The original post was done at Raving Media, but I think the DRM management scheme used by Napster is of interest to WOYP readers. Perhaps such a scheme can work for digital book distribution?
The new equation for Napster is “$10,000 to fill up an iPod with iTunes Music Store, $15/mo. to fill up an MP3 player with Napster.” I didn’t think renting music would really go over well; I think most consumers still think of their music as CD tangible. They own it, lock, stock and barrel. And rightly so. However, it turns out that Napster will provide a complement to renting music, they will also sell tracks and CDs, at the usual $.99 a pop. When I saw that, I realized then that Napster To Go could be successful, if people see it in terms of “podcasting”, or rather, “time-shifted programming”.
How many people buy satellite radio programming? Wouldn’t you rather listen to an entire song, rather than a 30s clip before buying? I would. For $15, it sounds reasonable to use Napster To Go as personal radio programming. Although their ToGo service only works with Napster-specified players which all hold about 5 GB, you can constantly rotate songs and playlists in and out.
The catch is (I’ve not signed up for their ToGO service) I can’t say whether the music rental scheme works the way I think it should work. Unlimited downloads and overwrites. Tunes without expiration on that machine (clearly, the Napster specified hardware will hard machine-based DRM/signature system to stop digital propagation). And when you’ve heard enough, and decide you like something, then just buy it. Or don’t.
I think Napster To Go can be a great way to sample music or to create personal, time-shifted musical programming. But only if Napster don’t wig out and cripple the way this rented music should work on their sanctioned WMA players. That level of DRM can be balanced and sold to the public as “fair play.”
Post a Comment