I wouldn't say Microsoft is positioning it as the anti-iPod, but I do think the market might be. Look, with the Xbox1 Microsoft wisely targeted the hard-core gamer who was frustrated with the choice between a kid console (GameCube) and a mainstream console (PS2), and its payed off in the form of Xbox Live setting the standard for online gaming (and being the largest online gaming community), a bazillion dollars made in downloadable content, and a record-breaking attach rate for the Xbox 360.

If the Zune provides a niche for a previously disparate group that includes people frustrated with Apple, then so be it, but I don't see Microsoft airing a "Zune vs iPod" ad in the vein of the "Mac vs PC" ads anytime soon. But community is key.

RE: Radiohead. Cesar, if you haven't seen them on their In Rainbows tour yet, you're in for a treat. I was there for the first date of their US tour a while back, and was stunned even though this wasn't my first Radiohead concert...they've really stepped it up!

I"m happily using the red Zune 80 2nd gen as my first music player.  I've played w/ the iPODs and Sansas, [and the old Dell].  I was attracted to it not only because I have 150GB of WMA only music but because of what I consider a superior interface & form factor/design and I like the squircle. :) Decision to buy was driven more by the technical and design merits of the device rather than a backlash against Apple.

I bought mine in February for a few reasons.  1- To show to my customers this great device (and try and convert them) and 2- because I love multimedia, have an XBOX 360 just want everything to just work.

Well kinda cuz i had a bad experience with my first iPod. But the all features that zune had that iPod didn't (especially radio) Zune. iPod and iTunes had many more features than zune did at that time (the initial release of Zune) but most of them where ones i never waisted my time using anyway.

ps. the IMAX in my name is like IMax theater, not iPod.

I bought the Zune partially because I didn't want to be part of the "iPod craze". I just wanted something that was truly unique in a world dominated by white earbuds.

Cheers from Canada!!

Yes, I bought it because I'm a MS fanboy. But I have certainly see people get it because of word-of-mouth about how great it is. (sadly, none because of you're ads. I wonder why...)

I have 4GB and 80GB Zunes. My first PMP was an iRiver H10 5GB which I bought in about 2004 or 2005, I think.  I didn't buy an iPod at that time because all the music on my pc was in .wma format and, as I understood it, iPod can't play that format without conversion and conversion generally means some loss of quality. With some 700 CDs worth of music inhabiting my harddrive, the prospect of re-ripping all that music wasn't so attractive so I decided I would stick to devices that would play my music. My iRiver experience was generally pretty positive.  I liked having FM radio and I particularly liked having the built-in mic - which I used a lot (for interviewing folks for a community newsletter).  The iRiver started having some difficulties with syncing with my new Vista PC last summer and though I could continue to sync my favourite podcasts using the old XP PC (now relegated to the basement) that was a bit inconvenient.  So I started looking for a replacement in the Fall of 2007.  I started reading about the Zune and was excited to here about the integration that was possible with my Media Centre pc for transferring recorded TV.  I did my research and decided that that then soon-to-be-released 80GB model was the right one - BUT as a resident of Canada it would be unavailable to me :( - happily A surprise trip to San Francisco for xmas allowed me to order one via amazon and it was waiting for me when I arrived. [I had to be pretty cagey about what was in the package though because I had it delivered to a friend who – how shall I say – had drunk the Apple/iPod koolaid in large quantities

So, I might well have bought an iPod long ago had it not been for the fact that my music was not in an ipod-friendly format.  I'm glad I've got the Zunes though (despite some BIG challenges with some service issues with the 80GB - which are only recently finally resolved).  I think Zune and iPod create very interesting and different approaches to the way a person experiences music.  One of the things that's a little weird about the PMP experience is how socially isolating using a PMP can be - the PMP is like a shield against pan-handlers and pesky shop clerks because donning earphones seems to give you permission to be tuned out and non-responsive.  I think Zune diffuses  the social isolation inherent in PMP use (a little bit) with its creation of the Social - a means of connecting with your friends through sharing their music - either actively by wifi-ing songs back and forth or passively by autodownloading friends' playlists from their Zune cards (+Zune Pass).  Zune's greatest feature is the Social and the ability to explore what your friends are listening to and to try out those tunes - this is a huge vehicle for expanding the listening experience and sampling different bands and musical genres. (I wait in rapt anticipation of the launch of Zune Marketplace in Canada in order to be able to get a Zune Pass to take full advantage of the Social shared music exploration experience)    

While I admit to being an anything but iPod and a big MS supporter, it took me forever to shell out the money for a Zune.  I didn't think Microsoft could pull it off.  Over the last few years I've used an iRiver clix among a few others including my wife's iPod.  iRiver has the cleanest interface overall.  When I finally shelled out the money I was plesantly suprised.  And now after a few weeks, I can say.  .. . I'm all in on the Zune.  

I would have to say I'm in the camp of the anti-iPod, but I tried them all and settled on the Zune.  I don't think MS is positioning themselves there. It's a position they've fallen into.  

I don't see it as that. I don't remember you guys ever directly attacking Apple or even hinting it. It says "Hello from Seattle" not "Watch out for Seattle"

To be honest, I purchased it because I'm a big Microsoft fan and it was a great product. The combination of those two things made it an obvious pick for me.

Based on what I have read of the opinion of Zune owners, many bought a Zune because they didn't want the ubiquitous iPod or they just don't like Apple.

I didn't necessarily buy my zunes because they weren't iPods, but the more I think about it I love my Zune because it's like me, and I don't feel like one of the many. I don't know I'd sounds cheesy but I feel like the Zune is an expression of oneself LOL. That and there's the whole Zune community that made my first Zune purchase fun and exciting. The past 2 years have been really fun!

Personally, I wanted a Zune because of all the great features that it has as opposed to the iPod. Not only that but the Zune was something different than the iPod of the masses.

so after that long long post, I don't think I answered the question  - directly, anyway.  In a market where the iPod is so dominant, I think any device which offers similar features and then goes beyond those features can't help but end up as perceived as the anti-iPod, and the marketing folks at Microsoft would have to be terribly naive if they didn't think the product would have an anti-iPod cache.  Personally, being an "anti-iPod" didn't really figure in my Zune purchase(s) for the reasons stated in the previous post.

Cheers!  

i think its both really but after buying 4 ipods 2 of them going bad and one with little mem. my next mp3 player is not ganna be an ipod

Well, I would say if Microsoft wants to make a big mark on the MP3 market and sell a lot more Zune's they'll have to come out of nowhere and come out with something completely new and innovative.

Local Zune to Zune sharing is nice, but lets face it, its useless because theres no one around to share content with.

Come on MS, add Wi-fi, its something that should've been done last year. Also some basic things, expand to more countries, add Movies, games and more to Marketplace. Use a big and loud marketing campaign, use it to advertise exclusive Zune marketplace content.

And let me clarify what i meant by adding Wifi to Zune. If we had Wifi on zune the Zune Social would actually be useful. Think about it, there could be E-mail, chat and over-the-Internet file sharing. A mobile Marketplace. The possibilities are endless.

MS should have seriously added all of this last year. Now Apple has an edge and its why the Zune team must think of new and innovative ideas. Come on guys, I know you can do it, its can't be that hard. If you guys were able to overcome the mess of the 1st gen Zune, than anything can be possible.

Thanks for your attention and no hard feelings. :) I love my Zune but it could use a lot of work.

No, Microsoft isn't positioning Zune as an ABi device. Most people who buy them seems to either like the design or the features - though the iPod antagonism does compel a few people. But, perhaps Microsoft should take this position... at least a little bit. There's clearly an audience who would move away from the iPod platform (or who at least be interested in trying something new), but don't know how good the alternatives are. Heck, a handful of people don't know that there are alternatives at all. iPods are the only mp3 players some people know of. Last winter I met someone in the iPod section of [insert electronics store title] an he said to me: "I didn't even know there were other things like the iPod out there." (I'm quoting loosely, of course.)

Considering that most people still get their info from TV, and I've rarely seen a primetime Zune TV ad, this doesn't really surprise me.

It's tough to market a product based on its features, I'd imagine. The iPod doesn't have too many features (I know: I have 2 of them), but it does have a "cool factor". A new iPod launch makes the front page of CNN.com. In order to get your product to seem so cool by the masses is going to take a lot of work.

I bought the Zune because I believe Microsoft has a compelling vision for a pmp that is not shared by other vendors. The interface is the best on the market and while I am impatiently waiting for audible and audio book support I love the zunes I have bought.

Being onboard from the beginning, I'd have to say on one level it's because of the elitist attitude and pricing of the 'pod. However, I always did have an alternative - at the time the Creative Labs Nomad which was a good audio player (though clunky). I ultimately chose the Zune because 1.) I wanted video, 2.) MS probably offered the opportunity for developers like myself to customize or contribute to it at some point, 3.) Non-conformity - just 'cause people have/want a 'pod doesn't make it the best 4.)Wifi and though I never use it, built in FM radio! 5.) MS planned to be in for the long haul, so I can count on updates and support (cough, cough) ;). The Zune has some shortcomings, though they are usually comparisons from other players, but advancement has been 'steady'. I wouldn't trade my Zune (except for another Zune) and most Zuners would agree with me. MS's vision for the social is in many ways in opposition to the limit-only-me 'pod; though I must confess I know almost no one with a Zune. Though the marketing is good, highlighting the major perks: the social wifi sharing (like playlists) with the Zune pass, switching to radio (and ultimately games, but I dont' play games on my Zune right now) with an emphasis on the friends, zune pass and wifi could really push the Zune into the forefront done properly and at the right time. And since I'm here - what the heck is up with the severe lack of speaker docks? My 3 cents...

I ran on an iriver PMC-120 for a while (running the Portable Media Center firmware -- the precursor to the Zune firmware), and once I moved to Vista and Media Center, 20 GB stopped seeming like enough space.  So, when the new Zune software promised Media Center support, an 80 GB model, and the likelihood of continued development (the PMC world had basically been abandoned by then), it was a no-brainer.

The only disappointing part about the purchase experience was finding one (it took me six days).  Then the video experience (in the software primarily) was lacking.  Right now, I can't imagine life without my Zunes, and I share their merits with all those around me.  The only thing holding many back is that it's "just" a media player -- it doesn't have any "iPhone"-type features.

I bought my Zune because I was frustrated with how horrible iTunes runs on Windows and I also couldn't stand the fact that iPods are too delicate. I'm a proud Zune owner.

I don't know if Microsoft is positioning the Zune as an anti-iPod, but I definitely see where the opposite is true.  I do believe that there are a few Apple-resistant consumers out there, (me being one of them,) and that they will look at other big mp3 manufacturers instead of directly going with the well-known iPod.

The real test will be is Steven Colbert can ever stop making fun of the Zune.. :) I mean, honestly, the guy can't even get a recent graphic of the Zune on his show.

I have an original brown Zune and a Red Zune Original.

Its all about core functionality and value; and somewhat of separation between content and hardware (as much as can be expected).

For core functionality, the Zune is a sleek digital music player with obvious features which are included because the software inherently handles it.

for the separation of content and hardware, while the ZMS is necessary to sync, Zune does not market itself as the only way to get music. Its sad that Apple is trying to convince the marketoplace that it is the only way to get to digital media.

true, it would be so nice to have steven colbert promote the zune, with whatever jokes he wants to thorough in.

he is done a great job ironically promoting the iphone by saying he still hasn't received one from apple.

Well, one living in Europe like me does not have the choice to by Zune. For some reason I still cannot understand, Zune is not sold by Microsoft. It contributes to the idea that MS is not trying hard to compete with the Ipod, it looks like they don't believe into themselves as able to win. Microsoft has also failed to make Zune a "cool" product. That said, I am a MS fan and would love to buy a Zune but have to wait till I travel to the USA.

It's all about the software interface. =)

I don't think Zune is the "anti-iPod" but I did buy mine because it wasn't an iPod. I'm put off by "buy our product because their's sucks" styles ads and Apple really turned me off all their products with the "Hi I am a Mac" spots.

That said I still think the Zune is the better player.  Whenever I use someone else's iPod these days I feel like I'm playing an 8-bit Atari game from the 80s.

I bought the Zune because of the awesome big screen and also because I wanted to "Think Different"

I love my Zune 30....though I live in the UK, so lose out on the social aspect. Also convinced my father-in-law to get one, and loves it. Just need more integration with MCE and the Xbox and I'd be a happy bunny....oh and it being made offical in the UK. In fact I think if it was offical in the UK, the whole social aspect would make it sell in droves..suits the Brits

I love my Zune. Although I feel like a total outcast since I am English, imported my Zune and am blocked out of full fuctionality.

I could have had an easy life and chosen a Creative, I hatew iPod's, but the Zune is great and I wanted it. Wish Microsoft would stop putting the hate on us no American/Canadians.

I prefer the Zune device squircle, the display, and the general device user interface over the iPod. I do NOT want a touchscreen interface, I like tactile feedback and the ability to operate the player without using two hands and looking at it to do the simplest task. I also think the Zune software beats iTunes hands down, and lament that Zune haters never get to appreciate this feature to see how significant the device+software linkage is.

I honestly don't know how Microsoft is marketing this thing, and that's not for lack of attention on my part. The numerous marketing gaffes (see NBC copyright cop brouhaha, etc.) are just boneheaded and poorly handled after-the-fact. I think the social aspect is interesting, and I played there for a while, but I think I'm a generation beyond that so I can't say whether it might ever take off as a standalone community... it seems tighter integration with an established platform such as Facebook is necessary. Leading with the Social is noble, but it only works when there is a sizeable community to make it work. The fact that I have never met another Zune user with whom I could wirelessly share content speaks volumes to the limited marketability of the Social concept as the lead feature. I go to Best Buy When someone goes to a retailer like Best Buy to shop for a media player, in the odd situation when the sales reps aren't openly turning people away from Zunes, they can't even try one out because the device interface is locked without activation through the Zune software. I can't believe anyone would buy a Zune at a retail outlet when they can actually test-drive every other player BUT a Zune. I think the Zune is a great product with even greater Software but really confused marketing, which is very unfortunate. It seems like there is so much more that could be done to increase market penetration. I long for the day I can actually try the wireless sharing feature without visiting a Microsoft booth at a tradeshow!

No, I don't think MS is positioning it as the anti-iPod, but they should. Echoing the sentiments of most of the blogsphere these days, MS needs to use some of its $300M marketing budget that they just turned over to Crispin and go on the offensive. The Zune (and maybe the Sansa devices) are the only portable media systems that are superior to iPods, and they should position themselves that way - if they don't, the Zune may fade into obscurity. (I wrote about all of this on my blog last December: notesfromtherocket.blogspot.com/.../microsoft-zune-conundrum.html

The selling point for me was the Zune Pass.  

I can't tell you how much money I have saved by using the Zune Pass to dive through an entire artist's catalog only to find that I only liked one or two of their albums.  On the flip side it has allowed me to find some incredible music hinted at from my channels on Pandora with zero entry barrier.  Porcupine Tree is an excellent example of both phenomena in a single artist since their style has _drastically_ changed over their releases.

Thank you for making the Zune Pass easy to use.  I am looking forward to the channels feature in Zune 3.0.  Any chance of a synergy with Pandora?

BTW:  Thank you for adding Audible support in 3.0.  It is long overdue.

I love what one commenter wrote that the Zune was "like him".  I feel that way.  I had bought an iPod Touch for my girlfriend, but decided against buying one for myself.  Instead I bought a Zune 80 for myself and haven't looked back.  It's a lot of fun.  I only hope that apps wise it will quickly catch up to Apple!   Otherwise, its been joy, joy joy!

Well Id buy one if i could, but im in europe, so im basically screwed at this point

cmon microsoft, you seem to be at the top of your game right now, release the zune in europe!