The Media Buffet – At One Reasonable Price


Early adopters experience new market opportunities before the rest of the market. By trying something new, they get the benefits of a new service or technology earlier than the rest, but they also experience the gaps that are inevitably created by the new thing.

We will soon have the iPad to add to the already large number of means to experience media that includes:

  • eBook readers like the Amazon Kindle and Sony Reader
  • Digital audio players like the iPod and Zune
  • Smart phones (Blackberry, iPhone)
  • Desktop & laptop computers
  • Internet capable set-top boxes (AppleTV, PS3, XBOX, Wii)
  • Traditional print media

Here is the gap: I am sure many other early adopters are finding it useful –but expensive– to purchase all the various potential forms of a piece of work.  For example, I may purchase an audio-book to determine if I like the work (and it allows me to read it quickly), then purchase the eBook version on a Kindle because I want to be able to highlight the material and look at diagrams, and even purchase the printed copy of the book if I want to share it with others.

Hopefully there soon will be a time where a content publisher will offer the “One Price Media Buffet” where one price is paid to access to the media regardless of the desired format.  Alternatively, an initial price can be paid, with small incremental fees for alternate versions.

You might wonder what is in it for the content publisher? Unfortunately, the current attitude of many people towards DRM (digital rights management) is quite confrontational. Users don’t see the DRM as a way to protect the artists that produce the media, but rather a cash grab reminiscent of the music business who would release a new format every 5 years to get you to buy the Beatles White Album again. This confrontation allows people to rationalize making illegal copies of media. This is money lost for publishers and artists alike. There is no DRM that yet exists that can keep motivated hackers breaking it, and the internet makes it very easy for hack to be propagated to less-tech savvy users that feel enough frustration to make illegal copies.

Here is a new opportunity for content owners to develop a more positive relationship with their customers and their artists by offering new innovative solutions instead of more complexity and frustration.

Is it possible? I can see at least one company who could offer a very good start at this: Amazon. They already offer content via audio book, print and eBook (which includes access via PC & iPhone, and in the future likely the iPad & Mac).  The only reasons for them not to offer the ‘Buffet’ would be existing contracts with rights holders (good reason) and the opportunity to charge their customers multiple times for the same content (not so good).

Come on publishers, surprise we early adopters in a GOOD way for a change! There is a WIN-WIN scenario.

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One Response

  1. Looks like I should pitch this to IDEO… check out Tim Brown’s bullet point #2: “Invent for the future consumer, not the present customer.”

    http://blogs.hbr.org/cs/2010/03/design_to_change_behavior_tips.html

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