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Originally Posted by David Tucker
I think its a good ad in that they have to start somewhere. Its such a tough sell. Once people understand what it is they're getting a lot of people realize how great it is.
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My fundamental problem with the ad is it doesn't come even close to explaining that people are getting. It's just "ooo, expensive" vs. "ooo, not expensive". In fact, the ad does not mention the Zune until 20 seconds in (and, technically, they don't even mention the Zune -- they just mention the Zune Pass)! Most people will look at the fact they already have CDs and get confused by the argument.
For what it is worth: Napster tried this exact same argument years ago. In fact, they put out a Superbowl ad. It failed horribly. (This ad is at least catchy and better-done, but it has the same content.)
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Honestly this service really has a generational gap that it can't overcome. It appeals far more to the younger generations than the older. I would guess if you're over 35 (or probably even 30) then this is a tough sell.
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Hey! I'm 31 and I've been using subscription music before it even
had PlaysForSure/Zune!
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Buying music is something that will become a thing of the past. Several of my friends have Zune Passes. Several who don't have expressed interest. The main reason I've heard for not wanting to is "I have a ton of music already, why do I need that?"
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I'm not sure I buy that argument. One big problem, and a main reason why I will probably never rely solely on subscription, is that the content is not static. For example, I'm a huge Orbital fan, but the catalog on subscription systems shifts. At one point, Rhapsody had In Sides, and then a month later, it disappeared. In general, the less mainstream music is, the more unreliable subscription services tend to be. I've discovered a lot of interesting but esoteric music via Pandora and my Rhapsody subscription often strikes out and I have to risk buying the CD.
So, I end up buying CDs of any music I really like, so that I know I'll be able to listen to it.
That said, I agree that
if it's marketed right, subscriptions could be of huge appeal to new graduates and the like. It simply isn't, though, currently.
--janak