Why I chose last.fm, but want a ZunePass
One of the reasons why I was so looking forward to the Australian launch of Windows Phone 7 was that it signalled that Microsoft was finally looking at rolling out the Zune service, their answer to Apple's iTunes Music Store, to non-US customers. Being someone who doesn't have a very well developed music library, and hates the notion of purchasing physical media in any sense these days, the idea of being able to access a $15 a month music subscription service, as well as being able to purchase digital downloads of new release movies and TV shows, is something I have yearned for. I refuse to buy into the Apple ecosystem, because I am a Microsoftie at heart, and the Zune service (at least, from a distance) seems to offer the most comparable offering to iTunes, with the additional bonus of actually being a better-to-use system. It was a win-win.
So, imagine my immense disappointment when Microsoft announced that with the launch of Windows Phone 7, the most Australia would be getting is a movie rental shop. Basically, a virtual Blockbuster video store. No TV shows. No music. Certainly no ZunePass music subscription service, the main element I was so desperately looking forward to. From what I can tell, even the catalogue itself doesn't seem that inspiring. The comparison with a brick-and-mortar DVD rental store is quite apt, since that is really what the Australian Zune service seems to be. A fairly limited 80k approx. titles list, and although there are rumblings that in 2011 Microsoft will be planning on expanding the service here in Australia to bring it up to speed with the US version of the store, it still feels like a greatly missed opportunity, what with the launch of Windows Phone 7 down here.
One of the areas that Microsoft has a real chance to offer a competitive edge to the iPhone, and certainly laud it over the Google Android platform, is in the area of content delivery. The US Zune store feels like the only true rival out there to the dominance of iTunes, which even to this Apple-hating Microsoftie, does seem to get it right when it comes to the sheer breadth and depth of content being offered in the store. And this is especially true given the newness of WP7, and how people buying this as their first Windows Phone might decide to take the next step, and take out a ZunePass subscription, or get an XBox 360, or use Bing on their desktop... The list goes on, but this just highlights why Microsoft's strategy with WP7 is right. But it does rely on having all of the pieces in place at launch, not dropping them in piecemeal over the first 12-18 months.
So, I still wanted to get some sort of music subscription service operating in my life, even if it was nothing more than a stop-gap measure until ZunePass came Down Under. I also wanted it to integrate into my Windows Phone 7 / Windows Live ecosystem, which meant looking at what services were already integrated into Windows Live. Pandora was my first choice, but sadly it (like several others) were geo-locked to not work in Australia. In the end, after a bit of soul-searching, I went with last.fm, a service which takes the form of a virtual radio station. You don't download tracks or albums per se, but rather you listen to "mix tape" esque playlists that users have created on the server, using the back catalogue of music available on the last.fm server. It's a neat idea, and at $3 a month you cannot really go wrong.
I've started discovering a whole host of excellent tracks since I started using the service, although the only problem was trying to work out what song to start with. Picking that first song was hard, because essentially what the system does is recommend subsequent tracks for your own personalised "mix tape" of what you "heart / don't heart" as you listen. So at least initially the recommendations were somewhat random, but as last.fm learns my tastes, the recommendations are becoming stronger and stronger. Which you've gotta love. And, if nothing else, at least once I do get a ZunePass, I can go back through my last.fm history and see what tracks I liked, and download those onto my Windows Phone via the ZunePass subscription.
The only downer? The official last.fm app isn't available for purchase in Australia. Which sucks...