The Zune entertainment brand is all set to traverse platforms and borders. Microsoft reckons its time for the Zune brand to go global. Beginning Tuesday, a
new Zune-branded video service will replace the Xbox Live Video Marketplace in 18 countries, including the US, UK, France, Germany and Australia.
The addition of streaming video content is what really separates the Zune-branded video store from its Xbox-branded predecessor. Microsoft wants its Zune brand to traverse platforms and this launch is clearly a step in that direction.
“The strategy and vision of Zune is to continue to build out that full entertainment experience. This is a very important step for us to introduce Zune to new consumers around the world,” Christine Heckart, general manager for TV, video and music marketing at Microsoft, told the Financial Times. Apart from rebranding the video service on the Xbox 360, the company will also be introducing direct access to social networks like Facebook and Twitter.