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Music
the past, now and the future
Mobile Future
10.November 2011
Per Einar Dybvik
the future of music by

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This is a story about
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• how the music technology has been transformed for the past 100
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years
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• how a mobile content company, Aspiro, selling ringtones has
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become a player in a global competitive music marketplace
• how we believe the the technology will continue to transform and
dramatically change the way we consume and explore music
the future of music by

3. 1877 Phonograph: The start of recorded music
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Thomas Edison
the future of music by

4. 1907
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Things are evolving
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the future of music by

5. 1909 Tel-Musici launched in Wilmington, Delaware, US
Action title The first “online” music streaming service
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”System Back-end”
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– Second level App”
”User
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Pricing:
3 Cents for each ordinary piece
7 Cents for grand opera
The subscriber must guarantee $18 per year.
the future of music by

6. 1930
Action titleMusic becomes «portable» – 78 rpm
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the future of music by

7. 1963 Philips launches the first cassette
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the future of music by

8. 1978 The start of digital music
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Philips launches Compact Disc
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the future of music by

9. 1979
1979 Sony introduces the Walkman
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- a first true mobile music experience
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the future of music by

10. 1984 Then Sony gives us the Discman
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- the first portable digital player
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the future of music by

11. 1998 ..then Rio gives us the MP3-player
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the future of music by

12. 1998 Moving into the mobile phone business
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PS! Aspiro is born
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13. 1999 The mobile content business i being shaped
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What they promised us ……
Subject title and what we actually got …..
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$.$
(.)(.)
).(
( | )
the future of music by

14. 2000 Mobile Music 1.0 - monophonic ringtones
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•– Second level in Finland and comes to Norway
Jippi launched
They sold over 100.000 ringtones the first
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• Asprio (Schibsted Telecom) created their first
ringtones inhouse – created by teenagers on
simple keyboard
the future of music by

15. 2000
2000 Mobile Music 1.0
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the future of music by

16. 2003 Mobile Music 2.0 = Polyphonic ringetones
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• Nokia launches ”smarter” og cool phones
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– the Nokia 3510i
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• Aspiro continues to produce ringtones inhouse
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the future of music by

17. 2005
2005 Mobile Music 3.0 = MP3 ringetones
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• Ringtones becomes clips from
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«true» musictracks
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• The record labels enters the
business and Aspiro sign their first
agreements for delivery of music
the future of music by

18. 2006
2007 Mobile Full Track Music
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• Aspiro launches their first mobile
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music download store with Telenor
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19. 2007
2008 Dual-download & MP3
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• Aspiro launches their first
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mobile with Windows DRM !
• Later record labels accepts
DRM-free MP3s to be sold
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20. 2010
2010
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WiMP is launched
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the future of music by

21. So what
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Music
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becomes physical and opens for mass-distribution (the vinyl)
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• becomes level
– Fourth digital (CD)
• becomes level
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• becomes disc-free (MP3-player)
• gets online distribution (iTunes launched in 2001)
– and we get illegal piracy (Napster, PirateBay, ++)
• And finally we get the music streaming services
– the Cloud-based Music
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22. Music streaming is the future
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It creates an optimal user experience – a fun one!
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• Access to a library of ALL music in the world – ever recorded
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• Fixed-fee rental model - no need to own music music
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• Users explores new music in a totally different way – no need to
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decide to buy a track or album
• Accessible from everywhere on all connected devices – PC, mobile,
TV, home stereos,++
• Offline-mode – play music when not online
• Sharing of music online gets a new dimension
More people will play more music than ever before
the future of music by

23. .. but are we creating a sustainable business model
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• The digital music market has surpassed the physical market in
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Norway and Sweden driven
services
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•• Artist and other rightholders are starting see large income from
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streaming
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• Back-catalogue gets revitalized and artist can calculate to make
money for years to come – not only from their new releases
• Streaming fights piracy
Scandinavia is driving this revolution
- shows how to build services, adopt and monetize
the future of music by

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Where do we go from here ?
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the future of music by

25. We have just seen the beginning of a
revolution in connected music devices
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• –Everyone will carry a portable music player
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The smartphone market is growing fast and will be the
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preferered music player
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• A new generation of home-stereos will rock the home
All home Hi-Fi systems will be connected and provide Internet radio
and streaming music services
• All car-stereos will be connected
Streaming services will be integrated into car
stereos with online and offline mode
Music will be accessed everywhere
the future of music by

26. Mobile devices is key to success
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WiMP-supported mobiles/tables WiMP-supported Desktops
• Click iPad
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• iPhone
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Symbian • Linux
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Meego
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Windows
WiMP-supported stereos
• Squeezebox
• Sonos *
WiMP-numbers Oct. 2011 among users having access to all devices – i.e. Premium version
the future of music by

27. So far iOS is the dominant platform,
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but other platforms are getting popular
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the future of music by

28. Action titlewill become interactive and multimedia
Music
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• Click music meets the interactive screens, music will become an
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interactive multimedia experience:
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• Multimedia content; images, interactive presentations,++
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• Background info: bios, lyrics, etc
• Sing-along, Karaoke features, games and quiz
• Interaction between artist and their fans
Artists will become multimedia artists
the future of music by

29. Music will become incredible social
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• Clicksimple sharing of playlists as seen today, we will see more of:
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• Simultaneous music listening – one-to-one or in groups
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concerts
• Social Karaoke, Sing-along features, gaming and quiz
• Interaction between artist and their fans
• User generated remix, DJ functions
New ways to share real-time moments
the future of music by

30. more than a music player – it´s a media channel
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At WiMP we strive to create a totally new music experience
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• Third level your music news
• get all
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• get recommendations, tips and related music
• get all the background information about the artist
• get an interactive and social music experience
Simply a place where you will stay to
explore, experience and have fun with music
the future of music by

31. Action title
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Thank you
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Contacts
Per Einar Dybvik
pere@wimp.no
Check out wimpmusic.se
the future of music by