Petter Karal - Ezmo MusicPortal @ Media In Transition 2007

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The Ezmo MusicPortal is a online service, with desktop functionality, allowing users to store an share music content with up to 10 trusted friends, as well as purchase.

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Petter Karal - Ezmo MusicPortal @ Media In Transition 2007

  1. 1. YOUR FRIENDS. YOUR MUSIC.
  2. 2. The ‘’gap” in digital music “ The gap” <ul><li>1. Consumer </li></ul><ul><li>Want to own their music – unlimited access and use </li></ul><ul><li>Want to explore music freely </li></ul><ul><li>Want to easily enjoy and discover new music with friends (Web 2.0 style) </li></ul><ul><li>2. Music industry (Big Music) </li></ul><ul><li>Want to control use and sharing </li></ul><ul><li>Old business models look more attractive than risky innovation </li></ul><ul><li>Struggle to meet the consumer need for convenience and social music experiences </li></ul>Illegal peer-to-peer Digital restrictions (DRM) Legal action Apathy
  3. 3. Convenience is king – digital rights loose if Limewire is simplest and fastest <ul><li>Solution: </li></ul><ul><li>Grab and hold users’ attention by offering a superior way of experiencing their music (anywhere, with friends, nice design) </li></ul><ul><li>Integrate music purchase into that experience – seamless, convenient, one-click </li></ul>
  4. 4. <ul><li>The first online player that lets you and your friends </li></ul><ul><li>discover and share each other's music, anywhere. </li></ul>Legal & free Streaming technology
  5. 5. Use any internet connected PC to listen to your music
  6. 6. Use any internet connected PC to listen to your music ...and that of up to 10 friends
  7. 7. Getting started is very easy <ul><li>“ Trial mode” – access inviting friend’s music with one click, no registration </li></ul><ul><li>Very simple “Ezmo uploader” </li></ul>
  8. 8. <ul><li>In the living room </li></ul><ul><li>At work/school </li></ul><ul><li>At parties </li></ul><ul><li>On the move </li></ul><ul><li>Avoid current hassles </li></ul><ul><ul><ul><li>charging/synching mp3 player </li></ul></ul></ul><ul><ul><ul><li>Replacing or reinstalling PC </li></ul></ul></ul><ul><ul><ul><li>Viruses and broken files from P2P music sharing </li></ul></ul></ul><ul><li>Discover new music </li></ul><ul><ul><ul><li>Friends’ and friends-of-friends’ </li></ul></ul></ul><ul><ul><ul><li>Recommended </li></ul></ul></ul><ul><ul><ul><li>Browse the community </li></ul></ul></ul><ul><ul><ul><li>Personalized top charts </li></ul></ul></ul>Easy access to music any time, anywhere 2008-09: Emerging online platforms 2007: PC + Mobile
  9. 9. <ul><li>“ Our challenge [is] … to make music easier to buy </li></ul><ul><li>online than to steal” </li></ul><ul><li>John Kennedy, Chairman and CEO, IFPI </li></ul>“ 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
  10. 10. No shopping cart, just Ezmo <ul><li>Add any music you discover to your player </li></ul><ul><li>You can play it once to sample </li></ul><ul><li>Then it ”greys out” until you reactivate with a one click purchase </li></ul>
  11. 11. 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.
  12. 12. 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.
  13. 13. Generic Platform <ul><li>Musical neighbors </li></ul><ul><li>Friend-to-friend playlists </li></ul><ul><li>Recommended tracks </li></ul><ul><li>“ Our gang’s charts” </li></ul><ul><li>Browse collections </li></ul><ul><li>Celebrity/DJ playlists </li></ul><ul><li>Complete artist/album </li></ul><ul><li>Recommend artist </li></ul><ul><li>Recommended by friends </li></ul><ul><li>“ Your genre” charts </li></ul>-> Support each individual’s natural way of discovering music -> Capture the sales potential in all natural discovery behavior -> Maximize long term potential by experimentation and learning
  14. 14. Convenience is king – digital rights loose if Limewire is simplest and fastest <ul><li>Solution: </li></ul><ul><li>Grab and hold users’ attention by offering a superior way of experiencing their music (anywhere, with friends, nice design) </li></ul><ul><li>Integrate music purchase into that experience – seamless, convenient, one-click </li></ul>
  15. 15. YOUR FRIENDS. YOUR MUSIC.

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