ipod is vulnerable

The iPod Is Vulnerable

The young people I have been working with and studying the past four

years voluntarily remind me that they have iPod fatigue.

I have written about this before but I keep hearing it -- and the term

iPod fatigue is theirs not mine.

There is no doubt in my mind that you'd have to amputate their arms to

pry an iPod away from this generation, but I've been thinking about

iPod fatigue a lot lately. It seems to me that what these young people

are saying is -- entertain me where I live.

They are not particularly addressing the terrestrial radio industry.

Outside of NPR and some catch-as-catch-can listening this generation

isn't looking to radio for help.

But they are plainly tired of hearing the same songs over and over

again. It's like they all turned into Steve Rivers (just kidding,

Steve!). You know, many of their iPods have a limited play list

smaller than Steve. The fact is iPods aren't loaded with lots of music

like radio station computers.

Another factor may be that as the years go on Gen Y is spending more

time with their cell phones and smart devices. It's not unusual to see

college students carrying around Blackberry Pearls. Of course, not

every young person is blessed with a chance to go to college and many

other young people can't afford an iPod.

But, almost everyone has a cell phone whether they can afford it or

not.

I strongly believe that the mobile device will be the delivery system

for content -- someday for music when the copyright issues are worked

out -- and just about everything else from short videos to movies.

If I'm reading it right this a wonderful opportunity for record labels

to satisfy the desire of the next generation to access more variety.

Now, can they work out the remaining DRM issues and be the solution

for this generation's boredom with their iPods?

Radio companies have an opportunity to create content for mobile

devices. I know it's a bitter pill to swallow after spending billions

of dollars to own terrestrial radio stations but the Internet is the

new transmitter and the cell phone is the new receiver.

This generation is definitely not bored with their cell phones. They

are attached to them permanently. I kid my USC students that someday

when a new baby is born there will be an obstetrician and

pediatrician, the parents, a psychologist and a lawyer to no doubt

handle their RIAA lawsuits when they get older. I also say that I can

see the day when a chip will be implanted in every new baby's head so

they can receive signals, hear music and be on the GPS of life.

I'm kidding. I think.

They're not sure either.

One thing is for sure -- something is going on worth further study.

The iPod is getting long in the tooth. It's still better than a radio

to most but it's clearly not going to be enough to command the

restless Gen Y.

It's too early to jump to conclusions, but times they are a changin'

in the mobile space.

For the beleaguered radio and record industries -- it means

opportunity if they will listen with an open mind.

If not, Steve Jobs will continue to satisfy their need for new

content.

Which way do you want it?

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