As Microsoft prepares its second (or third?) entry into digital music, the trade journal Digital Trends asks, what would it take for Microsoft to kill the iPod? The answer? Three things:
better design, better ease of use, and a better marketing plan. First, the specifics. Rumor has it that Microsoft's iPod killer will utilize Wi-Fi as the syncing link between its new iTunes-like
service and the new device. Wi-Fi would enable Microsoft to provide streaming music--something the iPod can't do. It would also allow consumers to buy music directly from the device--as you could with
a cell phone. It would be very tough to design something cooler looking than the iPod. Apple seems to nail this with each new installment. Microsoft does have a history of creating cool looking
products--the XBOX 360, for example, comes to mind. It would be equally difficult to trump Apple on ease of use. All of its products just seem to work. There have been a number of quality issues, as
in defective iPods, but all in all, it's an easy device to use. Again, the XBOX is another indicator that Microsoft can compete here, but the difference is that Apple is a market leader, so Microsoft
has to be that much better to give people a reason to cross over. When it comes to marketing, Apple is both the market leader in spending and execution. This is arguably Apple's strongest advantage,
the article says. Using the XBOX 360 again as an example, it's clear Microsoft got that marketing execution right. But it hasn’t sustained that strong execution the way Apple has with the iPod.
Throughout the years, marketing hasn't been a strong point for Microsoft; this is an area the company will really have to ramp up to compete effectively with Apple’s iPod.
Read the whole story at Digital Trends »