Amazon: Bargain Music Anchored to Echo?

Share this content:
The boombox isn't coming back
The boombox isn't coming back

Find your customers wherever they are. Engage with them on the platform, channel or device of their choice. That's the new marketing mantra, surely?  So it's counter-intuitive that Amazon would launch a discount music service tied to an immobile object.

Well, not literally immobile, of course. Pick up a nearly two pound, nine inch tall Echo speaker and yes, you can move it from place to place. But that's not the mobile revolution as we know it. According to Recode, however, Amazon is planning to launch a discount music streaming service—$4 or $5 per month—which will deliver online playback via the Echo speaker only. It will also, the report says, launch a more conventional service, available across devices, for around $10 per month; much the same price consumers pay for Spotify, Napster, etc.

Listeners would love to pay less for unlimited music, but surely not at the price of being tied to a weighty speaker. The boom box isn't coming back any time soon. What's more, it's worth noting the disanalogies with the Kindle eco-system. For one thing—and most obviously in this context—Kindle downloads are available on smartphones, and not just on Amazon's Kindle device. But Amazon derives Kindle revenues above all from book sales. There's no reason to suppose that a music streaming service will drive music sales to the same extent (it will be possible to download paid tracks for offline playback).

Not crystal clear, then, what Amazon's strategy is here, assuming the reporting is accurate. Especially as people aren't about to sit still for digital content.

DMNotes is DMN's around-the-clock blog. Yes, a blog in 2016.

Bookmark this section and follow our RSS Feed here

close

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above