how rarely products like this get a third chance at bat.
A tough challenge? Sure - but a possibility for Microsoft? Sure thing. The world's largest technology company has been getting buried under criticism across many of its products for over-management and embarrassing under-performance. While the Zune in its current implementation might fit that bill, change could easily be on the menu at Redmond (or it had darn well better be). They have the chance to turn their player into a polished example of inspired innovation that benefits everyone - the industry, the market and consumers. Now
that would be something to write about.
Reader Comments (Page 1 of 2)
11-30-2006 @ 2:54PM
Brady J. Frey said...
Points, that's so horrid. If I have the choice between an arcade that will let me use quarters, or an arcade that lets me use tokens - I'll go quarters. I know the idea is to hold people into burning that whole five bucks of tokens; but it also keeps me from coming back to that establishment more than I'd like. Albeit, not that I can physically hold points, but there's slight comparison:), but I want to spend my money when I want it, not put my cash in a depository to be spent only at that establishment.
Besides, why would anyone want to put a restriction for people purchasing faster? Usability is the same on websites, let them purchase as painlessly as possible, or you run more risk of losing a purchase by impatient customers... like me.
That + DRM on non-DRM items + 'squirt'... it goes back to my idea that middle managment is leading the marketing and design, when it should be the flip side.
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11-30-2006 @ 3:11PM
Jeff said...
The fact that we are taking about Zune 2.0 only 2-3 weeks after launch sums up the whole product. Microsoft is not known for ease of use in their products.
The next excitement in MP3 players will hopefully be the full screen video iPod. This would extend Apple's lead and raise the bar higher.
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11-30-2006 @ 3:23PM
Victor Agreda Jr said...
Zune 2.0 could be that good. The Xbox 2.0 (uh, 360) is a very mature product, and aside from more juice under the hood, I find it hard to improve upon its feature set...
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11-30-2006 @ 3:41PM
Mike Schramm said...
I just kind of assume the whole "points" system (I just started using it on XBLA, didn't know it was on the new music store, too) was to avoid currency exchange rates or something. Either that, or because MS was going to offer lots of opportunities to gain points from ways other than buying them.
But if it's neither of those, why did MS bother adding another level of abstraction? Is there a real reason, or is it just another in a long, looooong line of mistakes?
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11-30-2006 @ 4:11PM
josh said...
I understand the royalty payments. When you by blank media. Royalties are paid to the record companies. What's wrong with the record companies getting a slice of a device that stores music from cd's that are ripped instead of purchased?
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11-30-2006 @ 4:34PM
David Chartier said...
#5: Because the record companies already got paid for the work they do - people buy their music, they score royalties and payments for licensing their music in a zillion different ways. Just because companies are creating products that let users interact with or use music in one form or another doesn't mean we, or those manufacturers, should be paying a tax. This is basically mob behavior of an industry gone insane with greed.
Should Apple collect a tax on every post I write here about Apple and the Mac industry, since I get paid to write for TUAW? Or should the manufacturer of the shoes you wear collect a tax for every day you put them on to get around town? Where does the line get drawn?
By imposing a tax like this under the assumption that users are 'guilty until proven innocent,' the labels and any companies like Microsoft who buy-in to their insane schemes are feeding a greed machine that doesn't know where to stop. What if this same philosophy were applied to the rest of daily life? Suspects in a criminal case would be jailed instead of justly treated as 'innocent until proven guilty.'
These companies are out of control, and they need to be stopped - not given even more room to rape and pillage the very customers who are responsible for their existence.
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11-30-2006 @ 4:38PM
narco said...
I agree. Microsoft could lock customers to the Zune by making it the only mp3 player to work "seamlessly" with the Xbox 360. But even if they did that, it's a small chunk.
Their wireless idea is cool, but it's not going to appeal to everybody. I overhear a lot of people in various stores saying that their grandmother or uncle wants an iPod for Christmas. It's going to take a long time before the Zune becomes a household name like the iPod -- something that doesn't come from using cheap gimmicks and really lousy marketing.
Fishes,
narco.
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11-30-2006 @ 4:39PM
jm said...
Josh, because a.) they assume you have stolen off the bat b.) CDs are also used for data, NOT JUST stealing music c.) what about if you own all legal music d.) does this allow me to steal Universal music?
Zune needs to do this to survive...
-Slim down. First thing people say "wow it's huge"
-Hire real designers, what they have now is a pittiful excuse for design
-Compete with the #1 iPod: the nano
-Seamless elegance between the Zune, the software, and other Zunes
-Seamless installation
-Good marketing to get the word out
Zune has ok hardware with horrible software and marketing. Fix that and you'll star to take over, but you're far from perfect even then.
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11-30-2006 @ 4:45PM
MacNewsOnline.com said...
Ha! Here is why that will never happen: http://macnewsonline.com/wp/2006/11/29/zune-sales-picking-up-ipod-still-bestseller/
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11-30-2006 @ 5:15PM
Billy K said...
I finally saw a Zune first-hand last weekend. Actually, two. The first one (at Best Buy) didn't turn on, because (according to the employee) they formatted the battery wrong when they charged it the first time. Can you imagine? A total newcomer to DAPs doesn't know better and accidentally kills their (non-user replaceable) battery before ever using it?
Anyway, I'm digressing. I finally saw and held one. Feels cheap. Cheap and heavy (and the screen looks fuzzy, despite what I've read in reviews). The "hand feel" is so important. You want to hold an iPod and use it. The Zune feels like a plastic brick, and with its square edges, it's actually uncomfortable to grasp.
Who would go into a store and pay $250 for a device that you don't even want to touch?
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11-30-2006 @ 6:05PM
Rob Huebner said...
What no one seems to understand is the reason that the iPod is on top. Just look at the 5g from a technical standpoint. It sucks ass. The audio quality isn't that great, it scratches like hell, it doesn't have an fm tuner, it only works with iTunes. All of the people that visit blogs like this know the iPod isn't the best piece of hardware. The other 99% of society is under the impression that the iPod is the only option. I would be willing to bet $1000 that at least 90% of the kids in my school have iPods. Everyone, EVERYONE, has an ipod.
Are you suggesting that the iPod is on top because it's really the best? Yes, you are. You say that the Zune can beat the iPod if it makes a few improvements. Sorry, but you can't go back in time. The iPod caught on early, and it's here to stay.
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11-30-2006 @ 6:28PM
Marc Edwards said...
#6, David Chartier: I couldn't agree more. Brilliantly stated.
Like others, I'd love to see some decent competition for the iPod... just because it'll be better for all of us (even though it'd likely I'd still buy an iPod). Ah well, maybe the competition will come from another source. It seems like too much is wrong with Zune.
iRiver and SanDisk are getting there though. The tough part is getting all the integration and software singing.
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11-30-2006 @ 7:42PM
ECHO said...
Microsoft's TV ads for the Zune drive me crazy every time I see them. What is this commercial trying to sell me? What is that product those people are holding? (I can barely see it) Why do they keep showing two Zunes together? Of course I know the answer to these questions because I've bothered to research it. Showing consumers a vague sneak peak of a product and then telling them to go to your website is not an effective way to reel customers in. People are lazy. Most are not going to take the time to look up what a Zune actually is if there is no real motivation to do so.
And I'll give Microsoft credit on their latest batch of ads. They do show more of the Zune and a little less of 'the social.' But still... they could do so much better if they outright stated what the Zune is all about.
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11-30-2006 @ 9:19PM
Kordan Harvey said...
I maintain that right now the iPod is on top because of looks. It's a fashion accessory. It happens to be a fashion accessory that does what it does very, very well, but it also looks good. 90% of the users of MP3 players are not feature driven. Nearly everyone can appreciate that the iPod blows the Zune out of the water in terms of looks, and in a looks driven society, that's really all that matters. I can't remember the last time I saw someone pull out a nano and someone else complement the screen, or the sound quality, the first thing they invariably say is "Wow that looks so cool".
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11-30-2006 @ 9:31PM
Starving Fine Art Guy said...
Yes, please let's get some decent competition into this arena. One company dominating the market is good for no one except that company.
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11-30-2006 @ 11:57PM
Peter Payne said...
My own thoughts: I like an iPod, and I like smartphone/email/webmail features. Why the heck didn't M$ make Zune based on their already passable Windows Mobile 5.0 OS? I mean, here's a fully functional music player that can read RSS feeds with its browser and wireless connection. Or, get an add on keyboard and type emails if you want. I know that PDAs music players, but everyone would love the option, I think, of reading TUAW while listening to music, no? I used a (damned) Palm TX for this while watching TV, and if Apple had an iPod that could do this, I'd be all over it.
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12-01-2006 @ 12:29AM
Gandhi said...
I showed my wife a Zune at the local Best Buy store, and her reaction was - "That's ugly." About sums it up. She and I both have 4g iPods, and she is definitely not a techie. The Zune in its current form is a failure.
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12-01-2006 @ 12:31AM
Damien said...
#11 YES the iPod is mainly there due its looks. BUT a major factor into the entire thing is also its ease of use. I never could have thought so myself since everyone who I knew earlier was pretty much decently involved with computers so it would be naturally easy for them to use it. But just recently when I stayed over at my aunts house, she took the nano from me to see what it was and within a minute, she basically learnt how to use the damn thing from starting it up, to shutting it down. This was the moment I realized that "Yes, Apple have created a simplistic masterpiece". It's really not about all the features etc. It's more about the usability which 90% of the world cares about.
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12-01-2006 @ 3:32AM
Gary Marshall said...
Nice post. I'd quibble with one thing though - while Microsoft Points are a truly bad idea for the Zune marketplace, they actually do make sense on Xbox live for micro-transactions such as gamer pictures, themes, stuff like that. It's only when you get to bigger things that the points model falls on its arse.
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12-01-2006 @ 10:38AM
Alex Abate said...
The problem with a device fee is that I have a right to rip and listen to any CD I buy. I already paid for my CDs. I see no reason I should have to pay again. I should not have to pay one Dollar, one dime or one cent for the right to listen to music I ripped from my own CDs. Besides, what if I don't rip CDs? What if I only listen to my own content why should I have to pay any fee to the music industry? What have they done for me lately? The big music publishing companies are nothing but parasites sucking the lifeblood out of musicians and their fans. If they want money, let them work for it. Put out music I want to listen to, instead of over produced crap.
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