Mobile Apps at Radio Ink Tech Summit 2010
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HOS Flash app start page2009 : custom Flash player
HOS Flash Player visibleheads up display
HOS Flash Content Navigation
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HOS Flash Access Plans
3 service tiers,
25 access plans
Going mobile
source: Wikipedia
MOBILE OPERATING SYSTEMS
• multi-platform support 10x more complicated than desktop
• multiple OS's, 'containers,' transport protocols, audio formats
• hard to get definitive technical advice ("experts" disagree)
Mobile challenges for music services
• Number 1 — compelling content or service : can be a niche
• service model (what users want) vs. business model (what you need) vs. DMCA
• transport protocol : RTSP, RTMP, HTTP--Progr. DL, SHOUTcast, adaptive bitrate (new)
• container format : tells OS how data and metadata are stored (3GP/3GPP, 3G2/3GPP2)
• audio format aka 'payload' : MP3, MPEG (AAC LC, HE-AAC, aacPlus), WMA
• firewalls : many LANS block common streaming ports and/or protocols; best on port 80
• metadata : DMCA requirement for music -- travel with the file or sync with a stream?
• log analysis and royalty reporting : ASCAP, BMI, SoundExchange all different
• ad insertion and verification : if you are doing a free service
• user accounts, transactions, personal data : database expansion + API integration
• integrated email marketing and social features
• back end technical setup : rationalize and harden as it grows. Goal: 99.999% uptime.
Cost centers for web music services
• salaries
• overhead
• bandwidth
• hosting
• royalties
• customer service
• software development and programming
• software purchases
Native mobile apps
NATIVE APP ADVANTAGES
• simplicity, focus, ease of
use
• full access to hardware: graphics, GPS, accelerometer
• faster operation
• more complete UI toolset
• full screen available
• trending now
• sell via App Store (30%
fee)
NATIVE APP DISADVANTAGES
• separate app for each major platform
• have to keep up with platform changes
• requires user to update their app
• creates version issues over time
• Apple approval x-factor: takes time, limits programming languages, what you can do
with subscription apps
• app ecosystems not equally developed
• turns you into a software developer
Mobile web apps
MOBILE WEB APP DISADVANTAGES
• compatability with different
platforms
• more limited UI operation
• slower screen updates w/o
'prefetching'
• limited to lowest common
denominator delivery format/protocol
• not a magic bullet: impossible to
serve everybody w/one web app
MOBILE WEB APP ADVANTAGES
• run on all mobile platforms
(theoretically…)
• build with standard web tools HTML, CSS, Javascript
• HTML5 browsers will play audio &
video with no plug-ins (2012)
• fast iteration : update app anytime
• sell direct : keep more of the money
'Radio' vs. Online Apps
Levels of interactivity in audio apps
• Launch and listen : Radio Paradise, single channel apps, run in b/g
• Limited interaction : channel-based services, personalized jukeboxes
• Fully interactive, personalized : highly engaged users, willing to pay
• Radio : lack of interactivity is a feature. Dead easy to use.
• Online : moving toward interactive mixed-media formats
• Mobile : screen size and variable user situation limit interactivity
(may be less of an issue for tablets)
Elements of a successful web service
• aggregate : small or large, but something
• add more value : raw content rarely good enough
• "The UI is the brand" (Kurt Hanson) not 100%, but really critical
• optimize the 'user experience' : try for addictive
• engage users : implies user accounts, personalization
• tiers of service, pricing, policies : key to the 'user value calculation'
• responsive customer service : required for paid services
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