Petter Karal - Ezmo MusicPortal @ Media In Transition 2007
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![Page 1: Petter Karal - Ezmo MusicPortal @ Media In Transition 2007](https://reader036.fdocuments.in/reader036/viewer/2022070312/553b3cc74a7959f87e8b4698/html5/thumbnails/1.jpg)
YOUR FRIENDS. YOUR MUSIC.
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“The gap”
The ‘’gap” in digital music
1. Consumer• Want to own their music – unlimited
access and use• Want to explore music freely• Want to easily enjoy and discover
new music with friends (Web 2.0 style)
2. Music industry (Big Music)• Want to control use and sharing • Old business models look more
attractive than risky innovation• Struggle to meet the consumer need
for convenience and social music experiences
Illegal peer-to-peer Digital restrictions (DRM)
Legal actionApathy
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Convenience is king – digital rights loose if Limewire is simplest and fastest
Solution:
• Grab and hold users’ attention by offering a superior way of experiencing their music (anywhere, with friends, nice design)
• Integrate music purchase into that experience – seamless, convenient, one-click
![Page 4: Petter Karal - Ezmo MusicPortal @ Media In Transition 2007](https://reader036.fdocuments.in/reader036/viewer/2022070312/553b3cc74a7959f87e8b4698/html5/thumbnails/4.jpg)
The first online player that lets you and your friends
discover and share each other's music, anywhere.
Legal & free
Streaming technology
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Use any internet connected PC to listen to your music
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Use any internet connected PC to listen to your music
...and that of up to 10 friends
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Getting started is very easy
• “Trial mode” – access inviting friend’s music with one click, no registration
• Very simple “Ezmo uploader”
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• In the living room• At work/school• At parties• On the move• Avoid current hassles
• charging/synching mp3 player• Replacing or reinstalling PC• Viruses and broken files from
P2P music sharing
• Discover new music• Friends’ and friends-of-friends’• Recommended• Browse the community• Personalized top charts
Easy access to music any time, anywhere
2008-09: Emerging online platforms
2007: PC + Mobile
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“Our challenge [is] … to make music easier to buy online than to steal”
John Kennedy, Chairman and CEO, IFPI
“Social networks are fundamentally changing the
way we discover, purchase and use music. …[I]t is
a new discovery platform and if it isn't integrated
with a purchase function, people will go elsewhere,
including illegal downloads, to get the music
they want.”Russell Hart, CEO, Entertainment Media Research
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No shopping cart, just Ezmo
• Add any music you discover to your player• You can play it once to sample• Then it ”greys out” until you reactivate with a one click purchase
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Jennie Marie is checking out Espen's Friday Fireworks playlist. Some of the songs can only be played once and she has to make a simple one click purchase to make them available in her own music collection.
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Jennie Marie is listening to one of her Depeche Mode albums. Ezmo automatically recommends other Depeche Mode albums and lets her listen to them once before making a simple one click purchase.
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→ Support each individual’s natural way of discovering music
Generic Platform
• Musical neighbors
• Friend-to-friend playlists
• Recommended tracks
• “Our gang’s charts”
• Browse collections
• Celebrity/DJ playlists
• Complete artist/album
• Recommend artist
• Recommended by friends
• “Your genre” charts
→ Capture the sales potential in all natural discovery behavior
→ Maximize long term potential by experimentation and learning
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Convenience is king – digital rights loose if Limewire is simplest and fastest
Solution:
• Grab and hold users’ attention by offering a superior way of experiencing their music (anywhere, with friends, nice design)
• Integrate music purchase into that experience – seamless, convenient, one-click
![Page 15: Petter Karal - Ezmo MusicPortal @ Media In Transition 2007](https://reader036.fdocuments.in/reader036/viewer/2022070312/553b3cc74a7959f87e8b4698/html5/thumbnails/15.jpg)
YOUR FRIENDS. YOUR MUSIC.