Peter Dockrill27 July 2006, 4:45 AM
Zune, Microsoft's recently announced wireless portable media player platform seems to mean something different to everyone. To French Canadians, for example, this latest iPod Killer (TM) is synonymous with the male genitalia.
Zune, Microsoft’s recently announced wireless portable media player platform has certainly made a dent on the internet rumour circuit. Amidst all the online speculation and misinformation (and marketing guile), one is forced to wonder if there’s anything particularly special about this latest proposed -- wait for it -- “iPod killer” (TM).
Apart from the wireless that is. And the supposed subscription model for content. Of course, Zune has been linked (by the enthusiastic among us) to a potential portable gaming system as well -- but Microsoft has been tight-lipped about such a possibility.
The company’s slow but steady progress with the Xbox and Xbox 360 has shown it is capable of gradually crushing competitors in the gaming market by throwing money at the problem, but whether that spells gaming for Zune is another matter.
So, what we’re left with is essentially just another portable media player? Of course, you wouldn’t know that by the amount of publicity which has been generated. Zune’s branding and promotion has commenced in such a way as to guarantee it makes a splash and sets curious tongues wagging.
For starters, there’s the name. Zune. Sounds kind of like “zoom” don’t you think? (It must be fast.) In fact, it makes me think of the whole “zoom zoom zoom” Mazda jingle. And online pundits are already making gags about “iZunes”.
APC has recently given some thought to brand name concepts. Unplugged has wondered when there will be an end to branding madness.
And in APC July (page 36), Technical Editor John Gillooly opined on the recent dubbing of the Nintendo Wii: “The Wii name. . . is just indicative of the gibberish being driven by trademarking. Every time such a name is announced, our hearts sink a little, as we realise that, no matter what we do, we are stuck using it forever after”.
Of course, the widely derided moniker for the next Nintendo goes hand in hand with the fact that, in international gaming circles, the Wii is the hottest and most eagerly awaited of the next-gen consoles. Coincidence?
Microsoft, by making up a word, has gone to lengths to ensure that Zune makes a unique impression on your precious consumer brain space -- the concept starts with a clean and distinctive slate.
Of course, modern language being what it is, all words have to come from somewhere. The Inquirer recently broke the story that “Zune” isn’t a made-up word at all, nor so acceptable; rather, that in French-Canadian slang, the term is used to describe certain parts of the “male anatomy”.
Further, Urban Dictionary defines the term to mean: “Wannabe, poser, follower, a charlatan of sorts. One who copies or immitates all or most of the aspects dealing with their idol. They may wish to have certain clothing, skills, vocabulary, etc., of their idols instead of their own. Most likely a zune is lacking in self confidence and is looking for guidance.”
(The fact that this definition was provided on July 25 2006 may indicate that it stems from a creative and spiteful Apple fan; however, we can’t be sure of this).
Speaking of creative, then there’s Microsoft’s online video to promote Zune. Art house? Yes. Inexplicable? Check. A desperate bid to grab hold of consumer attention with the timeless device of mystery? Absolutely.
Microsoft’s attempt to create a stir with this as-yet-unseen product seems to be working well so far. Some of you may remember the controversy the company created years ago when hyping the orginal Xbox (green X’s were spray-painted on city streets graffiti-style before the company agreed to clean the mess up).
To me, it all smacks of that old-school marketing philosophy: all publicity is good publicity.