What could Microsoft actually do to make Xbox Music compete with the crowd.

With the introduction of Apple Music and Spotify’s $526 million barricade, how will Xbox go about promoting their music streaming service.

To many Xbox Music is just a myth, but yes, within the depths of your Microsoft devices it does exist.

However, I’d say their biggest mistake was branding it under the Xbox brand. To most people, Xbox is their gaming console.

Xbox Music is a terrible brand name to push to the general public who will most likely immediately dismiss it if they don’t own an Xbox.

We have seen Microsoft rebrand many of its services over the past year or so, which is why it wouldn’t really come as a surprise if the company decided to the same with Xbox Music. Many say that the company should drop the “Xbox” branding for such services, which work across multiple platforms, merely because they imply that one would need an Xbox console to access them.

Could Microsoft finally be listening to critics, and have they been able to convince it to rebrand Xbox Music?

Xbox is Microsoft’s only brand that is exclusively a consumer product, and an entertainment product, so it makes sense to try to leverage that brand recognition to get people to use it. I mean they tried to make something out of “Zune“, but that never went anywhere.

Streaming music is all the rage now. Gone are the days when you’d have to lug around a Discman with a collection of your favourite CDs to pop in and listen to no matter where you were.

Even the popular iPod and Mp3 players are for the most part an afterthought.

With smartphones and light speed data connections and the amount of options for streaming music services, you have a vast library of songs in your pocket on a device you carry with you every day.

Microsoft has announced a new feature coming to its Xbox music app which aims to make music streaming a little bit better for those who plan on picking up a Windows 10 PC, the capability to stream music that’s stored within OneDrive through the Xbox Music application.

To make matters worse, they haven’t even bothered to add all the features they took away from Zune when they did the rebranding.

Xbox Music doesn’t match Spotify’s social integration. It just doesn’t.

Most of my social circle use Spotify and it’s great to catch up; conversely, I have exactly one acquaintance on Xbox Music.

Besides immediate friends, I have found plenty of user-created unofficial playlists for films and games that lack soundtracks. Then there’s the plethora of themed playlists, and even occasional suggestions.

Those social hooks are very important to many people; Xbox Music doesn’t have them, and probably won’t ever get them. So if they can’t match users and features, what can Microsoft do to make Xbox Music relevant? Significantly undercutting the competition would be a start.

The easiest thing they could do is bring back the love and hate system to intelligently figure out what songs you like, and use that to help you discover more music.

And please, for the love of god give me a Spotify-like radio feature that plays like music rather than say “Justin Timberlake” mixed with artists that don’t make any sense whatsoever.

There’s nothing worse than having a subscription based music service, that allows you to have pseudo personalised radio that doesn’t allow you to further personalise and refine it.

Stop doing half baked and abandoned products Microsoft. It’s like the purgatory that was Google Voice, still working but not really updated.

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