Great news out of Amazon this week, as the online retailer announced the upcoming launch of a new music service that will compete with Apple’s ubiquitous iTunes. Amazon’s service will offer DRM-free mp3’s from “thousands of labels,” most notably EMI. At this point there aren’t enough details to determine whether this represents an immediate benefit to consumers, specifically in terms of product and features, but it surely represents a more nebulous benefit: the beginning of a power shift away from the monopoly player in the field, Apple.
Up to now, Apple has been able to put the squeeze on the majors, forcing them into static rather than variable pricing models, and holding individual tracks at $0.99 (this will change when Apple makes certain tracks available DRM-free for $1.29, purportedly later this month). However, where will the power shift to? Will the labels be able to negotiate better terms by playing Amazon off Apple and vice versa? Or will consumers benefit when the Big A’s tighten the screws even further, perhaps to the tune of another major acquiescing to DRM-free tracks?
Further, how will Amazon compete with Apple? I don’t foresee the masses converging onto a new music store just because it’s there. Apple has been the monopoly player for a reason: its product is superior, and let’s be honest here, we’re really talking about the iPod and not the store. As long as the iPod is the world’s de facto player, people are likely to use iTunes to make it work. Microsoft, RealNetworks and the like have not been able to dent Apple’s stronghold on the industry with their stores or their recommended players.
Amazon will need to somehow provide consumers with a tangible benefit (usually their advantage is on price and customer service, but how much can Amazon do in an already price-intense landscape?). I suppose they could leverage their store and bundle music with other items, perhaps to gain traction at first, but will that make a difference in the long run? Rumors have circulated that Amazon has been working to create its own player, but that hasn’t come to fruition yet. I’d be loathe to bet against Jeff Bezos, although it’s clear that product design and manufacturing isn’t part of Amazon’s core competency. A partnership with Microsoft and the Zune might be more likely, but that might be at least a product cycle away. For now, I’ll be sure to try Amazon’s new service… will you?