Chapter 15Keegan, W. J., & Green, M. C. (2020). Global marketing
I tunesfuture1
1. Apple iTunes The Future and the Age of Access Kraetzche, “the fortune teller and the crystal ball” July 21, 2010 via Flickr, Attribution-NoDerivs 2.0 Generic .
2. (Rifkin, J. 2001) “ In the new era, markets are making way for networks, and ownership is steadily being replaced by access” iTunes: The Future and the Age of Access
3. “ In the new era, markets are making way for networks, and ownership is steadily being replaced by access” Moreover…… (Rifkin, J. 2001) iTunes: The Future and the Age of Access
4. “ The top fifth of the world’s population now spends almost as much of it’s income on accessing cultural experiences as on buying manufactured goods and basic services” (Rifkin, J. 2001) iTunes: The Future and the Age of Access
5. And…. So what does this mean for iTunes Store and what are they doing to adapt to these new market conditions of the network economy? iTunes: The Future and the Age of Access
6. And…. How are they adapting to the new ways people are consuming media i.e. their “cultural experiences” in a network economy? So what does this mean for iTunes Store and what are they doing to adapt to these new market conditions of the network economy? iTunes: The Future and the Age of Access
7. The future is never certain, but these questions are answered in part by Apple’s recent acquisitions and product releases…. iTunes: The Future and the Age of Access
8. “ Apple Plots Reboot of iTunes for Web” (Kane, Y.I. & Smith, E., 2009) iTunes: The Future and the Age of Access Swamibu, “clouds” July 21, 2010 via Flickr, Attribution-NonCommercial 2.0 Generic
9.
10. “ The proposed changes would represent a fundamental redefinition of what it means to own a song, movie or other piece of media—shifting the emphasis from possession of a physical disc or digital file to the right to access content.” (Kane, Y.I. & Smith, E., 2010). iTunes: The Future and the Age of Access
11. It appears that Rifkin was accurate in his predictions back in 2001: The notion of ownership in a network economy would become obsolete. “ ownership is simply too slow an institution to adjust to a nanosecond culture” It has just taken a long time for technology advancement to be at the stage that it can accommodate this change (i.e. widespread broadband). (Rifkin, J., 2001). iTunes: The Future and the Age of Access
12. So in a media environment where there is no money in ownership and production and duplication is easy and accessible, making money is difficult… … what are Apple’s plans to continue to make a profit in this environment? Abramovitz & David 2001, cited in Flew, 2008 . iTunes: The Future and the Age of Access
13. This is one: “ Apple Sees New Money in Old Media: Steve Jobs's Tablet Device Looks to Repackage TV, Magazines, Just as iPod Changed Music Sales”. iTunes: The Future and the Age of Access (Kane, Y.I. & Smith, E., 2009).
14.
15. This caters for the changing way in which people are accessing media, in that consumers will be able to access what they want, whenever they want, from where-ever they want; especially if iTunes Store and content is accessed via the cloud.. ..and of course, makes money for Apple. iTunes: The Future and the Age of Access
16. . Here’s another way Apple plans to make money. iTunes: The Future and the Age of Access
18. “ Is Apple's 'iAd' Steve Job's 'next big thing'?” (Hartle A., 2010) iTunes: The Future and the Age of Access
19.
20. So, we can see no sign that Apple iTunes is going to relinquish it’s leading market position in the near future, given the proposed new business models, products and acquisitions….. iTunes: The Future and the Age of Access
21. Moreover, Apple will hold on to it’s leading edge if it continues into the future what it has learnt from the past: iTunes: The Future and the Age of Access
22.
23. Which, so far has meant: “ Instant Scalability ”: The ability of iTunes to meet the market demand in almost no time i.e. the mobile app and music market. And… “ Positive Network Effects ”: The global penetration of the iTunes store, and Apple hardware, which means sellers have the broadest exposure and audience to their product i.e. music and other media. (Leibowitz. S.J., 2002) iTunes: The Future and the Age of Access
24. Evelynishere, “first place” July 21, 2010 via Flickr, Creative Commons Attribution. All of which has resulted in….. Winner Takes All
