A case study on how to turn your customers against you
The music industry just does not get it. They don't understand what a large number of
their customers want and or how to give it to them. So, what do we want? Its really quite
simple, we want music. The problem we, as consumers have is that the music industry does
not seem to want to give it to us. I think this statement requires a more in-depth
explanation.
Lets say I go to the music store in the mall and buy a CD. This is nice and simple, and on
first glance someone might thing that they now have the music they want. However, consider
the following. Many people no longer own CD players, how are they going to listen to their
music? It would be silly for someone to purchase a CD if they had no way of listening to the
music it contained at all. I personally use my computer and my iPod. I purchased as CD a little
while ago, Den of Thieves by The Trews. When I put the CD into my computer some software
popped up. I did not buy a software program, I bought a music CD...or so I thought. I quit the
program, went into iTunes and moved the music (or so I thought) onto my computer. From there
I moved it onto my iPod so that I could listen to it while I traveled. Done deal, right? Wrong!
When I tried to listen to the music on my iPod it was completely garbled. I thought there might
have been a problem transferring it from the computer so I listened on the computer and that was
garbled as well. I then thought there might have been an error moving the music onto my computer
from the CD. I put the CD into my computer expecting the software to pop-up again. Instead, I
get a message from the software that they could not authenticate my CD. Excuse me??? All I want
to do is listen to the music which I purchased and I can't!
So you see, even though I went to the store (more then one actually as the first did not have what
I wanted) and purchase a CD, I still don't have the music I payed for. Great.
Yes, there are other options. If I was going to use the music with iTunes and on my iPod I could
have purchased it from the iTunes music store. This however is restricting in other ways.
I should not have to install software from a CD simply to listen to the music it contains. For
an example of why not do an online search for articles using the terms 'Sony rootkit'.
All I can say is that I will not be purchasing music for a while again. This was the first CD
I had purchased in over a year. The last time I purchased a CD it cost me around $70 for 2 of
them. I thought that was stupid so it took me a year before I bought any other. I it will
probably be more then a year before I buy any other music. Am I losing out? Maybe, but the
music industry is losing out more.
Their shortsightedness and lack of imagination is turning a large portion of a generation against
them. That is enough of a rant for now. There is much more to say on this issue but I think
this is a long enough entry already. I will probably revisit this issue in the future. |