As expected Apple have at last unlocked the music from Itunes. They have also allowed people to purchase music on the move not only by Wi-FI but by 3G (which is getting faster and faster). Still, that leaves all the video content locked up tight. Thats a bigger issue, and remember NOT just for film makers but for muscians and labels too.
The market for downloadable video will still fail to go mainstream until these locks are taken off, and that affects everyone. After all, a great source of income for song writers, labels and composers is from tv shows and films. The arguments are the same, the actual risk is similar. However the perceived risk is higher as at present film companies still make very good money from DVDs and are seeing growth with BlueRay, hence they are not so keen to embrace the download future whole heartedly.
Meanwhile, when will Apple offer streaming via the Itunes store for music? This would clearly need a separate form of agreement with the labels and would have to be priced and pitched to compliment and not compete with the download service. However, as we move into the world of cloud computing, surely its the logcal step? As discussed in previous posts, why download when I can stream? I would happily pay a yearly ‘pass’ which would allow me to download and stream unlimited (fair usage applies of course) amounts of content. It would also allow Apple to cement their traditional hold on Ipod users, which has now been lost with DRM free music. If their favourite ‘interface’ for streaming became the Ipod/Itouch/Iphone then that would become the de-facto ’experience’ for accessing content for many people - thereby locking them into that platform for sometime (with their favourites and listening profiles locked into it).
Why are people dragging their heels on these services? Is it a technical issue holding us back? Is it legal in nature? Or, is it just that executives are just too scared to go into the water for a swim and still prefer to hold on to the edge of the pool and chat whilst watching the other swimmers do full lengths?