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iTunes store

iTunes store. 697470676 余鈺 盈. 音樂消費模式演進圖. Source: 資策會 MIC 2004 年 3 月. Introduction of iTunes store(1/2) . The iTunes Store , formerly iTunes Music Store is a software-based online digital media store operated by Apple Inc .

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iTunes store

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  1. iTunes store 697470676 余鈺盈

  2. 音樂消費模式演進圖 Source: 資策會MIC 2004年3月

  3. Introduction of iTunes store(1/2) • The iTunes Store, formerly iTunes Music Store is a software-based online digital media store operated by Apple Inc. • Opening as the iTunes Music Store on April 28, 2003, with over 200,000 items to purchase, it is, as of April 2008, the number-one music vendor in the United States. • On 24 February 2010, the store served its 10 billionth song download; this major milestone being reached in just under seven years of being online. • iTunes accounts for 70% of worldwide online digital music sales, making the service the largest legal music retailer.

  4. Introduction of iTunes store(2/2) • While most downloaded files have previously included restrictions on their use, enforced by FairPlay, Apple's implementation of digital rights management, iTunes initiated a shift into selling DRM-free music in most countries, marketed as iTunes Plus. • On January 6, 2009, Apple announced that DRM had been removed from 80% of the entire music catalog in the US. • Full iTunes Plus availability was achieved on April 7, 2009 in the US, coinciding with the introduction of a three-tiered pricing model.

  5. iTunes音樂下載數量 • Source :http://news.sina.com 2010年2月24日

  6. ipod and iTunes產品路徑圖 Source : http://cdnet.stpi.org.tw/techroom/analysis/pat006.htm

  7. Apple數位音樂產業創新三部曲 • Source: http://cdnet.stpi.org.tw/techroom/analysis/pat008.htm

  8. SWOT- Strength • B2C架構 • 富有創造力，不斷創新 • 懂得運用策略、創造高利潤 • 品牌形象塑造成功 • 硬體外觀設計具時尚感 • 市場廣大 • 網路上有很豐富的使用教學資源 • 硬體儲存容量大，最大容量可達80G，能夠儲存多達20000首歌曲。 • 合法下載音樂

  9. SWOT- Weakness • 強人政治、接班人成一大問題 • 硬體成本高，無法享有低成本優勢 • 價格昂貴 • 目前台灣地區的iTunesstore仍為英文介面 • 亞洲地區僅開放給日本 • 硬體維修不便，成為消費者的一大考量

  10. SWOT- Opportunities • 硬體綁軟體─iPhone及iPod的推出都有可能刺激買氣 • iTunes結合App Store以提供免費或付費軟體，大大提高了對消費者的吸引力 • iTunes結合iTunes U提供免費或付費影片，當中有許多美國知名大學的課程錄音 • 海外市場的擴大 • iTunes已經完全改變幾千萬名音樂愛好者購買、管理與聆聽音樂的方式 • 環保意識抬頭 • iTunes優先拿到五大唱片公司代理權，自然比別人有利可圖 • 經過調查，MP3使用率有逐年上升的趨勢 • 「iPod+iTunes+周邊產品」其價值遠大於個別單元的創新

  11. SWOT– Threats • 如遇經濟衰退，iPod或iPhone需求量會下降 • 技術和產品的創新速度 • 消費者對音樂專利權的認知(難以改變消費者目前購買音樂的方式) • 其他同質性網站的威脅 • 唱片業者拿回版權 • 市場達到飽和，消費者選擇性多競爭力下降

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