While both Sprint and Verizon have had full download mobile music solutions for over a year, neither product has become a major hit with users. Part of the problem has been synchronizing over-air downloads and purchases with the PC-bound music library. In some cases the tunes were not fully compatible with other devices or required special kludgy desktop software to manage. Add to that the ridiculous pricing scheme that was upwards of $2 to $2.50 a track in some cases. Things have improved on the pricing and synch fronts since then, and I have to say that both music stores on the handsets were actually quite good. The search mechanisms found tunes readily, and the respective EV-DO networks were snappy in delivering samples of tunes. But I suspect the carriers poisoned their own well with a poor overall model from the beginning.

The terrible truth is that most people into digital downloads wanted the kind of ease, pricing and portability that Apple offers. Tying a portable music device directly to a massive catalog of music has been a problem begging for a better solution for a while. Many will recall the MusicGremlin player that was among the firs tot use WiFi to network directly into a downloadable music catalog. Alas, this player was mediocre and the catalog search was poor. For some reason that eludes me, Microsoft launched its Zune with built-in WiFi that was used only to transfer tunes between players rather than access a music catalog. I never understood this move, since it would have been a sure fire way for the Zune to stand out.

Apple is trying to push the needle on mobile downloading with a Starbucks promotion that will give free tunes to customers. In exchange, iPod users will be able to access the iTunes store for free at Starbucks hot spots. This is a small stroke of genius. The affinity between iPod devotees and Starbucks has got to be strong, and the coffee house chain represents one of the widest networks of WiFi access around.

Which is not to say Apple got it all right. First, having Wi-Fi access to downloads cuts the carrier out of the loop entirely, and we have to wonder how disadvatanged AT&T must have been in these negotiations to let that happen on top of all the other comprimises they made. I have to say that after using the WiFi store, I do wonder why I can’t also access the same catalog anywhere. Once you get used to being untethered it is a hard habit to break. Also, where are the podcasts and video downloads? Both are absent in this store, and for many users those are the real value of the iTunes store to begin with. Sometimes giving people half of what they want is as frustrating as not delivering at all.