Branding: Design Choice - Microsoft Zune

Microsoft would have to pull off something special to seriously challenge Apple's dominance of the MP3 player market - the skeletons of those that have tried and failed lay all around.

Zune, Microsoft's answer to the iPod, looks clunky compared with the Nano and fails to equal its aesthetic appeal. It's also slightly too cumbersome and heavy to hold comfortably in your hand. But its impressive array of features include a radio, a wireless function that lets you share tracks with nearby Zune users, 30GB of storage and a bigger-than-the-average screen, which displays videos and movies side-on to improve visibility.

The control wheel, although easy to navigate, is less slick than the iPod's: the user must click up and down, left or right. The case is made of soft-touch plastic, as are all the accessories, and it comes with nifty magnetic headphones to stop tangling.

Despite its impressive features, I'm not convinced that iPod users will be tempted by the new model when it's launched here.

Microsoft knows that its best selling point is the sharing function; that's why its launch strapline was 'Welcome to the social'. That's what really sets it apart from the rest.

Design: In-house.

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