By Joe Wilcox, Betanews
There has been much speculation and punditry about why Apple bought music streaming/sharing service Lala, with cloud services being the biggest reason. I don't agree with this cloudy reasoning, but it got me to thinking that a music cloud service would be helluva good idea for Microsoft -- and the company has been there before.
Apple wasn't motivated to buy Lala to offer cloud services, even though that may eventually be the outcome. As I explained last week, Apple has two conjoined objectives: Thwarting Google competition and improving music discovery. Strangely, Microsoft shares the same reasons and has another: A broken mobile OS/device strategy.
In October, Google added Lala and several other services to music search. For example, a search for band "The Bravery" would also provide links for streaming some songs from Lala, with option to buy them in the Web browser. The new music option brought the power of Google's free model and search capability to iTunes' front listening room. Google made music discovery easier through search and sampling better -- full tracks streamed rather than the more typical 30-second snippets. Music streaming is by no means new, but tying it to Google search was potentially game changing.
Something else: Android phones are seemingly popping up everywhere, and they're getting the kind of buzz long associated with iPhone. There was geek madness over the weekend about the Nexus One and fervor enough less than two months ago about the Droid. These and other Android phones connect to the AmazonMP3 store for music purchases. To re-emphasize: Apple responded to perceived Google competition first and foremost.
Microsoft shares Apple's Google problems, even more so, and already is one step ahead for improved music discovery. Zune 4.0 and Zune HD offer delightful enhancements for discovering music, such as the Smart DJ feature integrated into both the PC software and music device. Another: Ability to purchase or download subscription tracks playing on HD radio.
But Zune music discovery is largely limited by the smaller number of Zune device users (compared to iPod/iPhone/iTunes). While Zune software is available for all supported Windows versions, music sync requires a Zune music player. Granted, there are workarounds for non-DRM content, such as Windows Media Player, Windows 7 Device Stage or -- gasp -- iTunes. But the Zune store experience is lost, and in the case of iTunes sync the Zune store can be co-opted.
Microsoft doesn't yet offer a Zune store option for Windows Mobile phones, putting it behind both Apple and Google smartphones for easy music purchases. Microsoft's great music discovery begins and ends with Zune. Solution: Extend music discovery's utility by taking it to the cloud and there leveraging other Microsoft services. Microsoft has been there before, with MSN Music in 2004, and it already is heading back there today.
In its first incarnation, MSN Music service could be accessed from a Web browser. There consumers could search for and purchase singles or albums. But DRM limited music to Windows PCs or supported PlaysForSure devices. Today, Microsoft sells DRM-free tracks, like most every other online download store. These MP3 tracks are playable on most any portable media player or cell phone. Microsoft launched a preview of a new MSN Music service in early November in United Kingdom, where songs can be streaming sampled and purchased. Microsoft also offers MSN music services in France, Germany and Italy. Four countries isn't reach enough.
The Web-portal service is a good start, and it uses Zune infrastructure on the back end. But Microsoft could and should do much more:
- Offer a Zune-branded Web-based music service
- Use Bing to improve music discovery through search
- Provide music streaming and purchase options with search (ala Lala)
- Incorporate Smart DJ functions into Bing music search results and streams
Microsoft would benefit by:
- Making Zune service and music available to any device supporting MP3s
- Overcoming handicaps created by Microsoft's stalled mobile phone strategy
- Extending the Zune music discovery experience to Apple turf -- meaning Macs
- Matching Google in providing a widely available and easily used music search tool
Microsoft's need for a cloud-based music service is much greater than Apple's. More importantly, search rival Google has reset the bar for music discovery and purchasing. Music is too important a brand, purchasing and search category for Microsoft to let Google seize the search initiative.
Question time: What more would you like from Microsoft in music? Comments are open for your responses.
Copyright Betanews, Inc. 2009