I want to believe: Reflections on my Zune year
After a year of daily abuse without a case, the etching on the back of my Zune 80 is showing its age. The glass screen on the front is still pristine, though, which is more than I can say for my old iPod.
(Credit: Donald Bell/CNET Networks)My Zune 80 hasn't left my side since December of 2007, after it successfully lured me from my trusty fifth-generation iPod. I invested in the Zune because I wanted to know how the other half lived (or more accurately, the other 4 percent), but the Zune's larger screen, bold user interface, podcast integration, and Zune Pass subscription service didn't hurt, either.
A few weeks passed and I was hooked on the Zune and the all-you-can-eat Zune Pass music subscription. I bought a 4GB Zune for my wife, invested in a Zune Home A/V dock to connect to my home stereo system, and even set up my PC to sync with my Zune wirelessly. Like any new romance, there were some initial hiccups--in this case, buggy software; mismatched album art; music that wouldn't delete; and broken subscription tracks. Eventually, though, I worked out the kinks, and the latest software and firmware upgrades have made life with the Zune experience much better.
There's just one thing: I'm lonely. Hundreds of iPod owners join me on the subway every day--even a few folks playing music on their Blackberries--but I seldom see a Zune. It's my job to help people decide what kind of MP3 player they should buy, but I still wonder if I made the wrong decision buying a Zune. Why can't this MP3 player get any traction?
There's no magic bullet that will make the Zune an instant success. I think Microsoft has the right idea by courting young, dedicated music fans and slowly building cult status. I just don't think they're moving fast enough to keep up with this audience or keep ahead of Apple.
Out of pure self-interest as a Zune user, I present four ideas that I think would make the Zune a better product. Feel free to add your own at the end.
With a little creativity, Zune (center) can repackage the Channels feature as free, place-shifted Internet radio, just like the Slacker G2 (left). A free Channels option will give users a real taste of the Zune Pass experience, helping Microsoft better market its subscription service and sell more music. By comparison, the iPod Touch (right) offers users free music-streaming Apps, such as Pandora, but you can only listen when you're around a Wi-Fi connection.
(Credit: Donald Bell/CNET Networks)1. Make Zune Channels free
The Zune's latest Channels feature offers playlists of new music that refresh on your device every week. Channels is a killer feature no iPod has; unfortunately, most Zune users don't have Channels either, since you need Microsoft's $15/mo Zune Pass service to get it. I'm a big fan of the Zune Pass, but not everybody can justify $180 a year for a music service (especially with file-sharing still alive and well). For these users, the Channels option on the Zune's main menu is just a daily reminder that they're only getting part of the Zune experience. I understand that Microsoft ideally wants all Zune users signed up for a Zune Pass, but it needs to be rewarding its nascent user base with as many features as possible right out of the box.
Fortunately, there's already a blueprint out there for free, side-loaded music channels: the Slacker G2. Marketed as a portable Internet radio, the Slacker G2 works just like Zune's Channels, downloading user-selected channels of DRM-protected WMA music files directly to the device over Wi-Fi. The Slacker, however, delivers its channels free right out of the box (ad-supported with the option to upgrade to ad-free), while Zune requires a $15 monthly fee.
A free version of Zune Channels would require some restrictions (just like the Slacker service): the playlist order would be shuffled; you couldn't skip tracks more than a specified number of times, and you may have to live with a few short audio ads every 5-10 songs. (Hint, Microsoft: Use this ad platform for promoting the Zune Pass or XBox 360 game titles). You also wouldn't be able to keep the songs unless you exercise your option to purchase the track or you let Microsoft upsell you on the Zune Pass subscription.
The bottom line is that the Zune's Channel feature needs to work right out of the box for all users. If Microsoft plays its cards right, the free version of Channels would generate more sales, more music discovery, and more incentive for users to buy a Zune Pass subscription. Sure, out-of-box Channels would add to Microsoft's licensing complexity, but no one said competing against the iPod would be easy.
Online music retailer eMusic does a masterful job of bringing outside-Web resources into its pages (YouTube, Wikipedia, Flickr) and allowing users to post eMusic content to other sites. When Microsoft finally decides to open up its Zune Social site, it would do well to mimic eMusic's philosophy.
(Credit: eMusic)2. Open the Social
In the spirit of fostering community among Zune users and facilitating song recommendations between friends, Microsoft has its own music-focused online social network called the Zune Social. It's a fun, free service that showcases what you've been listening to on your Zune and lets you keep tabs on the listening habits of other participating Zune users.
Personally, I think the Zune Social is pretty cool, but I seldom use it because it's so damn limiting. If I buy an MP3 player from Apple, Sony, Samsung, Creative, SanDisk, or any other manufacturer aside from Microsoft, I can upload my listening data to several online social music services that best Zune Social at sharing music with non-Zune friends (iLike, MOG, Lala, and Last.fm--which is owned by CNET parent company, CBS--to name a few). There's no way for me to feed my Zune data from the Social into my other music profiles around the Web, or vice-versa.
I want to see my Zune listening habits displayed loud and proud on my personal blog (more than a cute Zune card, please), and I also want to see my personal blog feed into my Zune Social page. As it stands now, I have a handful of online music profiles (Last.fm, iMeem, MOG) tied to my stagnant iTunes and iPod listening habits, while the Zune Social--a Web site that absolutely none of my friends frequent--hogs my current listening status. As far as my friends know, my taste in music froze in December 2007 on the day I started using a Zune.
Neither Microsoft nor Apple can corral users without imprisoning them. The best these companies can do is maintain a presence everywhere their audience might be--a tactic employed by Rhapsody, eMusic, Lala, and iMeem, and to some extent, Apple, since band Web sites commonly include iTunes download links. Microsoft should go ahead and open up.
After three years of development, there's still nothing about the Zune's Wi-Fi capabilities that I actually use.
(Credit: Donald Bell/CNET Networks)3. Lose the Wi-Fi
If the Zune lost Wi-Fi, would anyone really care? It's comforting to believe in the myth of the coffee shop techie/slacker/hipster/blogger who has an afternoon to kill wirelessly browsing albums from the Zune Marketplace, but few of us have the time or inclination to use the Zune's wireless features in their current form.
Besides, Zune's Wi-Fi capabilities hurt the player more than they help. Wi-Fi is a total battery zapper, and in an effort to conserve as much battery life as possible, Microsoft threw out features such as EQ control. The power demands of Wi-Fi also prevent Microsoft from exploring other interesting features, such as Bluetooth or integrated noise-cancellation.
During my year of Zune 80 ownership, I've cursed the Zune's dismal battery life much more than I've praised its Wi-Fi capabilities. And although I think the Zune 80 sounds great, I've also heard how amazing music can sound on something like the Sony S-Series Walkman, which has jaw-dropping sound-enhancement controls. I had some initial enthusiasm for the Zune's wireless sync feature, but I eventually reverted back to USB for the sake of increased transfer speeds.
As far as browsing, purchasing, and downloading new music, I'm seldom so desperate for new music that I can't wait until I'm back at my computer. To be fair, the iPod Touch and the iPhone suffer from the same problem, but in their case, third-party apps such as Pandora and Last.fm let you explore and bookmark new songs regardless of how you choose to download them.
It doesn't have to be all or nothing. For users who really want Wi-Fi, Microsoft could always sell a Wi-Fi hardware accessory that plugs into the Zune's proprietary dock connection. An accessory solution wouldn't be as elegant as built-in Wi-Fi, but the trade-off in sound quality and battery life might inspire more converts and the Zune could finally get rid of that goofy plastic window.
No one's done it yet, but if you could find a way to load DRM-protected Hulu and Netflix videos onto the Zune, you could really give Apple a run for its money.
(Credit: Boxee)4. Bring on subscription video
The big, gorgeous, glass-covered screens on the Zune 80 and Zune 120 blow away the iPod Classic's puny screen. Unfortunately, the Zune Marketplace video content pales in comparison to offerings at iTunes, which gives iPod owners thousands of blockbuster movies to choose from and the option to rent titles for just a few bucks.
Microsoft has done an admirable job adding popular television content to the Zune Marketplace, but it's still far behind iTunes. At this point, it's not enough to catch-up; Microsoft really needs to leapfrog the iTunes video store if they want to turn heads.
By including support for the DRM-protected WMV video format used by Amazon Video On Demand, Vongo (RIP), and Cinema Now, the Zune is in a excellent position to offer movie and television studios a dependable copy-protected distribution format. If the Zune is going to put the squeeze on Apple, however, it needs more than a secure video format--it needs some partners.
Hulu on a Zune would be a game-changer. Netflix rentals on a Zune would be a game-changer (the Microsoft XBox 360 already has it, in fact). I realize these services only offer video-streaming currently, but if someone as influential as Microsoft stepped in and made the case for secure, ad-supported, DRM-wrapped video downloads, I bet someone would listen. Microsoft needs to stop poorly imitating Apple when it comes to video sales and do something unique that users really want.
Final thoughts
I love my Zune. I want the Zune to succeed. More importantly, I want Apple's iTunes and iPod dynasty to have some real competition so that we, as music consumers, get better products and services.
The trouble is that if the Microsoft wants a leg-up on Apple, it needs to act fast. If Redmond waits until next December, the iPod Touch will have benefited from another year of intense App development and another bump in storage capacity.
Whether you carry an iPod or a Zune, let me hear what you think about the Zune's prospects and what the next step should be.
Donald Bell is CNET Reviews' senior editor for MP3 players and portable audio, and one half of the MP3 Insider blog and weekly podcast. He also likes getting his hands dirty with digital audio tools for musicians and DJs.
Donald Bell is an electronic musician, a veteran record store employee, and a fearless hardware hacker. He's also CNET's Senior Editor for MP3 and digital audio.
Jasmine France is CNET's resident digital audio doyenne, writing and editing product reviews, crave blogs, and feature stories on all things MP3. And if you need advice on headphones, she's your girl.
Fight paradigms. Open your mind to new options or let others "think different".
Now, if the Zune were showing double digit growth in the MP3 player market, I would say keep after it, MS. But the Zune is at 4% and staying there. In the last three years, Apple has gone from 3% to almost 10% of the PC market, and the number one seller of notebooks in the United States.
It's not just how big you are, it's how big you are growing.
All could not believe how great it worked. I agree the Brand is not there yet... but the WOW factor is. This is a key element to building a brand. So put your knife away for now and use a paint brush with green for GO.
Just remember, this isn't the first time that Microsoft has entered a market it had never touched before, and before long ended up being a success.
Like others say, the iPhone is for wasting time. It is a great device for things like media, browsing, etc. on the go. But where does that leave music lovers? The Zune is currently being marketed as the music lovers device, with a wide range of music discovery methods, "social" abilities and the Zune Pass. So with Apple pushing the iPhone, the only people with media players will be the ones who truly love their music (and have a lot of it) and thats exactly who the Zune is targeted for.
I agree with Donald, apart from the "get rid of WiFi." Wireless sync is the most useful method of updating my media when you have things like daily podcasts or channels. Just plug it in, away from your computer, and the software starts, downloads podcasts and etc, and syncs them. I find this a convenience I cannot live without. Another thing this does is separates your player from your computer and unites it with your home audio system, where is should be. Also, I foresee future Zune players to have as much power as the current desktop software has, including mixview, social capabilities with Zune cards, better looking Zune Marketplace, etc. and for this to happen you will need an internet connection. Microsoft was smart to put WiFi in every Zune because they saw that it will be useful when updating the firmware in every Zune, making each as powerful as the current generation.
And yep, Zune is building up a "cult." I will back Zune until the end. I hope importing it into WM doesnt kill what they have now.
I use the radio and podcasts features all the time, but that will change now that Zune is compatible with audiobooks. I also like the size and heft of the Zune -- makes it easy to handle, plus it is sturdy enough to take the abuse I tend to give it (and I agree with you Don, the display is excellent and very scratch-proof).
I think MS should market the Zune to us in the older generation because of the radio feature and that it excels with podcasts and audiobooks. We like larger items that we can hold and see more easily. If necessary, make a different version for the younger and the older generation. Why not market to two different audiences?
I agree that MS needs to think outside the 20 and thirty something music buffs out there. There are a LOT of older folks who want something that they can use with a small amount of help, and that doesn't look down on them for not being hipsters.
I have a large music collection and was just in the market for a large capacity (more than 32 GB player). I thought long and hard about the 120 GB Zune or the 120 GB Ipod Classic and I ultimately chose the Classic. Although not great, the Classic has an equalizer, and iTunes has a large collection of video podcasts. But ultimately, if the Zune was open to other subscription services, I would have probably bought the Zune.
You're thinking doesn't make sense.
You should probably get a rhapsody player
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I would actually add two features that would personally make the wi-fi much more useful to me:
1) Subscribe and download support for podcasts. Podcasts are the reason I invoke the desktop software and sync my zune 90% of the time.
2) Web browsing of the Zune Marketplace (for music, podcasts *and* video) and then queuing the selected media for wi-fi download directly to the Zune. (With the new XNE update for the Xbox 360, Microsoft already supports this kind of usage for their gaming console. Wouldn't it be grand if the Xbox and Zune marketplaces were merged into one?)
It's not that I don't like the Zune PC software. In fact, I *do* like it, especially the new Mixview. It's just that I'd prefer to be able to use *any* PC (or Mac!) when browsing for new media.
I think your first couple of points are very good, but I too strongly disagree about wi-fi. I use it all the time at home. I often am listening to my Zune while downstairs (my pc for syncing is upstairs) and I'll think of some song or album I want to try, or hear about something while watching TV, and it's great to be able to download it on-the-spot. I also like to fall asleep listening to music sometimes, and appreciate being able to get songs on-the-fly if I think of something not currently on the zune.
We have iPods too, and I think the Zune is a superior product, with the subscription service being the most significant feature it has that the iPod doesn't. I really could never see myself doing without one again unless forced to because the service ended. Now that you can get 10 songs a month to keep forever, even if you end your subscription, just makes it that much better.
Hell, put a supercharged battery in and still sell the device for a lean 249.99. Many more users would flock to buy it. Also, you should add a syncing feature with Windows Vista's sidebar. Port the weather, stock indicies, etc. all for free.
Then that will get the Zune platform going REAL fast.
I really don't understand why Zune made Channels feature crippled by the need to have a subscription. It's a great feature, but limited to those who want/need to cough up money. However, the young crowd they are targeting probably aren't exactly sleeping in a bed of money. Heck, I bet lots of musicians would love to have a 10 second ad played every 5 songs or so!
I actually like the idea of wifi, but think it should be turned OFF by default. Many people don't use it, so it just drains their battery.
Allow your Zune to remotely control the Zune desktop software - and your iTunes software. And allow the software to see iTunes. Windows Media Player 12, which will ship with Windows 7, allows users to browse iTunes libraries if they are on the same network. Why not add that functionality to Zune?
Get a touch-screen device out there just for the heck of it. Tons of device-makers have touchscreen devices. Zune might as well, too.
On the business side: Cut a deal with Dell. Back to school specials like "Buy a computer, get a free Zune" moves product.
Market more. Zune (apparently) does lots of marketing alongside concerts, musicians, etc. But print and TV gets the most eyes. I see iPod billboards no matter what part of town I'm in. Then again, this is LA... :)
Oh, and get rid of the Microsoft Points system, please! No one likes it; they just tolerate it. You really want to create something that people simply tolerate?
Finally, you know that demographic that Zune's targeting? More and more are switching to Macs. (Especially college students) Macs aren't supported by Zune. See where I'm gong with this?
Seriously, even if iTunes went DRM-free today, I don't think I'd go back due to the fact that they are almost ALWAYS more expensive than AmazonMP3.com or Lala.com
Granted iTunes tries to justify the cost by throwing in a music video with the track, but I don't need a music video, I have YouTube and even the artist's website for that.
I find songs on AmazonMP3 for 89 cents and some on Lala for 79 cents. Why would I go spend 99 cents at iTunes?
Variable pricing, Zune. Variable pricing.... and drop the Microsoft Points shenanigans.
Let the war start. lets get cheaper ipods and cheaper zunes, better ipods and better zunes
It certainly makes my buying decision for a Christmas present more interesting.
By the way with the new Zune Pass that came out, you also get 10 free songs a month. PLUS, with Zune pass you can listen to all the music you want. I have more than 3,000 songs on my Zune for a little $15 a month it is well worth it. With the 10 free songs a month.. think of it this way, you only pay $5 a month for all the music you could ever want to listen to!!
I have a friend who has his Zune hooked up in his Jeep. He just leaves it there, and each day new music is added based on what he does on his computer, as well as what channels are up to. It would be nice to see Podcasts included in that. And time-shifted Internet radio stations. Sure, he could just pull the Zune into the house and connect it up to his computer. But that seems so . . . iPod. How boring.
--mark d.
There has been talk that the Future of Zune may lie with the WinMo side of things as WinMo7 is due to feature multi-touch and high-res screens as well as high res cameras and built in storage to rival Iphone's 32 GB but leaving in further expansion from Memory Cards.
The Zune is a dedicated Media Player and the only one that Microsoft have made and it is a dream to use, someone said that they could not drag and drop in the software, well I have been doing that everytime I sync up to get new tracks. As I am based in the UK I am unable to get ZunePass and even have to jump through hoops to get anything Zune but prefer it to the Apple devices and I know that popularity is rising over here. Microsoft need to launch in Europe before everyone that wants one buys one from the States.
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by angry jubu
December 8, 2008 6:21 AM PST
- A cosmetic make-over wouldn't hurt, either.
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by markdoiron
December 8, 2008 7:56 AM PST
- A cosmetic make-over? Then they'd be accused of copying Apple all over again! -mark d.
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