How to keep ‘public mindshare’
"They’ve got to keep the mindshare of the public and keep them believing they have to have an iPod. That’s the only way they can stay ahead."
(’Mindshare of the public’ Love that phrase : )
Anyway, that’s the way Apple will keep iPod happening, says Inside Digital Media analyst Phil Leigh.
He’s quoted in a USA TODAY story here which states:
"The thunderous response to iTunes helped push four other music services to market, with several more planned. But their initial success has been much more muted."
How come?
"Apple is a huge advertiser, spending $125 million in 2002, according to Brandweek, to put iTunes and the iPod on billboards, TV shows and in mainstream print magazines," says the report, by Jefferson Graham, quoting GartnerG2’s Mike McGuire as making the point:
"Unless you’re in the computing industry, how would anyone know about these other legitimate music services?"
[For 'legitimate' read 'corporate' - Ed]
Spend "millions on advertising, and you will sell a lot of downloads," the story has Dennis Mudd, ceo of San Diego-based Musicmatch Jukebox, saying. The company launched its download service in September to its 45 million registered users and, "We’ve spent practically zero on advertising. Our marketing model is to give away a great free product, rely on word of mouth and upsell."
Upsell. Yep.
Jupiter predicts the digital music download and subscription market will hit $80 million this year and climb to $1.6 billion in 2008 and, "That’s still a sliver of the $35 billion industry," says the report.
