2004-11-08 Introducing Mobile Music Services - Henning Reich - Siemens

  • Uploaded by: Mobile Monday Italy
  • 0
  • 0
  • April 2020
  • PDF

This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA


Overview

Download & View 2004-11-08 Introducing Mobile Music Services - Henning Reich - Siemens as PDF for free.

More details

  • Words: 1,689
  • Pages: 29
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

Related Documents


More Documents from "Ju Rimz"