BeatboxAnshul Bhatia 09BM8010

Nishant Jain 06AG3808

Structure

• Industry at a glance – Musician oriented industry• A look at the the industry for desktop users• A look at the industry for mobile users• Potential of these industries• SWOT Analysis• Porter’s 5 Forces Analysis• Untapped potential with maximum competitor

advantage

At A Glance…

Audio and Music Applications

Desktop Mobile

Desktop

Audio and Music - Desktop

Simulators Post-Processing

Simulator

• Simulator programmes offer user a multi-track programming option of music.

• Each track can be independantly programmed based on the choice of instruments.

• Saved tracks can be played together in form a piece of music after each track has been constructed.

• Charecteristics of each track include:– Type of instrument– Equalizer setting– Miscellanous sound settings

• Can be used to save and play back saved tracks.

Guitar Pro• The most popular multi-track simulator software.• Latest software version can be purchased for $59.99• The software makes use of multiple instrument tracks

which follow standard staff notation, but also shows the notes on tablature notation.

• “Realistic Sound Engine” used to create life-like sounding scores by means of employing pre-recorded samples of real instruments.

• Has more than 9000 members on it’s Facebook page• Pirated and cracked versions easily available and much

more popular than original versions.

www.fretplay.com• Similar to Guitar Pro, but offered as an online service. • Free usage available for read-only services. Subscription

required for editing and creating services.• Subscription is a time-based subscription.

Post Processing• Post Processing softwares are used to capture user music

and process individual tracks to prepare it to final music score according to the musicians’ requirements.

• Vast amount of competition in this segment.• Major players:

– Cubase – Pro Tools– Logic Pro– Cakewalk

• Extremely expensive software packages targeted specifically to the professional musician.

• Packages can cost anywhere between $350 to $799.

Mobile

Audio and Music - Mobile

Real-time single instrument

simulators/Music gamesMusic Streaming

Why the Mobile Platform?• Mobile phones are getting more powerful by the day.• Some statistics:

– 2,30,000 iPhones activated everyday– 3,00,000 Android phones activated everyday

• 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

Sky Rocketing Mobile Web Usage

Real-time single instrument simulators/Music games

• Popular game formats such as Tap Tap Revenge series, Guitar Hero, etc.

• Single instrument simulator games such as iPiano, iDrums, iGuitar, etc.

Music Streaming

• Online Radio or Music Streaming applications such as Pandora Radio, AOL Radio, etc.

Untapped potential

• While apps for smartphones are extremely popular, most apps are meant for specific smartform platforms and interoperability issues exist.

• Music programming services are not yet available on cloud for mobile users.

SWOT Analysis

Porter’s 5 Forces Analysis

Competitive Rivalry

Supplier Power

Threat of New Entry

Buyer Power

Threat of Substitutes

Threat of New Entry• Not too expensive to enter the industry• No technology protection• Low barriers to entry

Competitive Rivalry• Low switching costs• Low customer loyalty• Sustainable competitive

advantage through innovation

Supplier Power• High supplier

concentration to firm concentration ratio

• Almost equal switching costs

• Threats of forward integration Buyer Power

• Low switching costs to use another product

• High buyer concentration to firm concentration ratio

• Easily available substitutes

Threat of substitutes• Low switching cost• Buyers inclined to substitute

Composing music through an interface

• System design– A web-based composer hosted on a web

server which has the functionality of sending MMS

– A JAVA based application running on mobile phone

– The user can compose melodies without installing any specific applications by simply using a web browser and send them as MMS

– On the receiver side, the application detects the melodies as incoming messages and renders them immediately.

Features

– Access interface by any multimedia mobile phone

– Overlap sounds of multiple instruments such as Synthesizers, Guitars, Percussions

– Compose by sheet notes or scale notes– Support files for basic musical progressions– Real-time effects like filters, morphs and

echoes– User adjustable sound quality for slower

devices– Convert file in MIDI, MP3, WAV, AVI, RMVB,

AMR etc. formats

Thank You