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 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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  • 1. The numbers game of digital music - the mobile landscape of today and tomorrow
  • 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. From a marketing perspective, ignoring mobile is no longer viable.
  • 4. How does the music industry need to react to this?
  • 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. 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. 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. Thank You