MOG reportedly had 500,000 subscribers, so they apparently lost at least 4 in 5 of those subscribers. Beats music wasn't built from the ground up. They bought MOG and went down from there.I think it makes a lot of sense personally. I have no idea what a reasonable price would be, but the profits made off the headphones would pay off this deal in less than a decade. It's almost like getting the streaming service for free. The service launched Jan 21st and in 79 days picked up 111,000 paid subscribers in the USA alone (Beats still not available outside of the states). Extrapolated this works out to over 500000 paid subs in the first year, more when they expand to Europe and Canada and Asia. This really is not bad.
I am in the middle of a two month trial. I preferred MOG and feel they would have been better off just adding their curation algorithm to MOG's just for you section and adding Beats superior marketing machine to grow that service rather than destroying it and coming up with something less useful to many users. On the other hand, if they can get Apple to pay 3.5 billion, their marketing machine may have been busy working in other areas.
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