- Few people care about copyright protection, which was supposed to be Amazon’s main selling point.
- And we think many people — the kind of people who pay for music online, at least — still prefer iTunes’ easy, all-in-one music shopping/playing/iPod management experience, versus buying music on the Web and having it imported into iTunes.
It’s true that users don’t care about DRM, but they very much care about being able to shop around, and DRM locks them into a single vendor for every part of their stack for all time.
Buy a Sandisk MP3 player instead of an iPod and DRM becomes impossible. Prefer Windows Media Player to iTunes and you can’t use the iTunes music store any more. Get an eMusic subscription. Try to get rid of Quicktime on your Windows machine. And on and on. Do any of a million little things and you find yourself outside the town limits of Apple’s Celebration USA.
…with a big stack of DRMd files that have become worthless in an instant. You can’t even sell them used to somebody who’s still in the Apple stack, like you can with MP3s.
Don’t underestimate the power of Amazon’s market share. Every single vendor outside of Apple has a common interest in interoperability with one another. Amazon was able to become the #2 download vendor in large part because the lack of DRM made its downloads interoperable with portable music devices and smart phones aside from Apple’s. Ensuring that there is a user-friendly download store adds value for every other vendor outside of Apple. It makes SanDisk more valuable to users, it adds value to Nokia music phones and Windows Media Player. And vice versa — the more Nokias that get sold, the more important Amazon’s music store is.
Just across the border from Apple’s Celebration USA is not just Amazon, but *everybody*, including all the network effects.
Lack of DRM is not Amazon’s main selling point and never was. Interoperability with every device and bit of software ever is the selling point. And what they have accomplished with this selling point is substantial. 10% of this market is not chump change.