Beatbox

Feasibility of business in musician-oriented application development

Anshul Bhatia 09BM8010 Nishant Jain 06AG3808

Table of Contents

1. Introduction.......................................................................................................2

1.1 Classification...................................................................................................3

1.1.1 Desktop........................................................................................................3

1.1.1.1 Desktop – Simulators...................................................................................4

1.1.1.1.1 Guitar Pro.................................................................................................5

1.1.1.2 Desktop – Post-Processing.........................................................................10

1.1.1.2.1 Cubase....................................................................................................10

1.1.2 Mobile........................................................................................................12

2 Industry Selection............................................................................................14

2.1 Industry Recommendation...........................................................................16

3 Industry Analysis..............................................................................................17

3.1 SWOT Analysis..............................................................................................17

3.2 Porter’s Five Forces Analysis.........................................................................18

4 Product Design.................................................................................................20

1 | P a g e

1. Introduction

The advent of Discrete Time Signal Processing devices has revolutionized the music-producing industry. The use of DSP devices meant compact sized portable real-time processing devices for musicians. Till date, DSP devices such as processors are popular amongst musicians; professional and enthusiasts alike.

It was only a matter of time till these DSP devices were modeled into software packages. This innovation has been successful in bringing hundreds of different types of musical instruments, amplifiers, analog effect pedals, equalizers to virtually anyone with a computer in the form of software, costing a miniscule fraction of any of this high grade equipment.

The market for musician oriented equipment is growing and thanks to constant innovation in the field, the sky is the limit. This; despite the fact that the industry is catering to a niche segment, itself speaks about the prospects of the business.

Let us have a closer look at the industry.

2 | P a g e

1.1 Classification

The audio and music applications can be broadly classified into two broad categories. This classification is based on the platform that these applications are designed for.

1.1.1 Desktop

As the name suggests, these applications are those that are designed for desktop users. Generally, by their very nature, they have the advantage of being extremely advanced, offer immense amount of options to the users. Because of the popularity of the desktop platform, a large variety of applications for this platform are available offering a wide gamut of options

3 | P a g e

to suit almost every diverse musical need of musicians from different genres. These can further be classified as follows.

Let us have a brief look at what these classifications are

1.1.1.1 Desktop – Simulators

Desktop simulators are programs that enable the musician to create music even without having any knowledge of actually playing an instrument. The user can program the software to recreate the feel of any instrument and also program the music into the program, add multiple tracks for the same piece of music which can also be saved and played back as and when required. An important phenomenon that needs a special mention here is MIDI – Musical Instrument Digital Interface. MIDI is a format that is universally accepted by all musician

4 | P a g e

oriented programs. This ensures interoperability between programs and even hardware. Some of the most popular simulator programs are:

a) Guitar Prob) www.fretplay.com

1.1.1.1.1 Guitar Pro

Fig 1. Panel Selection View of Guitar Pro 6

5 | P a g e

Guitar Pro is a multi-track editor of guitar and bass tablature and musical scores, possessing a built in MIDI-editor, a plotter of chords, a player, a metronome and other tools for guitarists and musicians. It has versions for Windows, Mac OS X (Intel processors only), and Linux and is written by the French company Arobas Music. Guitar Pro is first and foremost a program designed to edit tablatures for guitar, bass, and other fretted instruments from 4 to 8 strings.

INTERFACE: It is an optimal display needed for editing, sound-setting and playing the instrument.

Fig 2. Interface of Guitar Pro 6

6 | P a g e

TOOLS:

Diagram generatorFor chord in any tuning, it can display all possible finger positions. If we draw a diagram by clicking on the grid it will suggest all possible names for that chord.

Fig 3. Diagram generator

Scale engineThe scale engine presents directory of scales, from the most common to the most exotic. Selected scale can be viewed on the fretboard or keyboard to work as support to write score. The search function also allows to quickly find out what scale is being used in all or part of the score.

7 | P a g e

Fig 4. Scale Engine

MIDI and digital tunersThe digital tuner allows to tune guitar by plugging it into the soundcard, or via a microphone.

Fig 5. Digital Tuner

Virtual fretboard and keyboardThe virtual fretboard and keyboard are here to help you see the notes from the score, or capture them into it. They can show you the notes of the current beat, as well as the notes of the next beat, of the whole bar or yet again of the scale you have selected. Those are indispensable tools if you are beginning or you wish to capture notes with the mouse.

8 | P a g e

Fig 6. Virtual fretboad

Formats:

9 | P a g e

MIDI Import/ExportA MIDI file consistes in a mere description of musical data, which Guitar Pro turns into an actual multitrack tablature. The software calculates and optimizes the position of each note on the fretboard for you to play it as easily as possible. You can also export the tablature as a MIDI file for use in another software.

ASCII Import/ExportThe ASCII format — or simple text file — was the first format used for the sharing of tablatures. It is so easy to use via a mere text editor that it is still widely used today, in spite of its outdated look. Guitar Pro will let you convert ASCII files into tablatures in one click, to play them or print them out. The reverse option is also possible.

WAV ExportWith the WAV Export option, you can convert a Guitar Pro file into an audio file, which you can play or burn onto an audio CD.

PNG ExportExporting into PNG (image) will let you save your tablatures as big-sized pictures. Those pictures can for instance be integrated into a webpage for wider diffusion, or edited with the appropriate software for pedagogical purposes

PDF ExportThe PDF format is standard when you wish to distribute your scores

1.1.1.2 Desktop – Post-Processing

Post processing software is meant to add musical dimensions to pre-recorded music or pre-programmed music. These dimensions may include equalizer settings, tone control, addition of effects, note corrections etc. The possibilities are enormous. These are usually positioned for the more enthusiastic musician who aims at creating his own records.

Some of the popular software packages available are:

a) Cubase b) Pro Toolsc) Logic Prod) Cakewalk

Let us look into Cubase in a little more detail.

1.1.1.2.1 Cubase

Cubase is a music software product developed by Steinberg for music recording, arranging and editing as part of a Digital Audio Workstation. Its first version, which ran on the Atari ST computer and recorded via MIDI only, was released in 1989. On January 15, 2009, Steinberg announced that the new version, Cubase 5, was ready and officially started shipping it on January 27, 2009.[1] The many new features[2] include: drum machine features, vocal editing and (real time) pitch correction, VST expression tools for easy editing of

10 | P a g e

instrument articulations, improved handling of automation data, and a VST3 convolution reverb plugin. This version also supports 64-bit technology under Windows Vista and Windows 7.

OperationCubase creates projects which allow the operator to edit MIDI files, raw audio tracks, and other associated information like lyrics, and to present them in a range of formats including musical scores, editing console, event lists, etc. The operator can also mix the various tracks down into a stereo .wav file ready to be burned onto a CD in Red Book format or .mp3 burnt to CD or DVD as files or to be published on the Web.

While MIDI is a fairly ubiquitous standard for representation of digital music, there is no broadly accepted standard for the interchange of complete projects containing both MIDI and audio between Cubase and other competing recording/editing software (e.g. Logic Pro, Pro Tools, Digital Performer, or Cakewalk), so while actual pure recorded audio information can be exchanged, it is hard to import a whole project (with specific edits, instrument information and automation) in its native format from Cubase to another application and vice versa. The cross-platform OMFI format (which is supported by Cubase SX and newer version) resolves this issue to some extent.

11 | P a g e

Fig 7. Cubase Interface

12 | P a g e

1.1.2 Mobile

The mobile platform for application is relatively new but is growing with leaps and bound with the advent of smartphones with processing power that can now rival some computers. Also, the popularity of smartphones makes it an attractive market to explore.

The current application available in the mobile platform can be further classified as follows.

As can be seen from the classification above, there are not many musician oriented applications for the mobile platform.

Real-time simulators for the mobile platform are considered more as games where the user has one particular virtual instrument to work with in real time. Examples of such applications are Tap Tap Revenge series, Guitar Hero, iPiano, iDrums, iGuitar, etc.

13 | P a g e

Music streaming is possible through online radio applications such as Pandora radio, AOL Radio, etc for smartphones.

2 Industry Selection

From the above discussion, we have looked at the options for desktop and mobile platform. The desktop platform has a large number of applications catering to varied needs and many major players exist for this market.

However, for the mobile platform, due to the relative newness of the same, the applications are very few and there is large scope for innovative new applications. Also smartphones are becoming more popular by the day. Some information in the favour of the mobile platform is included below.

14 | P a g e

15 | P a g e

The information in the above two tables is enough to state the rate at which the smartphone industry is expanding.

Taking a closer look at the smartphone application market, the following facts can not be ignored.

• Some statistics: (Source : Digit Vol.11 Issue 02)

– 2,30,000 iPhones activated everyday

– 3,00,000 Android phones activated everyday

16 | P a g e

• With the advent of fast and cheap mobile internet services, users are increasingly looking towards higher end phones and smart phones. According to Neilson, already 30% users had smartphones in the US by October 2010.

• 10 Billionth application from the Apple iTunes store was downloaded on January 22nd, 2011.

• More than 350,000 apps on the iTunes. (Latest figure 363,818)

• 3,715,473,571 apps downloaded from the Android market

• Almost 300,000 apps available for download on the Android market

2.1 Industry Recommendation

In light of this information, we recommend the Mobile platform as a better industry to venture into

17 | P a g e

3 Industry Analysis

The attractiveness of the industry needs to be looked into more deeply before making an investment.

3.1 SWOT Analysis

Strengths:

This interface will enable users to create music with greater details. Features like sound modulation and equalizer settings will provide a diversified scope for composition.

With the option of converting audio files in different formats, this interface will also be compatible with slower devices

Finally, because of the cloud based connectivity, users can log on anywhere they carry their device

Weaknesses

As compare to other web based applications and computer software, composing will require a bit more musical knowledge beforehand.

User will have to switch between different screens on the mobile phone. Simultaneous visual of different windows (as on computer) will not be possible.

Due to failure of many previous such applications in the market, customers might be skeptical about this one too.

Opportunities

This application can be used to tap the additional market of music loving customers (interested in music composition).

18 | P a g e

Alliances with existing players in the field of music like Yamaha, Gibson etc. can provide an altogether different customer familiar interface.

Threats

Lots of computer based applications are being launched frequently. These applications are simple and user friendly. So our interface will have to overcome or at least touch this level of utility.

If brands like Yamaha, Roland, Sony etc. decide to step in on their own, it might be a tough competition in this small market with no prior experience of ours.

3.2 Porter’s Five Forces Analysis

Threat of new entrants

Such applications don’t create cost barrier for the competitors to enter. So entry of more such products is not something we can ignore as no protection for the technology will be available.

Supplier Bargaining Power

Developing this application is easy and affordable. So there is high supplier concentration to firm concentration ratio.

Switching cost is going to be almost equal for the suppliers

Forward integration is another probable consequence.

All the above mentioned factors point towards high supplier bargaining power.

Buyer Bargaining Power

Low switching cost for the customer also.

19 | P a g e

High buyer concentration to firm concentration ratio.

Substitutes are easily available.

Competitive Rivalry

Low customer loyalty in these kinds of products.

Sustainable competitive advantage is achievable through innovation.

Threat of Substitutes

Low Switching cost.

Buyers are inclined to try different products for varied experiences.

20 | P a g e

4 Product Design

The nature of the platform itself imposes many constraints on the application. However, the design of the application can be decided in a way to reduce the effect of these constraints. Some of the following points should be kept in mind during the designing of the product

The application should be a designed to handle single tracks in real-time with the capability of saving track information for multiple tracks for multiple tracks of the same music piece.

ADVANTAGES:

a) By the very nature of such an application, the requirement of a mixer simulator is nullified, making the software easier for programming and requires fewer resources.

b) This feature is better for the mobile platform as lack of physical working space is a major concern.

The application must be a cloud based application.

ADVANTAGE:

a) Reduces the problem of interoperability and need to design separate applications for different operating systems

b) Saved data can be accessed anytime from anywhere and can even be transferred to a desktop for further use

21 | P a g e