We are in the midst of a transition from ownership to access models but it is a shift that will take a generation to complete. The intervening years will all be about managing the transition, both in terms of educating consumers but also with regards to ensuring that the revenue shift is as smooth as possible. The download and the stream will co-exist for many years – especially in many emerging markets – and Apple’s iTunes Radio is a key example of how the two technologies can live side by side. But more still needs to be done. To that end what follows is a product strategy proposal that puts streaming into the very heart of download experiences while simultaneously driving download spending.
The Hybrid Album is a very simple and straightforward proposition:
- Entire album download: when ever a download store customer purchases more than one individual track from an album the entire album and album art will download to the purchaser’s device. The two track threshold is important as this proposition is not intended to swim against the tide and clutter the path for consumers that only ever want to buy single tracks. Buying more than one track from an album though indicates a little more than passing interest in that album and represents an opportunity to engage the buyer with the entire release.
- Two free streams per track: the purchased tracks will behave as normal downloads, the remainder of the album though will be presented with a stream icon that informs the purchaser that all the other songs on the album can be streamed free of charge, twice each. Once any track has been streamed twice the icon will change to a click to buy icon. Also when any single track has been streamed twice a ‘complete this album’ call to action will appear with a ‘save x% if you buy within the next 24 hours’ or ‘get an extra exclusive track free if you buy within the next 24 hours’.
And that is it. Very simple but with the potential to be highly effective. It gives download customers a taste of the on-demand streaming experience but directly drives spending. The licensing that would underpin the Hybrid Album will be more complex than the consumer proposition but it is not exactly an insurmountable challenge, with plenty of analogous precedents to leverage.
It is a proposition that is comparatively simple to implement and with low risk. Let’s get it done!