APPLE MUSIC STREAMING -INNOVATIVE GROWTH

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The Apple Music is available for iTunes software and iOS devices on PC and Mac on their preloaded Music app. The company launched its new music-streaming service. The rivals of Apple such as Spotify stated the music-streaming service as a mere “utility” that lacked human touch by Apple.

The topic to be discussed is “Apple’s music-streaming service and its relevance with relevant marketing theory as reported with the mass media or trade press”.

 

Apple Music- Streaming Services:

Apple through its Apple Music provided its clients with a three months free trial. With this feature Apple expected to establish a respectable subscriber base within a short period of time (Rogers, 2013). Apple Music integrates the playback of the existing songs in the iTune library with the subscription-based streaming capabilities.

WWDC2015—Music—12-1280x720Music streaming was launched by Spotify about seven years ago and it has nearly 75 million active users. The paying subscribers constitutes of about 20 million people from whom collective playlists of above 1.5 billion songs is created whereas Apple being a player in the market for about 15 years took so long to launch music-streaming services (Croteau, and Hoynes, 2013). Spotify has a long stay in the market on the other hand Apple has to cut out its work for achieving the position of number one.

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The strategy adopted by Apple is self-serving, crafty and insular. In this situation the goal of Apple is not of becoming number one player on the planet from the off. This time Apple is working to provide its clients with more reliable and unique services that can further be used for enhancing the sales of iPhones and iPads while portraying its image of a profitable service provider in its own right.

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For the membership for music-streaming services Apple avoided the word “subscription” and named it as membership for individuals and family plan that covers up to six individuals. It also provided free elements like Beats 1 for those who sign-in through an Apple ID and are non-members.

Apple faced criticism for the usability of the music as the users complained about the unintuitive interfaces and corrupted libraries. For this criticism the manager of Apple Schusser said that Apple always prioritises the product and they received a lot of feedback for music-streaming services. For which he said Apple made a very big launch of its product in about 110 markets in various countries for which they received tons of feedback. They are trying their best to make their music-streaming services better every day (Waelbroeck, 2013).

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The biggest strength in Apple music is Beats 1 whereas the biggest disappointment is the connect section. Another major drawback with Apple was that it was not social as it cannot diagnose which music is listened or preferred by the friends of the present listeners (Storsul, and Krumsvik, 2013). Spotify on the other hand provides live ticker feature about their current plays and the chart about the top tracks of the friends.apple-music

 

Marketing Strategies:

The music industry must change its attitude and adapt itself to the digital-music streaming. It is also been advocated by the music streaming services providers that musicians must give away their music for free (Swanson, 2013). Personalized experiences are provided by the companies to the clients such as meetings with their favorite artists that will help in controlling the experiences of the customers with the services provided by the company.

The artists must be paid directly for their songs which till now is not provided to them for streaming services. In present scenario the labels that represent the artists are paid instead of the artists. The benefits are shared by those creators whose contracts dictate the higher percentage of the streaming income.

 

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References:

Brands’s Product Link – https://www.youtube.com/watch?v=M_P0Mgsj7yE

Croteau, D. and Hoynes, W., 2013. Media/Society: Industries, Images, and Audiences: Industries, Images, and Audiences. Sage Publications.

Rogers, J., 2013. The death and life of the music industry in the digital age. A&C Black.

Storsul, T. and Krumsvik, A.H., 2013. What is media innovation?. Nordicom.

Brands’s Product Link – https://www.youtube.com/watch?v=Y1zs0uHHoSw

Swanson, K., 2013. A case study on spotify: exploring perceptions of the music streaming service. MEIEA Journal13(1), p.207.

Waelbroeck, P., 2013. Digital music: economic perspectives. Handbook of the Digital Creative Economy, Forthcoming.

 

Mohit Maurya

214335263

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