Ho hum. Another day, another subscription model that will fail.

So the mobile market is getting together to “take on” Apple’s iPhone in relation to music. What’s wrong with their offering? Well, let’s see:

1) The iPhone uses songs you already own (ripped from CDs or bought online) and syncs them beautifully based on criteria you specify in iTunes. Their phones, well, not really. The music you own? Play that at home, pal, on the phone you use ours.

2) It’s a subscription model. Oh goody, we need another one of these. Well, at the very least I’m sure Alexander Wolfe at Information Week will be happy. Subscription models fail, and it’s not hard to see why. People want to use the music they already own, and they don’t want to have to keep paying to play it. They also don’t like the idea of losing all their music if they miss a payment. Oh, and here’s a hint for Omnifone: If you need to quote the price of your service per week, then it’s too expensive.

3) They talk a lot about the number of phones, but I see nothing in the press release about the number of tracks available. It’s known that iTunes has over five million, but the iPhone itself actually has every music track to choose from. This is because you can rip any CD and play it on the iPhone as well. Hmmm, unknown number versus, well, everything; seems like a pretty easy choice to me.

4) The math they’re using is a bit fuzzy. I’ll let this article at Blackfriars’ Marketing explain that.

In short, another combination of players desperate for the recurring revenue of a subscription music model. Doesn’t matter to them this model keeps failing in the market place. They simply throw new spin on it, quote the payment per week to make it look lower, and then hope they get some suckers to sign on. Good luck with that.

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