If Microsoft is serious about its entertainment strategy it still has plenty of work to do

Until a few years ago Microsoft’s entertainment apps and services where a Windows or Xbox only affair but with Xbox Music and now Groove Microsoft have expanded their strategy to cover Android and iOS. Opening up to the most popular mobile devices makes total sense, the majority of Windows users have an Android or iOS device so to have entertainment services that cross the platforms is the only way Microsoft can push adoption of its services. Unlike Apple Music and Google Play Music Microsoft’s Groove service is available on iOS, Android, Windows and Windows Phone. So if you are looking for a music service that works no matter what platforms you have then Groove is worth looking at. Just look how well Office is doing on iOS and Android to see how cross platform works.

There are however some major issues with the Groove apps that Microsoft need to address. On iOS the app is designed for the iPhone and you have the use the x2 iPad which looks very poor, I hope Microsoft get around to addressing this and create a credible iPad app.

Over on Android there needs to be features that Android users have come to expect on the OS. It needs to support Chromecast so it Android users can stream music to a Chromecast or the new Chomecast audio player, something that Google Play Music and other media players support on Android. The app needs to be a first class app on Android.

Even on Windows there is work to do, the app needs to support DLNA so that you can send music from your PC or phone to a DLNA receiver on a network. Even better the app should be able to communicate with other Groove apps on your network so you can Cast from a phone to the Xbox or from a tablet to a PC (like Chromecast).

When it comes to Microsoft video service things are much worse than for music. Movies & TV (or Film & TV depending on your region) is only available on Microsoft’s platforms so there is no way to watch purchased content on iOS or Android devices. There is a web based version but that only works on desktop browsers. Microsoft really need to come out with iOS and Android apps and then also include Chromecast support (and Airplay for that matter). If you buy a movie from Microsoft it shouldn’t matter that device you watch it on, again being a cross platform solution will make it an attractive service. Microsoft should also look at other platforms like Roku, Amazon Fire and Apple TV. The services should be available everywhere.

In the past I have said that Microsoft should bring out their own low cost streaming stick so there is a way into Microsoft’s services without having to rely on an expensive Xbox One but by being on every platform they don’t have to have their own device.

The old Microsoft would have never entertained such ideas but this is a new pragmatic Microsoft that supports users whatever platform they use. They have made a good start with Groove but they need to finish the job and make their ecosystem a true cross platform solution.

Let me know your thoughts in the comments.