ACE of ZuneBoards posted a good commentary on the Zune's upward swing in market share:

With the entire PDMP market relatively slow-going, one positive aspect (depending how you look at it) is Zune has still able to find ways to increase its market share. And not by minuscule amounts; Zune has been able to capitalize and generate 33% gains in its share of a highly competitive market. No one expected that…

That’s no small feat with the likes of the market-leader iPods being gobbled up by the millions per quarter. Sure, Zune’s 2 millionth device sold still doesn’t compare to the number of iPods or Sandisks sold, but when looking at the numbers more closely, a more accurate depiction of what’s happening will emerge.

Sandisk was only able squeak out a 10% gain as Creative lost ground by 50%. Even the mighty iPod is showing signs of losing relevance with a 1.4% slip. But that’s still not enough? What then do they expect?

Around the blogs, Zune is still given little if any respect. Tech writers drone about Zune’s flat sales when it’s apparent everyone’s sales are flat. Apparently gaining one-third of one’s market share is nothing worth noting. But that’s expected.

These days, over-priced iPods, with their smaller screens, less features, and pay-per-song model, are what pass as cool. No one likes the new kid on the block.

But heads are turning. The numbers show that. Even amidst economic hardships and a slowing of the PDMP market, Zune is still gaining ground and gaining relevance. With the new features and games on the way (officially), Zune is becoming more of a reckoning force that apparently no one wants to recognize. That’s Ok though.

What do you expect?...