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Fill ‘er Up at the Borders Near You? July 16, 2007

Posted by David Card in Media.
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Borders ceo George Jones says he wants to make portable media easy for geezers.

    You’ve got to think about America in general. There are tons of people 35 and older who don’t own an MP3 player, or if they have one, they don’t know how to operate it. These are people who just won’t take the time to learn how to do it. I’m like that myself. I love music, but I don’t download music onto my iPod. We think there is a place for a retailer to offer a comfortable environment that offers guidance and the opportunity to discover products that provide knowledge and entertainment. We’ll show you. Bring in your MP3 player and let us know what you want. We’ll download it for you.

Well, if he could do it, it’d be something. While it’s easy enough for nerds determined folks, it’s pretty hard for the uninitiated to end-run iPod DRM, even legally. How ya gonna get the iPod to playback the content without a several-step transfer that re-integrates it into iTunes? Or is there a mystery deal in the making?

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