A few months back, Microsoft announced that they were getting rid of the Zune brand, presumably phasing it out as they transition into their Version 8 line of software, computers, phones, and tablets. I've had a Zune Pass (Microsoft's music subscription service) for six months now, but I have no real incentive to use it. I seldom invest time to download music through it, because the second I cancel my membership, I'll lose everything I've downloaded through the Zune Pass. At $10 a month, it's only really worth it if you download an ungodly amount of music- and when you do, you're compelled to keep your subscription going, lest you buy each track for at least buck a pop.

Microsoft will be renaming the service Xbox Music as part of their major overhaul, but that does nothing for me if they don't actually overhaul the service. Honestly, I'm the only person I know who currently subscribes to Zune Pass, and in a time where we can access music just about anywhere at any time, that's crazy. If I were Microsoft, here's what I'd do to make Xbox Music a relevant service:

1: Lower the price.
If I don't download 10 songs a month, then it doesn't make sense for me to spend $10 a month. However, I might be more inclined to ride out the service if I'm paying $5 a month for it. After all, at $8 a month, I could be streaming Netflix.

2. Offer tiered pricing options.
Originally Zune Pass charged $15 a month- however, you got streaming music AND 10 free songs to keep each month- so at least if you decided to cancel one day, you had a lot of music left over to show for it. Microsoft should roll out three monthly pricing options at $5, $10, and $15- the $5 would be strictly streaming, but the $10 and $15 options would offer five and ten free songs a month, respectively.

3. Social integration
I don't need Microsoft to release their own Ping- it wasn't a great service to begin with, and in the end it would ultimately have the same fate as Apple's half hearted attempt at a social media music hub. What I would like to see is a share button for Facebook, Google Plus, Twitter, and Pinterest- if people like my taste in music, they may be more likely to see what I'm listening to later. That drives traffic to the Xbox Music website. Even syncing Xbox Live and Xbox Music with sharing capabilities would be a step in the right direction

4. Apps on competing platforms.
Right now Microsoft is playing catch up. So many people are using iTunes and Google Play that it seems impossible to get those people onboard. However, Microsoft can give it a try if they release apps on the iOS and Android devices. Think about it- you create an Xbox Music account online, make a few playlists, and BOOM- you can access those playlists on your computer, Xbox, or iPhone- so your music is always at your disposal. One mistake Microsoft made with Zune was that they didn't create a piece of software that was compatible with Macs, and that's a mistake they should correct this time around.

4. Entice Xbox Live Gold members.
I didn't know until recently that as an Amazon Prime member, I get Amazon Instant Video for free- it's a nice complement to my Netflix service, and that's only one of the perks I get as a member. It would be nice to see Microsoft do this as well- if they offered Xbox Music for free with Xbox Live, that would be a great addition- especially in their conquest to make the Xbox the premier living room entertainment box. I'd even appreciate if they gave Gold Members the opportunity to stream Microsoft branded playlists- that way Microsoft can be in control of the operation while giving a little something extra to their faithful.

Even if they don't give the service away, I would like to see them take a page from the major cable/communications companies (Comcast, Dish Network, AT&T, etc) and offer discounts as part of a bundle deal. If I subscribe to Xbox Live and Xbox Music, I should get some sort of discount on my bundle- I wouldn't even mind if they gave me a small number of Microsoft Points per month that I stay bundled in lieu of a discount.

5. Advertise!
When a company as big as Microsoft has a music service that I haven't seen in the public eye since they discontinued the Zune Player, it makes me think if they're just sending it out to the pasture to die. If Microsoft wants to make money off this service, they need to make sure people know about it. Every new computer, phone, and tablet that runs Microsoft's software should come with a free one month subscription to Xbox Music EVERY. SINGLE. ONE. Every Nokia Lumia, HP Envy and Microsoft Surface should be letting people know that Microsoft has a streaming music service. In addition, there should be an app for iPhone and Android that lets you create/log into your Xbox Account and play your Smart DJ mixes right there. Find a way to keep me in the infrastructure, Microsoft.

Microsoft has all of the tools to make a revamped Xbox Music work. Considering their recent moves to overhaul many of their products, Microsoft would do well by making some serious changes in the way they do music as well.

Why The iPhone 5 Launch is Apple's Most Important Ever

Let's jump back a year.

Last summer, tech websites, bloggers, and all sorts of armchair techies were salivating over what Apple's 2011 iPhone launch would entail. The general consensus was that the company would release a totally redesigned iPhone, complete with larger screen, faster processor, and all sorts of other little bells and whistles that would put it ahead of the competition.

By October, we had an official answer. Apple wasn't releasing a brand new iPhone- sure it technically was brand new, but the 4S was just a minor upgrade to the iPhone 4. Sure, it had a faster processor, Siri, and a better placed antenna, but it was no iPhone 5. The reception was favorable, but nobody was blown away- it wasn't disappointing, but more people found it hard to justify standing in line to get one.

Absolutely stunning design by ciccaresedesign.com.
Looks like they took inspiration from another
Apple product- the Magic Mouse.

Now, one year later, Apple is in a much different place. They are still a leader in the phone industry, but the competition is heating up. Android seems to have finally gotten their phone OS together with Jelly Bean. Samsung's Galaxy S3 has been receiving rave reviews. Even Windows Phone 8 has a massive launch planned for this fall that will put its feature set at par or ahead of iOS and Android.

Recently, some friends of mine who were Android fans were telling people how Google's platform was outperforming Apple. Even I had some valid points about how my Windows Phone outperformed the iPhone. Our friends who used Apple devices balked. But with Apple only releasing brand new phone hardware and software annually, its magical features aren't all that magical anymore. A year is too long to wait for change in this age. Many features that Apple didn't implement until later (or still haven't) have been standards on other platforms already. Gigantic screens, 4G/LTE connections, Facebook integration and NFC payments are just a few. 

Simply put? Apple needs to get this phone right. They need to throw everything but the kitchen sink in the iPhone 5, because they can't afford another disappointment like the 4S. With Android phones outselling iPhones and with Windows 8 Phones offering a new level of business security, Apple has no room for error- their market share (and by extension, their financial state) is at stake.

iOS 6 has a few new features, but outside of an updated Siri and a redone Maps app, there's not a whole lot more to speak of. Passbook, their new ticket/pass redemption app, may not even come with NFC technology. By comparison, Android and Windows are both manufacturing phones with NFC technology right now. If this is the case, the iPhone 5 could be technologically behind from the jump. iOS is not a bad operating system, but when Apple customers are looking at how Google and Microsoft are constantly updating their phones and release multiple models each year, it may be jarring to the Apple faithful to wonder why they stick with a company that only releases one phone and one OS adjustment a year.

A specific group that they've got to wow iPhone 4 users. Think about it- the iPhone 4, upon release, was the first iPhone to be distributed to multiple carriers. It came out just over two years ago, meaning that most of these people have just completed their contracts- many of them are surely waiting on the iPhone 5 to be released so that they may upgrade. If Apple doesn't make a phone that wows these customers, they may take their hard earned money elsewhere and consider other devices.

Let's be honest- people will always camp outside of Apple Stores, new iDevices will always sell for exorbitantly high prices post-launch on eBay, and in the end, Apple is going to sell a boatload of phones. But a negligent attitude towards the launch of this phone will not only show on Apple's short term balance sheets, but on their long term perception amongst consumers.