I think that Amazon’s AutoRip is brilliant, including the way the company just quietly started doing it, surprising and delighting most customers who suddenly discovered that they had a whole online music library of music they loved that they didn’t have to create or buy. Watching what happens with AutoRip will be a fascinating case study to examine a number of issues:
When is it OK to do something that “benefits” your customers without asking for their consent?
What are the critical customer experience things you need to get right when you ’re helping customers “manage their stuff?”
Will Amazon’s CD AutoRipping service get customers to add Amazon Cloud Player to their devices? Will customers mind have two (or more) music libraries to “manage”?
A year from now, will AutoRip be seen as a turning point in the music marketshare battle?
Here's a quick intro to my article:
Amazon Takes on Apple in Digital Music
Combined CDs and AutoRip Make Amazon Cloud Player More Enticing
By Patricia B. Seybold, CEO and Sr. Consultant, Patricia Seybold Group, January 24, 2013
Do you like surprises? Many Amazon customers were surprised to discover that Amazon had given them a free gift: digital MP3 files of the music from CDs they had purchased directly from Amazon anytime. You can download and/or stream this music using an Amazon Cloud Player app on your device of choice or directly from your browser. We believe that this capability will cause many people to switch their music purchasing from Apple to Amazon.