Zune Case Study
View zune case study (1).docx from BUSINESS BUS 162 at California State University, Sacramento. RUNNING HEAD: MICROSOFT ZUNE Project Management Case Study: Microsoft's Zune Andrey Yegorov, David
Zune is a discontinued line of digital media products and services marketed by Microsoft from November 2006 until its discontinuation in June 2012. Zune consisted of a line of portable media players, digital media player software for Windows PCs, a music subscription service known as a "Zune Music Pass", music and video streaming services for the Xbox 360 game console via the Zune Software, music, TV and movie sales, and desktop sync software for Windows Phone. Zune was also the provider of music streaming for United Airlines in-flight, after a partnership in 2010.
1 Awareness: With iPod 's first mover advantage, reinforced by its effective marketing efforts, Apple has captured a large majority of market potential. While the Zune is a new product in the introductory stages of the product life cycle, consumers are lacking product and brand awareness and do not fully comprehend the benefits of the product.
The Zune strategy has historically been aimed directly at Apple with an attack on a broad front. Microsoft has developed an entire line to compete directly against the iPod Classic, Nano, and now the Touch. The major new innovation in the previous generations of Zune was the addition