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Business Week is reporting that Microsoft may be going the way of Apple and Sony and taking it’s mobile future into its own hands.

Is Microsoft is unhappy with the licensee’s market penetration in digital media players? Apple holds 67% with its self-branded iPod — and that’s not setting well with the boys in Redmond. Speculation is that the world’s biggest software maker may port the growingly popular XBox franchise into a portable media device of their own.

"It can’t just be our version of the iPod" says Microsoft XBox head man Peter Moore. However, that comment comes with no formal confirmation that Microsoft has anything on the drawing board.

And, with XBox branding in tow, any potential device would almost naturally include gaming — ala Sony PSP (except for that whole damnedable Memory Stick and DRM-from-hell thing.)

LINK: BUSINESS WEEK 

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Chris Leckness is the Owner/Administrator of Mobilitysite. He is a Microsoft MVP, Mobile Devices and a member of the exclusive focus group, Mobius. Chris runs a Mobilitysite, GotZune, and a few other smaller sites and blogs. His personal blog is chris.leckness.com.