Sean Alexander, who works on Windows digital media team at Microsoft, has a blog post entitled Thoughts on PlaysforSure and Zune Announcement which provides his perspective on some of the speculation about Microsoft's Zune announcement and it's impact on Microsoft's PlaysForSure program. He writes

From what I've learned, Zune is a new brand for Microsoft - Zune is about community, music and entertainment discovery.  You'll experience Zune with a family of devices and software that bring it all together. Yes, we all want more details, but we’ll have to be a little patient for more details. Check out www.comingzune.com and sign up if you want more details.

 

One question that gets asked here is the relationship to our existing PlaysforSure program. The Windows digital media team (of which I've been a member) has been focused on raising the tide for all boats, raising the experience for many partners through programs like PlaysforSure, giving sessions on 360 degree product design at partner events, offering frank feedback on product designs when requested and more.  We want Windows to be the best place to experience digital music and entertainment.  The Windows team will continues to work closely with service and device partners to make Windows a great platform for any digital media.

 

And one need only look as far as the MP3 player/portable media player market to find other examples of taking multiple approaches.  At least two of the largest consumer electronics manufacturers compete on not one, not two, but three levels:

• They supply memory for their own, and competitive MP3 players
• They design and sell MP3 "engines" (systems on a chip) for their own, and competitive MP3 device manufacturers
• They design, build and compete for retail space for their own, branded MP3 players

There are many other examples that can be drawn within Microsoft as well – for example, Microsoft Game Studios competes with independent game publishers for consumer dollars on the same platform (Xbox) also built by Microsoft. In all these cases, relationships of trust must be established independently between product groups or divisions.  The same holds true here as well.   It’s hard to understand unless you’re inside Microsoft but these groups have separate P&Ls (Profit/Loss metrics) and that sometimes means trying different strategies.

I've seen a bunch of negative speculation about Zune and PlaysForSure both from technology news articles such as C|Net's Swan song for Microsoft's music allies? and blog posts such as Magic 8-Ball Answers Your Questions Regarding Microsoft’s ‘Zune’. I'm glad to see Sean offering his perspective as someone who works on the Windows digital media team on PlaysForSure.

The cool thing about blogging is that if people are talking about you and your product, you can just join in the conversation.