Hong Kong Baptist University
Current Issues in Electronic Commerce (ISM 4030)
iTunes Digital Music Store
-- What drive people to buy Instead of Downloading them free! (e-Business Evaluation )
Supervisor:
Dr. Ludwig Chang (WLB911, tel: 3411 7564, email: mkChang@hkbu.edu.hk )
Student:
Mr. Holly Hui (02490129)
Date: May 17, 2004
Contents
1. 2. 3. Introduction ..................................................................................................................................................... 3 Business Model & Value Proposition .............................................................................................................. 6 Critical Resources............................................................................................................................................ 6 3.1. 3.2. 3.3. 3.4. 4. FairPlay DRM, RIAA, Legal & Rich Digital Music Supplies .................................................................... 6 Backup of Apple Computer....................................................................................................................... 6 iTunes 4.5: The Computer Client Software for End Users ......................................................................... 6 The iPod Mobile Music Player ................................................................................................................. 6
Revenue Model................................................................................................................................................. 6 4.1. 4.2. The 99-cent-per-song Pricing Model ........................................................................................................ 6 Sales of iPod Players................................................................................................................................ 6
5. 6. 7. 8. 9. 10.
Website Design, Client Application Interface Design & Consumer Behaviour ............................................. 6 Payment & Security Issues .............................................................................................................................. 6 Recommendations ............................................................................................................................................ 6 Conclusion........................................................................................................................................................ 6 Appendix – Some Related Websites ................................................................................................................ 6 References ................................................................................................................................................... 6
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1. Introduction
The impact of the evolution of the audio encoding technology, MP3 (MPEG 1, Audio Layer 3) on the music industry was like that of the Compact Disc (CD) on plastic disc; and was actually much bigger due to its global existence and huge acceptance in the virtually unlimited, boundless internet space, especially after the evolution of the first revolutionary peer-to-peer (P2P) file sharing services provided by Napster (http://www.napster.com) – any songs in a CD music album can be ripped into the MP3 format, stored in the cheap computer hard disk and shared among the Napster users globally and free of charge, through Napster's application software – however, the music industry, claiming themselves the biggest victims, sued Napster into death and stopped its free services.
But it doesn't mean free music in the sea of internet universe dies, but continues to evolve in the non-illegal decentralized versions – Gnutella (http://www.Gnutella.com), …, and FreeWire
(http://www.freewireP2P.com),
KaZaA
(http://www.kazaa.com),
WinMx
(http://www.WinMx.com, a famous music search tools for Hong Kong free-music community); but, now, in accompanying with another legal forces...
It is the Music Industry itself…
Virgin Develops Music Download Service: According to Philips (2004, Mar.8), UK-based multi-industry conglomerate Virgin is developing an online music download service, branded as Virgin Digital; and will have a product ready for market by the end of August. Virgin Digital is planned to be accessible via mobile phones, PDAs, PC or other electronic equipment and will be available for download over the internet and via software on a CD that will go on sale in Virgin Megastore record shops. The product will also reportedly support Microsoft's WMA audio format and will deliver both per-song downloads and a music subscription service.
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Universal Music Digitises entire European back catalogue:
According to Philips (2004,
Mar.4), Universal Music International has been fully digitised its entire active European music catalogue , some 300 thousand tracks drawn from more than 25 thousand albums which include more than 5,000 artists from more than twenty countries, and is available for online retailers and distributors. The move makes Universal the first major music company to digitise its entire active European catalogue. The music is to be distributed through OD2, the continent's largest digital music distributor.
All future domestic and international titles issued in Europe will be available to Universal's online retail partners prior to or on release, with an average 2,000 newly released tracks per week added to the system.
Universal already has digital distribution agreements with key online music retailers and distributors around the world, including Apple, Napster, Buy.com and Liquid.
Radio Station Offers Music Downloads of Songs Just Played: The UK radio station network GWR Group has announced a new service that allows radio listeners to legally download and buy songs they have just heard on their stations. GWR has announced an agreement with OD2, Europe's biggest legal music download distributor to deliver a music download service for the radio stations, called 'Hear it, buy it, burn it', on Mix, the company's network of 34 local radio stations, and on Core, its digital radio station broadcast nationwide. (Philips, 2004, Mar.2).
Telnor's Djuice launches mobile music download: Telenor Mobile, through its youth brand Djuice, has launched a music download service for mobile phones through its WAP portal in February. The move makes the Norwegian mobile operator one of the first in Europe to offer mobile music downloads service. Punching a code will enable the user to buy, download and listen to music directly from the mobile phone. The initial offer will contain 250-300 individual songs. Full-scale downloading of music will be commercially available by the spring.
The operator is using a DRM system to allow purchase of songs on the mobile phone authorised by its SIM card. Songs transferred to other phones will not be accessible without the original SIM card. In addition, the songs are authorised by hardware in each individual mobile phone. (Philips, 2004, Feb.18).
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Who makes these changes …
It's Apple Computer (Nasdaq: AAPL) and its top selling digital services as provided by iTunes Music Store (ITMS), and the accompanying hardware products, iPod and iPod mini portable digital music players. The performance of iTunes, coupled with brisk sales of iPod, has acted like a rising tide, lifting all boats.
According to iTunes(2004, April 28), more than 70 million songs were sold one year after ITMS's launch last year April 28, 2003, making it the number one online music service in the world with more than 70% market share of legal downloads for singles and albums. At its kick of second year, ITMS had the industry's largest online music catalog of over 700 thousand songs from all five major music companies and over 450 independent music labels. According to iTunes (2004, May 5), ITMS has sold 3.3 million songs one week after its third generation launch, an equivalent rate of 172 million song per year, and a 22% growth from the previous week of 2.7million.
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The huge sales of ITMS are actually inseparable from the huge sales of Apple's top selling hardware products, iPod & iPod mini (as shown in the above diagram). According to ChinaByte (2004, Mar.12) and iTunes(2004, April 14), 733 thousands and 807 thousands of iPod music players (iPod mini not being counted) has been sold respectively in 2003Q3 and 2004Q1. The corresponding sales of iPod in 2003Q3 was US$256 million show that on the average, iPod players sell at US$349 per set. And according to Hui (2004, May 15), Apple has nearly acquired 50% market share of digital music players.
What drive people to Buy Instead of Downloading the music free
Let's explore what's going on in iTunes Music Store:-
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2. Business Model & Value Proposition
Business Model of iTunes Music Store
Share Music up to 5 computer access in the same LAN MAC
Music Companies
iTunes
Music Store
OR
iTunes Client
SW
Computer Music
PC
FairPlay End Users FairPlay DRM Mobile Music
Internet
The website of iTunes Music Store, ITMS (http://www.apple.com/iTunes) provides only an interface for downloading the client application iTunes (most updated one at the time of writing this report is iTunes 4.5) which is the actual interface to provide services to music fans both online and offline and it is free of charge.
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The target customers of ITMS are obvious: music lovers who are computers users and love enjoying music both at home and outside. Most of them are young people & keen on digital entertainment and digital products. But… what drive them to buy and resist the temptation of free download from the internet universe
Price is not only monetary cost. Price also involves time, convenience, and psychological payments.
"Simplicity" is the KEY value of iTunes to Music Fans!
Simplicity – the transparent ease of use that is the hallmark of Apple's entire product line, including the Music Store, the portable music players, iPod & iPod mini, and the flat rate of 99 cents per song – all these reduce the nonmonetary costs imposed on music fans to a negligible amount. The nonmonetary costs include the search costs that the music fans need to consume to identify and select among songs that they want; and the psychological costs that the music fans are fear of not understanding the service options, and fear of being charged an unexpected high monetary cost.
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Simplicity also comes from iTunes' one-stop solution for music fans, from free 30 second music previews (test before buy), to one-click purchase and then download to own the song. Music fans can organize, share and enjoy music in a single environment through iTunes' own client application iTunes 4.5, downloadable from iTunes' website free of charge.
Rich music base of ITMS is another vital value to music fans that any of them can be satisfied from selection their favorites from the big pool of more than 700 thousand tracks and more than 450 independent music labels as provided by the five major music companies. (iTunes, 2004, April 28).
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Fast, Efficient & Multi-way of Music Updates: Music fans are always refreshed with new music and hot songs through multiple ways, including email newsletters, new release /prerelease windows (as shown in the centre of the following diagram), Billboard Charts, Radio Charts, Today's Top Songs, Today's Top Albums,… all offered within the iTunes client application.
Making the Downloaded Music Mobile: The iTunes client software also offers a frictionless and trouble-free integration with Apple's mobile music players, iPod (equipped with hard disk of size from 15GB to 40GB, capable to store about 3700 songs to 10 thousand songs) & iPod mini (equipped with 4GB hard disk capable to store about 1000 songs). This frees the music fans from enjoying the downloaded music within the computer only.
The critical resources & revenue model of the business model are described in the sections as follow.
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3. Critical Resources
3.1. FairPlay DRM, Legal & Rich Digital Music Supplies Maybe Jobs' work to persuade the music companies to release their copy rights of music to allow online sales is more successful than the current success in sales of online music and iPod Players. Without the FairPlay Digital Right Management (DRM) system to protect the copy rights of songs, Apple can sell nothing to its music fans. Hence FairPlay DRM & Rich digital music supplies are two inseparable critical resources of ITMS for the success of online music and iPod Player sales.
3.2.
Backup of Apple Computer The success of ITMS also relies on the support and backup of Apple Computer. ITMS actually utilizes many of the existing tangible and intangible resources of Apple to generate its currents excellent services and success in sales of digital music and iPod Player. These resources may including the followings:
Financial Support; Technology Know-how & Human Resources; Fast & Low Infrastructure setup cost by employing or upgrading existing Infrastructure of Apple Computer (i.e http://www.Apple.com/iTunes ); Mac Computer's wholesale & Retail Networks; Brandname, Reputation & Trust of Apple; and Client Base of Mac Users.
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3.3.
iTunes 4.5: The Computer Client Software for End Users Price is not only monetary cost. Price involves also nonmonetary costs, such as time costs, search costs, convenient costs, and psychological costs. The iTunes client application serves as the critical tool of ITMS to reduce these nonmonetary costs to a minimal amount, by providing a single unified environment for the music fans to organize & enjoy the downloaded music. It also provides seamlessly operation with the mobile iPod music players.
3.4.
The iPod Mobile Music Player What will be the value if the users can only sit in front of a computer to listen to the digital music downloaded or through online streaming
The iPod players serve as the critical tools to allow music fans to free themselves from the computer and enjoy music everywhere; while at the same time protecting the digital copy rights of the songs.
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4. Revenue Model
The revenue of ITMS are mainly generated from the following two sources: l The Sales of the digital music on a per-song basis. l And the sales of the inseparable iPod & iPod mini music players.
4.1.
The 99-cent-per-song Pricing Model According to Smith (2003, Oct.), Apple use pre-paid model to solve its 99 cent per song micropayment issues.
And according to Taylor (2003), for every 99 cents Apple gets from clients' credit card, 65 cents goes straight to the music label. Another quarter or so gets eaten up by distribution costs. Hence:
item# Cost Structure
1 2 3
Music Labels Distribution costs Profit Margin Total:
(US$) Percent. 0.65 65.7% 0.25 25.3% 0.09 9.1% 0.99 100.0%
Only about 9% of dime profit margin is earned from the sales of songs. 70 million songs were sold one year after ITMS's first service launch last year 2003 (iTunes, 2004, April 28). This corresponded to the sales of US$69.3 million and a profit margin of US$6.3 million.
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4.2.
Sales of iPod Players However, according Taylor (2003), the major profit comes from the sales of iPod & iPod mini, for example, each $499 iPod (40GB model) can return as much as $175 (35.1%) in profit.
According to ChinaByte (2004, Mar.12) and iTunes(2004, April 14), 733 thousands and 807 thousands of iPod music players (iPod mini not being counted) has been sold respectively in 2003Q3 and 2004Q1. The corresponding sales of iPod in 2003Q3 was US$256 million show that on average, iPod players sell at US$349 per set. Since iPod players, according to the listed price in Apple's online shops, http://store.apple.com, are selling at US$299 (15GB model), US$399 (20GB model) & US$499 (40GB model) respectively. This shows that most of the sales come from the cheapest 15GB model.
If we assume that the profit margin, on average, was also 35.1%, then the profit margin for 2003Q3 for iPod players was US$89.9 million, US$20.6 million more than the US$69.3 million sales of songs for the whole first year launch!
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5. Website Design, Client Application Interface Design & Consumer Behaviour Website Design
As shown in the above figure captured from the website of iTunes Music Store (ITMS), the major purpose of the website is for promoting the client application, iTunes, and the iPod players. The interface for user interaction is actually in the client application, downloadable free of charge from the website, where major user activities are carried out in this single integrated client application environment.
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Client Application Interface Design
The Client application, iTunes, can be operated either online or offline. When offline, iTunes , like other music software, acts as a integrated tools for users to organize and enjoy the music from various sources, such as CDs, downloaded MP3 songs from internet, and of course, the downloaded songs from ITMS. When online, users can do additional things, including browsing and searching new songs, listening to the 1000 free internet radio stations, make the purchase…
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The 7Cs Framework of the client application is discussed as follows:
Context: The interface layout and design is balanced between aesthetic and functional look-andfeel, and hence is of the Integrated type of context; Content: It is a product-dominant "superstore" providing a wide range of music categories, each with depth range of songs. However, it also provides offering mix in service and information – i.e. service for the customers (i.e the music fans) to buy songs from the music companies and a search function for songs of a particular category, musician, album… are also provided;
Community: The new version of iTunes, i.e. v.4.5, provide a service called iMix, which allows users to publish playlists of their favorite songs on the iTunes Music Store for other users to preview, rate and purchase. iMix creates a virtual iTunes community, enabling users to discover new music recommended by fellow music fans and rate the iMixes published by other iTunes users. Hence the application enables user-to-user communication and fosters a sense of belonging. Hence the community classification is strong;
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Customization:
The application allows users to make their own playlists and hence
customization classification is "Moderately customized".
Communication: The site-to-user communication classification is one-to-many, responding user. The interface are always updated with new releases /pre-releases of albums, Billboard Charts, Radio Charts, Top Songs, Top Albums… and at the same allow users to listen to 30-sec previews and made purchase or publish their playlists, though not direct comments, through the iMix service. Connection: The connection classification is "Destination Site" as it provide self-generated content exclusively and provide only links related the site of ITMS & apple's online shop only.
Commerce: When the user clicks on a particular album, or searches for songs of a particular singer, the application shows a list, the corresponding price and a one-click shopping "buy" icon for user to purchase through credit card payment. Since no sophisticated features are included (simply because the product is digital) , the classification is "medium".
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Consumer Behaviour
The application software takes care about the whole process of Consumer Decision Making Process:
Need Recognition: The client application itself identifies the need of user to organize and enjoy music. Marketing communication is also feed through user subscription to the email newsletters of new albums and songs. Information Search: Search engine, browse by categories and "window shopping" are all supported by the application.
Evaluation, Negotiation & Selection: 30-second previews for all songs are provided for users to test before buy; Reputation of Apple Computer and ITMS provide a good clues for the quality of song purchased; Billboard Charts, Radio Charts, Top listings, iMix user rating are also clues for quality of songs.
Purchase, Payment & Delivery: a one-click purchase facility is provided for user to purchase and make payment through credit card. Delivery is done by downloading the product, digital song, directly from the ITMS.
After-sales Service and Evaluation: Although no return policy is provided, each song can be previewed before buy, so quality of song and customer satisfaction are ensured.
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6. Payment & Security Issues
Payment & Security
According to Smith (2003, Oct.), ITMS uses the pre-paid model to solve the micropayment issue. The pre-paid funds can be purchased though credit card during the first purchase of song – the first step is to create an Apple Account as shown in the following diagram:
Then the Apple ID (which is the same as user's contact email address) and password are required in the second step; the credit card number, address and contact phone are required in the third step in secured connection, to complete the whole process of registration. Finally the pre-paid amount for future purchase can be paid through the registered credit card. Future purchase can be done through user login under secured connection and without keying-in the credit card information every time the user purchase a song or an album.
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FairPlay & DRM Security
Aaron Swartz post, in his own website, a short technical description of ITMS and FairPlay. (Swartz, 2002). The technical description unveils some primitive mechanism on how FairPlay is doing the encryptions to protect and manage the digital rights of songs. It provides you a rough idea on why the downloaded music cannot be copied to other computers and moved from one iPod player to another iPod player. All songs are encoded with the unique ID generated from the user account information, and the unique ID of the computer where the iTunes client application resided on, and the unique ID of each of the iPod players, and must be decrypted with the corresponding key generated. In fact, there was an open-source project, called "PlayFair", which alleges to remove the DRM features from Apple's FairPlay audio files, potentially allowing files from ITMS to be downloaded to non iTunes/iPod devices – in contravention of the license terms, of course. (Barlow, 2004, April 11).
Of course, Apple never allow this from happening, and issued a cease and desist order to Sourceforge to shut down the PlayFair website by the Digital Millennium Copyright act (DMCA), according to (Acaben, 2004, April 9).
The above are some of security threats, though nothing serious have been happened, to Apple's critical resources, FairPlay DRM, to support normal operation of its digital music download and iPod player business. Hence, Apple is recommended to seek resources to monitor any development of security threats to FairPlay and take actions once found; and at the same, beef up the security level of FairPlay once any new technology or loopholes are found.
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7. Recommendations
Actually the revolutionary success of Apples' ITMS and iPod music players has galvanized other sellers of digital music, including the nearly died Napster, now under. Sony, Wal-mart, MusicMatch…, try their every efforts to mimic the proven successful model of ITMS. Fierce competition yields to pursue for a bite of the digital music cake. Napster announced, in its website, that 5 million songs has been sold since its late-October launch last year and it has attracted over 1.5 million basic and premium members, according to (Napster, 2004, Feb.23).
In response to the fierce competition, the following proposals are recommended:
Continues to enrich the Music Base of ITMS: Apple's recent team up with Walt Disney Records to deliver exclusive soundtracks on iTunes is a good example for the effort to continue enriching the base of music supply and providing unique music supply. (iTunes, 2004, April 21).
Increase Intangible Differentiation: While maintaining iTunes' simplicity, the company is recommended to keep and build its audience through intangibles – services beyond simple transactions. For example, Apple might choose to provide tour information about popular bands, introduce users to new bands, expose users to new music genres and foster a sense of community.
Open ITMS' Proprietary Door: Although major sales revenues and profit are comes from the sales of iPod players, they are supported by the inseparable huge sales of digital songs. Hence the success of iPod players is actually replied on the sales of its counter digital content, the digital music. Thus, Apple should consider opening its proprietary door to carefully selected Digital Music Player Manufacturers to maintain and, on the other hand, continue to acquire more market share of its AAC music format. Besides, extra revenues can be generated from the license charge of FairPlay DRM and the AAC music format.
Go China, in the long run: Although the current internet infrastructure, ePayment method, especially micropayment, are still not matured for Apple to enter immediately, actually not necessarily now, while Apple is still attacking the PC market for music download to further boost its music and iPod sales, China is the right place to go when the growth in the western world has been stabilized – at that time, the China market, as China's economy continues to growth at 7% to 9% per year, should be suitable for Apple to enter.
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8. Conclusion
Value for Money Consumers are willing to pay if something that are valuable to them can be provided!
In the case of ITMS, nonmonetary costs are greatly reduced to gain the supports of its music fans.
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9. Appendix – Some Related Websites
http://www.dmeurope.com/ http://www.virgin.com/ http://new.umusic.com/ ---------------- Universal Music http://www.od2.com/ ----------------- Europe's biggest legal music download distributor. http://www.gwrgroup.com/ ----------- The UK radio station network: GWR Group http://www.telenor.no/ http://www.djuice.no/ http://www.apple.com/itunes http://www.napster.com/
10. References
References from Apple.com/PR
iTunes(2004, April.14). Apple Reports Second Quarter Results.Earnings per Share Triples. http://www.apple.com/pr/library/2004/apr/14results.html iTunes(2004,April.28).iTunes Celebrates Its First Anniversary; Over 70 Million Songs Purchased. Apple Launches Third Generation iTunes Music Store. Retrieved May 9, 2004 from http://www.apple.com/pr/library/2004/apr/28itunes.html iTunes(2004, May.5). iTunes Music Store Sells 3.3 Million Songs in One Week. Users Post Over 20,000 iMixes in First Week. Retrieved May 9, 2004 from http://www.apple.com/pr/library/2004/may/05itunes.html iTunes(2004, April.21). Apple and Walt Disney Records Team up to Deliver Exclusive Soundtracks on iTunes. Retrieved May 9, 2004 from http://www.apple.com/pr/library/2004/apr/21disney.html
References from eCommerceTimes.com
Taylor, C.(2003). TIME's Coolest Invention of 2003 -- The 99 Solution -- Steve Jobs' new Music Store showed footdragging record labels and freeloading music pirates that there is a third way. Retrieved May 10, 2004 from http://www.time.com/time/2003/inventions/invmusic.html Weisman, R. (2004, May 7). Mac Death Match, Round One: Chaffin vs. Enderle.-- By Robyn Weisman, www.MacNewsWorld.com, Part of the ECT News Network. Retrieved May 9, 2004 from http://www.ecommercetimes.com/perl/story/33682.html
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References from iResearch.com.cn
ChinaByte(2004, Mar.12). Virgin 对数字音乐之王 苹果 构成挑战. Retrieved May 12,2004 from http://www.iresearch.com.cn/online_entertainment/detail_news.asp id=4954
References from Napster.com
Napster (2004, Feb.23). Napster Sells 5 Million Downloads. Retrieved May 12,2004 from http://www.napster.com/press_releases/pr_040223.html
References from DMEurope.com
Philips, L.(2004, Mar.8). Virgin develops music download service. Retrieved Mar.12,2004 from http://www.dmeurope.com/default.asp ArticleID=1149 Philips, L.(2004, Mar.4). Universal Music digitises entire European back catalogue. Retrieved Mar.12,2004 from http://www.dmeurope.com/default.asp ArticleID=1128 Philips, L.(2004, Mar.2). Radio station offers music downloads of songs just played. Retrieved Mar.12,2004 from http://www.dmeurope.com/default.asp ArticleID=1102 Philips, L.(2004, Feb.18). Telnor's Djuice launches mobile music download. Retrieved Mar.12,2004 from http://www.dmeurope.com/default.asp ArticleID=78
Other References
Hui, J.(2004, May 15). Sony's "iPod Killer". Retrieved on May 16, 2004 from http://www.gnutella.com/news/12094 Smith, S. (2003, Oct.). Are Micropayments Promising or Penny-Ante EContent, Oct 2003; 26,10; p.23; Retrieved from ABI/INFORM Global database.
References for Security Issues
Swartz, A.(2002). Behind the iTunes Music Store: A Technical Description of iTMS and FairPlay. Retrieved Mar.12,2004 from http://www.aaronsw.com/2002/itms/ Barlow, E., (2004, April 11). PlayFair removes FairPlay DRM from iTunes Music Store files. Retrieved Mar.12, 2004 from http://forums.minidisc.org/viewtopic.php t=4427 Acaben (2004, April 9). PlayFair Shut Down: Apple computer issued a cease and desist order to Sourceforge to shut down the PlayFair web site. Retrieved May.12, 2004 from http://macslash.org/article.pl sid=04/04/09/1057246&mode=thread
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