When universities buy music service subscriptions for their students, few students use them, according to Nick Timiraos’s story in yesterday’s Wall Street Journal. Students tend to download music illegally, or buy it from iTunes instead.
In explaining the popularity of Napster and other file-sharing systems, commentators have often overemphasized the price factor and underestimated convenience. Here we see students given the option of a free subscription service, and passing it up to use another free (though illegal) system, or a for-pay system that is more convenient than the free one. (These systems are free to the students, in the sense that using them costs no more than not using them.)
This error was particularly common when the original Napster was new. Before Napster, many people knew how to distribute music conveniently online, but licensing and payment issues were holding up the development of useful online music services. Napster cut the Gordian knot by building the distribution infrastructure and skipping the licensing and payment part. For Napster users, payment was not optional – there was no way to pay, even if the user wanted to. Napster users were choosing convenience, as much as they were choosing not to pay.
Thanks to the record companies’ insistence on intrusive DRM, most of today’s authorized online music services suffer from incompatibility and user frustration. iTunes offers the least intrusive DRM, and unsurprisingly it is by far the most successful online music store. Music fans want music they can actually listen to.
(link via Doug Tygar)