Zune to make McDonald's into a virtual radio network

It's no secret Microsoft's Zune player has Wi-Fi built-in, but besides a feature that the company had originally intended to call "dee-jaying," there hasn't been much else you could do with it. Zune owners, you deserve a break today.

With the latest firmware update to Microsoft's Zune music players, the company disclosed last week, listeners will be able to stream music directly from the Zune Marketplace Store without having to download and purchase it first. Today, we learned more about how that streaming capability will be put to use: Wi-Fi services provider Wayport will be working with long-time partner McDonald's Restaurants to implement streaming capacity directly with customers' Zunes over 802.11.

Up to this point, the Zune's Wi-Fi has been somewhat limited -- it can sync with listeners' PCs wirelessly, and it can be used to share music playlists in real-time with anyone else who owns a Zune...in the immediate vicinity. It does not contain a Web browser, and probably won't anytime in the near future.

So Zune's connectivity to the Marketplace Store has depended on its proximity to PCs. As Wayport implements changes to some 9,800 of the approximately 15,000 McDonald's locations in the US for which it provides Wi-Fi service, customers will be able to connect to the Marketplace Store and listen to music directly. One foresees the possibility of "McDonald's Channels," though such services were not announced today.

Music may not be the only thing Zune listeners with super-sized meals will be tuning in. Amazon-owned audiobook producer Audible.com said today it will be certifying Zune's latest firmware update for use with so-called AudibleReady recordings. To celebrate, Zune owners will be entitled to a free download of the suspense novel Black River by Dean Koontz.

There's no word today as to why Wayport is rolling out changes to only two-thirds of its partners' locations. Wayport also provides hotspots for hospitals, healthcare facilities, and hotels nationwide, as well as Hertz Rent-a-Car.

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