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Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai
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Anders Ehn - Spotify - Ericsson Business Innovation Forum 2010 - Shanghai

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  • 1. Innovation in the music industry lördag, 2010 maj 15
  • 2. All the world’s music anywhere, anytime Online music streaming Better than piracy lördag, 2010 maj 15
  • 3. lördag, 2010 maj 15
  • 4. Background Founded (and funded) summer 2006 by Daniel Ek and Martin Lorentzon Got going August 2006 with a small tech team mostly from KTH, six people in total Launched private beta for friends and family in May 2007 lördag, 2010 maj 15
  • 5. lördag, 2010 maj 15
  • 6. About 20 people by summer 2008 First external financing round in summer 2008: Northzone and Creandum Launched publicly in October 2008 About 40 people at launch lördag, 2010 maj 15
  • 7. August 2008 lördag, 2010 maj 15
  • 8. Second external financing round in summer 2009: Wellington and Horizons Mobile apps released in fall 2009 (first iPhone and Android, then S60) Over eight million users in six markets Over eight million songs Offices in Stockholm, London, New York, Paris, Madrid, Oslo About 150 people in the company lördag, 2010 maj 15
  • 9. The challenge Music is ubiquitous and in practice essentially free on the Internet The music industry’s response – DRM and lawsuits – alienates customers and causes more problems for legitimate users than pirates lördag, 2010 maj 15
  • 10. The opportunity Despite music’s being free, the user experience was bad Accessing music from different places and devices was cumbersome User’s should be willing to pay – with their attention or their wallet – for something better lördag, 2010 maj 15
  • 11. The solution Move from a distribution model based on ownership to one based on access Make it ubiquitous Make it free or significantly better than free alternative to create an incentive to pay lördag, 2010 maj 15
  • 12. Conclusions Fighting what users want is a losing game “Don’t bet against the Internet” Identify what’s bad about the current user experience and figure out how to improve it – without losing the good parts Spend your marketing dollars on product development lördag, 2010 maj 15

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