Yesterday Napster launched 4.0. an upgrade that eliminates the need to download special software thus opening their system to Apple and Linux users. They've also added some new music discovery features and a slick new design. (Crave has a slide tour here.)
THE BUNNY KISSES THE PIG
Normally I'm excited by any upgrades that enhance the digital experience and might increase download numbers, but this one misses the point. Napster 4.0 reminds me of the farmer who said "You can put lipstick on a pig, but its still a pig."
Music subscription has never gained traction. Tens of millions of dollars later Napster has only 770,00 subscribers worldwide. People want to own music; and now a major label backed "Total Control" service could decimate already measly subscriber numbers.
On the download front, Napster says they are getting ready for when
the DRM floodgates will really open. But why aren't they selling the
millions of DRM free tracks available now? A few months ago Napster
told me that it was because consumers would be confused by mixed
formats in the same store. Frankly I don't buy that argument and
iTunes, Rhapsody and others degree.
Unless they start doing a better job of selling people the music they want in the format they want at competitive prices, the newest Napster will never gain traction.
