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.