Mumbai: Microsoft looks serious about turning its portable digital music player Zune that has confronted a hard battle against the speedily developing ‘iPod’ in the digital music market, into a profit oriented machine.

The Software giant has decided to shuffle its board at its portable digital music player section to keep an eye on the music and entertainment platform effectively.

Last week, Microsoft brought out new editions of its Zune portable media player, in an effort to capture the huge share of the digital music business pioneered by its chief challenger, Apple Computer Inc.

In a message to Zune employees, Robbie Bach, President Microsoft’s Entertainment & Devices Division has told that Rick Thompson has been nominated as corporate Vice President of Zune, who will put back the majority of the business development responsibilities carried out formerly by J Allard.

J Allard has served for a long time at Microsoft, and also played an important role in the company’s Xbox video-game consoles. Rick will report to Allard, who will carry on managing Zune’s design facets.

Rick Thompson joined Microsoft in 1987 as a product manager for Microsoft’s mouse business. In 1991, he turned GM of Microsoft’s hardware processes and was again promoted as vice-president in 1996.
     
Presently, Zune lags far behind Apple Inc.’s iPod in US. Zune, currently holds a three per cent market share in the portable digital music player market commanded by the iPod.

Another Zune’s version is planned to continue sale in North America in mid-November. The new Zune edition features the Zune Pad navigation button, with a touch-sensitive surface and a shiny glass screen.

The fresh models comprise an FM radio tuner and the ability to wirelessly share songs with other Zune possessors. The whole new Zune line will make use of Wi-Fi to synchronize music, movies and pics wirelessly and automatically with users’ PCs.