How much will you pay for a song or a movie?
How much more will you pay for effortless access and ease of enjoyment?
People buy emotional experiences, which may be delivered in the form of a movie or a song. But the content is only part of the experience. How we receive it is equally impactful.
Experience = content + convenience.
Media distributors are fighting to protect a business model that sells products. People don’t want the products, we want the content. And that content can be had without spending money, but not without spending time.
Pirating music and movies takes time and attention. Searching for virus-free sources and tweaking shareware is a time-consuming practice requiring technical skill, patience, and a love for obscure forums.
Rather than fighting piracy, record companies and movie studios could be creating convenience.
We want effortless access to our information and entertainment. And we’re willing to pay for that access – if it’s truly effortless and convenient.
Netflix sells home delivery, not movie rentals. GetDigital sells the magic and joy of a loaded ipod, not data transfer. Apple’s iTunes has sold over one billion legally downloaded songs, because it’s easy. And now they’re doing it with video.
Movies and music aren’t alone in this shift. No matter your business, your knowledge is your most valuable asset. Your customers will increasingly expect your content, your knowledge, to be free, even if they have to work a little to get it.
What are you doing in your business to create convenience?
