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Computerworld Editor Offers an iPod Killer's How-To Treatise

Microsoft's Zune has been touted as the biggest threat to the iPod since ... well, nothing. But as Computerworld's Mike Elgin pointed out in a roundup of problems reviewers have had with the new device: "Zune finally shipped, and everyone agrees: It's nice but definitely no 'iPod killer.' But it could be. And should be." Before getting to the latter point, however, he runs down what the reviewers have to say.

"Users and reviewers are discovering that the Zune is a little too bulky and heavy," Mr. Elgin wrote. "As Palm discovered long ago, a large device can feel smaller if the designers round off the edges. Microsoft ignores this lesson of gadget history, with its boxy, blocky design." In addition, reviewers don't appreciate "Zune's fake click wheel," and the Wi-Fi is currently a useless feature since it only connects to other Zunes, and there aren't many of those on the street right now.

Zune also works only with Windows XP, and it doesn't even support Microsoft's own PlaysForSure standard. It's also incompatible with DivX, OGG, protected WMV, and WMA-DRM9. It plays movies, but you can't buy any yet, and it doesn't feature the same seamless podcasting integration offered by Apple.

Mr. Elgin also links to Google searches that pull up problems with software installation and crashes of the Microsoft Marketplace application. In addition, he said, "the out-of-box experience is ruined by endless screens demanding personal information and Windows Live ID membership. And the whole Microsoft Points thing represents more needless harassment. Why can't I buy a music player without being dragged into a Windows Live membership and forced to use Microsoft's weird Monopoly money?"

And even once the user gets the player running, Mr. Elgin said, "some features are too hard to find and not well-designed." He pointed to difficulty getting to the equalizer while playing music, as well as the fact that the current track stops playing during a peer-to-peer music transfer.

However, "all these problems can be corrected, and it's reasonable to expect that Microsoft will quickly fix many of them," he wrote. "Also, remember that Zune is a 1.0 release. Microsoft is in it for the long haul. It's only a question of which flaws Microsoft will choose to fix, and how long it will take to fix them. This hefty list of problems shouldn't motivate anyone to write off Zune as a loser. But correcting every single issue on this list wouldn't turn the Zune into an 'iPod killer.' To do that, Microsoft needs a fundamental change of direction."

Building the Perfect iPod Killing Machine

How? By making the Zune "more like a Windows PC," Mr. Elgin explained, using the logic that "the Mac is more elegant than Windows, but most people prefer Windows." He acknowledged that "Microsoft will never sell a media player that is more elegant than the iPod. That's just not going to happen, given the DNA of each company."

The biggest issue he sees with the iPod is its lack of customization options, something he thinks many people want, given the existence of such Web sites as iPod Hacks, where users explain how to install Linux on an iPod and then write or download applications that let them play the classic game Doom, turn an iPod into a universal TV remote control, and more.

"This is what people do, even when Apple bans it," Mr. Elgin wrote. "Imagine what would be possible if Microsoft encouraged modification of the Zune. Let people transform the Zune into an Xbox game controller, a TV remote control, a portable presentation device, a wireless PC hard drive or a Vista gadget emulator. Give me a wireless keyboard and a Zune version of Pocket Outlook, and I'll never buy another iPod. Build ClearType into Zune and make it the ultimate eBook reader (and sell eBooks on Zune Marketplace)."

Noting that Microsoft CEO Steve Ballmer has said that a Zune cell phone is in development, Mr. Elgin said that competition between Microsoft and Apple on that front "changes the dynamics of the Zune-iPod battle entirely. Microsoft has long experience in this space, and has had some success. For example, there are four times as many Windows-based cell phones in the world as there are BlackBerries."

He concluded by saying that Microsoft could crush Apple's upcoming iTunes cell phone "with a real killer app: VoIP software that uses Zune's Wi-Fi option to make free or cheap phone calls over the Internet. Imagine downloading free software that transforms your future Zune (complete with microphone) into a cell phone that does not require signing up with -- or ever paying -- Cingular, Verizon or Sprint!"

With that in place, Mr. Elgin reasons that the iPod will be dead, because "history shows that the functionality of stand-alone gadgets always gets folded into multipurpose devices. Apple's instinct to maximize elegance at the expense of extensibility made them No. 1 in the media player market, but the future belongs to customizable, multifunction players."

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macbones said:

member since 15 Jun 2004 with 23 posts, unranked, send him a message or view his profile

oh. more doom and gloom. every tear it seems will be the ipod's last

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A guest said: (hide)

So what's the difference between Elgin's imagined device and a Windows Mobile PC?

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Bosco said:

member since 03 Jun 2002 with 1002 posts, unranked, send him a message or view his profile

Speaking of killers, does anyone like that show "Dexter" on Showtime? There could be a clever marketing tie-in for a real iPod killer with that show. And I sure wish Showtime would put it on iTMS!

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A guest said: (hide)

My big problem with articles like this is that they feel like they are implying that Apple has tapped dry their industrial design well, and that iPod development has ceased. "If Microsoft only does x, y, & z they will CRUSH the iPod...MUAHAHAHAHAHAHA!" I can't imagine for a second that Apple is standing still and willfully ignoring what Microsoft and others are doing in the music player and cell phone spaces. Apple has a knack for designing things that are cool looking and awesome in their simplicity, and in the process they create something that often times we didn't know we wanted or needed.

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LaurieF said:

member since 15 Jun 2001 with 3547 posts, TMO Forum Mod, send him a message or view his profile

A rather nice comparison is here

Steve Jobs wrote:
I’ve seen the demonstrations on the Internet about how you can find another person using a Zune and give them a song they can play three times. It takes forever. By the time you’ve gone through all that, the girl’s got up and left! You’re much better off to take one of your earbuds out and put it in her ear. Then you’re connected with about two feet of headphone cable.

Steve Balmer wrote:
I want to squirt you a picture of my kids. You want to squirt me back a video of your vacation. That’s a software experience.

That’s how it is. Steve Jobs can make sharing earwax sound sexy. Ballmer can make a digital file transfer sound like something you’d need to clean up after.

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A guest said: (hide)

Haven't we visited that "All-in-one" well before, and found the drink bitter?

How many studies have been done that have shown that people want a phone that's a phone, a camera that's a camera, a music player that's a music player, ect. Putting all these functons into a single handheld will create a confusing and difficult to use gadget that will be accepted by the techno-geeks, but rejected by the masses.

After all, there are a great many people who have computers, and video games, and iPods, and still have a flashing 12:00 on their old VCRs.

I, for one, don't want to use my iPod as a TV remote, (but if it had a personal defence force field and phaser weapon built in, I might go for that.)

Apple's mantra has always been simplicity. I do not believe that an "everything-but-the-kitchen-sink" Zune would kill anything but itself.

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KitsuneStudios said:

member since 25 Oct 2001 with 2490 posts, unranked, send him a message or view his profile

Two problems.

First, is that if "elegance" is alien to Microsoft culture, then giving it's users free reign certainly is. It's as if the restrictive EULAs, obsessive and monopolistic business practices, simplified-to-uselessness, and kludgy hacks required to do even the most basic actions off the beaten track.

Second, is that whatever they are describing is not, strictly speaking, an iPod; i.e. a portable media player.

What they are calling for is pretty much the next generation of the portable gadget: the Wearable PC.

Really, when you get into calling for a device that not only replaces the point-and-shoot camera, the cell phone, the blackberry, the MP3 player, the PDA, and perhaps even the game-boy, you really are talking about a laptop that sits in your pocket.

At that point, you run into the completely new problem of designing a portable input mechanism that can access those disparate features without clutter, components that can provide quality while not breaking the bank account, and a display that balances legibility and usability with size, weight and cost. Fun to fantasize about, very difficult to actually implement.

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rpaege said:

member since 16 Dec 2005 with 96 posts, unranked, send him a message or view his profile

Give me a phone that allows me to bypass the price-fixed, anticompetitive cell phone combine and use VoIP from anywhere for free and you'll immediately have me as a customer.

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gslusher said:

member since 13 Nov 2002 with 2088 posts, unranked, send him a message or view his profile

In the article:

Quote:
He concluded by saying that Microsoft could crush Apple's upcoming iTunes cell phone "with a real killer app: VoIP software that uses Zune's Wi-Fi option to make free or cheap phone calls over the Internet. Imagine downloading free software that transforms your future Zune (complete with microphone) into a cell phone that does not require signing up with -- or ever paying -- Cingular, Verizon or Sprint!"

As long as you're in range of a Wifi router, that might work. It sure won't help if you need to report an auto accident with your cel phone, call the auto club when your car is broken down, call someone from your car, and about 1.9 x 10^9 other situations. The beauty of cel phones is that they work over wide areas.

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gslusher said:

member since 13 Nov 2002 with 2088 posts, unranked, send him a message or view his profile

rpaege wrote:
Give me a phone that allows me to bypass the price-fixed, anticompetitive cell phone combine and use VoIP from anywhere for free and you'll immediately have me as a customer.

From "anywhere"? The range of Wifi is rather limited compared to celphones. Who's going to pay the several billion dollars needed to set up general wifi coverage?

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A guest said: (hide)

"but most people prefer Windows" What?! Try and buy a box that is windows free from Dell or HP. Most people don't have a choice they just have to accept the problem.

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A guest said: (hide)

"but most people prefer Windows" What?! Try and buy a box that is windows free from Dell or HP. Most people don't have a choice they just have to accept the problem.

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erictheb said:

member since 22 Nov 2006 with 4 posts, unranked, send him a message or view his profile

"the Mac is more elegant than Windows, but most people prefer Windows."

I don't believe that most people "prefer" Windows; they just use it. When people say that the iPod is a monopoly just like Windows, they fail to note that the iPod is a choice made *by* the majority, while (for most) Windows is a choice made *for* the majority. There are many people who use Windows either because they don't know the Mac is an option (although, they are learning) or because their work buys them a Windows box. People who get iPods, want iPods. Those that don't get iPods have their reasons (e.g., they hate Apple, they want to use a music subscription service, they're tired of the hype and want to be "different").

And, I think that most people buying a music player in this era (as opposed to the more "early adopter" type from a couple of years back) are *not* going to be hacking their player to run Linux or control the TV. They just want a simple, elegant player that works well with the jukebox software and media store. Other players that have added more features (because of all the people clamoring for them [sarcasm]) seem to have just complicated their devices...and had ppor sales. A direct result? To some degree.

And...the Zune is *not* a 1.0 device. It's a Toshiba Gigabeat, right? So, the name is 1.0, and the WiFi feature, I think, but overall, it's not. The DRM on "squirted" songs, Microsoft money/points, incompatibility with PlaysForSure, etc. are new to music players, but are all decisions that are beyond 1.0 or 2.6. They are a general philosophy of doing things that I suspect most people don't want to bothered with (sorry about the preposition there).

That being said, if WiFi ends up being a great feature (although without a large userbase, I'm not sure it will get to the point where people get to use it enough and it becomes a killer feature), I would guess that Apple is ready to add it. Maybe the mythical iPhone will cover that feature. I think that if the iPod had WiFi (even if it worked with just other iPods), it would be huge, due to the installed base.

And, since we're onto the iPhone, I have to second the above comments regarding a WiFi-VoIP phone. Great as a alternate mode of use, but you still need the cell (at least for the foreseeable future?).

Peace

EB

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A guest said: (hide)

"but most people prefer Windows"

Oh, really?

I'll agree that most people USE Windows, but not because they choose to and certainly not because they prefer to.

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Jonkun227 said:

member since 02 Mar 2004 with 238 posts, unranked, send him a message or view his profile

Based on the 4 Microsoft employees I have personally known (3 actual employees and one long-term private contractor), even Microsoft employees don't like to use Windows. They all have Macs and some form or another of Linux at home. And all 4 own iPods.

Mind you, 4/60000 is a rather small sample size. But 100% consistency within the sample size says something.

- Jon

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A guest said: (hide)

"The biggest issue he sees with the iPod is its lack of customization options, something he thinks many people want, given the existence of such Web sites as iPod Hacks, where users explain how to install Linux on an iPod and then write or download applications that let them play the classic game Doom, turn an iPod into a universal TV remote control, and more."

With 10s of millions of iPod owners out there, I don't heare this supposed groundswell for greater customization options. The typical owner likes the simplicity of the iPod. They are not interested in fiddling with it. iPod Hacks is a niche site that caters to a very very very small fraction of iPod owners.

Oh yeah, make Zune more like a Windows PC. WTF?

This analyst is an "idiom', as my daughter would say.

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Edison Carter said:

member since 10 Aug 2006 with 228 posts, unranked, send him a message or view his profile

rpaege wrote:
Give me a phone that allows me to bypass the price-fixed, anticompetitive cell phone combine and use VoIP from anywhere for free and you'll immediately have me as a customer.

I had on CNN on this morning that consumers can now legally unlock cell phones that they own so that they can be used on other services. I couldn't find any other reference to this ruling, but it is Thanksgiving and news agencies are not fully staffed.

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Mikuro said:

member since 15 Jun 2002 with 457 posts, unranked, send him a message or view his profile

Guest wrote:
Haven't we visited that "All-in-one" well before, and found the drink bitter?

How many studies have been done that have shown that people want a phone that's a phone, a camera that's a camera, a music player that's a music player, ect. Putting all these functons into a single handheld will create a confusing and difficult to use gadget that will be accepted by the techno-geeks, but rejected by the masses.

I think the current market proves the exact opposite to be true. Cell phones with cameras are ridiculously popular with "the masses" and are rejected only by the geeks!

If Microsoft turned the Zune into a good contract-free cell phone, then I would probably buy one. But as many others have said, there are many technical barriers to that. I believe the barriers will be overcome in the next 10 years. However, I think it will more likely be Apple that takes advantage of this first when the time is right, not Microsoft. Or rather, Apple will take advantage of it a year or two before the time is right, and then have a really polished product by the time the masses are ready to try it, at which point iPod sales will explode once again and all the other companies will be rushing to crap out their Version 1. Sound familiar?

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Semeyaza said:

member since 29 Aug 2002 with 130 posts, unranked, send him a message or view his profile

We don't have to worry... 3 months and Zune will be so full of worms, viruses, troians and other nice customizable "features" and Kaboom!!

I want a player that plays my music... I don't even find the iPod video cool since squinting at a tiny video seems moronic when I can read a good book, but who am I to argue people's tastes.

Zune WILL become like a windows PC, highly customizable, full of problems and user unfriendly... but not so popular.

Cheers

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Edison Carter said:

member since 10 Aug 2006 with 228 posts, unranked, send him a message or view his profile

Edison Carter wrote:
rpaege wrote:
Give me a phone that allows me to bypass the price-fixed, anticompetitive cell phone combine and use VoIP from anywhere for free and you'll immediately have me as a customer.

I had on CNN on this morning that consumers can now legally unlock cell phones that they own so that they can be used on other services. I couldn't find any other reference to this ruling, but it is Thanksgiving and news agencies are not fully staffed.

Here is an article on unlocking cell phones http://www.theregister.com/2006/11/23/congress_dmca_cellphones_censorware/

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A guest said: (hide)

Quote:
Build ClearType into Zune and make it the ultimate eBook reader (and sell eBooks on Zune Marketplace)."

Mr. Elgin had me thinking he was smart until that line. The whole eBook (not audiobooks, which have done well) thing has fizzled completely. This is well known.

A (very) few people keep insisting that eBooks will "take off any second now", but by and large most people do not like to read books or even long documents on a computer screen. How did Mr. Elgin miss the 'duh' on this?

Maybe he thinks that loading the Zune with tons of features that few people want will magically turn the Zune into a winner? Isn't that 'Microsoft-think', which Apple has proven does not work in this segment?

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A guest said: (hide)

Mikuro wrote:
Guest wrote:
Haven't we visited that All-in-one well before, and found the drink bitter?

I think the current market proves the exact opposite to be true. Cell phones with cameras are ridiculously popular with the masses and are rejected only by the geeks!

BASIC cameraphones are popular with the masses, not the uber-complex 'Swiss Army knife' phones.

Its definitely very possible to add so many features to a phone that usuability suffers. We're already seeing phones like this on the market, and they appeal more to the geeks than to the mainstream user.

The cameraphones that made a big splash in the mainstream were ones that basically made calls, texted, and had pretty basic, easy-to-use camera functionality. Perhaps its different in the more tech-savvy/sophisticated South Korean and Japanese markets, but over here, Joe Wal-Mart does not like him a complicated cellphone.

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gslusher said:

member since 13 Nov 2002 with 2088 posts, unranked, send him a message or view his profile

Anonymous wrote:
BASIC cameraphones are popular with the masses, not the uber-complex 'Swiss Army knife' phones.

Its definitely very possible to add so many features to a phone that usuability suffers. We're already seeing phones like this on the market, and they appeal more to the geeks than to the mainstream user.

The cameraphones that made a big splash in the mainstream were ones that basically made calls, texted, and had pretty basic, easy-to-use camera functionality. Perhaps its different in the more tech-savvy/sophisticated South Korean and Japanese markets, but over here, Joe Wal-Mart does not like him a complicated cellphone.

Right! Think to whom the Zune seems to be marketed: mostly young people (teens, college age, etc.). Can you imagine those style-concious folks holding a Zune up to their faces to use as a phone? Some techno-geeks may have a Treo, but most have very stylish phones. I work with teens and younger in 4-H. They're all girls (it's a horse club) and I've seen some of their cellphones. They want sparkly, colorful, cool-looking phones, preferably pretty small. One of the older members said that she was very disappointed at the terrible quality of the pictures her almost-brand-new cameraphone takes.

If Apple does come out with a phone, it will have to be very stylish and cool-looking, probably narrower than the current iPod. It should be easy to use for text messaging. (I was awed at how fast some of the kids are using their phones' keypads.) It will have to have a battery life at least as good as current cellphones. They could take the typical flip-phone design and replace the buttons at the top with a clickwheel, for example (that would make scrolling through the contact list very easy) or use a touchscreen.

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