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Where The ROKR Went Wrong

7 replies · 2,594 views · Started 26 October 2005

While the Motorola ROKR isn't a phone we normally cover, Wired's latest article, The Battle For The Soul Of The MP3 Phone, should be required reading for everyone even remotely interested in the big mobile battle of 2006 - the music playing phone. Why did Motorola and Apple make the decisions they did? Why have the 100 tune limit? And don't miss Nokia's N91 making a shadowy appearance  - even without the open source P2P software demonstrated in the article it's looking like the phone to beat.

Read on in the full article.

While the N91 may address some of the key failings of the ROKR my worries are that it will not have some of the main benefits. I'm thinking specifically of desktop synchronisation and integration (iTunes is incredibly easy to use and functional) and compatability with the iTunes music store.

Incorporating a hard disk into a phone does not necessarily mean it's going to be a great music player. Hopefully Nokia will suprise me but I'm not going to sell my iPod and pre-order one until I've seen some reviews!

Re Desktop Syncronisiation I think this is why we're not seeing a v1 N91 before Christmas - Nokai will launch with the N91 v2 (as it were) inQ1 2005, and this will have the Windows DRM and Plays For Sure capability - and use Windows Media to transfer information. Whether this is better than iTunes is a moot point, it;s a lot better than the current Nokia Music Manager IMO.

Ewan wrote:a lot better than the current Nokia Music Manager IMO.
Most anything is better than that. 😉

It's a bit sad that Apple is crippling music phones because they don't want to cannibalise the iPod. One day they'll have to make music phones, because it'll be crazy not to.

Yes, there's the "separates are always better" argument, but that only works when people require the higher standards that separate devices offer. Once you get to a certain point, separates are still better but music phones would be good enough for most people.

Imagine if a far-future music phone had a 100 gigabyte HDD, would people really want a separate iPod just because it had, say, 1000 gigabytes? There's only a finite level of quality that people need, there's only a finite level of storage space that people need, so when music phones reach those levels the market for separates will collapse into a niche.

How many people have separate calculators, or separate FM radios? Very few because built-in versions are good enough for most people in most situations.

I think the holy grail for music phones, the moment when they become a really mainstream device, is when there's a model that has all these things:

-Relatively cheap (under $300)

-Hard disk (at least 4GB, preferably something much larger like 20GB so there's room to build a largeish collection)

-You can buy music straight onto the phone, preferably over the phone network or wi-fi depending on your location, but even wi-fi only might be okay

Leave out any of those three things and you have something that's probably only a niche market. I'm pretty sure one day all those things will be true, because the hardware is getting cheaper on every front. Will bog-standard phones in 2010 have all three things? Maybe.

The last point about Over The Air sales is particularly important.

You'd be able to buy music as soon as it's mentioned in conversation or in a media article, wherever you are. If you end up with a song stuck in your head, you could give in to the torture and buy the original straight away.

You'd also be able to sell tracks directly in advertisements, there could be a magazine advert for a new album which would say at the bottom "Text 123456 to buy it!" or even "Text 654321 to get a free sample track". This already happens with realtones, and people seem prepared to pay exorbitant prices for them, so why not extend it to selling the whole record?

You'd even be able to buy albums through links on the "visual radio" system which many smartphones are getting now. Radio stations would be generating direct revenue, not just indirect advertising, for record companies because the sale would take place directly because of a track being played. Radio stations might become incredibly important to the industry, and the stations could even start taking direct cuts of tracks bought because of links on Visual Radio. That might mean music stations all dumping advertising (which is a good thing), but it would probably also make them play best-selling rather than low-selling or new and untested tracks (which is a bad thing).

I know we're used to just using a phone with a PC, and it's cheaper and quicker than OTA, but there's a few problems with it too: it adds a layer of complexity to the transfer process, it reduces the opportunity for impulse purchases (how else can you buy a song that's been ringing in your head?), and it makes piracy easier (which is very bad for content makers so they're less likely to support it).

Excellent idea Krisse and reminds me of a piece of technology I saw a while ago (a year or two I think). It was a PC app that was supposed to help you when you had a piece of music going around in your head but didn't know what it was. You could hum the tune into a mic and it would go away and (hopefully) come back with the name of the song. Not sure if they ever got it working but imagine if you could combine that into a mobile online store. Just say into the speak of your smartphone, "I want the one that goes Da da de da baa dadedaa", it pulls up a list of samples. Listen to a couple, pick out the one you want and it downloads it to your phone. 500 years ago they'd have burnt you at the stake for that sort of thing!

Bassey wrote:It was a PC app that was supposed to help you when you had a piece of music going around in your head but didn't know what it was. You could hum the tune into a mic and it would go away and (hopefully) come back with the name of the song. Not sure if they ever got it working but imagine if you could combine that into a mobile online store.

Sort of done, someone was running a mobile service where you rang up played a snippet or attempted to hum it and it went away and told you what the track was.
Problem with Apple is they went to the wrong people, I've not encountered a single Motorola phone that I liked to use. They've gone about things a bit backwards and in the interim Sony have rolled out the SE w800i, which I have to admit is a bloody nice bit of phone. But then for Sony to put the ubiquitous "Walkman" branding on it, it should be good.

At the end of the day my Sony MD Walkman sounds far better to any phone MP3 player I've heard so far but for convenience sake, my 9500 is loaded up with MP3s and 90% of the time I just use that now. The mainstream of user aren't particularly bothered about the sound quality on this sort of kit, all they care about is listening to their music and a dual purpose phone fits the bill fine, it's appealing to the same sort of people who will buy a Matsui mini-hifi from Dixons, it may sound crap but it does the job. People will eventually say why buy a personal stereo (be it mp3/cd/tape/MD) when their phone does a passable job.