We found aNew York Timespiece interviewing Iovine regarding the biggest story in music this past decade: namely, embracing the internet and leveraging the comeback of streaming in the business.
Because perhaps no one has had a broader view of this than Iovine. He and his partner, Dr. Dre,sold Beats Electronicsto Apple for $3 billion back in 2014 and helped launch Apple Music—a late entry to the streaming market that is now booming.
And inthis interview, Iovine claims there’s a looming problem for streaming: margin. It just doesn’t scale.
“At Netflix, the more subscribers you have, the less your costs are. In streaming music, the costs follow you.”
And streaming music services are utilities; they’re essentially all the same. As we touched on in yesterday’s episode of Recur Now, content success has been all about originality. But music streaming services are all the same, and that’s an issue.
“What happens when something is commoditized is that it becomes a war of price. If you can get the exact same thing next door cheaper, somebody is going to enter this game and just lower the price.”
It's a solid conversationand view inside Iovine’s thoughts on the future of streaming and the industry as a whole, and we’re keen to hear what you think on his take. We’re steadfast in our viewpoint that subscription is the future, but what’s the next decade look like for streaming?
It could be a totally different beast.
Is retention-first the way of 2020?
Guy Marion, Founder and CEO atBrightback, argues thatretention is on tapfor companies who are looking to keep customers engaged and driving growth moving forward.
Here’s where his head's at:
Guy thinksmore mainstream brands will embrace the subscription modelamid thisretailpocalypse.
He also believescustomer retention will become the new frontier for marketers. He’s talking companies likeZoom,Datadog, andPagerDuty, who were visions of success in 2019, thanks in part to their killer retention metrics.
Metrics will shift to reflect a retention-first mindset. The acquisition-at-all-costs mentality isn’t a problem that originates solely within a marketing organization, but changing the focus of marketing teams to beretention-mindedwill be a common theme this year, he claims. A public and sharedchurn goalwill help keep teams aligned on their retention efforts. And we know the cruciality of choosing your metric wisely, although we're also aware it can be incredibly difficult to assess this collection of numbers and figure out where to begin.Here's where to start.
Guy also says in 2020,personalization will mean more than "creepy ads" and <first name> emails. Because we need to look at interaction with our customers as a one-to-one event, taking more of the known factors of customers, segmenting them into groups, and personalizing their web and product experiences to the point where it’s an entirely custom journey. Here's asolid resource by Userlaneto get you started there.
And finally, Guy sees customers as having even more control, and companies needing to pay close attention. California enacted legislation in July of 2018 that stipulates online subscriptions must also be available to cancel online (not required via phone call or long, complicated queues). In 2020 and beyond,the consumer takes back control.
There are some in the space that are already nailing it, likeStitch Fixor Amazon Prime—but retailers are still obsessed with shipping products, and they aren’t focused on maximizing transactions as opposed to cultivating relationships.
Tien says he hopes it happens sooner rather than later, but for him, the shift feels like it’s going to take a while.
Let us know what you think. Connect with me email@example.com your thoughts. We want your intel—as the shoppers, and the creators.
Subscription Sapien: Tien Tzuo
As Founder ofZuora, Tien Tzuo has given hundreds of other entrepreneurs the tools to manage their own SaaS business. He may be a veteran in the space—being one of the first employees at Salesforce and remaining there for nine years—but he isn’t afraid to be radical.
As one of the earliest adopters of the subscription model, Tien has a wealth of knowledge, so it’s no surprise he literallywrote the book on subscription. In his book he evaluates subscription past, present, and future. With all sorts of companies incorporating subscription into their businesses, the pricing model may seem like a no-brainer, but this was not always the case. Tien was integral in showing the big wigs on Wall Street the subscription way.
And that’s a wrap for your January 8 subscription news.
Recruit your teammates into the subscription know atrecurnow.com. With interest in collaboration, send a note firstname.lastname@example.org we'll get it in the works.