The Future of Subscriptions Maybe A Bit Brighter Than Before
Subscription revenue was flat in 2007, according to RIAA figures (revenue dropped slightly and the number of subscribers rose very slightly). That's not a surprise. Music services have not offered a compelling value proposition to the typical consumer. I can count the number of music subscription enthusiasts I know (including myself) on one hand.
Maybe that will change. In an article titled "How Apple is Changing DRM," The Guardian approaches the idea that Apple will sooner than later get into the music subscription space.
(Bill) Rosenblatt (of GiantSteps Media Technology Strategies) thinks that subscriptions may turn out to be Apple's answer to the DRM-free competition - because it has already laid the groundwork with films which expire a certain length of time after being downloaded or watched. "You can now rent a movie on your iPod. The functionality on the iPod that enables that to happen is part of the functionality that you would need to support music subscription services," Rosenblatt says.
And later some opinion from Jupiter's Mark Mulligan.
"It's highly likely Apple will get into the next-generation service game. That could be Apple selling iPods preinstalled with unlimited access to music, or with a bundle to a subscription offering," he says. Mulligan sees the market evolving into multiple tiers. At the top end, a minority will be willing to pay a premium for the best quality, DRM-free downloads. The middle tier will be "subsidised offerings like Nokia's Comes With Music, where you buy a device and the cost of the music is included subsidised"; while at the bottom will be advertising-supported services such as Qtrax, SpiralFrog and We7, where free music is paid for by embedded advertising.
Steve Jobs has been cool on the idea of launching a subscription service. But, as the article points out, "DRM might not stop pirates, but it does rivals." DRM-free downloads just might be the impetus that gets Apple into subscriptions.
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