Zune going easy on the launch, heavy on the ads

Don't worry, you're not the only one 'round these parts that's wondering where all the fanfare went. Microsoft decided to do up the launch of its new Zunes without all the launch hullabaloo of the first time around, probably hoping the devices will speak for themselves -- which they seem to doing alright at so far. At the same time, the company is throwing three times the advertising dollars at the Zune this year according to the New York Post, to the tune of $27 million. Time will tell if this move pays off for Microsoft. Jason Reindorp, director of marketing for Zune, stated it most clearly: "Our No. 1 business priority this year is we want to be the clear alternative to the iPod."

[Ellianth @ Nov 13th 2007 10:03AM]

Re: Article Picture

So that's what this 'social' is. It all makes sense now...

[nxtiak @ Nov 13th 2007 10:06AM]

Just updated my Zune 30gb, this is awesome!
Device is a lot smoother and faster.
The Zune software is great too, looks awesome, fluid animations, very easy to use.
I'm wireless synching a bunch of podcasts right now, including ENGADGET! (which I've never listened to but now will!!!)
Firmware on my Zune 30gb is 2.2

[Nate @ Nov 13th 2007 10:14AM]

Sucks to be you. Engadget's podcast went on hiatus at the end of August.

It was a pretty dry podcast, anyway.

Check out Diggnation.

[Greg Thompson @ Nov 13th 2007 10:06AM]

Bunnies and Mice? We ALL know they don't get along. Microsoft... you old trickster you!

[ZOF @ Nov 13th 2007 10:10AM]

Note to MS:

Change ad agencies.

Again.

[Homeboy @ Nov 13th 2007 10:12AM]

Advetising is good, but how about getting the product into the stores. Barely any of the giants seem to be stocking the Z80 in the stores.

[jonathan @ Nov 13th 2007 2:16PM]

Yeah, it would be nice if I could buy it in a store. I went to the Zune.net site and all of the retailers it lists for the Zune80 are backordered 2 to 4 weeks, except for Circuit City. There are two stores out of ten in the Houston area that have one in stock.

Maybe Microsoft should have spent more on shipping to actually get the Zunes out by their launch date.

[Rich @ Nov 13th 2007 10:15AM]

"Our No. 1 business priority this year is we want to be the clear alternative to the iPod."

... in the US only.

[sr @ Nov 13th 2007 10:40AM]

Ha Ha in their dreams honestly, even in the US only.

[BigPana @ Nov 13th 2007 12:35PM]

Isn't that always the business model of Microsoft? To just copy something that is already popular. When was the last time they did anything innovating?

[sean @ Nov 13th 2007 2:33PM]

@BigPana
Business is not about innovation. It's about doing something the best.

Are you going to bitch and whine about how you hate Dunkin Donuts because they didn't invent coffee and donuts? That Toyota didn't invent the automobile? That Virgin Air didn't invent passenger air service? Grow up.

[BigPana @ Nov 13th 2007 6:09PM]

I didn't say they have to do something different ALL the time. Competition is a great thing for us.

What I meant was that, when has Microsoft EVER done or tried something that has not already been popularized by someone else?

[Andir3.0 @ Nov 13th 2007 7:38PM]

They were the first to shake off a clear monopoly ruling in the courts.

[kevin @ Nov 13th 2007 11:54PM]

[i]Isn't that always the business model of Microsoft? To just copy something that is already popular. When was the last time they did anything innovating?[/i]

You mean other than their touchscreen computer (which is far more innovative than anything apple's done in the last 20 years.

For love of god, Apple didn't invent the DAP. When the iPods took off around 2003, they weren't even the best DAP (that honor went to Rio's Karma, which still has better sound than iPods and has an interface that's at least as good as the classic ipods). They weren't the first HD based DAP.

What they did was have a cool advertising campaign and a fairly attractive package.

Apple just isn't that different from MS. They borrow and steal from their predecessors.

With that said, until the Zune gets Gapless playback, it's not even up for consideration. Apple will need to add an HD to the touch and a decent EQ (preferably a parametric EQ, but a 12 band EQ with multiple user definable presets would probably suffice) for me to finally give up my Karma. I thought this year would be the year, but the Touch is limited to Flash and none have a built in EQ (which is necessary for most ear buds and IEM).

[Optomic @ Nov 13th 2007 10:16AM]

Do we really need an iPod alternative?

[StrangeBum @ Nov 13th 2007 10:43AM]

Yes...yes we do. The way I see it, is if electronic consumers become interested in another product other than the iPod, such as the new Zunes, perhaps they will start to look around more and find much more viable alternatives to what they need.

It's mostly the fact that so many people don't realize that there truly is no difference between an iPod and any other PMP (mp3 player, whatever) and they assume that because everybody else and their grandmothers own an iPod that it must be the best. And don't get me wrong, Apple did a lot of good with the iPod by really opening up the market. But now it's about time for the average customer to realize that there are actually better products out there.

Zune may not be the 'best' alternative, but it's going to be the biggest in the eyes of the consumer. Maybe this will allow for a bit of Microsoft's limelight to spread onto the other players sitting nearby, such as Creative and their Zen series of players.

/end rant

[neale @ Nov 13th 2007 10:53AM]

strangebum

there is huge differences. the click wheel is pretty much perfection and itunes.

has anyone bettered either of those yet? ipod touch maybe?

i like the look of the zune, but where is it in europe?

[tcc3 @ Nov 13th 2007 2:08PM]

The apple Koolaid that comes with it, thats the best part.

[adriangrab @ Nov 13th 2007 10:17AM]

$27 Million?!?!?!

That is a joke. Microsoft better get its act together if it wants to enter this market. Apple advertising in 2005 was $287 Million.. yes, 10x that. True, they did create some mac ads, but I'm guessing that at least half of that went toward Ipods. There isn't a street I can walk down in Boston without at least one Ipod ad.

As another comparison, most large pharma companies spend around $100 million on the first year a potential blockbuster drug launches. It's true, however, that all of this isn't DTC, but a good portion of it is. For example, Viagra advertising was roughly $100 in 2005, which is all targeted toward consumers.

[Adam K @ Nov 13th 2007 11:50AM]

Yeah, have you been to South Station at all in the past year? I was actually a little scared when I first saw how many gigantic silhouette ads they had.

[Josh F @ Nov 13th 2007 10:17AM]

yes yes yes!! The Zune simply rocks harder this time around.

[Ipaq3115 @ Nov 13th 2007 10:31AM]

oh brother a iPod alternative...

Hey Microsoft FYI,
There will NEVER be one...

[rodsky @ Nov 13th 2007 10:55AM]

im sure sony thought something similar...

[getz76 @ Nov 13th 2007 11:31AM]

@ rodsky:

Post of the year. Nicely done.

[Neel S @ Nov 13th 2007 10:41AM]

I personally enjoy the Zune commercials, and I think they're working. + the new hardware looks great to me, especially the Zune 4 and 8, which look much much nicer than the new nanos.

With that being said, theres still a big hill to climb in terms of getting people to "switch." Not so tough after all, are you Microsoft?

[Hax Or @ Nov 13th 2007 10:41AM]

The social looks like fun!

I'm getting my bunny costume right now!

[boynamedsue @ Nov 13th 2007 10:43AM]

not tooo heavy on the ads. they sponsored the battlestar event last night but that didnt stop them from using the pink mice commercial twice.

at least mass effect had several unique commercials.

[Kris @ Nov 13th 2007 10:52AM]

Hopefully Apple sees this as a reason to bump the iPod touch to 32GB sooner rather than later.

[T-Bone @ Nov 13th 2007 11:13AM]

The only Zune ad I've seen was on YouTube and the entire time I was thinking'"WTF?" Then it got to the end where it actually mentioned the Zune and I practically screamed,"WTF?!" That ad made no sense at all and was kind of freaky.

[Moises @ Nov 13th 2007 11:13AM]

Hello Guys. I have gone to best buy, radio shack, and compusa. none of them have the zune 80 in NYC. do any of you know where i can pick one up. thanks

[rodsky @ Nov 13th 2007 11:50AM]

try circuit city if theres some in that area, they are supposed to give you a $25 gift card too

[dwwd @ Nov 13th 2007 11:28AM]

So this is where Farfur got his 72 virgins.... http://www.youtube.com/watch?v=gi-c6lbFGC4

[Moises @ Nov 13th 2007 12:24PM]

thanks dude. you are the man

[jroc @ Nov 13th 2007 11:53AM]

oversized pink mice? And where is the overlords quote that is so coveted?

[djishen @ Nov 13th 2007 11:53AM]

Ipod rules all........wannabees and clones are flattering but sad......
M$ you're wak!!!

[Bubba @ Nov 13th 2007 12:35PM]

Downloaded the updates this morning. The new software is amazing! It's very intuitive and just makes a hell of a lot more sense. Can't wait to get Wireless Syncing going.

But seriously Apple Zealots...the new Zunes may not be better than ipod touch in pizaz...but they are certainly way better than the Classic and Nano's...which is a more fair comparison.

The Ipod touch requires two hands to use (one to hold device and one to navigate). That alone makes it useless to me. I want simple one hand navigation where I can do basic things without really looking at the device. Ipod touch failes miserably in this department.

Seriously...give one a try. These players are excellent with superior features where it really matters. Software, community, wireless sync, larger screen and ease of use. Also the $15 a month subscription service which allows for up to 3 Zunes on one account is amazing! I share it with two buddies and we each pay $5 a month for all you can eat!

I don't care what anyone says about Ipods click wheel...the Zune is just easier to use. For me tactile controls trump slider pads...but the great thing is with the new Zunes you get both and it's your choice on how you use the device.

Kudos to MS for an amazing job. My two gripes are continued lack of Audible file support and no TV shows on the marketplace yet.

[T-Bone @ Nov 13th 2007 1:25PM]

The touch is smaller than an iPhone and I can easily use my iPhone with one hand. If you can't touch your fingertips to your thumb and you can't touch your thumb to the base of your pinky, you might have issues.

[Wilder.K.Wight @ Nov 13th 2007 12:59PM]

"Our No. 1 business priority this year is we want to be the clear alternative to the iPod."

. . .But not on the Mac, because we're not compatible with it, even though the iPod IS compatible with Windows.

I guess "clear alternative" is a purely subjective term.

Call me when the Zune works with my Mac. Otherwise, it's not a "clear" alternative to anything. It's not an option at all.

[coffee @ Nov 13th 2007 2:09PM]

they probably meant "clear alternative on 90% of the world's PCs".

hopefully that clears it up.

[Wilder.K.Wight @ Nov 13th 2007 4:14PM]

Ha ha. Look. It's another "there aren't a lot of Mac users" joke.

You know, that's swiftly becoming an outdated meme. Macs are on the rise. Look at any college campus and you'll see that there are almost as many Macbooks as there are Windows laptops. All those college students might want to listen to music on a portable device, and they won't be able to do it with a Zune.

MS is stupid to keep Zune locked to the Windows OS. It's their lame attempt to prevent people from stepping outside their own OS, and it's not going to do them any favors in making Zune any kind of "clear alternative" to the iPod.

No matter how big the Mac OS market is (and let us remember that Apple sold at least two million copies of Leopard in less than a week... That's a lot of people who can't use a Zune) you have to embrace the idea that making your product available to all the major operating systems is where it's at. If you deny any part of the market, no matter the size, you're not going to gain market dominance. There will always be millions of consumers who will not and cannot use your product.

Seems to me the smart money is on multi-platform usage. I can use my iPod on any computer I can find. The Zune? Not so much. Windows only. . . and how long before they make it Vista-only?

But you keep rockin' that xenophobic, early-90s attitude.

[freakmarket @ Nov 13th 2007 2:07PM]

I just upgraded the MarketPlace software and the firmware for my Zune 30gb ... The new interface on the Zune MarketPlace puts iTunes to SHAME. It's so smooth and graphical. Music is easier to manage. It's easy to use and runs SO fast on my PC ... it is no longer a system hog like old Zune Marketplace and every version of iTunes for Windows.

The upgrade to the Zune's firmware at first wasn't so impressive until i realized how fast and smooth it was running ... podcast support is sweet ... wireless syncing was easy to set up ... but don't think you are going to sync your entire library wirelessly ... it took like 3 mins for me to transfer a new cd from my Dell to my Zune so it's no speed demon.

Over all the new upgrades own. I will never have to give Apple a penny as long as i live.

Microsoft should have got more units to market ... they are sold out everywhere in Kansas City at this point.

[RIMM Jobs @ Nov 13th 2007 3:52PM]

Can they engrave an Apple logo on the back?

[dragonmonster @ Nov 13th 2007 7:27PM]

Hi, I'm Kyle Hanson from Illinois, and I may be a troll, but even trolls hate to get spammed. So please don't spam my email address, which is [e-mail]

[Grant Stone @ Nov 14th 2007 2:01PM]

No one in Dallas has the Zune 80! Circuit City, Best Buy, Fry's, Walmart, Target, Micro City, Conn's, Office Depot. No one!