Buying MP3s Makes a Little Less Sense Today, Thanks to MOG

Remember last year when MOG CEO David Hyman told us that getting his music-subscription service inside your car was the "Holy Grail" of the music-subscription business? Well, they're getting closer.

The New York Times reported earlier this week that MOG is coming to the new MINIs. Listeners will be able to plug in their smart phones and control the service from their dashboard. This is a baby step toward Hyman's ultimate goal of a full integration of his service into new cars a la Satellite radio, but it's a start, and one more chip on the scales in favor of subscribing to music for $10 a month versus paying $10 an album for the mp3s.

MOG also announced this week that the service will be available on LG's latest Internet-connected TVs and Blu-Ray players. Mark Mulligan, an analyst at Forrester Research, told the Times this is significant because "I don't think anybody in the music industry quite grasps how much of an important opportunity lies in the living room. And the window for that opportunity is closing ever more as every year goes by."

Subscription services like MOG or Rhapsody still account for a fraction of the digital-music market, but the myriad upstarts getting into the market are hoping that as it becomes more convenient to lease music than to own it, the masses will buy in. They're making headway.

We've come a long way from the days of carting around a briefcase of CDs. Now subscribers can access millions of songs from their smart phones, computers, TVs, cars . . . It's getting better all the time. Even if the Beatles aren't playing ball yet.

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