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.
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.
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