personal music industry
TRANSCRIPT
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RETHINKING THE WAY PEOPLE LISTEN TO MUSIC
Stephanie Heylands Simone Magazzu Yazan Iwidat
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1 INDUSTRY CUSTOMER EXPERIENCE
JOURNEY MAPPING PERSONAS INDUSTRY STANDARDS
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A. CUSTOMER JOURNEY
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1. HEARING
CUSTOMER JOURNEY
1. HEARING
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2. TAKING INTEREST
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST
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3. ACQUIRING
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST 3. ACQUIRING
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4. LISTENING
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING
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5. SHARING
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING 5. SHARING
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6. BECOMING A FAN
CUSTOMER JOURNEY
2.TAKING INTEREST 3. ACQUIRING 4. LISTENING 5. SHARING 6. BECOMING A FAN
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CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING
5. SHARING 6. BECOMING A FAN
CUSTOMER JOURNEY
CUSTOMER JOURNEY
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B. DIFFERENT MUSIC USERS
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MARK
YOUNG MUSIC
ENTHUSIAST
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I want to know more about
this artist
Nice melody
What’s the title of this
song?
I am going to listen to this a lot
what does mark feel, think and do?
1. HEARING 2.TAKING INTEREST
3. ACQUIRING 4. LISTENING 5. SHARING 6. BECOMING A FAN
I want this song on all my devices
I want my
friends to hear this
CUSTOMER JOURNEY
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MOMENTS OF TRUTH – MARK’S JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER JOURNEY
SHARING BECOMING A FAN
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sophie
SOCIAL LISTENER
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What music
should I put ?
WHAT DOES SOPHIE FEEL, THINK AND DO?
1. HEARING 2.TAKING INTEREST
3. ACQUIRING 4. LISTENING
CUSTOMER JOURNEY
5. SHARING 6. BECOMING A FAN
I like the
music here !
Spotify did a great job !
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MOMENTS OF TRUTH – SOPHIE’S JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER JOURNEY
SHARING BECOMING A FAN
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paul
JAZZ FAN
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I want to check
this artists tour
dates
Do I hear a
new artist
What’s the title of this
song?
I want more
than just this
WHAT DOES PAUL FEEL, THINK AND DO?
1. HEARING 2.TAKING INTEREST
3. ACQUIRING 4. LISTENING
CUSTOMER JOURNEY
5. SHARING 6. BECOMING A FAN
I want to download/buy it
I want to share this
with mike
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MOMENTS OF TRUTH – paul’s JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER JOURNEY
SHARING BECOMING A FAN
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C. INDUSTRY STANDARDS
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DIGITAL = PHYSICAL MUSIC SALES
2014
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI)
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GLOBAL DIGITAL SALES 2014
-17.9%
+39.0%
sUBSCRIPTION sTREAMING
+38.6%
AD-SUPPORTED STREAMING
-8.0%
PERMANENT DOWNLOADS
MOBILE PERSONALISATION +6.9%
TOTAL DIGITAL
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI)
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• Ownership -‐ access
ACCESS IS THE NEW OWNERSHIP
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MOBILE FIRST
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> 500 DIGITAL MUSIC SERVICES WORLDWIDE
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YOUTUBE Most used search engine for music
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1 in 7 people on earth use youtube to listen to music
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI), 2014
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Where do you find your music ?
26 % go for download services like iTunes
38% for music streaming sites such as Spotify
57% go for youtube
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI), 2014
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75 million users 20 million paying users
107 Minutes per session
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“The main services all offer more than 30 million tracks and have a similar quality and approach. The value comes in what is being placed over the top. It’s all about curation, recommendation and influence.”
Francis Keeling, global head of digital business, Universal Music
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI)
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2 Innovative players
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COMPETING WITH THE BIG GUYS
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INTEGRATION & CONVENIENCE
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But what if we look at other industries?
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MOBILE LIVE STREAMING INDUSTRY
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VIDEO STREAMING INDUSTRY: CREATING OWN CONTENT
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GAMING INDUSTRY: VIRTUAL REALITY
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3. CREATIVE IDEAS
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MUSIC-LOCATION MATCHER
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MUSICAL LIFETRACKER
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USER-GENERATED STREAMING CONTENT
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PERSONALISED PLAYLIST BUILDER
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VIRTUAL REALITY VIDEO CLIPS
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Thank you