OK here's a bright idea: 5 steps to disaster
- If your parent company's been on the verge of abandoning a brand name for the last four years, make use of it.
- Slap it on a new music download store for mobile phones. Now make sure all the track are encrust with DRM, (OK so what if the rest of the music download industry is finally moving away from DRM?)
- Make sure that the downloads are tethered to the user's handset, so they can't keep them when they upgrade phones in a year or two.
- Charge more than the competition.
- Then, when anybody asks you what the heck you could possibly have been thinking, blame a business partner who's actually running the store for you!
Sounds stupid doesn't it? Surely nobody would do such a thing? Well.....
On the exact same day Microsoft announces its first-ever major layoff, a MSN-branded download site for mobile phones in the United Kingdom is relaunched by the company! You had better believe it, that's what Microsoft has done with Thursday's launch of MSN Mobile Music, a new part of the U.K. version of its MSN Mobile portal.
The MSN brand is old news--most of Microsoft's popular consumer online services (e-mail, instant messaging) got the Windows Live brand four years ago, and Microsoft abandoned its MSN Music download service in the United States when the Zune launched.
The Zune team is working on some sort of strategy for mobile phones. Digital rights management? Nobody's using it anymore, except for subscription-based services. And DRM worked out for the original MSN Music--Microsoft said it was turning off the DRM servers, rendering songs nontransferable to new computers, then it reneged under public pressure.
But thebest part of this disaster has to be the price: 1.5 UK pounds (a little more than US$2), while Apple's iTunes, Amazon.com, and most other music stores start at .79 of a pound.
Did somebody say something about a recession?
OK granted most of the time, it's easy pickings poking fun at a poorly thought-out Microsoft initiative, it's par for the course and good-natured ribbing. But this comes at a time when the company has just announced its worst earnings miss ever and is looking to cut 5,000 jobs over the next 18 months.
That makes this kind of incompetence sad, not funny.


