Microsoft to phase out unsuccessful Zune music player

Microsoft will stop introducing new versions of the Zune music and video player because of tepid demand, letting the company shift its focus to other devices, according to a person familiar with the decision.

Microsoft will concentrate on putting Zune software onto mobile phones, such as those running its Windows operating system, said the person, who declined to be identified because the decision hasn’t been announced. Zune software lets customers buy songs and movies, as well as pay a monthly fee to stream unlimited music.

Zune, introduced in 2006, never managed to break the iPod’s grip on the music-player industry and became the brunt of late- night talk-show jokes. Apple’s iPod led the market with 77 per cent of unit sales last year, while the Zune failed to crack the top five, according to NPD Group. By adding the Zune features to the Windows Phone software, Microsoft aims to gain ground in another challenging area — mobile phones — where it’s lost market share to Google and Apple.

Microsoft, based in Redmond, Washington, declined to comment on plans for the Zune.

“We have nothing to announce about another Zune device — but most recently have introduced Zune HD to Canada via the Zune Originals store and remain committed to supporting our devices in North America,” the company said. “We are thrilled by the consumer excitement for Zune across many new platforms, including Windows Phone 7 and Xbox 360. Our long-term strategy focuses on the strength of the entire Zune ecosystem across Microsoft platforms.”

When CEO Steve Ballmer released the Zune more than four years ago, he predicted that Microsoft could one day overtake Apple. “We can beat them, but it’s not going to be easy,” Ballmer said in a November 2006 interview.

At the time, Microsoft executive Robbie Bach, then president of the entertainment and devices business, said the company planned to invest “hundreds of millions” of dollars over the following three to five years to compete with the iPod. The company doesn’t detail spending on individual products.

In 2009, Microsoft split the Zune team into software and hardware groups, letting the software people focus more on other platforms, such as phones, the Xbox video-game console and personal computers.