It's well known that the iPod and iTunes dominate digital music. There are a slew of hopefuls in both music store and hardware. For all the work they put in, not much of Apple's lead has been chipped away. What little market share the runners up have is splintered. The more patient and cash-heavy company will emerge as the runaway number two and, maybe one day, be in a position to challenge Apple's leader position. Two such companies are Microsoft and MTV.
Microsoft's Zune has its critics, but some of them freely point out that Microsoft's long-term strategy for the Xbox allowed the product to match and overtake Sony's PS3. (Matt Rosoff has a good Zune strategy overview at his Digital Noise blog at CNET.) I see the same kind of patience in Microsoft's Zune marketing and roll-out. What we've seen so far has been a purposeful launch with a lot of lifestyle marketing. The Zune team is taking it one day at a time and will tweak and augment the product over time. Zune's share of the hard-disk segment stood just over 9% in April of 2007.
If there was ever any doubt about Microsoft's level of commitment to Zune, that was answered with the (almost certainly costly) Zune Live at the BBQ, a hip hop concert and BBQ at the Empire-Fulton Ferry State Park in Brooklyn, New York. Last weekend's concert, which was preceded by similar events in Chicago and Los Angeles, offered performances by LL Cool J, Clipse, Brand Nubian and others at a scenic setting between the Manhattan and Brooklyn bridges. (Read show review at Blender.)
MTV's URGE, a decent but unherladed online music store/service, is doing a bit of lifestyle marketing itself. I attended one of the URGE Nights concerts a few weeks ago, Pelican and Earth, at the Bowery Ballroom in New York City. The URGE Nights concert series is curated by URGE programmers and editors that ties in artist playlists and some exclusive content at the URGE store. URGE is not a very popular service, though. Back in December, URGE had a 3.8% installation rate even though it is integrated into Windows Media Player.
Other than the URGE posters on the walls, I don't recall seeing or hearing an URGE presence at the concert. Posters on a venue's walls is nothing more than going through the on-site marketing motions. There's little else to bring home the message.
Visibility is important to lifestyle brands, and neither URGE nor Zune have much of it. During my summer in New York, I have done an experiment and searched for other Zune users. On trains and subway platforms, at crowded public areas and in music venues, I have searched for a wireless signal from other Zune devices.
Over one million Zunes have been sold. There are eight million people in New York City. Just about everybody walks around carrying some type of gadget. One would figure a Zune sighting would be frequent events, right? Wrong.
Maybe searching for a signal wasn't the best way to search for a Zune. For the sake of battery life, I regularly leave the wireless off. My backup plan, therefore, was to spy what people carried. While on the subway and while walking around town, I tried to see which portable media player people carried. I did not see a single Zune. Maybe Zune owners are shy, I thought, as opposed to the conspicuous consumption exhibited by iPod owners. For a few weeks I carried my Zune around in my hand, out in the open, as if to coax out the other Zunes out into the open. Again, nothing. Eventually I ran across one Zune, held by a thirtysomething man on the D train leaving Coney Island, Brooklyn. He was showing a video to a friend.
After weeks of searching, I did finally found a Zune signal...at the Zune BBQ of all places.