Petter Karal - Ezmo MusicPortal @ Media In Transition 2007
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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.

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 Petter Karal - Ezmo MusicPortal @ Media In Transition 2007 Presentation Transcript

    • YOUR FRIENDS. YOUR MUSIC.
    • The ‘’gap” in digital music “ The gap”
      • 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 action Apathy
    • 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
      • The first online player that lets you and your friends
      • discover and share each other's music, anywhere.
      Legal & free Streaming technology
    • Use any internet connected PC to listen to your music
    • Use any internet connected PC to listen to your music ...and that of up to 10 friends
    • Getting started is very easy
      • “ Trial mode” – access inviting friend’s music with one click, no registration
      • Very simple “Ezmo uploader”
      • 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
      • “ 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
    • 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
    • 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.
    • 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.
    • 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
      -> 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
    • 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
    • YOUR FRIENDS. YOUR MUSIC.