Microsoft plans to use its large market share to boost its position in digital music, a report suggests.
The company is planning a new branding campaign, 'Plays for sure' for its Windows Media technology, sources told Cnet.
Plays for Sure will be emblazoned on all devices and digital music services that support Windows Media. The company wants to "reassure" consumers that all devices and services so-marked will work together.
One unnamed source told CNet: "They want to show that the Apple universe is a little one, and Microsoft is a big one."
The news comes as Microsoft and its allies prepare a major push to ensure that digital music services remain powered by the company's technology.
In related news, the European Commisison yesterday began a full-scale investigation into plans by Microsoft and Time Warner to acquire digital rights management provider, ContentGuard.