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AI M MuLiMob event 30 November 2005 London w w w .m ulim ob.org
AI M MuLiMob event
W elcom e!
“Supporting I ndependent Mobile m usic”
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I ntroduction
- This event is about gathering the m usic independent actors and the m obile industry,
- to help the indies take part of the m obile pie
- to have the m obile industry and audience benefit from the indies diversity.
- to develop m usic and cultural diversity
- Panel
- Michel Lam bot, I m pala President and Play it Again Sam Co-Chairm an ;
- David W illiam s, Nokia - Music & Audio I ndustry Director
- Edw ard Kershaw , Vodafone Group Services – Music Director
- Sim on W heeler, Beggars Group- Head of new Media
- Cibelle, artist and new m edia activist
- Hélène Abrand, MuLiMob team leader
- 1 5 0 persons booked to attend this event, half from the m obile industry and half from the
m usic sector.
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AI M MuLiMob event 30 November 2005 London w w w .m ulim ob.org
I - See how supporting independent m obile m usic goes for m ore m ultilingual and m ulticultural diversity. I I - Get to know speakers view s about m obile m usic trends , threats and opportunities. I I I - Cibelle w ill follow up the discussion w ith an eclectic DJ set of exotica, cabaret & assorted oddities, a perfect soundtrack for further netw orking betw een independent labels and m obile actors.
W hat shall w e do this evening?
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First, Douglas Rushkoff inspiring ideas
- Douglas Rushkoff has w ritten ten best-selling books on m edia, technology and culture,
including Cyberia, Media Virus, ScreenAgers, and Coercion, w inner of the Marshall McLuhan Aw ard. Get Back in the box, I nnovation from the inside out is now being released. He’s a regular com m entator for NPR’s All Things Considered, CBS Sunday Morning, Tim e m agazine and the New York Tim es, a w orld-renow ned speaker on society, business, and change, Founder
Narrative Lab at New York University’s I nteractive Telecom m unications Program , and the host and w riter
- f PBS Frontline’s The Merchants of Cool
and The Persuaders.
- Language diversity and m usic diversity: Music, m ulticulturalism , cultural evolution, and the
w ay industry can help or hinder these cultural agendas.
- “Learn to see people not as individuals looking for pow er or social status but as part of a
group looking for cohesion.”
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MuLiMob, a consortium to discuss and enhance aw areness about m ultilingual and m ulticultural issues
Musiw ave Random One PlusConnect Telecom Cram m ed Discs HAC Paris Barcelona London Brussels Paris
- Stim ulate discussion and innovative ideas
I dentify the points and new trends that need further research. I n m usic, w hich as content and sector has alw ays been at the forefront of society and technology evolution. Please find our results, reports and dem o online on w w w .m ulim ob.org
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Multilingual opportunities
- As a person, artist or m arketer, to better reach and im pact your partner, audience or
target, you have to speak his/ her language.
- “ Minority language com m unities [ and nom ads or m obile targets] represent som e of the
m ost potentially valuable m arkets still underserved by the m obile industry.”
- “ Consum ers’ intense appetite for personalized content and services is absolutely
em blem atic of the im portance cultural and personal identities play in this m arket ”
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The m usic indies natural tendency for cultural diversity
Market com position
- The 4 m ajors record com panies ( EMI Recordings -Virgin and Capitol-, Sony BMG, Universal
and W arner) control 7 4 .7 % of the w orld m arket and 8 0 .6 % of the European m arket.
9 0 % of the m usic com panies are independent labels. Collectively they represent around 2 0 % of the m arket in both recorded m usic and publishing.
- 9 5 % of m usic com panies are sm all and m edium sized enterprises.
- The indie release a very w ide diversity of m usic, that fit audience cultural diversity and can
be distributed to aggregated niche m arkets thanks to new m edia , internet and m obile services.
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The m usic indies natural tendency for cultural diversity ( cont’d)
The indie aw ards show content diversity and that boarder breakers do exist .
From June to Septem ber 2 0 0 5 : Double Platinum (1 m illion shipments) Platinum (500 000 shipments) Naïve - Carla Bruni Quelqu'un m 'a dit – FR XL Recordings - Basem ent Jaxx Singles -UK Roadrunner - Nickelback Silver Side Up – NL W agram Music - Corneille Parce qu'on vient de loin -FR Playground Music -The Rasm us Dead Letters– SW !K7 Records - Kruder. Dorfm eister Sessions TM -DE XL Recordings - W hite Stripes Elephant -UK Roadrunner - Nickelback The Long Road – NL W all of Sound - Ro yksopp Melody A. M. – UK Roadrunner - Sli pknot Sublim inal Verses, I ow a – NL Diam ond (250000 shipments) PI AS - 2 Many DJ's As Heard on Radio Soulw ax Vol.2 - BE
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Panel experience, trends and solutions
- Michel Lam bot, I m pala President and Play it Again Sam Co-Chairm an
- David W illiam s, Nokia - Music & Audio I ndustry Director
- Edw ard Kershaw , Vodafone – Music Director
- Sim on W heeler, Beggars Group- Head of new Media
- Cibelle, artist and new m edia activist
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The Mobile Music Market – 2 0 0 5 Breakthrough DhaliwalBrown – Mobile Music Report 2005 Strategic Partnerships 2004-2005
- Motorola - iTunes
- Nokia HP ( Visual Radio)
- Telefónica - W arner Music I nt.
- W arner Music I nt.- Ericsson
- Napster – Ericsson
- Virgin Mobile – Universal
- Musiw ave – Vodafone
- Apple - Nokia ( Mobile Brow ser)
Deployment of Portal Services
- Siem ens -> Music2 You
- AT&T W ireless -> m Mode Music Store
- Microsoft -> MSN Music Club
- SONY – Stream m an
- Nokia -> XpressMusic
- Nokia / EMI -> bFree Music Service
- O2 Germ any -> Mobile Music Store
- Orange Music Catalogue
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Mobile m usic form ats: ringtones and realtones(Mobile Music Report) DhaliwalBrown – Mobile Music Report 2005
The m obile m usic m arket continues to grow . As ringtones begin to fade in 2 0 0 6 , realtone m arket grow th continues to drive m arket. Em ergence of new form ats – ringbacks, m usic com m erce and packet radio w ill further support grow th in 2 0 0 6 .
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Market com parison: m obile m usic vs m obile gam es (Mobile Music Report)
Although technologically m ore advanced, m obile gam es is outsold by m usic by a factor of 4 :1 . The universal appeal of m usic com bined w ith its ease of use, product longevity and increasing com m itm ent from non-m obile m edia w ill continue to m ake m usic products a greater revenue generator than gam es.
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Mobile m usic form ats: Ringtones and realtones
The m obile m usic m arket continues to grow . As ringtones begin to fade in 2 0 0 6 , realtone m arket grow th continues to drive m arket. Em ergence of new form ats – ringbacks, m usic com m erce and packet radio w ill further support grow th in 2 0 0 6 . ► Ringtones ► Realtones ( clip) ► Realtones ( full) ► Other Mobile Music ( ringback tones, packet radio, ...)
3 Mobile Music market slides with permission from Dhaliwal Brown – The Future of Mobile Music – http://www.dhaliwalbrown.com/
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CONTENT RIGHTS (Publisher, Media, Rights owners) CONTENT / APPLICATION AGGREGATION CONTENT / APPLICATION CREATION (Game Developers, Audio-Video Applications, Messaging) PLATFORM TECHNOLOGY PROVIDER PORTAL NETWORK / OPERATORS TRANSACTION MANAGEMENT / BILLING (Prepaid, Creditcard, Premium, Toll IVR) SERVICE DELIVERY (Retail, Online, Print, Handset, Preload, Unlock) HANDSET / DEVICE
The Mobile Music Value Chain
Platform Providers (also called Acces and Service Providers) provide the link between the content and the applications to the
- perators; they most often provide DRM solutions for the
Content Publishers. Portals are where the content is gathered and offered to the customer (HTTP or WAP). Content / Application Aggregators gathers the content (and/or sometimes applications) from different sources for reuse or resale. Content / Application Creators produce the mobile content/application like news, logos; ringtones purchased by the mobile user and/or develop messaging, audio-video applications, games and LBS software. Content Rights (Owners/Publishers) own the content and provide value-added services for mobile phone users such as music labels do for Mobile Music services. Wireless Standard Organisations such as ETSI, OMA, W3C,
- rganise the technology standards for the mobile industry.
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The Future?
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Hybrid Phones
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W eb 2 .0
Web 2.0 mindcloud by Markus Angermeier (Kosmar) http: / / static.flickr.com/ 24/ 62381076_949c1bfb82_o.png markus.angermeier@aperto.de, http: / / blog.aperto.de/ Released under Creative Commons Germany Attribution-ShareAlike 2.0 license http://creativecommons.org/licenses/by-sa/2.0/
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W apedia – m obile search
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MVNO’s : Mobile Virtual Netw ork Operators
► A Mobile Virtual Netw ork Operator is a com pany that does not ow n a licensed frequency spectrum , but resells w ireless services under their ow n brand nam e, using the netw ork of another m obile phone operator. ► Virgin Mobile ► NRJ Radio - France ► Hello MTV ► I D&T Mobile ► Boost Mobile
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Other Use of Mobile Music
► Direct dow nload vending m achines ► Napster ClearChannel ( concert dow nload im m ediately after live gig) ► W i-Fi / Bluetooth dow nload booths ( Hotspots) ► Mobile I nternet ( insert Artist info + possibility to dow nload catalogue through different paym ent m odels such as PayPal on m obile portals)
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Threats
► DRM -> incom patible, com plex and slow im plem ented DRM solutions... need to proactively address DRM issues along w ith the deploym ent of m obile m usic solutions and m obile online services as such ► Unclear and different pricing models -> too m any different m odels ex. cheap iTunes full tracks, expensive realtone clips, confusing w ith fulltrack dow nloads over 3 G, subscription m odels... very confusing for the end-user ► Visibility -> not be found or not being visible in the m obile m usic space can be another thread for independents - need to be present to be found easily through m obile search solution( s) ► Mobsharing -> P2 P and filesharing w ill happen betw een m obile users too
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Opportunities
► ( Geo-) Location-Based Com m unity Services -> promote/ market towards target communities (mobile social software) ► Alw ays on Culture-> everybody becomes more and more ‘connected’ all the time whenever, wherever ► New kinds of sales/ distribution points -> interaction with vending machines, hot spot shopping will become part of mobile music distribution ► Use w eb2 .0 in your developm ent strategy-> new web 2.0 technology to mobile web (web as a platform) ► Diversification is a PLUS-> think global, act local towards different and diverse communities (closer to your customer when communicating in his/ her own language)
Hélène Abrand: Hélène Abrand:
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Contact!
info@m ulim ob.org w w w .m ulim ob.org This docum ent can be distributed freely electronically, but please m ention “Docum ent produced by MuLiMob.org” and m ake a link to w w w .m ulim ob.org.
