Robbie Bach Disses Apple Phone Idea, MVNOs

Robbie Bach, the president of Microsoft’s entertainment and devices division (responsible for Zune and Xbox) engaged in some Appple phone dissing today at CES…first, he said that it too is considering a phone integrated with its Zune but launching such a device is not at top of its priority list.
Secondly, he said: “The latest rumor we hear is that it is going to be a MVNO phone and there hasn’t been a lot of successes in that MVNO space for a lot of different reasons…he said MVNO phones often have difficult relationships with the mobile operators.
“Historically, working with partners hasn’t been a strong point for Apple, so maybe it will find a way to work around those relationships….You have to find out what it’s great at. Is it great as a phone or is it great as music player? If it’s great as a music player, then it’s just another iPod trying to be a phone,” said Bach.

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