The rumours were true. At the Google I/O conference, the company unveiled Google Play Music, a subscription music service designed to compete with the likes of Spotify, Pandora, Rdio and whatever Apple is hoping to launch.
At first blush it looks pretty good. Nice customization, a good price ($9.99 a month after a 30 day free trial) and integration with their music-locker-in-the-cloud service. And if you sign up for a trial by June 30, the price drops to $7.99 a month.
But there are also questions.
1. For the most part, Google is identified with "free." When was the last you paid Google for any of their services? This could be a problem.
2. $9.99 is an okay price, competitive with other players. But do they have to charge that much? Shouldn't there be a free option? (See point 1.)
3. Google is first and foremost an advertising company. They make the vast majority of their money from ads. How do paid music subscriptions fit into the standard Google business model?
4. The world of streaming music services is pretty crowded, especially in the US. Even with Google's strength, reach and deep pockets, do we need them to play in this space? Or is this just something to annoy Apple? Or do they really need to tend to the music needs of all those Android phones (none of which work with iTunes, of course).
5. So we have Play, YouTube, Google+, the Motorola properties, Android and a host of other products. If they could be put together, you'd have something pretty spectacular. But that's not the case. For example, YouTube's music licenses are completely different than what they negotiated for Play.
But here's the thing we need to remember about Google: more than any other big company, they're in it for the long haul. People said they were crazy when they started as a search engine. People believed they were nuts when they started running ads based on search. When they bought YouTube, they were condemned for wasting their money. When the first Android phones came out, they were derided as crap.
And let's not forget that Gmail was in beta for, what, a decade? This is just v1.0 of Play. Like I said, remember what people said Android during the Cupcake and Donut eras. Never, EVER judge Google on v1.0 of ANYTHING they do.