Microsoft Launch “Plays For Sure” Campaign

Microsoft are keen to emphasise the range of support for Windows Media is in the market, from music stores to hardware players, though the freedom of choice can paradoxically confuse consumers.

Consequently, they’re planning a campaign to bring its forthcoming music store, Windows Media and the wide selection of compatible music players out there together. The “Plays For Sure” campaign is intended to inform consumers about Windows Media compatibility, so they know what tunes will play where and on what.

The campaign will also include a certification programme for hardware manufacturers and, once passed, their devices will be able to carry a “Plays For Sure” logo. Music stores selling tracks in Windows Media format will also be eligible to carry the logo.

Microsoft will be sure to play up the contrast between the amount of software and hardware support for its own technologies, contrasted with limited support for Apple’s iPod and Sony’s own Network Walkman offerings. Indeed, the move will contrast sharply with Apple’s own attempts to limit the iPod’s compatibility with other platforms.

A Plays For Sure website is coming soon, and the timing for the campaign is set to coincide with the range of new players will be appearing later this year that have enhanced Windows Media 10 compatibility through Microsoft’s Janus technology.

Microsoft’s Windows Media

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Fraser Lovatt

Fraser Lovatt has spent the last fifteen years working in publishing, TV and the Internet in various capacities, and believes that they will be seperate platforms for at least a while yet. His main interests at the moment are exploring where Linux is taking home entertainment and how technology is conferring technical skills on more and more people. Fraser Lovatt was born in the same year that 2001: A Space Odyssey was delighting and confusing people in the cinemas, and developed a lifelong love of technology as soon as he realised that things could be taken apart, sometimes put back together again, but mostly left in bits or made into something the original designer hadn't quite planned upon. At school he was definitely in the ZX Spectrum/Magpie/BMX camp, rather than the BBC Micro/Blue Peter/well-behaved group. This is all deeply ironic as he later went on to spend nine years working at the BBC. After a few years of working as a bookseller in Scotland, ("Back when it was actually a skilled profession" he'll tell anyone still listening), he moved to England for reasons he can't quite explain adequately to himself. After a couple of publishing jobs punctuated by sporadic bursts of travelling and photography came the aforementioned nine years at the BBC where he specialised in internet technologies and video. These days his primary interests are Java, Linux, videogames and pies - and if they're not candidates for convergence, then what is?