Sony says it wants to create a system that does for movies what Apple’s iTunes does for music, according to a CNET story by Stefanie Olsen.
Unfortunately Sony doesn’t seem to understand what Apple did:
“We want to set business models, pricing models, distribution models like (Apple Computer CEO Steve) Jobs did for music, but for the film industry,” Michael Arrieta, senior vice president of Sony Pictures, said at the Digital Hollywood conference here.
What Apple actually did was to think about what customers wanted and then strive to provide it. Customers wanted one-click buying, ownership of songs rather than rental, tranferrability to different devices, and an attractive price. Apple couldn’t provide customers’ dream service, but they got pretty close. Apple realized that it didn’t have carte blanche to choose the business model, pricing model, and distribution model that Apple would like best. This is what is supposed to happen in competitive markets – market pressure forcing companies to give customers what they want.
Compare to Sony’s own digital music strategy, which looked like an attempt to construct Sony’s dream world. Customers didn’t want to live in that world, so they didn’t buy into Sony’s system. If Sony wants a different result this time, it’ll have to change its strategy.