This article develops points made in iPod: More
than an MP3 Player.
The iPod will only be a significant product for Apple if it sells in
large enough numbers and brings Windows users and other new users to
the Mac. Sure, Steve has mentioned looking at a Windows version of
iTunes. After all, there is no point in putting off Windows users
before they try the iPod, and the more of them that want to buy the
better. However would a Windows version really benefit Apple?
So what are the costs involved? iTunes would have to be ported to
Windows and be at least as good as other MP3 programs for Windows, even
if the Mac version is better. Users would also need to buy a FireWire
card if their PC didn't already have FireWire, and only a small
proportion of PCs do.
Then there is the question of what varieties of Windows to support?
While 2000 and XP should cover the vast majority of FireWire-equipped
PCs, for the consumer market support for Me, 98, and possibly 95 would
be needed. Then there would be the usual PC hardware support problems,
in addition to Sony's powerless version of FireWire and all the
varieties of FireWire cards and drivers. In the longer term, with XP
there is also the problem of working with Microsoft's Digital Rights
Management software - when will that prevent ripping disks?
So the Wintel version of the iPod would require substantial
investment from Apple in a time of recession, when other initiatives
such as an iPhoto would reinforce the strengths of iPod for the Mac
market and as part of the digital hub.
However, Apple should look seriously at a low risk/minimal
investment option. Let third parties hack a Windows interface to the
iPod. Work with the third parties making MP3 programs for Windows. Give
them any needed specs to allow them to do a decent job. As these won't
be Apple supported, they will be considered, for what they are,
alternative iPod programs and should be out there in reasonable time
before too many iPod rivals appear. In these programs all the
shortcomings will remind users of the advantages of Macs and not make
them curse Apple for poor software (as we curse much of the software
ported from Windows). Publicising these third party arrangements should
also give iPod a sales boost as Wintel users will know that solutions
for them are under way.
In this way the benefits of FireWire, instead of USB, will be
promoted to the Wintel audience without the initial and long term costs
of supporting that market. Of course all the users pay a small royalty
to Apple and will only compare FireWire equipped PCs with Macs in the
future, thereby increasing the value of the Mac package in their
eyes.
So, how to convert these Wintel/iPod users to Macs? Remember many of
them have struggled with their computer and think that they will have
the same problems if they move to a Mac. Even worse, all that hard won
knowledge will no longer be of any use and, because Macs are only a
small part of the market, that knowledge will be harder to obtain from
friends and colleagues. So they have to get their hands on a Mac and
iTunes and then convince themselves that it's easy and better to move
over.
Give them a voucher for 20 minutes use of a Mac in the outlet where
they bought their iPod. Advertise it as more than long enough to
download 1000 songs. Tell them how long it will take to rip a disk and
that if they need more time additional sessions can be bought for maybe
$2 each. Have an iPod center in each Apple shop, Apple dealer, and
CompUSA outlet where there is an Apple salesman. Have a mix of Macs set
up with iTunes and the simple set of instructions to use the software.
Let the iPod buyers bring their CDs, rip, and download!
This will increase the store traffic in all Mac outlets, help to
convince Wintel users to buy an iPod, and everyone who uses a voucher
will discover for him or herself just how great Macs can be! Next time
they buy a computer they will ask themselves if they want to continue
with Wintel - and more and more of them will move over and push Apple
back towards 10%.
Tim lives with his wife, her Web site on the area
ariege.com, two daughters, two cats, and a dog
in the French Pyrenees. He has worked for computer companies for more
years than he cares to remember, lapsed for a while after the Apple II,
but became a Mac fan when his wife introduced him to the
IIsi.
Share your perspective on the Mac by emailing with "My Turn" as your subject.
