Today I found an article that is talking about how gBox Inc., a start up online music store due to launch on August 21, 2007, has come up with an innovative way to combat iTunes. What they have gotten Google to refer people to gBox through an ad based format. Universal Music Group is responsible for buying the ad space from Google that will guide the consumer to gBox to purchase DRM free music for 99 cents per song. This will potentially provide gBox the volume of possible shoppers they will need to be in the same arena as iTunes.
Commentary:
It is refreshing to see companies get creative in their attempts to find a solution that will revitalize the music industry financially. I commend gBox Inc. for taking the burden of coming up with a way to attract people to their online music store and somehow placing it on the shoulders of the company that already has the burden of saving itself from deeper financial woes. Simply put, gBox Inc. is leveraging the brand of Universal Music Group as the face of the ads to solidify their credibility within the music retail market. This ultimately saves gBox time and money. How? gBox Inc. will not have to put the time and money into creating and implementing some elaborate marketing and promotional campaigns to acquire the credibility that Universal Music Group can provide by simply putting their face on a Google ad. Well done!!
