Through TheFLY's Eyes: Microsoft Corporation and Viacom, Inc.
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Windows Has the Urge

Looking back at some recent reviews on the blog, I realized I had been critical of a few new services (Yahoo's remodel, TiVo's magazine deal). To avoid solely being a naysayer, I waited for a chance to write a favorable review of a new product. Urge has provided me this opportunity.

The Urge service, which was announced by Microsoft (MSFT) and Viacom's (VIA) MTV Networks last December, launched one week ago on May 17. The service is meant to be an alternative to Apple Computer's (AAPL) iTunes music download service. A free two-week trial, which doesn't even require a credit-card, is available here.

Now it is known that Apple's iPod is king, and no product is going to come out and immediately knock iTunes off its pedestal, but Urge is a genuinely impressive product, considering there is a substantial digital music market beyond iPod/iTunes.

This article in MP3newswire, which previews a number of new "iPod Killer" MP3 players due out this summer, notes that 3 out of 4 MP3 players purchased are iPods. This means Urge has 25% of the portable music market as "easy fruit" to pick before converting a single iPod user. With Microsoft and MTV backing the product, Urge may have the legs to contend with iTunes in a longer-view scenario.

Looking at the product, Urge is sleek and polished, with an easy to navigate interface. There is an extensive library of all types of music, as well as over 130 radio stations.

The downside to the product is a confusing pricing strategy which involves a la carte pricing (99 cents a song), a monthly/yearly subscription ($9.95/$99), and a monthly/yearly subscription with "ToGo Access" for portable MP3 players ($14.95/$149). Fortunately, Urge's FAQ section is easy to navigate.