Zune ad campaign focuses on free software. Why?

Microsoft is trying to push Zune sales along with a price cut, as CNET's Ina Fried already reported Tuesday, and Donald Bell has the scoop on the firmware update that will deliver bug fixes, three new games, and head-to-head Texas Hold 'Em via the Zune's Wi-Fi transceiver.

But the most interesting part of the announcement was the advertising campaign. Not the advertisements themselves, although I'll be interested to see what the oddballs at Crispin Porter + Bogusky (who did the Gates-Seinfeld and "I'm a PC" ads) come up with. The fascinating part is that the campaign will focus on convincing users to download the free Zune software. Microsoft will still be doing other forms of advertising for the Zune players, but this TV campaign is all about promoting a product from which Microsoft earns no direct revenue.

The new Zune advertising campaign focuses on the brand and the software, not the devices.

(Credit: Microsoft)

Why? Because music players were never the endgame. The company has always said that Zune is meant to be a broader entertainment brand that will find its way into other products. As I've posted before, a Zune interface for Windows Mobile 7 is a near-certainty, but I also would expect the Zune Marketplace to find its way into Xbox Live in short order--in fact, the new Xbox Live Experience gives Microsoft a much smoother way to introduce new features than the old "blades." I could also see Microsoft adding a Zune Marketplace page to the Media Center interface in Windows 7.

Of course, this (once again) raises the question of the future of the Windows Media Player. So far, Microsoft is committed to releasing a new version of the Media Player with Windows 7, in part for corporate customers who would never allow consumer software like Zune anywhere near their employees' PCs, but who still need media playback for corporate videos--training, presentations, and the like. But as long as Microsoft has three teams working on three digital media interfaces for Windows--the Zune software, the Media Player, and the Media Center software--there's room for consolidation, and my guess is that the Media Player will eventually get no further updates.

[megustansalchichas]

yes, this strategy would be great if the zune software worked for anything useful. as it is you can't even browse the folders where your music is stored, through the software.

[john55440]

If I don't have a Zune, what is Zune software going to do for me, that Windows Media Player doesn't?

[castelazo]

Better, clean, organize and feature rich user interface. Isn't that enough for you?

[robertgreenlee]

It is not accurate that the Zune Marketplace 3.0 software does not generate direct revenue. The Zune Marketplace does generate direct revenue from the Zune Pass music offering and DTO video/music stores. The increased use of the Zune software will lead to greater consumption of media content on the Zune entertainment platform, that will lead to adoption of Zune player devices. The difference between Zune 3.0 software and Windows Media player is deep content discovery and a premium software experience.

[toosday]

It is interesting that they focused on the software. instead of the hardware. Wasn't it two weeks ago that a Microsoft exec promised far more Zune + Xbox integration "soon".

Even more proof that they are focusing on software (for a moment, at least): The ad has Microsoft's logo at the very end. No other Zune ad has put the company logo on it.

The ad also serves as evidence to what someone said a few months back: Zune isn't trying to be an iPod anymore. I guessed that when Zune released it's update last Fall. The iPod is a catch-all device (and it does it very well) and the Zune seems to be focusing on mainly one thing very well: Music.