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Apple’s New Opportunity
by Andrew McCaskey
Apple’s Second Chance
Apple has a chance to make another big contribution to the world of podcasting. And, it’s not for any altruistic reason – it is another revenue point just waiting to be tapped.
The iTunes Music store happened at the right time to build the base of podcasting – a podcatcher or receiver that interfaced directly with an extremely popular portable player, within a trusted user interface. Apple immediately benefited from a wealth of user generated content, available for free that would draw people to the iTunes music store. The music discovery process on some podcasts undoubtably drove business to the Apple iTunes Music Store. And, as time passed, the independent podcasts were generally replaced (at least in the Top 100) by corporate produced content.
Here’s a chance for Apple to make some more money The rumored podcast download capability on the next iPhone software upgrade could be an opportunity for Apple to cash in on a large part of that user generated media. Very simply, use the App store ecommerce engine (already tied to the phone number and credit card) to process monthly subscription payments for podcasts. Say $2 or $3 a month. Then, the podcaster could present two feeds- one feed including advertising content, the other paid subscription being ad free. A listener could make the choice, the podcaster (just like the iPhone app programmer) could receive payment for those listeners who chose to upgrade, Apple could rake 30% off the top, and the listener could elect to listen to the regular program, including ads, just as before. End of the month, the timer points back to the version with ads – or the podcaster could set up annual subscription plans.
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