Quite a few companies has been very successful with their proprietary closed systems. Some examples that come to mind are Microsoft (Windows, Office), Apple (Itunes), and Amazon (Kindle). A general fear with these very successful products is that they have a potential to become (natural) monopolies and damage consumer choice.
On the other hand, one can argue that these products bring a fresh approach to the market, heavily invest for take-off and disrupt the industry. They basically act like a catalyst.
On the other hand, one can argue that these products bring a fresh approach to the market, heavily invest for take-off and disrupt the industry. They basically act like a catalyst.
According to the related wikipedia article, the term economic catalyst is used to describe entrepreneurs or companies who precipate a fundamental change in business or technology. We like catalysts as they bring innovation, change and freshness, but we don't like closed systems as they limit our choice. If these two clashing characteristics is combined in some products, can the final outcome be positive for the consumers or an industry overall?
Let's start with Microsoft and Windows. Windows has a market share of 90-95% and Microsoft is being widely criticised on some of their practices (I obviously won't comment on any to let you make your own judgement). Let's forget about these for a while and think about what the existence of Windows actually did for the computing industry: since its initial launch in early 80s, windows made it easier for end users to use PCs. Arguably, the industry would have been smaller if people didn't have Windows' easy interface in the early days [1].
One can make a similar point about Apple and Itunes. As cute as they are, Apple's products are pretty closed systems. It's typically hard (and in some cases illegal) to use software/media not purchased from Apple. The internet is full of documents explaining how to hack your own devices.
Before we say how bad this is, let's look at what Apple has done to the digital music industry:
- Share of (legal) digital music within total music shipments in the US was 10% in 2005, almost all of it sold through Apple [2]. In 2007 it was ~20% with the lion share (~17%) from Apple [2].
- In first half of 2009, the share of digital reached 35% with Apple shipping 25% of total US music alone [2].
- Total music shipments increased by almost 50% between 2005 and 2008 [3].
Nowadays we are seeing a similar move in the e-readers. Amazon came up with Kindle in late 2007. You guessed it: Kindle was and still is a closed system. It in a way locks consumers to its platform, offering little or no choice other than buying books from Amazon itself. But then look at this data on US ebook sales revenues [4]:
Q1'02: $1.5m
Q4'07: $8m (this is when Kindle launched)
Q3'09: $46.5m
The growth in last 2 years is larger (both nominally and percentage) than in the 5 years ending in 2007. It's impossible to correlate this growth to Kindle only (or to any one factor), but stagnated growth before and aggressive growth after Kindle's launch date, combined with all the PR around Kindle, seem to be too much of a coincidence. I want to remind you that Sony Reader, which is mostly an open system, was in place a few years before the Kindle but failed to have Kindle's impact on ebook market.
All these products were closed systems. Do we like them closed? Not really, we want more choices to use them as consumers. But as long as these companies don't use monopolistic powers to prevent competition later on [1], closed systems might initially be beneficial to consumers by creating disruption in some industries.
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Photo credit: JenniPenni
Also, this post is more or less a data supported documentation of my recent discussion with a friend.
[1] The unfortunate practices that Microsoft adapted after their success, that resulted in a US Department of Justice action, raise the question of where to draw the line between cashing in on being a catalyst and becoming an abuser of power. I'll pass this topic for now.
[2] Apple Itunes Market share of US Retail music sales, Emarketer, and US physical and online music revenues, Emarketer (Subscription required)
[3] US Digital and Physical Music shipments, 2005-2008, Emarketer (Subscription required)
[4] International Digital Publishing Forum
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