With the closing
of Wal-Mart’s digital video store last month, the mega-retailer’s digital
media head, Kevin Swint, has taken off for greener pastures. Swint moved
from Wal-Mart to become Apple’s head of international movies and TV.
It was an expected move on his part due Wal-Mart’s failed
digital video store. Wal-Mart’s attempt at digital video market was not
completely far-fetched. Just last year, the company signed up all six
major movie studios, beating Apple’s iTunes Store.
The blame for the service’s failure can mostly be placed on
the “unfriendly” DRM and a multitude of absurd fees, reports
Ars Technica. Wal-Mart’s
service attempted to leach off of consumer’s wallets, for example, charging
extra fees for device-friendly copies.
Another reason for the move, is Apple’s new Digital Copy
initiative. The initiative offers customers iTunes-friendly versions of
movies. Apple currently has a deal with Twentieth Century Fox, allowing
customers who purchase the DVD to copy the movie into their iTunes
library. These movies can then be played on Apple’s iPod, iPhone, and