From ATPM.com:
Gary Robinson is back, with more math this time, and he sticks with Napster’s argument: it costs $10,000, give or take a few pennies, to fill up an iPod, and you would need to subscribe to Napster for 55 years to spend that much money on music, in the meantime listening to far more than 10,000 songs. Of course, he thinks Apple is using iTMS to keep customers from switching away from their brand, which seems a tad far-fetched for a product with as commanding a mind share as the iPod, but the numbers are worth considering.
John Gruber, naturally, disagrees. He thinks that even bothering to compare a subscription model service without any bundled hardware to a piece of hardware with an optional music store shows how desperate Napster, and Real before them, are for product recognition. He adds, and here I concur whole-heartedly, that he thinks most iPod owners spend much less than $100 per year at iTMS, which puts them under the $180 mark for a year of Napster service as well. I don’t often acquire new music, because I’m without extensive disposable income, but when I do, I have been known to buy CDs. With Napster, it would be highly cost-ineffective to acquire CDs, except in the event that I rejected the possibility of giving up some music.
First of all, many people feel that Apple's "commanding" mind share is highly vulnerable to competitors. (I am one of them.) It is not at all far-fetched that Apple would use a lock-in strategy to try and get a stronger hold on that lead. It would be very surprising for them not to do so, given their current strengths and vulnerabilities. Prudent businesspeople who have navigated their products to a strong leadership position due not assume it will automatically continue forever; rather they do everything they can to make use of every advantage of their position to make it even stronger and more difficult for competitors to assail. That strategy has worked well for Microsoft, and Jobs hopes to achieve something similar for Apple in the music space.
Secondly, the assertion that most iPod users spend less than $100 a year on music may or may not be true (though I think it probably is), but that is only an argument against Napster To Go's current pricing scheme, not subscriptions in general. See my earlier post on price flexibility for more on that. An argument against subscriptions based on price is a straw dog. The price issue will go away. Mark my words.
Lastly, as bandwidth, storage space, and compression technology increase still further, eliminating or minimizing sound quality differences, and as there is more of a digital equivalent to liner notes and lyric sheets, you will stop buying CD's altogether. The convenience of downloading (together with the cost savings associated with elimination of distribution and manufacturing expenses) will make CD's go the way of vinyl.
When I discuss subscriptions, I am discussing the long term.
Subscriptions are the Celestial Jukebox that everyone has dreamed of for so long. A couple of years ago, I don't think there was anyone who didn't love that idea. Now that there are the raw beginnings of subscription services to look at, people confuse the current extremely immature embodiments with what will come. That is a mistake. Subscriptions will win out.
Steve Jobs himself said that when the Celestial Jukebox is a reality "we'll be there." (Sorry, that quote is from memory of an interview -- I can't supply a link.) He has a vision of what's coming. And he's right. But now is not the time for Apple to "be there."
Recent Comments