ipad and Zynga
What do they have in common?
Not just the old style vertical market lock in. No, this is a happy, fun lock in.
Zynga, the company that brought you Farmville, Mafia Wars and other popular Facebook games are masters of lock in. They are experts in getting your friends to lure you in and then enticing you to spend hours playing their silly games and, the ultimate goal, spend money for virtual things.
Things that only work in that game. And if Facebook kills your account? All that time and money is gone, never to return.
The iPad is the same way. Want something on it? Have to go through iTunes. Want an app? iTunes. Want a book? iTunes. Want to use all that stuff you bought on some other device? Oops.
Like Zynga, Apple has become a master of happy fun lock in.
I do not approve.