2004-11-08 Introducing Mobile Music Services - Henning Reich - Siemens
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Mobile Monday Italy www.mobilemonday.it
Introducing Mobile Music Services Henning Reich, Product Management Mobile Phones Rome, October 2004
Content What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 2
What is Music? Emotion! Brand!
© Siemens COM; Subject to Change without Notice
Page 3
Key: close cooperation between operator and supplier
© Siemens COM; Subject to Change without Notice
Page 4
Key: close cooperation between operator and supplier
© Siemens COM; Subject to Change without Notice
Page 5
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 6
MUSIC customers: What role does music play in their lives?
© Siemens COM; Subject to Change without Notice
Page 7
MUSIC customers: the two segments to start
© Siemens COM; Subject to Change without Notice
Page 8
MUSIC customers: Key findings
© Siemens COM; Subject to Change without Notice
Page 9
MUSIC customers: Key findings
© Siemens COM; Subject to Change without Notice
Page 10
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 11
music download – what´s behind End-to-end value chain
Content Provider Master Content
Interfacing
Devices
Reporting
Music2You Content Preparation
Content Database
E-Shop Hosting
Royalty Clearing
DRM Encrypt.
Billing Interface
Ready-tosell Content
Requesting, Reporting
Service Provider
© Siemens COM; Subject to Change without Notice
Delivering
Page 12
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 13
Some thoughts on: The operator and ARPU Main music target group “consuming mobile music” is 14 – 30 • Target group will mainly use MP 3 and existing music base • Potential for spontaneous buying additional mobile music approx 5 € / month (e.g. limited by available free income) -> limited potential to increase DATA ARPU in the next years, BUT • VERY important target group • VERY important marketing message to the attractive target group The music story is mainly about marketing (voice ARPU and less data) If an operator will miss to address this target group, he will loose the fight for new customers and VOICE and SMS revenue
© Siemens COM; Subject to Change without Notice
Page 14
Increase Operator brand value • Music has very positive recognition in almost all cultures • Music is easy to understand • Music is ideal for promotion in TV and Radio and even print • The Vodafone Britney Spear exclusive campaign ? • The Vodafone Britney Spears tour ? • The new Britney Spears album exclusive on the Vodafone download portal?
Music has the best potential in the consumer market to increases the brand value of a mobile operator Music then finally increases market share and revenue, if there exists a competetive and credible connection between campaign and reality
© Siemens COM; Subject to Change without Notice
Page 15
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 16
Some thoughts on: The content provider and ARPU June 2004, Balthasar Schramm, Sony Music President: “I see this (SX1 mobile music product launch*) as the evolution of the walkman and it has huge potential in the future.” “ In 3 years I expect 25% of the music market to be internet downloads and 2/3 of that will be mobile internet.”
© Siemens COM; Subject to Change without Notice
Page 17
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 18
Some thoughts on: DRM “Digital rights management”“ or “Digital restriction management” ? Why should a customer accept DRM (if there is a choice)? DVD is copy protected and well accepted BUT -> there existed no better alternative video format before MP 3 is very well established, AAC and AAC+ will have a hard time. DRM might even be a show stopper from consumer perspective. Owning and Sharing were 2 out of the 4 most important motivations / success factors mentioned by the interviewed customer base !
© Siemens COM; Subject to Change without Notice
Page 19
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 20
Users
the path to enter the “mobile real music” mass market
SL 45 Early adaptors
SX 1 Early adaptors
UMTS EDGE
Initiator Mobile Music MP 3
GPRS
Initiator OTA download
Main market time
© Siemens COM; Subject to Change without Notice
Page 21
Majority & mass market
Market penetration „Real Music“
Phone roadmap for the future
next
SX1
SL45i
• GPRS class 10 • MP3 player • AAC+ support • MP3 player • Progressive download • MMC slot • DRM •32 MByte = 30 minutes • Stereo headset • MMC slot • 256MB = 16 hours music © Siemens COM; Subject to Change without Notice
Page 22
*
• EDGE/ UMTS • Mass market phones • MP3 player • AAC+/ AAC++ player • Progressive download • DRM • Stereo headset
time
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 23
Music: Convenient usage is key 10 sec.
Fast and Easy
10 sec.
Select song
10 sec. Click to buy
Convenience: Progressive download is a must !
© Siemens COM; Subject to Change without Notice
Page 24
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 25
“MOBILITY DOESN’T HAVE ROOM FOR WIRES “
Phone-Car interaction , convenient usage
Playback music stored on phone over car stereo Control the phone with car controls
© Siemens COM; Subject to Change without Notice
Page 26
“MOBILITY DOESN’T HAVE ROOM FOR WIRES “
Home –Mobile interaction , convenient usage
• Playback music stored on phone over home stereo
GPRS, UMTS
• Remote Control home stereo with phone • Synch music between phone and home server
© Siemens COM; Subject to Change without Notice
DSL, WLAN Internet Music Download Service
Page 27
[email protected] 2000 - Global Product Manager High End Phones SX 1 AAC+ Hifi Stereo Over the air download (Vodafone and o2) SL 55 Fashion slider concept SL45 GSM + MP3 (first GSM MP3 phone) SL 45i Java 2 Micro Edition (first GSM Java phone) 1998-1999 Director for Siemens SmartCard OS and Cryptography 1992 first global public demo of GSM CSD data with Siemens S3 on Cebit 1992-1997 Development and marketing of mobile computer systems, Nixdorf 1988-1991 university and degree in computer science 1990´s development of Software for Apple 2 and MacIntosh
Married, two children 7 and 9 years old Hobby: skiing, cycling, mountain climbing © Siemens COM; Subject to Change without Notice
Page 28
Introducing Mobile Music Services Henning Reich, Product Management Mobile Phones Rome, October 2004
Content What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 2
What is Music? Emotion! Brand!
© Siemens COM; Subject to Change without Notice
Page 3
Key: close cooperation between operator and supplier
© Siemens COM; Subject to Change without Notice
Page 4
Key: close cooperation between operator and supplier
© Siemens COM; Subject to Change without Notice
Page 5
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 6
MUSIC customers: What role does music play in their lives?
© Siemens COM; Subject to Change without Notice
Page 7
MUSIC customers: the two segments to start
© Siemens COM; Subject to Change without Notice
Page 8
MUSIC customers: Key findings
© Siemens COM; Subject to Change without Notice
Page 9
MUSIC customers: Key findings
© Siemens COM; Subject to Change without Notice
Page 10
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 11
music download – what´s behind End-to-end value chain
Content Provider Master Content
Interfacing
Devices
Reporting
Music2You Content Preparation
Content Database
E-Shop Hosting
Royalty Clearing
DRM Encrypt.
Billing Interface
Ready-tosell Content
Requesting, Reporting
Service Provider
© Siemens COM; Subject to Change without Notice
Delivering
Page 12
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 13
Some thoughts on: The operator and ARPU Main music target group “consuming mobile music” is 14 – 30 • Target group will mainly use MP 3 and existing music base • Potential for spontaneous buying additional mobile music approx 5 € / month (e.g. limited by available free income) -> limited potential to increase DATA ARPU in the next years, BUT • VERY important target group • VERY important marketing message to the attractive target group The music story is mainly about marketing (voice ARPU and less data) If an operator will miss to address this target group, he will loose the fight for new customers and VOICE and SMS revenue
© Siemens COM; Subject to Change without Notice
Page 14
Increase Operator brand value • Music has very positive recognition in almost all cultures • Music is easy to understand • Music is ideal for promotion in TV and Radio and even print • The Vodafone Britney Spear exclusive campaign ? • The Vodafone Britney Spears tour ? • The new Britney Spears album exclusive on the Vodafone download portal?
Music has the best potential in the consumer market to increases the brand value of a mobile operator Music then finally increases market share and revenue, if there exists a competetive and credible connection between campaign and reality
© Siemens COM; Subject to Change without Notice
Page 15
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 16
Some thoughts on: The content provider and ARPU June 2004, Balthasar Schramm, Sony Music President: “I see this (SX1 mobile music product launch*) as the evolution of the walkman and it has huge potential in the future.” “ In 3 years I expect 25% of the music market to be internet downloads and 2/3 of that will be mobile internet.”
© Siemens COM; Subject to Change without Notice
Page 17
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 18
Some thoughts on: DRM “Digital rights management”“ or “Digital restriction management” ? Why should a customer accept DRM (if there is a choice)? DVD is copy protected and well accepted BUT -> there existed no better alternative video format before MP 3 is very well established, AAC and AAC+ will have a hard time. DRM might even be a show stopper from consumer perspective. Owning and Sharing were 2 out of the 4 most important motivations / success factors mentioned by the interviewed customer base !
© Siemens COM; Subject to Change without Notice
Page 19
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 20
Users
the path to enter the “mobile real music” mass market
SL 45 Early adaptors
SX 1 Early adaptors
UMTS EDGE
Initiator Mobile Music MP 3
GPRS
Initiator OTA download
Main market time
© Siemens COM; Subject to Change without Notice
Page 21
Majority & mass market
Market penetration „Real Music“
Phone roadmap for the future
next
SX1
SL45i
• GPRS class 10 • MP3 player • AAC+ support • MP3 player • Progressive download • MMC slot • DRM •32 MByte = 30 minutes • Stereo headset • MMC slot • 256MB = 16 hours music © Siemens COM; Subject to Change without Notice
Page 22
*
• EDGE/ UMTS • Mass market phones • MP3 player • AAC+/ AAC++ player • Progressive download • DRM • Stereo headset
time
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 23
Music: Convenient usage is key 10 sec.
Fast and Easy
10 sec.
Select song
10 sec. Click to buy
Convenience: Progressive download is a must !
© Siemens COM; Subject to Change without Notice
Page 24
What is mobile Music ? Who are the mobile music customers ? How do I bring content to the customer ? Why mobile music is so important for operators What are thoughts of the Music industry on mobile music The problem from customers perspective: DRM Device roadmap to mass market Usability Mobility does not have room for wires
© Siemens COM; Subject to Change without Notice
Page 25
“MOBILITY DOESN’T HAVE ROOM FOR WIRES “
Phone-Car interaction , convenient usage
Playback music stored on phone over car stereo Control the phone with car controls
© Siemens COM; Subject to Change without Notice
Page 26
“MOBILITY DOESN’T HAVE ROOM FOR WIRES “
Home –Mobile interaction , convenient usage
• Playback music stored on phone over home stereo
GPRS, UMTS
• Remote Control home stereo with phone • Synch music between phone and home server
© Siemens COM; Subject to Change without Notice
DSL, WLAN Internet Music Download Service
Page 27
[email protected] 2000 - Global Product Manager High End Phones SX 1 AAC+ Hifi Stereo Over the air download (Vodafone and o2) SL 55 Fashion slider concept SL45 GSM + MP3 (first GSM MP3 phone) SL 45i Java 2 Micro Edition (first GSM Java phone) 1998-1999 Director for Siemens SmartCard OS and Cryptography 1992 first global public demo of GSM CSD data with Siemens S3 on Cebit 1992-1997 Development and marketing of mobile computer systems, Nixdorf 1988-1991 university and degree in computer science 1990´s development of Software for Apple 2 and MacIntosh
Married, two children 7 and 9 years old Hobby: skiing, cycling, mountain climbing © Siemens COM; Subject to Change without Notice
Page 28
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