Comments from the mobile content industry can tend to be pretty amusing. Check this out:
Questioning the effectiveness of digital rights management standards, Winterbottom added: â€œI donâ€™t know how much sense it makes to charge people twice to listen to something on two different devices.â€
/me jumps up and down. Ooooh, oooooh, I actually know that one! No sense, it makes no sense at all to charge people twice to listen to something on two different devices. And to head off the obvious follow on question, they also don’t like involuntarily having body organs removed and sold on the black market to finance media purchases.
By now of course I’m not surprised that these questions are getting asked by the content industry, especially when tied to mobile. Everyone seems to be at least a little bit insane. Something did sound pretty good there however:
Presenting figures from Informa Telecoms & Media, the research firmâ€™s Daniel Winterbottom told MidemNet attendees: â€œThereâ€™s a wide gap there – something is missing. Whether itâ€™s the ease of use in downloading or the perceived value, itâ€™s important we try to identify where the gap is stemming from.â€
Do my ears deceive me, or did that sound like an acknowledgment of the existence of the possibility that the problem might be that the perceived value of the product being delivered is below the price being asked? That would be a fantastic step in the right direction! Of course, if so we still have to go through the tremendous marketing effort meant to convince people that the problem is the perception of value, and not the actual value. And then the big effort to make DRM usable even though it’s way too late. But a few years down the line it sounds like we might have a ringtone industry that’s aligned with reality. What a proud and happy day that would be. Lets all take a moment to bask in the glory of that vision before returning the current state of affairs.