Universal boss Doug Morris seems willing to go with Apple's insistence on not raising the price of the average music download, but has followed his counterparts at EMI and Warner in talking up the need for variable pricing in the digital music space. Speaking at a conference last week he said: "A lot of people are calling for higher prices now, as you've read. But we have decided that, for the moment, we will stay with the current prices. The reason we are going to stay with the current prices is because we don't think there'd be enough traction yet at 4% or 5% of the business. And we do not want, by raising the prices, to take a chance to force people back to piracy. That's our position on the subject. But what we do want is the opportunity to have variable prices."
Oct 10, 2005
•
1 min read
Universal boss wants variable pricing too
Universal chairman Doug Morris said the group will keep current download prices but wants variable pricing, echoing EMI and Warner.