Why Zune software could make Microsoft's Windows Phone 7 strategy a non-starter

Microsoft yesterday revealed details about the features and strategy for Windows Phone 7 --- and if this is the core of what's Microsoft got, it may have difficulty competing against the iPhone and Android phones. When one of the core pieces of your mobile strategy is relying on the rarely used PC Zune software, there may be trouble ahead.

Details about the strategy were released yesterday on the Windows Phone Blog by Microsoft's Aaron Woodman. Among its highlights were the ability to sync to PCs using WiFi, and a free Windows Phone Live site that Windows Phone 7 owners can use to publish photos, and sync information.

Those are clearly very nice features. But the post revealed something more problematic for Microsoft: To take advantage of some of the better Windows Phone 7 features, you'll need to connect to the little-used Zune software on a PC.

Let's say you want to synch and use photos, videos, and other large files from your PC. Here's what the post has to say:

The Music + Videos hub draw upon the beautiful Zune software. Windows Phone 7 will connect with Zune software on the PC through Wi-Fi to access and manage music, video, high-resolution photos and other large file content.

Zune software? Do you use Zune software? Do you know anyone else who uses Zune software? Most people buying a smartphone will not have Zune software on their PCs. Forcing people to install software they don't have or want in order to take advantage of their phones is not the best way to attract or retain customers.

That being said, WiFi synching is certainly useful. Android phones already do this, although iPhones need to sync music via a USB cable. The post also outlines some other very nice features, such as a free Find my Phone service that will track down lost phones, and even erase data remotely. And it's good to see that the phone will not be confined to working with Microsoft-only email services, and will integrate with Gmail. So Windows Phone 7 sounds like it will have a lot going for it.

Still, forcing people to install Zune software on their PCs if they want to take full advantage of their phones is not the way to win in the hotly contested smartphone market. Apple can get away with the use of iTunes because it's the de facto standard. The Zune problem may not be a deal breaker for most people, but it's certainly not going to help --- and Microsoft needs all the help it can get competing against the iPhone and Android phones.