A few weeks ago, we wrote that while a recent panel discussion of the iPhone NPR app was focused on the ability to access any NPR station despite its over-the-air local broadcast range constraints (geographic independence), the primary value proposition of the NPR app is the ability to access any program despite its scheduled air time constraints (temporal independence).  Put another way, this app represents the ‘tivo-ization’ of NPR.

In fact, the intrinsic ability to time-shift content is arguably the primary value proposition of any internet media platform.

Some recent coverage of Apple’s forthcoming Apple TV subscription model misses this point entirely, though…

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Peter Kafka from All Things Digital writes today that Apples is thinking about launching a $30 per month iTunes-based subscription service to carry cable and broadcast television programming early next year.

According to unnamed sources, over the past few weeks Apple has been pitching the idea to several of the major broadcast and cable networks.  As the article correctly points out, it’s a tough sell: cable networks will are not going to do anything to jeopardize the lucrative business model currently in place, in which they receive both a large cut of the advertising revenue as well as subscription fees from the cable carrier - and everyone is probably tremendously cautious about the effect on ad load, given the inability so far to monetize internet video through advertising (even industry leader hulu has had trouble selling its inventory).

However, there’s something we think the ‘All Things Digital’ article misses…  something important…

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Interesting approach?

A couple of weeks ago, Blockbuster, the country’s largest video rental service announced testing of 50 or so DVD vending kiosks in preparation for a massive 10,000 store roll-out in the next 18 months.

The company certainly lacks neither scale nor resources to put this good plan to work.

But somehow - in the age of ubiquitous, super-”liquid” consumer video - Blockbuster’s push into the stationary DVD vending business seems somewhat “backwards” I thought.

Maybe afraid to miss the boat again - especially Netflix’s DVD mail-order success comes to mind - Blockbuster may have decided it could simply not cede any more business to others.

Among those, there’s Redbox of course, operating at least 8,000 kiosks each filled with 500+ DVDs. Currently one-night rentals run at $1 per DVD. For all titles, reservations can be made online and any of Redbox’s kiosk accepts returns.

Fair enough. Both Netflix and Redbox are certainly siphoning off consumers’ video dollars away from Blockbuster stores. Obviously that must hurt.

But will simply replicating someone else’s stationary vending model be enough for the video store king to (re)claim lost market share?

By now, most consumers certainly have ample alternatives to quench their thirst for full-length commercial video without the need to drive to a local store.

Cable VOD is already available in at least 50 million US homes. Add to that a growing IPTV subscriber base (2 million and counting), plus Apple TV, Hulu.com, and soon-to-launch Amazon Video on Demand. Then there’s Sony’s internet-connected Bravia TV sets of course, pre-loaded with Hollywood hit movies and other popular fair.

The list goes on and on.

But wait. Maybe NCR can add much-needed differentiation to Blockbuster’s DVD vending idea. The former AT&T-owned company partnered with Blockbuster on its planned in-store kiosk deal but has more to offer than that.

Turns out, NCR is behind the predecessor to the 802.x WiFi standard, and knows all about RFID.

To that end, what if a Blockbuster / NCR combination lets you use your cell phones or other portables equipped to scan DVD packaging while browsing through Blockbuster stores? Or, for that matter, any other store carrying DVDs. (Similar to what Amazon.com has done for in-store books).

While you’re already heading for the door, behind that RFID system, a backend transmission network pushes your favorite Blockbuster hit straight to your residential network, and you’re ready for movie night by the time you enter your home.

No DVD kiosk required, no return date to adhere to; oh, and much lower delivery cost boosting margins on incremental sales.

Interesting approach?

At Tekserve over on 23rd Street in Manhattan, while waiting for my own MacBook repair, hordes of seemingly “ancient” Apple machines seem to stare at me.

There’s at least fifty of them it seems, spread out side by side on a sizeable wall-to-wall file cabinet waiting for repair.

Think a couple of ailing Macintosh Plus and Macintosh II machines. (Is that possible? They date back to the mid-eighties), plus Quadra 610s, an LC 55, and plenty of the (relatively) newer eMacs and iMacs Flat Panels.

All in, picture the robot warehouse scene from “I, Robot”. These Macs lined up in front of me look similarly alive inside, just intelligent enough to keep still and quiet, probably wise from age.

I am actually still a fairly new member to the Apple “universe”, and not sure what took me so long.

We only recently traded in our Dell machines for a slick(er) MacBook and a MacBook Pro.

Add to that an iPod Touch, a Shuffle, plus an Apple TV STB. (The design alone, I couldn’t resist).

Of course, with iTunes on top, everything integrates exceptionally well, making the user experience as good as advertised.

So, as I am staring at this mass of last-gen and older Macs, clearly their respective owners seem to have held long-lasting emotional bonds to each one of them. 

Almost like a pet hospital, each one of these Macs seems to have a name, had experienced disappointment (an occasional OS crash), and physical injury (cracks from something smashing into the monitor).

In yet another attempt further personalize the Apple experience, there is all these stickers on the side of these Macs. From what I can see, one is promoting world peace (I agree) , another a local pizza place (sure), and a rock band I never heard of in my life.

Clearly a CE marketer’s dream of permanent brand appeal.

Is that how I will soon cling on to my own Apple devices as we jointly age?

While my Tekserve customer service agent is working hard on my particular MacBook “emergency”, I am getting MBA marketing class flash backs; start thinking of J. Gutman’s “means-end-chain” model and how it says our personal purchasing decisions ultimately are driven by a particular emotional need, a visceral bond between yourself and product strong and lasting enough to have you actually expend money.

Clearly, Apple’s done it And they seem poised to carry their lead for time to come.