As a fighter who had just stunned the head tilted yes, OK I ‘m to an arbitrator, Microsoft has again stumbled in the center of the ring-MP3 player: With the integration of  Zune HD and Xbox 360 as his arms, the company began slugging. His primary opponent, Apple, isn ‘toe t necessarily going to kick with the toe with Microsoft, but no doubt Apple is just as scared as I am that Microsoft is still in the fight.As a spectator of ring-side, I can only remove my hat press, rub my head and wonder how I got it so wrong. Late last year, I planned the sale of Microsoft ’s marginal player Zune . With the introduction of surprise Zune HD, I le ‘VE proved very wrong. But this iPod-like device isn ‘t even the news highlights. Microsoft ‘intuitive punch uppercut of s is the deep integration of the market and the Zune brand into one of its most successful brands: Xbox live.

Every time we talk about the success of the iPod, the discussion inevitably turns to the power of the iTunes ecosystem. Without this platform, the iPod would never become the cultural phenomenon it is today, Apple ’s control of hardware and software, music choice, quality and price, and its conduct following the store outstanding $ $ etapp, made to the iPod (and iPhone) an unstoppable market force.

One area where Apple hasn le ‘t have had huge success, though, is in the living room. Sure, there are countless iPod docks that let you play music from the house, but the transfer of your iTunes content from your Mac or PC to your TV, for example, is another matter. Apple ’s main entrance in this space was Apple TV , A product that look just like the Mac mini but doing far less. I know that people who have reviewed Apple TV it did not rougeoy? and Apple has many miles to be dominant in this space.

Microsoft, on the one hand, exhausted years trying to convince these consumers have had to PCs in their living rooms. When this failed, the company turned to the media units of extension, an intriguing concept: thin, large boxes that could be delivered through a network cable or wireless, content of PC Windows in the living room TV and stereo. Still, consumers have ignored them.

Then, as now, Microsoft has finally stopped trying to swim upstream and did what I still consider it one of his most brilliant moves: She turned the Xbox 360 expansion unit media . The company realized that it would sell millions of these game consoles, which were just having opportunities for integrated network management. So why not add some other brand-extension?

Since then, millions of Xbox owners have used their game consoles to not only play video games against opponents around the world but also to watch the content and even the local films jet Netflix and Starz. Of course, Microsoft sees a similar opportunity with the brand of Zune. Instead of trying to drive consumers to purchase the Zune and begin to use the Zune line, Microsoft will introduce the Zune brand as an option on a first of its platforms more popular and more active.

Microsoft makes its strategy of crystal – clear in its press release: Zune will occupy the first slot in the user interface of Xbox in the market of video from Xbox, describing the experience of Zune brand to millions of new consumers for the first time. Beginning this fall, anyone who visits the market will phase Xbox Zune and its collection of films (he ’s unclear if they will be in HD). It is the equivalent of a rabbit punch to Apple ’s jaw Microsoft sow the market with new users by turning to the possibilities of the Zune brand. The strategy is so critical to Zune to ’s success as Microsoft ‘ release of s leads with the news. The mention of the Zune HD and its attributes is almost (but not quite) a thought afterwards.

In fact, this plan can ‘t function without hardware killer. And looks of things, Microsoft is following that rabbit punch with a quick right to the jaw, in the form of Zune HD. Photos we le ‘VE seen show a thin, sharp, and-most importantly-sexy. Microsoft even added a surprise: HD Radio. Apple won ‘t go near a radio tuner so. Microsoft jumped in with both feet and embracing a format that many aren ‘t even sure survive. I like his moxie. I ‘m not going out on a limb and predict a victory for Microsoft or Apple in this last battle, but one thing is clear: Microsoft is ready to go at least a few more rounds.

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