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What's flying high at Kite Media and in the wider industry.

December 18th, 2014

Evolve or Die

Written by Paul Maidment

As Kite Media Consultancy was preparing for lift off, it was a salient lesson at how quickly the media landscape – and, indeed, the wider world itself – changes.

Possibly the greatest media development in Kite’s lifetime is the launch, implementation and global domination of iTunes. A great, great brand underpinned by a groundbreaking, ‘sexy’ product. The Apple juggernaut seemed unstoppable but, gradually, iTunes has been reeled in by Spotify and others with revenues reportedly down around 15% year on year.

The Spotify model is an interesting one with ‘free access’ customers being converted to paid subscribers – iTunes has remained fairly stagnant in its outreach relying perhaps on its brand strength and reach.

The purchase of Beats by Apple perhaps signals the way forward – there is a bundling deal in there somewhere – but the message is clear: it doesn’t matter who you are, unless you evolve you will die. A real lesson for a start up consultancy business…

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