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Microsoft Desperate To Curb Zune Demand

Microsoft must be having a problem manufacturing Zunes, and needs to slow down sales. That's the only conclusion I can draw from the news that Microsoft has pledged to work with NBC to build a copyright cop into the Zune in return for selling NBC's popular TV shows through the Zune store.

NBC has several hot series such as Battlestar Galactica and The Office that were being sold on Apple iTunes until a recent spat about pricing drove them apart. Microsoft seems to be more willing to accommodate NBC's needs, including the vague "copyright cop" promise.

The New York Times reporter couldn't get any details out of either Microsoft or NBC about what form this copyright enforcer would take, but the NBC spokesperson said it would create "filtering technology that allows for playback of legitimately purchased content versus nonlegitimately purchased content." What kind of pie-in-the-sky mission statement is that? No technological solution can possibly meet that goal. Whatever it eventually does accomplish might serve the needs of Microsoft and NBC, but I can't see it being a plus for people who own Zunes and legitimately buy NBC shows.

Given that the Zune has only about 10% of the music player market, whatever draconian measures that Microsoft and NBC might concoct won't have that big an impact on piracy in the overall music player market. So perhaps this is just Microsoft saying whatever it takes to close the NBC content deal and give Apple the old in-your-face.

If you think you're safe from the copyright cop being sworn into your Zune because you'd never buy one, be aware that Microsoft is rumored to be adding Zune functionality to Windows Mobile phones. That makes sense in that it puts Microsoft's music and video capabilities on phones to compete with the Apple iPhone. It does not make sense for a technology that can only bring heartache for consumers to be shoved onto their phones.

Late-breaking note: Microsoft has denied it has plans for content filtering in the Zune. So maybe this was indeed the Microsoft deal-makers whispering sweet nothings into NBC's ear to close the deal. It will be interesting to hear if NBC took away a different impression.

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