Marcus Taylor VentureHarbour Music 4.5 The Music In-app Economy

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The numbers game of digital music – the mobile landscape
The search and acquisition relationship is increasingly transitioning to mobile and tablets. Changing behaviours reinforce the opportunity for the new eco-system developing with and within apps. What is the value chain and how to share the win?

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Marcus Taylor VentureHarbour Music 4.5 The Music In-app Economy

  1. 1. The numbers game of digital music - the mobile landscape of today and tomorrow
  2. 2. Mobile & tablet adoption in different areas of the music industry 2010 2011 2012 2013 Music News Download / Streaming Artist Services Sample size: ~43,000,000+ visits Feb 2014
  3. 3. From a marketing perspective, ignoring mobile is no longer viable.
  4. 4. How does the music industry need to react to this?
  5. 5. For this to work, every step in the value chain must win People w/ mobile devices ~ ¼ of the World population Music app developers 42,500 music apps in App Store. Grossing $375m in 2013 (excluding In-app purchases). “The Industry” Digital music stores, labels, artists, managers, production, distribution etc. It must be easy & cost-effective to consume music on a mobile device. Think about the whole journey – including search. App developers are responsible for Intelligently monetising their apps so that every step below them in the Value chain can win big.
  6. 6. Think inside apps, and outside apps. 25 million searches for music are made on Google per month. ~25% of these are made from a Mobile device. No one is capitalising on this opportunity. Google is under government pressure to improve music search results. No one’s providing the result they’re looking for (hence GPMAA).
  7. 7. If the future of music consumption is through apps, we need to ensure that our business models are not a bottleneck to the rest of the industry. We need to be creative & intelligent about how we monetise our assets, learning as much as possible from those who are doing it successfully.
  8. 8. Thank You

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