Pushing Zune: Is Microsoft fighting an uphill battle?

Conversely, Microsoft could push the Zune HD as one device that can do multiple things.

“Microsoft has huge brand equity to leverage and [it has] large mindshare,” Bradlow notes. “The Zune HD needs to generate enough buzz to attract feature-savvy and high word-of-mouth people.”

Attracting those consumers may require drastic tactics, like giving the Zune HD away at a low price or even free just to get consumers to try it, says Wind. Another option would be to bundle the Zune with the Xbox, Microsoft’s popular game console.