Wanna compete with iTunes? Ditch protection rights.
Many music services are in favor of ditching MP3 protection rights (DRM) in an effort to challenge Apple’s iTunes monopoly. Keep in mind, only iTune files and unprotected MP3’s play on Apple’s iPods which make up more than 70% of all portable audio players. Reuters reports: “Despite a music catalog limited to independent label fare, [eMusic] facilitates more music downloads than any other save iTunes. The reason? eMusic’s entire catalog is available to consumers as unprotected MP3s.”
Now give me unprotected MP3’s at a better fidelity than 128 kbps (which is what iTunes sells and are less than CD quality), and watch digital music purchasing take off like never before, though stealing will always be around.
4 Comments
“iTunes and iPod are the monster in digital music because Apple avoids these conversations.”
The “conversations” of 128kbps and DRM have nothing to do with Apple: both of which are RIAA mandates. The point of the story is that music sites want to change that for a chance at equilibrium with dominate iPods and increased profits for the RIAA which the report claims a lack of DRM might achieve.
Maybe I wasn’t clear. They may be mandates, but Apple avoids talking about things like 128 and DRM when it comes to their media interviews and public face. Apple has done a good job of simplifying its technology so joe and jane consumer can understand it.
What I’m saying is that DRM or not, Apple took the lead by making a complete solution that is completely easy to use, understand and talk about. Kids in my eight-year-old church sunday school class even know the word iPod.
The day I heard one of them say iPod I played stupid and asked what it was, and the girl said “it’s a little thing that plays music.” When eight-year-old kids can talk to each other about what an iPod is Apple is winning hands down. This example didn’t address iTunes, but it addresses Apple’s marketing and product strategy.
In my opinion, DRM isn’t the issue that will help others grow, it’s good products and smart marketing of those products.
Russell, you’re confusing iTunes with iPod (which is easy to do because of the DRM-forced relationship). They’re two separate products.
Would the same 8-year-old know what iTunes is? A company like eMusic doesn’t compete with the iPod; they compete with iTunes. And iTunes isn’t that great of a product (at least the DRM-laden music files they sell aren’t).
What’s going to happen in 4 years when the mass of consumers are compelled to get a new iPod. Will their 10,000 iTunes music collection transfer over? What about 4 years after that? I’m willing to bet most people will never return to iTunes after losing even just one song. iTunes froze on me once and deleted a Who album; I know I’ve never bought another song from them.
“The reason? eMusic’s entire catalog is available to consumers as unprotected MP3s.”
It goes way beyond the mp3s. If you look at eMusic’s catalog (which isn’t full of no-name indie artists) and then look at it’s marketing, you will find that it has much more to do with strategy than it does with file formats. I’ve worked with eMusic on promos and had a client that was a partner.
Also, the quote is an opinion of one Reuters journalist. Did the writer stop to think for a moment that the most popular site is the one that offers protected content?
Too often we think that joe and jane consumer care about things like 128kbps and DRM free music when they don’t even know what the heck it is.
iTunes and iPod are the monster in digital music because Apple avoids these conversations.