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July 20, 2006

Microsoft Makes A Push On MP3 Market

Specifics surrounding Microsoft's new "iPod Killer" MP3 player have been leaked from a presentation made to major label execs. Digital Music News has details on the look, content and strategy behind the new device and it's capabilities.

The player, which many are referring to as the codename "Argo", will be hopefully be launched before the end of the year beneath a barrage of aggressive advertising. The software giant's planned marketing campaign is reputedly a "grass roots approach" as opposed to "top down". This will involve everything from a Superbowl spot to community involvement through the Xbox gaming market.

The device itself is to be available in three colours: black, brown/green two-tone (nice!?) and a third unconfirmed (presumably white!) style. The center of attention seems to be the device's screen. "The screen is what people are going to be talking about," one source declares.

In so far as features, the player will be fully compatible with WMP 11 and will feature WiFi capabilities and content sharing, fuelling an ethic of "Live Anywhere", a term which has been bandied around during said presentations. Those getting excited about the inclusion of WiFi should probably take a deep breath and cool off as the technology will be heavily restricted and center primarily on streaming and bookmarking. A rumoured maximum number of ten players may join a host player and stream content directly from it, however no data transfer will be allowed other than bookmarking. If you like someone's shared/streamed song, you may save the bookmark for purchase later at their online store. Video content is said to be the focus of a later release and will be well serviced by the player's over-sized color screen.

Microsoft is said to be aggressively aiming for 20% of the iPod market and will be focusing on primarily 18-28 year old buyers, a shade lower than the target demographic of the mighty Apple.

Posted by pajaro at July 20, 2006 10:31 AM