When Microsoft introduced the Zune, it earned the wrath of many of its ‘PlaysForSure’ OEM partners. PlaysForSure is a Microsoft certification which, among other things, dictates a standard for DRM and the synchronization of media files for MP3s, PMPs and other portable devices. Microsoft Zune does not use this technology and opted for another propreitary one. This ensured that content purchased or rented for Zune cannot be played on PlaysForSure devices and vice versa. Needless to say, device manufacturers like Creative, Sandisk etc., didn’t like the idea of Microsoft suddenly becoming their competitor.
PlaysForSure
Rumors are floating on the net about a new project from MS called the “Pink”. There are many speculations on what this Pink actually is – while some say it is a “Zune Phone” there are also indications that it is simply the Zune services being made available on Windows Mobile. An MS tweet asking users to hold on their iPhone or Palm pre purchase till June is throwing open this speculation even more. If it is any sort of phone with a Microsoft branding on it, then it is nothing but a recipe for disaster.
Today, Microsoft’s huge market share in the smartphone business is because of the effoerts of its OEMs like HTC, Samsung and several network operators who have released several sleek and trendy devices. Building their own branded phone with a propreitary operating system based on the Zune platform is not the most pleasing thing that MS can do to its partners. They all have a equally powerful weapon with the Android platform and MS can see its market share dwindling if they switch to Android.
We hope that MS will not take such a drastic step and strain the relationship with OEMs – who are already not happy with the heavily outdated OS in Windows Mobile 6.1 and even the upcoming 6.5.
