Note: as usual, I’m here writing about some online business issues that should be of interest to most b-schoolers. If you’re not a tech person, give it a read anyway - I think there’s a good lesson here for all.
On May 16th of this year, Amazon boldly declared that they would be opening an all mp3 music download store and that store quietly launched recently.
The power of mp3 is that it involves no DRM (the digital rights management systems that means you can’t do what you want with songs you’ve bought). It also makes it the only major store other than iTunes that sells a la carte downloads that you can use on the world’s #1 mp3 player, the iPod.
Of course, this flies in the face of what the 4 major music labels have demanded from online sales. They want DRM in order to help ensure that illegal copies of the music don’t float around. Of course, the absurdity of that system is that these same labels prefer to push CDs, which offer no such protection against pirating. The bottom line is whatever the record companies do, pirating is out there.
So Amazon took a stand. “Our MP3-only strategy means all the music that customers buy on Amazon is always DRM-free and plays on any device,” CEO Jeff Bezos said at the time, and clearly that is important. It is an mp3 only store and they won’t work with any record companies that won’t play by their rules.
So far the catalogs of EMI and Universal are available on this new service. EMI was the first on board, as they were with Itunes DRM free music. But ITunes DRM free is still not actually mp3 and so still won’t play on some “mp3 players.” Universal is the big gain here because they’re the biggest label and thus usually the slowest to experiment, in stark contrast to EMI’s willingness to try new angles (at least as of recently). Also, Universal is now threatening to not renew with iTunes, so Amazon may become THE store for most of the world’s biggest artists (it’s already the only place to find Radiohead).
Empowered by this bold stance and the success Amazon had getting the labels on board, Yahoo! looks ready to take a stand too. Yahoo! Music VP of product development Ian Rogers recently gave a line in the sand presentation to some top level music execs. He gives a written version of that presentation online at fistfulayen (Rogers’ own blog).
I’ve pulled together a truncated version here:
“Amazon’s finally done what was clearly the right solution in 1999. Music in the format that people actually want it in, with a Web-based experience that’s simple and works with any device . . .
“Inconvenient experiences don’t have Web-scale potential, and platforms which monetize the gigantic scale of the Web is the only way to compete with the control you’ve lost, the only way to reclaim value in the music industry. If your consultants are telling you anything else, they are wrong.
“Yahoo! Music demonstrates this scale discrepancy perfectly. Yahoo! is the world’s #1 Internet destination . . . Between 10 and 20 million people watch music videos on Yahoo! Music every month. Between 5 and 10 million people listen to radio on Yahoo! Music every month. But the ENTIRE subscription music market (including Rhapsody, Napster, and Yahoo!) is in the low millions (sorry, we don’t release subscriber numbers, but the aggregate number proves the point), even after years of marketing by all three companies. When you compare the experiences on Yahoo! Music, the order of magnitude difference in opportunity shouldn’t be a surprise: Want radio? No problem. Click play, get radio. Want video? Awesome. Click play, get video. Want a track on-demand? Oh have we got a deal for you! If you’re on Windows XP or Vista, and you’re in North America, just download this 20MB application, go through these seven install screens, reboot your computer, go through these five setup screens, these six credit card screens, give us $160 dollars and POW! Now you can hear that song you wanted to hear…if you’re still with us. Yahoo! didn’t want to go through all these steps. The licensing dictated it. It’s a slippery slope from “a little control” to consumer unfriendliness and non-Web-scale products and services . . .
“I’m here to tell you today that I for one am no longer going to fall into this trap. If the licensing labels offer their content to Yahoo! put more barriers in front of the users, I’m not interested. Do what you feel you need to do for your business, I’ll be polite, say thank you, and decline to sign. I won’t let Yahoo! invest any more money in consumer inconvenience. I will tell Yahoo! to give the money they were going to give me to build awesome media applications to Yahoo! Mail or Answers or some other deserving endeavor. I personally don’t have any more time to give and can’t bear to see any more money spent on pathetic attempts for control instead of building consumer value. Life’s too short. I want to delight consumers, not bum them out.
“If, on the other hand, you’ve seen the light too, there’s a very fun road ahead for us all.”
Yahoo! is clearly feeling empowered by Amazon. At the end of the day, with Urge folding in favor of Rhapsody, there are basically only 5 major players in online music. Real (Rhapsody), Apple (Itunes), Yahoo!, AOL, and Microsoft. You really only need one of those major 5 to make online music truly work. But you need all 4 music labels to make that one venture a true success. If all 5 online players band together, maybe the labels’ hands will be forced and the right decisions will be made for them.
Is Amazon’s new mp3 store the answer? Probably not. But its a huge step. As Rogers says, “there’s a very fun road ahead for us all.” The entrepreneurial spirit can win over if the labels will only let it.
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J. ThompsonPopularity: 9% [?]
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