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This article is about the digital media brand. For the AROS GUI toolkit, see Zune (GUI toolkit).

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Zune is the name of a brand of digital music products and services sold by Microsoft. It includes a digital audio player and client software incorporating an online music store. [1] The device plays music, pictures, and videos, displays images, receives FM radio, and on a limited basis shares files wirelessly with other Zunes and via USB with Xbox 360s. The Zune Software allows users to manage files on the player, to rip audio CDs, and to buy songs at the online Zune Marketplace. Zune was released in the United States on November 14 2006 and is compatible with Windows XP, Vista, and the Xbox 360.

History

The device was created while Microsoft was in close cooperation with Toshiba, which took the existing design of the Gigabeat S and redeveloped it under the name Toshiba 1089 as registered with the FCC.[2] Xbox 360 overseer J Allard ran the project, codenamed 'Argo', which consisted of some Xbox and MSN Music store developers,[3] who worked on 'Alexandria' and finalized it as Zune Marketplace,[4] then later unveiled both products united under a single brand in the U.S. market as the Zune. The Zune represents Microsoft's attempt to enter the rich digital audio player market, which is currently dominated by Apple's iPod.

Although there is currently just one model of the Zune, Microsoft executives have indicated that Zune lineup will be broadened in time for the 2007 holiday season, with a rumored released date of October 16th 2007. However, Microsoft has not yet divulged any information on how many new Zune models are being introduced or what kinds of features those models will include. In September 2007, the official price for the 30 GB Zune was dropped to $199, with the actual selling price in the area of $189.

Music player

Models

The consumer edition was initially offered in light black, rich brown, and pearl white, which came with a "doubleshot," or translucent glow in a different color, of blue, green, and clear, respectively. Cases are made from a silicone rubber. Controls include a circular controller with four buttons for direction, as well as a middle button to select a song album or menu, a back button to the left, a play/pause button to the right, and a hold switch atop the player next to the headphone port.[5] The words "Hello from Seattle" are inscribed on the back of the case and it featured several songs, videos, and images preloaded on the device.[6] The Zune sold at a retail price of $200.

The limited edition came in different colors and artwork and were offered in three consecutive months. Red Zunes were put up for auction in various stores in the Los Angeles area on October 2006.[7] Pink and orange Zunes,[8] in quantities of 100 each, were randomly inserted into Zune boxes along with a numbered certificate of authenticity.[9][10] Devices in these same colors were given to the Zune team as ship gifts. They had "Welcome to the Social November 14, 2006" written on the back and came in white packaging featuring Zune artwork then were released on the very same month.[11][12] "Ambassador" artwork Zunes were given to Microsoft's "Zune Master" college-student marketers on December 15, 2006.[13]

File:Halo 3 Zune.jpg
A Halo 3 branded Zune

Cesar Menendez from the Microsoft Zune team confirmed Pink Zune availability around mid-May for a limited edition production run of 100,000 units.[14] In the same month, as of Friday, April 13, 2007, the Pink Zune was first available on several online stores.[15]

A Halo 3 inspired Zune developed in partnership with the game's creators Bungie was announced at a Halo 3 event in May 2007. The Halo 3 Zune comes in either dark brown or black, and features a Halo symbol on the back. Both versions are loaded with Halo content, including a custom episode of the popular series Red vs. Blue and were designed to feel like something from that came from the game. [16]

The black Halo 3 Zune is sold exclusively through GameStop since June 27 2007, while the dark brown Halo 3 Zunes will be carried in the AAFES "PX" for the military. In early August, 2007, 300 of the dark brown Halo 3 Zunes were distributed free of charge by the USO to soldiers deployed to foreign soil. As of June 10th, a special edition red Zune is for sale online at Amazon.com and also at Target stores all over the United States.

Zune's operating system is based on Windows CE kernel for ARM architecture and uses a distribution like the Portable Media Center found on the Gigabeat S. It natively supports the JPEG format for images, the WMV format for video, and these audio formats: MP3, AAC (.m4a), WMA Pro (2-channel), and WMA Standard. Like iTunes, the Zune Software will transcode, or convert, some other media formats to native ones; e.g., from MP4 video to WMV video.[17] Unlike iTunes, the Zune software cannot automatically download audio or video podcasts when alerted by a RSS feed. But the device can play podcast files that are unrestricted and in a natively supported format.

The Zune's graphical user interface (GUI) (called the "twist interface" by Microsoft) has sections for music, video, pictures, radio, community, and settings. It is said to provide "two-dimensional navigation" for scrolling through items with its directional pad.[18] In the music section, users can add songs to a quick playlist without reconnecting to the desktop software. In the picture section, the background can be personalized using any image as wallpaper. In the radio section, users can receive and play FM radio internally, with North American, Japanese, and European tuning ranges and show song information on supported FM stations. In the community section, users can broadcast user profile and current activity to others nearby. In the setting section, users can control backlight settings and output analog TV in with purchase of a separate connection.

Zune supports a single digital rights management system — Windows Media DRM (WMDRM) — incompatible with other DRM systems and not part of the PlaysForSure platform or program.[19][20] Multimedia content is transferred though Media Transfer Protocol (MTP); however, its proprietary MTP extensions ("MTPZ") place an interoperability barrier between the Zune and previous MTP-based software.

Version Date Changes
1.0
-
 Device default
1.1 2006-11-14 Added menu item "community" allowing to search for nearby Zunes, see their status, and transfer music and pictures. Improved performance.
1.2 2006-12-19 Fixed compatibility with Windows Vista and improved browsing performance.[21]
1.3 2007-03-28 Prevents FM tuner from draining the battery while the device is sleeping. Fixed Zune Marketplace music to not skip on the device. Improved device detection and syncing.[22]
1.4 2007-05-31 Improved shuffling. The dev team states: "this firmware update makes successive shuffle actions produce more random lists."[23]

Updates to the Zune's software added sharing features (send, community, list nearby Zune users) as described in FCC filings.[24][25] Firmware 1.1 allowed device to inherit sharing capabilities described by codename Pyxis. Early firmwares patched software bugs.

Specifications

  1. Discharge: 13-14 hours music (on-off Wi-Fi), 4 hours video[33]
  2. Charge: 2-3 hours (90%-full)[34]

File compatibility

The Zune natively supports the following formats:

Audio

  • MP3
  • Zune Marketplace (Protected)
  • AAC
  • WMA

Video

  • WMV (The Zune Software will convert both MPEG-4 and H.264 to WMV.)

Picture

  • JPEG

Accessories

The Zune comes with earphones, USB data cable, and carrying bag. Accessories sold separately include:

  • Charging devices (car adapter, AC wall-socket adapters, external battery).
  • I/O adapters (A/V composite, FM transmitters, headphones, USB data cable).
  • Docks (charging, multimedia large speaker, vertical hands-free assist).
  • Protection (glass screen protection, hardened/cushioning material case protection).
  • Carrying cases (standard issue, armband type, and belt clip).
  • Replacement parts and upgrades (battery, hard drive, LCD, etc.).

Among the firms that make Zune accessories are Microsoft, Altec Lansing, Belkin Corp., Digital Lifestyle Outfitters (DLO), Dual Electronics, Griffin Technology, Harman Kardon and JBL, Integrated Mobile Electronics, Jamo International, Klipsch Audio Technologies, Logitech, Monster Cable Products Inc., Speck, Targus Group International Inc. and VAF Research.[43]

Zune Software

Zune Software functions as management software for the device and library and as a client to the online music store. As a modified version of Windows Media Player 11, with additional DirectShow decoders for AAC, MPEG-4 and H.264, it supports the following formats — for audio: MP3 (.mp3), AAC (Low complexity) (.aac, .mp4, .m4a, .m4b, .mov), WMA (.wma); for video: MPEG4 (in .mp4, .m4v and .mov containers), H.264 (in .mp4, .m4v and .mov containers), WMV (.wmv), ASF (.asf); and for still images: JPEG (.jpg). It synchronizes music, pictures, and videos to the device. It streams files to the Xbox 360. It organizes the media in its library and allows users to add to the library by ripping from CDs and to organize the metadata. It can automatically pull down album art and metadata tag data for some content in the library. There is also an inbox feature in the desktop client software as well on the device, which keeps track of flagged music (for later purchase) as well as songs swapped with other Zune users. Although the Zune software is a modified version of Windows Media Player, the Zune device was designed to only work with the Zune software. Zune software requires Windows XP or Vista, but can run on other versions of Windows with minor modifications.

The current version of the software is 1.3.5728.0 released along side 1.4 firmware update.

Several versions of the software were released. A history of each version reveals:

  • 1.0.5341.0: Public release on CD and on official site
  • 1.2.5511.0: Vista support
  • 1.3.5728.0: Device detection and synchronization improvements

Zune Marketplace

Zune Marketplace is an online music store that integrates with the device. Initially offering two million songs it grew to more than three million songs. As of now there are no videos. Music on the marketplace is provided by the big four music groups (EMI, Warner Music Group, Sony BMG, Universal Music Group) and smaller music labels. Like other tech companies in the music business, the Zune team at Microsoft had a team of music experts responsible for the Zune marketplace editorial content and programming. The team is led by Kyle Hopkins (also known as DJ "Kid Hops" on KEXP-FM ).[44] Content is offered in DRM-restricted WMA format (2-pass CBR @ 192kbit/s) for a per-song or per-album fee, or via a Zune Pass monthly subscription.

Songs downloaded from the Marketplace are restricted by DRM similar to yet slightly different from PlaysForSure DRM, meaning that songs purchased from PlaysForSure partners could not be playable in Zune Software, although the reverse is true. Internally, Zune DRM is referred to as "9.1", differentiating itself from PlaysForSure DRM, which is version "9". While removal of PlaysForSure DRM has been facilitated with several tools, none of which are compatible with Zune. That is, until July 14, 2007 when one of the tools ("FairUse4WM" [Windows Media]) was updated to support removal of the Zune DRM wrapper, thus allowing interoperability between the platforms. As of September 6th, 2007, an update from Microsoft has broken FairUse4WM once again, resulting in that anyone with the updated license cannot strip the DRM (presumably until FairUse4WM is updated again).

Purchases are made through a system called Microsoft Points, in which users prepay US$5 for a block of 400 points that can be applied to downloads at 79 points per song. This works out to $0.9875 per song, plus whatever remainder is left after a user makes his or her final purchase from the Marketplace. Cost and minimum purchase varies with foreign currency exchange rates and taxes. The points used for the Zune Marketplace are the same points used to buy media from the Xbox Live Marketplace. Purchased songs can be burned to Audio CD.

Somewhat fewer songs are available through the US$14.99-per-month subscription service called a "Zune Pass." This allows a member to download and play participating Zune Marketplace content for a flat monthly fee. Zune Pass downloads cannot be burned to Audio CD and will become unplayable when the subscription lapses.[45] Many Zunes include a 14-day Zune Pass free trial in the package.

Sales and marketing

Marketing

Microsoft launched several campaigns to jumpstart the Zune. The company had planned a $100 million campaign to promote Zune with "music the way it wants to be" as a major theme.[46] Also, the company had enlisted about 300 "Zune masters" to advertise the device on American college campuses, to promote the item, and to run Zune-related events as expected. In exchange, they have received free merchandise, including a Zune.[47]

The choice of branding and distribution were part of the Zune as a decision of "two strategies in the market right now: cross-brand ecosystems [...] and singular brand ecosystems [...]. The former is gaining in share and units sold, but the latter has enormous share and won’t give that up easily"[20].

Microsoft normally follows a platform (cross-brand) strategy, as exemplified by the PlaysForSure system. However, its Xbox division has gained some experience with the vertically-integrated strategy in which it controls everything end-to-end from the hardware to the online store. With Apple dominating the audio market with its vertically-integrated iPod system, the Xbox division won permission to try the same approach, separately from PlaysForSure and PlayReady.

Microsoft also wanted to go beyond Apple's efforts and promote the tagline "the social" and Wi-Fi (wireless sharing) as key differentiators. Chris Stephenson, leader of Zune's marketing and manager of Global Marketing for the Entertainment Business,[48] said, "we see a great opportunity to bring together technology and community to allow consumers to explore and discover music together."[20]

Sales

NPD Group
Zune's Hard Disk Unit Share
D '06 J '07 F M April May
10.2%[49] 9.9%[49] 8.7% 9.1% 9.2% 11.3%

Despite heavy marketing, Zune failed to be launched as an immediate threat to the iPod.[50] A November 2006 survey of 40 retailers found only 8% of the salespeople recommended Zune, far less than the 75% who recommended the iPod, and that most of the salespeople were unaware of the Zune or who made it.[51]

During its launch week, the Zune was the second-most-sold portable media devices with a 9% unit share; far behind the market-leading iPod's 63%.[52] Also, in the same week, according to hourly updated data on online retailer Amazon.com site,[53] the most popular Zune model (the black one) was ranked "7 out of 10" on the "top 10 best-selling MP3 players list."[54]

As with market share earned, data from Microsoft confirmed by NPD Group showed that Zune for its first yearly quarter since release does not show any dramatic gains or losses when compared to the specific niche market of hard drive based MP3 players but only has managed to hold roughly between upper 8% to lower 10%.[55][56] However, another analysis of NPD data for the MP3 category show that Microsoft, who only at that time produces the Zune, roughly held a 3% unit share with respect to the larger category of MP3 players within this time frame.[57][58][59] One data point tracked by Current Analysis, another marketing research firm tracking retail sales, confirms NPD Group data for hard drive category market share for December 2006.[60]

With respect to rank earned against its competitors at the time of July 15, 2007, according to hourly updated data on online retailer Amazon.com site,[61] the most popular Zune model (the black one) ranks #12 in sales, behind several iPod and SanDisk players. Other Zune models (white, brown and pink) have much lower sales. It should be noted, however, that not all of the faster-selling MP3 players listed on Amazon.com can be considered direct competitors to the Zune. For example, of the six faster-selling players, only two (the 30 GB and 80 GB iPod models) are hard disk-based and capable of playing video. The remaining four players are smaller flash memory-based products, with which the Zune (a hard disk-based player) does not directly compete.

Criticism

Digital rights management

The Electronic Frontier Foundation, in opposition to the Zune's DRM, wrote:

Microsoft's Zune will not play protected Windows Media Audio and Video purchased or 'rented' from Napster 2.0, Rhapsody, Yahoo! Unlimited, Movielink, Cinemanow, iTunes, or any other online media service. The Zune will not even play content previously purchased from Microsoft's own MSN Music service. ...The media that Microsoft promised would Play For Sure doesn't even play on Microsoft's own device.[62]

The EFF calls this "a stark example of DRM under the DMCA giving customers a raw deal."[63]

DRM critics say Zune's wireless-transfer policy is restrictive and unfair. They claim the Zune is more restrictive than the face value of this common phrase — "three days or three plays whichever comes first."[64][65][66] Because among other things, extra restrictions:

  • apply to songs for which the recipient owns a paid-for and current Zune Pass;[67]
  • force 'three-days three-plays' rule indiscriminately to any audio content after being transferred between Zune devices;[66][68]
  • expire a song in three days even if it has not been played at all;[65]
  • show playing a portion of a song counts as one "play";[69][65][70]
  • prevent someone attempting to re-trade a traded song.[70]

DRM critics also note that researchers have reported that about 40% of the most popular Zune store downloads cannot be shared, which trigger the message "cannot send some songs due to rights restrictions."[71] A Microsoft spokesperson attributed the problem as being a "new experience, and its implementation is in a version 1.0 stage" and saying that the company "is working to expand the number of songs that can be shared."[72] Initially, observers criticized two music publishers, UMG and Sony, for what was assumed to be an intentional restriction, while criticizing the Zune Marketplace for not disclosing which songs could not be shared.[73] Music publishers denied having placed any such restrictions.[72]

Leo Laporte, technology reviewer of G4techTV (Canada), said in his November 11, 2006, radio show that Zune may be the "beginning of the end" for DRM as a business tactic.[74]

Usability

CNET noted that at its release date, the Zune was unable to play TV shows recorded using Windows Media Center's digital video recorder (DVR) software, function as a hard drive, wirelessly sync to its host computer, support seamless music transitions with gapless playback, or playback lossless audio. Though it was also stated that, "Overall, the Zune is a well-designed portable media device with good playback performance, a snappy processor, and an excellent interface. Wi-Fi sharing worked well, but prospective owners should know its format support, especially for videos, is limited."[75][19]

The Zune is restricted to specific Windows platforms,[76] with its proprietary Media Transfer Protocol (MTP) rendering it unusable with other operating systems. Initially, the Zune Software had been criticized for faulty device detection and buggy installation.[77] The Zune lacks proper Podcast and Audible.com's audiobook support as these are not part of the Zune's software package, but can be found in competing products.

See also

References

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