Filed under: Products and services, Consumer experience, Apple Inc (AAPL), Amazon.com (AMZN), Marketing and advertising
Billboard reports that Amazon.com (NASDAQ: AMZN) and eMusic will soon offer new pricing schemes in an effort to boost digital music sales. While Apple Inc.’s (NASDAQ: AAPL) iTunes Store retains its popular $0.99 per track price scheme, Amazon.com will offer “Daily Deals” and a “Friday Five” promotion. At the same time, eMusic will be raising prices for new customers, increasing the entry-level plan from $10 to $12 a month, but offering existing customers 10 more downloads per month for the extra $2.
Amazon’s “Daily Deals” plan “will feature a new album every day, sold at a discounted price that’ll vary by title.” Billboard cites the current offer with Coldplay in which the band’s first three albums offered for $2 in promotion of the band’s newest release, Viva la Vida or Death and All His Friends. The “Friday Five” plan “will feature five albums for $5 each” on Fridays.
Both plans come at a time when the music industry has been pushing digital stores to offer variable pricing models, but with Amazon.com the labels exercise the control they really want. Amazon.com’s MP3 store operates as little more than an outlet for the labels to sell music and all sales go directly to the label with Amazon.com taking only a small handling fee. Assuming that Amazon.com’s new pricing offers are directed from the labels, it’s a sign that the music industry is taking another look at what consumers want and how much they are willing to pay.
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