Today, Spotify starts to roll out its new strict usage policy and the company has some exciting times ahead:
- Spotify can lose some of it’s 10 million subscribers.
- The company can also gain a lot of paying subscribers. This is obviously the plan.
- The service also has a huge opportunity to increase single song purchases from within the application and become an attractive iTunes store alternative. It’s hard to find a better sales lead for a song than someone who’s just listened to it for five times in a month.
I’ve talked to some friends and family about the new rules and many of them say the same thing: it’s not the 10 hour per month usage maximum, but the 5 times per song and month limit that takes them over the edge into premium land. And even though most of them seem to think that the unlimited desktop service for € 5 is fair, not all are happy with the new usage rules. I’ve proposed to them that they should purchase the songs they listen to more than five times from within the application and then wait and see if they will purchase songs for more than € 5 per month on avarage. Many hadn’t realized that you could buy tunes from within the program.
However, Now I’ve noticed that far from all of my playlist songs are available for purchase. This is because “Not all tracks or albums have been licensed by 7Digital for download so it’s possible you won’t be able to purchase them.” according to Spotify’s web site. Then I think it’s time to REALLY start working on making every freaking song in the application available for purchase a.s.a.p.
There ARE users from Spotify’s 10 million subscribers that will leave, but the company will be able to better monitize on the rest of us, even the ones that will not choose to become paying subscribers.
One more thing: If Spotify wants to start charging us money like a REAL company, it needs to start dealing with customer care. Paying customers are a hell of a lot more demanding than users of a free service. Today Spotify is kind of a secret hush hush company with a blog and a contact form and there’s not even a customer care number for users to call. Customer care is hard, boring and expensive. But every consumer company need to do it.