petter karal - ezmo musicportal @ media in transition 2007

YOUR FRIENDS. YOUR MUSIC.

“The gap”

The ‘’gap” in digital music

1. Consumer• Want to own their music – unlimited

access and use• Want to explore music freely• Want to easily enjoy and discover

new music with friends (Web 2.0 style)

2. Music industry (Big Music)• Want to control use and sharing • Old business models look more

attractive than risky innovation• Struggle to meet the consumer need

for convenience and social music experiences

Illegal peer-to-peer Digital restrictions (DRM)

Legal actionApathy

Convenience is king – digital rights loose if Limewire is simplest and fastest

Solution:

• Grab and hold users’ attention by offering a superior way of experiencing their music (anywhere, with friends, nice design)

• Integrate music purchase into that experience – seamless, convenient, one-click

The first online player that lets you and your friends

discover and share each other's music, anywhere.

Legal & free

Streaming technology

Use any internet connected PC to listen to your music

Use any internet connected PC to listen to your music

...and that of up to 10 friends

Getting started is very easy

• “Trial mode” – access inviting friend’s music with one click, no registration

• Very simple “Ezmo uploader”

• In the living room• At work/school• At parties• On the move• Avoid current hassles

• charging/synching mp3 player• Replacing or reinstalling PC• Viruses and broken files from

P2P music sharing

• Discover new music• Friends’ and friends-of-friends’• Recommended• Browse the community• Personalized top charts

Easy access to music any time, anywhere

2008-09: Emerging online platforms

2007: PC + Mobile

“Our challenge [is] … to make music easier to buy online than to steal”

John Kennedy, Chairman and CEO, IFPI

“Social networks are fundamentally changing the

way we discover, purchase and use music. …[I]t is

a new discovery platform and if it isn't integrated

with a purchase function, people will go elsewhere,

including illegal downloads, to get the music

they want.”Russell Hart, CEO, Entertainment Media Research

No shopping cart, just Ezmo

• Add any music you discover to your player• You can play it once to sample• Then it ”greys out” until you reactivate with a one click purchase

Jennie Marie is checking out Espen's Friday Fireworks playlist. Some of the songs can only be played once and she has to make a simple one click purchase to make them available in her own music collection.

Jennie Marie is listening to one of her Depeche Mode albums. Ezmo automatically recommends other Depeche Mode albums and lets her listen to them once before making a simple one click purchase.

→ Support each individual’s natural way of discovering music

Generic Platform

• Musical neighbors

• Friend-to-friend playlists

• Recommended tracks

• “Our gang’s charts”

• Browse collections

• Celebrity/DJ playlists

• Complete artist/album

• Recommend artist

• Recommended by friends

• “Your genre” charts

→ Capture the sales potential in all natural discovery behavior

→ Maximize long term potential by experimentation and learning

Convenience is king – digital rights loose if Limewire is simplest and fastest

Solution:

• Grab and hold users’ attention by offering a superior way of experiencing their music (anywhere, with friends, nice design)

• Integrate music purchase into that experience – seamless, convenient, one-click

YOUR FRIENDS. YOUR MUSIC.