Microsoft's Shifting Strategy

In an increasingly converging world, Microsoft is shifting its strategy to what they call "connected entertainment". Spearheading the effort is Microsoft vet Robert Bach the staple behind the Xbox and Zune.

In a memo to Bill Gates, Bach outlined six priorites to better intergrate Microsoft's Xbox 360 properities into the entertainmet genre. Among them is muscling into the sale of movies online and building their own hardware and software to compete with Apple's market leading iTunes and iPod properties.


Microsoft is playing catch-up and is moving at the speed of light to innovate in markets where stiff competition exist.

As a result Microsoft has consolated their entertainment groups under one umberlla to create ways for Microsoft properties to work better together (note the mishap of Zune not being able to run the Vista platform).

This new strategy will require Microsoft to develop better relationships with content makers. Among the relationships they seek to develop is with record labels, movie studies and cellphone makers.

For the consumer, Microsoft's shift in strategy could mean seemless integration into alll aspects of our digital lives from setting our DVR from our cellphones to purchasing DVD from the Xbox 360.

Very interesting, can't wait to see what innovations are to come