When the ZUNE was first announced, it was heralded as Apple’s first real iPod competitor; an “iPod Killer” if you will. As the vaporware became hardware, this sentiment became less and less a reality as the initial hardware and software paled in comparison to Apple’s superior industrial design and slick user interface. It seemed that the war was lost before the battle was won.
However, as luck would have it, Microsoft did cultivate a loyal and somewhat defensive cult of followers. When we released our review of the ZUNE 80GB Media Player a little while ago, we put a strike against the battery life. ZUNE fan sites were up in arms and insinuated that our reviewer was “on the pot” or fill in your choice of a mind altering substance. Some fans are just pure Apple haters, but others are just happy that Microsoft provided the substance of superior hardware over spur a spur of the moment fashion accessory. It was like a bonafide miracle when people discovered that the ZUNE had a built in FM tuner when “Jesus Jobs” made you buy an ugly $50 attachment.
Time Heals All War Wounds
Time rolled on and more people discovered just how solid a device the ZUNE’s were. While Apple iPod Zombies recycled their old hardware and switched to new “Touches” and “Fat nanos” at the yearly sermon of Steve Job’s, Microsoft ZUNE groupies enjoyed a latte and continued to carry on, business as usual, with recent software upgrades that improved the user experience and added value to their investment in a ZUNE.
Although the US has been enjoying the new second and first generation ZUNEs for quite some time now, Canada is just getting ready to accept it into the mainly iPod dominated marketplace starting with the second generation units. When we were briefed on plans to introduce them to Canada this Spring, Microsoft flat out told us that they weren’t after a quick sprint finish, but rather, they were out to run a marathon. By carefully rolling out and solidifying its position country by country, territory by territory, Microsoft is hoping to win a war with a stealthy surge into Canada this coming June 13th, 2008.
Originality Is Key
To solidify the ZUNE’s position as a device with substance, Microsoft has carefully crafted a plan to introduce the product into Canada as a statement of a users preferences and tastes. As Craig Tullet, Microsoft Canada’s ZUNE Group Manager said “Zune is about showcasing people’s individual tastes and preferences and Zune Originals is yet another way for Canadians to personalize their experience”. By creating this experience of originality and uniqueness, it is very clear that Microsoft is not going for the “new look, throw away the old one” strategy that Apple seems to take every year.
To create this unique value proposition, Microsoft is sending the ZUNE into Canada with an end user customization program called “Zune Originals”. For a limited time starting on the big June 13th Canadian launch day, ZUNE seekers will be able to customize their players with a unique color, along with laser engraved text and unique artwork. At launch, there will be over 47 designs from 24 international artists. Most importantly, this will all be done free of charge, further adding to the value of owning a ZUNE
The Canadian pricing for the ZUNE is as follows and will include the following products and colours:
- Zune 80 GB: $249.99 CDN (available in black or red)
- Zune 8 GB: $189.99 CDN (available in black, red, pink or green)
- Zune 4 GB: $139.99 CDN (available in black, red, pink or green)
At launch, the green colour will be an exclusive online offer while black, red and pink will be available in retail. However, if you want your own ZUNE Original with all the customizations, you’ll need to place your order online, but you will get the option to choose the green. To alleviate the “must have it now” stress, Microsoft has promised a speedy 5 – 7 day turn around for ZUNE Original orders. What’s even more amazing is that the orders are fulfilled directly from China and shipped in a custom package.
ZUNE accessories will only be available in retail outlets in Canada for the time being so you’ll need to go to the store eventually.
Canadian Content Rules!
In order to give the ZUNE launch a distinctly Canadian spin to it, Microsoft has ensured that six of the twenty-four international artists will be Canadian, producing seven of the fourty-seven designs at launch. “The Zune Originals program is a great way to celebrate, showcase and support the creative talent we have here in Canada,” said Craig Tullett, Group Manager, Zune Canada.
Artists from Canada will include:
- Derrick Hodgson: Known for cartoon, graffiti and contemporary design this Toronto-based artist’s paintings and drawings depict complex social spaces with both familiar and mutated characters
- Mathieu Missiaen (NDEUR): Founder of Toronto based NDEUR; a painter and graphic artist, NDEUR’s custom shoes have caught the attention of the international fashion industry
- Stephen Crowhurst: Toronto-based Crowhurst has evolved his unique visual style into moving images and was recently recognized at the Saatchi and Saatchi Showcase at Cannes
- Andrew Pommier: Inspired by the richness of skateboard graphics, Vancouver-based Pommier has used his printmaking, drawing and painting skills to design over 40 skateboards
- Luke Ramsey: Founder of “Islands Fold,” an artist residency on Vancouver Island, Ramsey creates art that doesn’t always conform to gallery walls and has collaborated with over 65 artists through Islands Fold
The sixth Canadian artist in this list is the dynamic duo of MEOMI featuring the talents of Vicki Wong and Michael Murphy. Although all the artists in this Canuck contingent have produced outstanding and unique designs for the ZUNE originals program, the MEOMI factor brings a distinctly “Olympic” flavour.
The Olympic Connection…
Canada’s own Vicki Wong and her firm MEOMI were the ones responsible for creating the mascots for the Vancouver 2010 Winter Olympic Games. The mother of Quatchi, Sumi, Miga and Muk Muk created two new characters for the ZUNE Originals program.
During a briefing about the ZUNE Originals program, I asked Vicki about the “Anime” influence of her characters. Although they do look like some popular Japanese cartoon characters, that was not where the influence resided. Apparently, the influence is from early European animation which was based on simple shapes that gave her the inspiration for her work. This is something that I didn’t know and apparently I’m not the first person to draw the “Anime Conclusion”. The most important thing is that the characters are unique, memorable and good enough for a world class event like the Olympic games.
Diving further into the Olympic influence, I asked Craig Tullett, Microsoft’s ZUNE Group Manager about the potential for seeing our friends Quatchi, Sumi, Miga and Muk Muk on ZUNE Originals. Although he didn’t deny that it was a possibility, the general gist I got from him was that it was a bit too early for that and the games were still a couple years away. Could we see Canadian Olympic Atheletes marching to the “Tune of Zune” with their favourite Olympic Mascots? I guess only time will tell.