Last100 on How to save the Zune
There’s an interesting post over at last100.com entitled “How to save the Zune” and written by guest writer Michael Pinto who is the Creative Director of Very Memorable Inc. In the posting, he writes about a couple of methods that could possibly boost Zune sales and make it more attractive to the youth and young adults of today. Here’s a short summary of his suggestions:
- Create a low end price point for the Zune - say $25 dollars - to aggressively combat against the low end iPod shuffle. Focus on form factor vs technology
- Offer limited edition versions of the device aimed at specific niches. Co-brand with trademark brands, artists, etc. (Microsoft to a certain extent did this last year with several limited edition Zunes)
- Come preloaded with music (which the current 2nd gen Zune actually already do). Collaborate with services to offer audio recordings on Zunes after a concert (nice idea)
I think Mr. Pinto is definitely onto something with these ideas but like Matt Rosoff of News.com, I think there’s more work that needs to be done.
Microsoft certainly made the right move when they launched the Zune and tried to focus the brand at the hardcore music lover (especially the underground movement and new artists followers). They need to expand this to include the general population that listens to digital music. In fact, I think most of the saavy digital music listeners out there know about the Zune but aren’t encouraged or motivated to check it out because there’s not enough that’s unique about the Zune when compared to the iPod. With the devices at nearly the same price point, what are you going to choose? Probably the iPod simply because your friends have the iPod also.
Thus, the Zune needs to be unique enough to make you the consumer want to pick it up. Let’s face it - wireless sharing and syncing are cool but NOT must haves. Thus, outside of that, what distinguishes the Zune from the iPod? Perhaps at most the software but many out there actually enjoy iTunes (I for one don’t).
Thus, here are some of my suggestions (which will overlap with those listed above):
- First, the Zune needs to compete on price. It needs to be cheaper than the iPod. If the Xbox can compete at a cheaper price than the PS3, then the Zune can be lowered in price also (it’s not like Microsoft depends on money generated by the Zune)
- Technically speaking, the Zune needs more oomph to it. It was nice that the Zune worked easily with MP3s and WMA’s etc but it just doesn’t have the feature set of the iPod. Now the general population probably doesn’t realize it but they need to be ooo’d and ahhh’d into realizing that the Zune is cool. Support every file format under the sun. Make it easy to get videos onto the device. Add additional applications to the Zune. Games are nice but we need a calendar.. a notes application, a contacts app.. yes.. in some ways, the Zune could be closer to a Windows Mobile PDA - just without the crappy Windows Mobile UI.
- This leads me to form factor. The device is just getting boring looking. Don’t get me wrong, I love the operational aspect of the Zune - especially the controls on the device and the “back” button. However, the iPod touch is certainly making the Zune look oh so boring. Whip out a Zune and an iPod touch and which one is going to gain more attention? Yes.. the touch folks. So.. the Zune needs more sex appeal. Make it smaller.. make it thinner.. make it a touch screen device if you have to. Or better yet.. create a device with a wicked screen display. Attach a wonderfully loud speaker. Integrate an FM and voice recorder.
- Style. Once you’ve got the form factor, make it sweet looking. Microsoft is already there in many ways with the customizations that people can do with the Zune. Keep it going. Partner with artists, with brands, with other companies and make really cool versions of the Zune.
- Enhance the Social. Yes, I have a Social page on social.zune.net but how many of my friends actually know about it? About two. Yes.. TWO and that’s because that’s how many of my friends that actually own a Zune. So.. I have an idea for the social - make it open to all media players. Yes that’s crazy.. but open it up. Let anyone who has a media player of some sort be able to work with the Social somehow. Make certain features ONLY available to Zune owners thus making people WANT to get a Zune.
- While we’re on the social - make it better. Allow the Zune to automatically update your social account if it’s near a Wi-Fi hotspot. It would be awesome if people could instantly see what track they’re listening to at this moment in time. It’s all about instant gratification
There’s more in that head of mine and I’m sure you have many more ideas too. It boils down to better pricing, more content, sexier styling, better form factors, cooler technology, and more open website. Sounds simple huh?
[Check it out via News.com]
