Microsoft's Zune digital music/media player may soon receive its first content partner. EMI Music has agreed to preload some music onto the just-announced digital media player as Microsoft starts to throw hundreds of millions of dollars at Apple's iPod world domination. Can Microsoft even make a dent where *everyone* else has failed? It will be throwing more money at the problem than anyone else ever has, but it remains to be seen whether the world's largest software company can integrate an excellently-designed piece of hardware into a complete and immersive consumer ecosystem-based experience.

Let's say that again, all-ye-iPod-faithful: a complete and immersive consumer ecosystem-based experience. That rather obnoxious description precisely describes why Apple has been so incredibly successful with the iPod universe. No other manufacturer has even come close, although some hardware players have just as good as a design -- but the "experience" is just not there.

Microsoft, however, is partially abandoning the "PlaysForSure" mish-mash of hardware/software experiences and is developing an all-new integrative solution for use with the Zune -- which is knows was a top requirement if the iPod is to be attacked. EMI Music, then, is the first commercial music company to agree with Microsoft to pre-load protected and DRM-ed songs on the Zune once it ships to consumers. Will it be the last? Doubtful. But, with the Zune under pressure for a holiday-season launch -- meaning it was in conception in design way before its announcement, expect more content owners to start partnering with ole' softie soon.

[Disclosure: I own MSFT shares as of 8-18-06]

Brian White has worked in various executive positions in technology and telecommunications and now focuses on editing and writing.

Microsoft's $500 million answer to the runaway success of Apple's iPod, the Zune, may cost $299 when released, according to Engadget. With the capabilities that the Zune reportedly will offer -- WiFi wireless capability, audio and video and a Zune content system that purports to be like Apple's iTunes, the $299 price point is perfect for the Zune I believe. Apple's 30-gigabyte iPod with video starts at the same price point now. Herein lies the rub, of which I've covered numerous times: will features and price point alone sway the customer from the branded-to-the-max iPod to the Zune?

If Microsoft can convince customers to do this in a hip, energetic way like Apple has successfully done, the Zune may start out as a good success and build from there. The Zune Experience (as I've been calling it) must build in the hardware player (the Zune itself), the content delivery system (aka, iTunes) and the entire other ecosystem pieces like the massive accessory universe that surrounds the iPod.

But the initial customer question comes down to price, and $299 should fit that bill. Although I don't believe that the various iPods are bought on price, far from it, the Zune might be bought on price, just like every other non-iPod music (and video) player is these days. Microsoft has a huge challenge here to market the Zune correctly -- taking cues from Apple -- and tell customers that the Zune is a worthy, non-commodity alternative to the iPod. With Microsoft's marketing history, this seems unlikely. But, then again, it's also reported that the marketing team that has been so successful with designing and marketing the xbox and xbox 360 has been charged with doing the same for the Zune. J. Allard -- your plate just became fuller.

Brian White has worked in various executive positions in technology and telecommunications and now focuses on editing and writing.