kensuguro wrote:Let me inject some C level perspective here. I think the difficulty is sustainability of revenue. The structural issue I see with scope is that everything about it is buy once. It's a win for the consumer. You buy the chips once. (maybe, maybe add more later) You buy plugins once. They're the best, bam. Done. Very rarely these days, you see a new plugin. Buy that, and it kills all competitors. Bam, finish. There's a clear point at which you can just stop buying. You may love and rave about what you have for years and years. But still, as an income source, that's quite limiting. The theme for me here, is that there can be too much of a good thing, especially if they're all permanent. (and permanently the best)
The barrier to entry is also comparatively quite high, both for consumer and devs. (so friction for ecosystem growth) That combined with limited revenue per user doesn't spell "scalability". (though high initial cost boosts per user life time value) Sure, a sound argument can be had in support of "high quality inherently is not scalable"... but tell that to potential investors and you may never see them again.
Anyway, don't want to put a damper on creative thought. Just want to point out some issues that need solid answers. Revenue isn't always just about reach, it's about growth, sustainability, and scalability over the long term. You don't want to sell stuff that constantly breaks or decays (built in obsolescence), but you also don't want a stagnant inventory. A healthy, self refreshing ecosystem can do wonders (ie app store / native land) but I believe there can be more creative ways for that exist rather than models we've seen thus far. (not everything needs its own damn app store. Apple already did it and owns it, move on.)
Last point.. as a former consumer, I did take comfort in the fact that I didn't need to be scouring plugins for the latest and hottest. It was comforting to know that for most of my scope stuff, I just had exactly what I wanted, and nothing could touch it. That permanence was powerful. And you can see it's at odds with an ever flowing stream of new things to buy. That's what native land is for... so whatever the solution is, I think should to take a different form. It's a tough one.
Great post. I'll fully admit that one of the big reasons I just ordered an XITE-1 was exactly for "the permanence." Not everything is represented in the Scope platform, but most of the bases are covered and the holes easily plugged (see what I did there?

) by native software. So, while I'll probably be selling my VA plug ins... basic effect stuff, etc, when something like Obscurium pops up, I would not be able to feel, "Well I have access to the coolest version of that kind of thing known to man kind."
That's OK. I know nothing can beat native plug ins for the scope of what they cover. (I can't stop!

) Also, I think that it's a bit naive to view VSTlandia as some second rate country adjacent to the promised land. There is a lot out there that is very high quality. It's not free but from the outside it does seem like there are a few dollars to be made if you have a solid product. Companies like Native Instruments, U-He, Spectrasonics, etc, all seem like they're doing OK.
Here are my thoughts. I'll probably echo them in the "I'm sold" thread, which has become about this as well. I keep hearing, "There's just no way to easily explain what Scope is!" That maybe true, but it's not the right way to think about it. How do you describe a personal computer? You don't. I remember getting my first computer (Commodore 64 FTW!) and thinking, "Well... that's it?" I'm not the programmer kind. It seemed clumsy and tedious to use. I gave it to my roommate. Traded him for a guitar.
"BUT MARK! THERE WERE SO MANY COOL MUSICAL THINGS YOU COULD DO WITH THAT COMPUTER!" you might say. You'd be right, but no one told me about them. Those applications were not on the computer and not sold at my local software retailer. The internet did not exist... I didn't even know about BBS. So, fast forward to the early 90s. I'm with that same roommate at the Javitz Center in NYC at a photography expo. He was off probably looking at enlargers or something and I stumbled upon the Metacreations booth where they were showing off Painter and offering a bundle with a Wacom tablet. I stepped up to that booth and it was love at first stroke. I was sold. Didn't matter what it cost.
I had to have that. No one told me what the Mac Quadra was that ran Painter, and they didn't have to. All I needed was a peek at the "killer app." Now-a-days with the internet selling a computer is easier because many just use them as internet portals. Porn and silly cat videos are "killer apps."
That is what's wrong with Sonic Core's marketing. They are trying to explain what the XITE-1/Scope platform is. I'm pretty interested in such things, but I know a ton of musicians who are not, but they could be interested in "the killer app." Companies like Native Instruments don't explain how you need a personal computer to run their software. They just show you a cool video and some well produced demo tracks. That's the bait. You swallow it and the hook-line-and-sinker is the computer, audio/MIDI interface and operating system. You buy the boring stuff, in this case an audio interface full of DSP, to get to the cool stuff.
Anyway, you don't explain Scope. Well, you do, but not on a splash page. You show off some of your "killer apps," and let the consumer figure out what it is with their own exploration. Go into an Apple store. Every single device in the place is running some application, Logic, Photoshop, etc. It's all beautiful and the displays are sexy as hell. If they instead had some posters around describing what a personal computer, tablet or smartphone could do and every device was just sitting there displaying it's desktop screen... we'll they'd probably fail.
The good news is, Sonic Core does have a number of "killer apps," so it should be easy. One thing I'd do right away is look at some of the instrument competition like DSI, Moog, Korg, etc. Yeah, some guys are always going to say, "well I want a big analog box of knobs." Don't worry about those people, but show how your XITE-1D box can sonically best a Prophet 6 or 12. Show how much richer and better sounding the instruments included with Scope than a Virus TI2. Then show how for the same price as a Fatso you can get a 1D that at the same time will do your modulation and spacial effects... oh, while all the time equalling or besting your DAC. At that point, your DSP box won't seem expensive. It'll seem like a bargain.
I've worked in marketing long enough to have seen what I'm talking about work. Currently, Sonic Core markets itself like Oracle. That's a good strategy for Oracle, but a bad one for a consumer facing company like Sonic Core. Sonic Core needs to steal the Apple play book and go from there.