Was the title of a recent post from Jupiter Research analyst Mark Mulligan

With Apple accounting for roughly 80% of the digital market at present, what gets decided here will have an impact across the board - and as such the post’s title caught my attention.

In his post he addresses four key issues:

• Dropping DRM
• Variable Pricing
• DRM Interoperability
• Digital Bundles

And on why he included 3.0 in the title:

You’re probably wondering why Digital Music 3.0? Here’s why:
1.0 – the first services that tried to build a legitimate alternative to P2P e.g. Vitaminic, MP3.com. Legitimate market still on warm up lap.
1.5 – the first generation of major label backed services e.g. OD2 but label licenses overly restrictive. Legitimate market not so much as still stuck on the starting blocks as having one foot nailed to it.
2.0 – iTMS changes the game, redefining the entire digital music landscape with similar liberal usage rights following for other services. Legitimate market disappearing off round the bend.
3.0 – as the end of the lap nears, the question is which battons will be passed on: DRM free? Variable pricing? Interoperability? etc etc

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