RealNetworks launched a digital download deal today that looks like a bid to undercut Apple's offerings via its iTunes Music Store. Real is offering music fans the chance to download tracks for just
49 cents apiece in a limited time offer-that's half the price of Apple's downloads. Complete albums can be purchased for $4.99. That's a pretty good deal, as music download services go.
The offer
comes as Real debuts its RealPlayer 10.5. The latest version of its RealPlayer incorporates something it calls Harmony Technology. Real says Harmony enables music aficionados to buy and download music
that plays on more than 100 portable devices-including Apple's iPod. If that's really the case, it's a great deal and a savvy bit of marketing.
Speaking of marketing, RealNetworks, not typically
known for big-time consumer advertising, is launching a print, radio, and online campaign to support the deal which comes just in time for the back-to-school crowd. Real calls its campaign the
"Freedom of Choice" music sale, shrewdly underscoring the idea that consumers can choose to play their downloaded music tracks on any number of devices.
Apart from ads in alternative weeklies and
The New York Times, Real created a dedicated site where consumers can learn about music downloading and compatibility issues: www.freedomofmusicchoice.org.