Neil Gaiman called it “world-changing-unless-it-doesn’t”. Tycho of Penny Arcade fame calls it, “a model for compensation, lined up with the other models for compensation, like at the police station.”
Scott McCloud calls it, “about time.”
It’s BitPass, silly. And it’ll change the way we look at providing content on the web. Unless, of course, it doesn’t.
Those of you who have been paying attention to Scott McCloud’s increasingly evangelistic spiel on the benefits and future of webcomics will recognize BitPass by a different name – micropayments. A system by which cartoonists (and other online content providers) are able to make money off of their content without the messy business of subscriptions or $10.00 a pop prices.
As with McCloud’s current micropayment experiment (The Right Number), content can be provided at a rock-bottom price. In this case, TRN is provided for $0.25 an issue. Investigation of BitPass’s site reveals that you can, in fact, price your content right down to one cent – but keep in mind that they take 15% of your total transactions as their fee. As to an upper limit – there is none. And the take on content priced above $5.00 is larger (BitPass takes only 5% plus a fifty cent flat fee). In the end, you can price yourself into the bargain basement or shoot the moon.
The people on the purchasing end buy BitPass cards, which come in at a minimum of three dollars. A $3.00 card puts $3.00 into your BitPass account. When you click the link to read (for example) McCloud’s comic, you are presented with a login screen for your BitPass account. You log in, it asks you to approve the purchase (25 Cents will be deducted – Do you wish to make this purchase?), you click the approve button, and your account goes down to $2.75. And, once you’ve purchased the comic, you don’t have to purchase it again. Your BitPass account lists the item as purchased and allows you to access it any time you wish to.
It’s an empowering idea for content providers. Finally, you have an option for compensation that doesn’t require an exorbitant minimum price that will push you out of your market.
Of course, in order to work, it’ll need more than just a snappy business plan and that oh-so-simple and oh-so-easy website. It’ll need users on both sides. It’ll need consumers to buy the cards, and content providers to give the consumers a reason to buy.
It’s a vicious cycle. The providers need to give the consumers content before they’ll buy in – and the consumers need to buy in before providers feel comfortable registering. As I write this, only four websites are signed up as content providers – but that’s one more than there was when I bought my first BitPass card last week.
The content available is varied. Comics from Scott McCloud, indie rock mp3’s – in general, the picture that you get is that if you can stick it up on the web for download or viewing, you can charge for it.
There are some amazing possibilities here. Consider the case of Salon.com – which currently requires readers to subscribe to a Premium account for some content, or sit through an ad for a day pass. Now, consider if you could change it to an ad for a day pass, or one cent for a column. Or five cents for a major investigative article. Or $3.00 for one of their mp3’s they offer to premium subscribers.
Consider offering a book through CafePress’ stores (if they ever get their publishing wing going) and an html version for a nominal BitPass fee.
Got an indie band? Offer your album by the song or as a complete package – all for less than the cost of a CD-R.
Draw a webcomic? For one cent, your readers can download a high-resolution, print-quality version of your latest strip. Or, for two dollars, they can download the doublepluscool desktop background you’ve just drawn. Twenty-five cents gets them access to a fifty-page side story for your current storyline – or five dollars gets them access to the three-hundred page story you’ve created around a fan-favorite background character.
Of course, there are some uses that, frankly, would be abusive. For instance, it’s unlikely that I’ll start charging my readers one cent to click a “more” link on the ArtMachine. Ever.
Why?
Because it would just be plain abusive. Plus, I have a very small, very limited readership. And charging people to read my random ramblings is not only a bad idea for an artist – it’s poor business sense. However, I would consider posting downloadable mp3’s of my albums for a small BitPass fee. Or posting ebooks for a small BitPass fee.
So, there are three things that will determine whether BitPass is here to stay or is just a blip on the radar.
The first one is the content providers. Will they trust the new system enough to try it? Or will they sit back and wait, depriving BitPass of the content it needs to make it?
The second one is the content consumers. Will they buy into the system? Are they willing to go through the rigamarole (as Tycho calls it) of purchasing and redeeming cards? And is even one cent going to be too much to charge your audience for your content?
And the third is the reasonable nature of the content providers. Let’s face it – for this to work, those of us who provide content will have to avoid getting greedy. Just because you can charge for something that you post doesn’t necessarily mean that you should. A blog that charges to read its entire entries is going to disappear off of the blogrolls doubleplusquick.
It’s interesting to consider. Now that content providers have the ability to ask compensation for their content, we’ll have to learn the how and when to give it away for free and when to charge for it.
And that may be a hard lesson for some to learn.