
Apple announced on Wednesday a cornucopia of new hardware and software: sleek iPods, a brand new Internet-enabled video streaming device and new versions of its iOS software and iTunes 10. However, the most impressive to me by far was Ping, the music-only social network that Apple is opening up its 160 million existing iTunes users.
No, I’m not blown away by the 160 million number. What I’m impressed by is the thinking behind Ping…
From a content perspective, there are three different types of media we love to talk about:
* movies we see
* music we listen to
* books we are reading
These are accepted social norms. In fact, many relationships are made on the basis of collective love of a movie and many friendships have started with mixed tapes. It makes perfect sense for a music service to be social…
Ping…can tell me who my friends think are cool and the top 10 favorites of people in my social graph. Some of my friends are famous deejays. Others just have eclectic musical tastes. They can collectively sift through over 10 million songs and help with the discovery of music. This social-powered discovery is part of the biggest theme of our times: serendipity…
My belief has only been affirmed by growth in the amount of data available. With 12 million songs and 250,000 apps, the best way for Apple to enhance the iTunes store – aka its shopping experience — is through the use of social. Back in 2007, I argued that social networking was merely a feature that had to be embedded into applications to enhance their value. Apple has done a great job of that, but it’s also gone one step further, not only by adding a social networking layer to iTunes, but by meshing it with its commerce engine, the iTunes Store. And it’s made this experience available on both the desktop and its devices…
Like Apple, Amazon too has a lot more data about its customers and their behaviors and could create a compelling discovery experience. I believe with tens of thousands of products in its store, the retail giant needs to figure out ways to surface content and other offerings smartly.
As much of a non-social being as I am, I see what Om has perceived. Starting with the business opportunity, granting like access to like is socially meaningful as well as commercially beneficial. After all, this is part of how craft-oriented magazines – from Road & Track to Quilting Magazine – built their subscription base.
Mutually supportive, generating an internal energy, the subscription base of iTunes can utilize Ping to lead and support purchasing decisions. Music, movies, books – access deepened by the people you choose to accept as peers and friends.
Cripes, I have a single simple example like those Om mentions in his article: 3Cities. A group I’ve never heard of – Bombay Dub Orchestra – produced this recording a short while back. I never heard of them. But, Om mentioned liking the CD in his personal blog – I listened to a track and bought the CD. Best music purchase in the last year!