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?

Hot on the heels of my streaming versus downloads rant we have this:

Pret A Manger (or however you spell it) offers free Wifi!

Now, this is not new for our US readers, in that there are whole CITIES which have free WiFi (even though I believe one of Bush’s last acts as Da Presidente is to have said no federal help there as its bad for the market or something. But its ok to throw tons of money at badly run car companies). For those of us though, stuck on this wee Island its very cool. Most coffee houses charge, or at least embarrass you into asking for a pin or password, which means you have to order something.

Not here though. No. Here they have worked out that if people are encouraged to stay, then they might get the tummy rumbles, or thirsty. Where better to have lots of people all getting tumbles and thirsty than in a coffee shop/restaurant. Clever that. 

What does this mean? It means that if the market place works as it should (just as its proven to so well in the financial industry) then all the other coffee houses MIGHT follow suite. THEN, at that point, Ill be more pro streaming, as I can pop in somewhere, get a coffee and watch something from my PS3 at home streaming to my PSP in my pocket. 

As long as the signal works in the loo too, I’m sorted.

As predicted by many, streaming is slowly becoming the way to receive data. Here is a list (not exhaustive) of current random applications and services which use streaming:

You Tube: on computers, phones and other portable devices

Phones: 3G and Wifi allow streaming of video content and music. From ‘consumer phones’ to corporate Blackberry’s, they all allow content to be streamed.

BBC Iplayer: Perhaps not huge outside of the UK (as its a UK only service!), but one of the Nets greatest success stories. Backed by the tax paying public, the BBC have created a robust and high quality system which has been embraced by the public. 

Streaming though is now entering the world of the console and setup box. In recent months and weeks we have had Microsoft enter an agreement with Netflix to facilitate the streaming of its content through the Xbox360 platform, Playstation will soon have music videos being streamed through its media centre and Blockbuster have announced its stand alone streaming box which is similar to the Netflix stand alone products already out there.

In the UK Sky have also launched their version of the IPlayer and there is talk they might go into partnership with console companies to offer the streaming service directly through the console. 

Now most of these services are video first, with audio second. However there has been a steady growth of audio streaming websites (often with music videos) on the net. Some are subscription based and others free to the consumer but funded through advertising. Check our Deezer.com as an example. 

The point is this - downloading might be old hat already. How does this make you feel? Does it matter if the data is actually on your device if the technology allows you to access and recall it whenever you want, whereever you want? 

Now clearly there are limits to this technology. What happens if there is no Wifi or 3G signal? Well lets be honest, in Urban areas that scenario is becoming less common. However for us country dwellers (I live on the edge of town!), we do still struggle to get constant 3G, or even decent speed broadband (where I live we still only get 1.5mb a second!). Streaming You Tube in my household is a non starter at peak times of the day, so expecting high quality audio or video is just a dream! 

However, are people like me being left behind? Well some would say ‘no’ as downloading is still here, still viable. For how long though? Streaming is not piracy free, far from it - but it is a lot more secure than downloads. So won’t content owners push for streamed content as it keeps the content out of the actual hands of the consumer for longer? I.E. its passes through our systems, but unless we are technical, it never leaves a trace we can access. 

Personally I’m not a fan of this new reality. I like the option and welcome it as another way of accessing content (once my home broadband can use it!), but I want to be able to take my PSP on a plane and watch a movie. Something I can’t do unless I have downloaded it. Mind you they have now started allowing mobile phone calls on planes (you have to sell your wife though to fund it), so maybe we WILL be able to stream even when 30,000 feet in the air! 

Whats your opinion? Streaming versus downloads - what wins overall for you?