Xbox Music: Microsoft launches challenger to Apple's iTunes
After Zune refused to take on the ITunes music service, Microsoft joined with Apple to announce the Xbox music digital services. It will consist of 30 m tracks via Xbox 360, Pc tablets and smartphones if ran by windows 8 or Windows RT. It will consist free access to the library, but will be limited for six months and then there will be a premium unlimited streaming available from £8.99.They will also have a catalogue where customers will be able to purchase songs at a reasonable price. As the Xbox was launched on Tuesday, customers will be able to synchronize through a variety of media platforms. A smart DJ and Spotifiy will also be used as a way to personalize playlists and allow recommendations. "The launch of Xbox Music is a milestone in simplifying digital music on every type of device, and on a global scale," said Microsoft's president of interactive entertainment business, Don Mattrick. This allows Microsoft Zune to make a comeback as their music was failed and challenged throughout 2011. Critics are saying they should be in a better position this time as statistically 42% of console owners are using the Xbox to watch more of video contents. The positive thing about the music service is that is considered a ‘pervasive design’, as it allows free subscriptions, purchase options and artist-based playlists. "The launch of Xbox Music is a milestone in simplifying digital music on every type of device, and on a global scale,"- And if the future of entertainment consumption is all about seamless cross-platform functionality, it's certainly a step in the right direction.” The only negative point is advertising this through the use of the windows smartphone platforms as it’s conveyed to be third place behind Android and apple. However, Microsoft has promised to advertise through apps and IOS early next year.
My opinion
As Xbox has become very popular throughout the years, it seems probable that consumers will start to become interested in other sources apart from gaming. The fact that Xbox are advertising an option is a positive thing. Yet, Microsoft’s best way of advertising would be through Android and Smart phones, as the Xbox specifically targets a younger audience and by advertising through phones would best target them. I personally believe they won’t get as many views if they don’t target through this media platform.
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