Microsoft plans Super Bowl ad for ‘iPod killer’

20 years ago

“More details are now surfacing on the upcoming, Microsoft-branded portable media player, thanks to continued discussions with inside sources. Over the weekend, Digital Music News reviewed presentation materials given to various partners and top-level executives. The materials offered detailed insights into the strategy, player, software, e-commerce, and marketing aspects of the release. The materials reinforce and expand upon earlier reports, and offer a far deeper and definitive look at the player. In terms of top-level strategy, Microsoft is taking heavy cues from the iPod+iTunes combination, which has helped to propel Apple to its dominant market position,” Paul Resnikoff reports for Digital Music News. “Microsoft is aggressively aiming to capture ’20 percent’ of the iPod market, a goal that will be assisted by heavy advertising beginning in the fall”

“According to the sources, the device will offer 30GB of storage, though it will deliver the ‘same pricing, look and feel as the 60GB iPod.’ That would suggest a retail price of $399, the price point for the high-end iPod. Immediately, the sticker is likely to draw comparisons to the comparable 30GB iPod, which is available for $299,” Resnikoff reports.

“Software is an incredibly important aspect of any digital device release, and Microsoft is now aiming to create a powerful one-two punch. Guiding the approach is a “closed ecosystem paired with a branded device,” which essentially describes iPod+iTunes… the newer ecosystem will be ‘incompatible with other Windows Media services,’ placing the focus squarely on one device, and one jukebox and store,” Resnikoff reports.

“The Microsoft-branded player will be accompanied by a massive advertising campaign [that] will be ‘equivalent to the launch of the Xbox,’ beginning with a fall splash. And the Xbox community itself will be an important starting point for the campaign. Upon launch, Microsoft will create an impact though a ‘7 cities in 7 nights’ tour, which will involve big-name artists, key cities, and live performances that will be exclusively positioned as downloads ‘on the web and music store.’ Throughout, the messaging will be focused on the ‘device plus store.’ Big box retail outlets will offer a nice push. Sources note that the device will be ‘overwhelmingly sold at Target, Best Buy, and Walmart,’ and nearly 30,000 retail outlets across the US. A Super Bowl spot is also reportedly in the works.”

Full article here.
Are Microsoft really shooting for 20% of the iPod market or are they actually targeting the 20% of the market that iPod currently doesn’t own? We suspect the latter. Regardless, we hope Microsoft spends a lot of money on this. While we don’t see Microsoft’s efforts as much of a threat to iPod+iTunes, we also hope it pushes Apple by providing some measure of real competition that will drive innovation even faster.

For more on why we don’t think Microsoft can “kill” Apple’s iPod+iTunes, please read our take here.

For those wondering, we doubt that Microsoft will offer a download of their Super Bowl ad for Apple iPod.

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