F.Y.E Mobile Application Project - Jason Yoo

1. F.Y.
Mobile Application
E
Presentation
Jason Yoo
Mobile Application for F.Y.E l Jason Yoo

2. Mobile Application for F.Y.E l Jason Yoo

3. Brand Background
F.Y.E., standing for "For Your Entertainment" is a chain of
entertainment media stores in the United States.
Expanded their stores by buying out and rebranding
mall-based Camelot, Strawberries, Record Town and
Coconuts stores.
F.Y.E. closed over 100 locations in 2009.
Total annual sales declined 20% and they are persisting for a turnaround.
The store deals primarily with entertainment products such as
selling, buying, and trading CDs, Blu-ray Discs, DVDs, video games, and books.
Mobile Application for F.Y.E l Jason Yoo

4. Current Situational
Analysis
Their current mobile application is called
F.Y.E. Backstage Pass VIP. It gives
10% discounts to members only with
$25 membership fee.
F.Y.E. cross promotes with local stores
and gives discounts or sale on the store
product if the customer purchases the same
or greater value of product on F.Y.E.
(Ex. Image A2)
*A1
Backstage Pass discounts are not valid on
Gift Cards, Downloads, Game Systems, Shipping and Tax.
*A2
Mobile Application for F.Y.E l Jason Yoo

5. Current Situational
Analysis .. continued..
They have limited amount of sections on the navigation tab,
Listing; Find, Favorites, Messages, Saved, and Profile.
One can search discount store offerings by typing in the zip code
and the parameter of the area one desires to search.
(Ex. Image A3)
The mobile application is only geared towards their premise
Customers, and they are not engaging further with their
Mobile application.
*A3
Mobile Application for F.Y.E l Dong Yi

6. Competitions
Mobile Application for F.Y.E l Jason Yoo

7. Competition #1
: iTunes/ App store
Although ITunes is not a mobile application, it connects to the idea where users
Can purchase music through ITunes and move the music directly to their IPhones
Or use the App store to easily purchase music through mobile apps.
ITunes has almost over 70% market share on the digital music industry.
The app store from Apple can store out over millions
Of mobile applications, possibly thousands that
Are related to music downloads and ITunes, then
Affect their customers to purchase and manage
the music effectively.
The mobile digital sales that are related to the
ITunes in the market is nearly 65.8%.
Mobile Application for F.Y.E l Jason Yoo

8. Competition #2
: Google Music
One can add up to 20,000 songs on their mobile application and
access music library if they want to listen to the music
Artists can engage on the page to sell their own music by creating their separate
Page, costing $25.
There are some weaknesses where one cannot store their music into their
mobile device, they only can listen when they are accessed to the application.
B1 shows how the music is playing on the mobile device.
Google Music is aiming for 50% of the market share,
by targeting majorly the Android users which
the number is 200 million.
B1
Mobile Application for F.Y.E l Jason Yoo

9. Competition #3
: Amazon MP3
One can manage their downloaded music from their phone,
using other company's media player such as ITunes or Windows Media Player
One can purchase the content on bundle, having a discounted
price on the music album.
According to NPD Group, Amazons share on the mobile
music download market holds 12% shares.
Amazon MP3 cannot handle video files, thus there
Aren't any revenue on video contents.
One can play or shop their music anywhere
And any time using their own cloud player,
or download the content and keep it in
The phone. B3
B3
Mobile Application for F.Y.E l Jason Yoo

10. Missed
Opportunities

11. Missed Opportunities
Only available to customers who are registered at F.Y.E
They do not have any system of music storage or library system, they cannot
Purchase any music on their mobile application
Need more locations for cross promotion with restaurant. For their current
Functions for the mobile application. There are only 70,000 store
discount locations. Compared to Groupon, these numbers are critically low.
F.Y.E has weak brand name compared to ITunes or other larger music
Companies, thus they need to tell their customers that they have
A mobile application active for use.
Mobile Application for F.Y.E l Jason Yoo

12. Positioning Strategy
A trendy mobile application where everyone has to have it, for example
Like the Facebook.
Download contents are to be developed from music ranging to games, thus creating
Much more than music downloading application
I want the prior users or annually paying VIP customers to use the mobile
App more efficiently, giving them convenience for using the app.
When people think about music download application, they think of Amazon MP3
Or Google music, or applications that are related with Apple. I want F.Y.E to have
A sole figure in this market to stand equally with these mobile apps.
Mobile Application for F.Y.E l Jason Yoo

13. User Segments
18-54 Males / Females
People who enjoys listening to music
People who needs efficient list and new
releases on music or games
where they can view on their
smartphones for purchase.
Users who likes simple procedure when
Purchasing products through mobile
Application like the app store.
Mobile Application for F.Y.E l Jason Yoo

14. Personas #1
Name: Mark Rooney
Age: 31
Occupation: Junior Engineer
Income: $69,000
Profile: Uses his smartphone on most
of his occasions, majorly because he
has lot of travel during his work, and
he is not socially active. Additionally,
he is basically addicted to his smartphone.
Favorite mobile apps: Yelp, CNN, InfinityBlade2, AOL, Shazam
Mark is a loyal customer for F.Y.E, since it was opened at 1993. He is addicted
To smartphones, and loves to play console games and listen to music for
His private time. He purchased his music from F.Y.E, but they only had offline
Music contents, thus, he is thinking of purchasing digital music contents from
ITunes.
Mobile Application for F.Y.E l Jason Yoo

15. Personas #2
Name: Dana Klose
Age: 24
Occupation: Media Planner
Income: $41,000
Profile: Very comfortable with
Smartphones, uses variety of
Mobile apps for her daily usage.
Favorite mobile apps: YouTube, Google Music, Amazon, Yelp, ITunes
Dana loves to try out new mobile applications on her phone, and loves to
Listen to music. Dana uses her smartphone for everything, starting with
Calculating her tax, finding restaurants to downloading music. She is currently
Using Google music for her app when listening to music, but having difficulties
It only supports when she is online.
Mobile Application for F.Y.E l Jason Yoo

16. Idea
Pitch
Mobile Application for F.Y.E l Jason Yoo

17. 1. Idea Pitch,
Price Point Analysis
The app function would vary further to develop ability to download
And store music on the mobile application or on the smartphone.
Not only music, but one would be able to order hard copies of console
Games and music records that F.Y.E is selling, using their mobile app.
The Artists or individual users would be able to create their own page on the
Mobile app, and provide variety of music to other users for free.
One can read the reviews or ratings on games and music that the app
Is providing to the consumers.
If they purchase the music or gaming content, they would get an additional
Discount when they are eating in promoted vendors from F.Y.E.
Further their service to downloadable mobile videos, where one would
Be able to watch movies or videos through their smartphones.
Create PvP download system where users interact with other users to
Get whatever content they want from other users.
Mobile Application for F.Y.E l Jason Yoo

18. 2. Idea Pitch,
Price Point Analysis
Instead of setting a price for each music or album, users would have to pay
$10 a month to use the mobile application for download, and when they
Apply for the $10 appliance, they can download free on any music contents
That F.Y.E. is providing.
If there are music contents that F.Y.E is unable to provide, there are private
Individuals who provides music for free. These individuals can create their
Own page by paying $10 to F.Y.E, and upload music contents to their page
For other users to download. They would receive stipend from
F.Y.E if they have certain amount of downloads from other users. (Because
These individuals are providing music files to other individuals.)
Other users can join the individuals who paid for their page, and upload music
On their page if they have permission to do so.
If they have over certain amount of uploads, on user pages, they would get
Free shipping when purchasing game console on F.Y.E, or get discount
Coupons when visiting local restaurants that are cross promoting with F.Y.E.
Mobile Application for F.Y.E l Jason Yoo

19. IA Diagram
Mobile Application for F.Y.E l Jason Yoo

20. Mobile Application for F.Y.E l Jason Yoo

21. Wireframe
Mobile Application for F.Y.E l Jason Yoo

22. Mobile Application for F.Y.E l Jason Yoo

23. Mobile Application for F.Y.E l Jason Yoo

24. Design
Comp
Mobile Application for F.Y.E l Jason Yoo

25. 1. Music section
As explained on the wireframe.
There is a search bar, user id and navigators
Where users can search what music they want.
The logo for the mobile application should be
The same, because there were customers who
Were already using the prior mobile app,
And they would feel awkward when the design
Of the mobile app changes.
Mobile Application for F.Y.E l Jason Yoo

26. 2. Video section
There is a trailer button/ still image for the video.
If the material is provided by F.Y.E, they can charge
The users whatever amount. For the Paranormal
Activity, it is 5 dollars. Other videos were
Provided by other users, thus there is no price for
Downloading those contents.
Mobile Application for F.Y.E l Jason Yoo

27. 3. Order DVD section
For the third section, it is the dvd and games order
Section. Only F.Y.E can post blue-rays or games
Up here, and the price is delivery included price.
Also, next to the movie title, there is a delivery
Left days.
Mobile Application for F.Y.E l Jason Yoo

28. 4. Purchased section
For the purchased section, if the material is
Purchased, the letter is in red letter / if the delivery
Is completed and seller was F.Y.E with a delivery
Date.
The third example, if it is a music file, which is
Created by a user, the price indicates Free with
Green color. Or, if it is free, it usually does not say
Anything on the price.
Mobile Application for F.Y.E l Jason Yoo

29. 5. Page section
This is the last design page, which is page section
On the navigation bar.
One can see what music they already have in for
Other users to download files, also one can upload
On the page for other users to download.
One can select their favorite page for music
Files and go right away to their favorite page
To download or upload music one has to the page.
Mobile Application for F.Y.E l Jason Yoo

30. Thank you!
Mobile Application for F.Y.E l Jason Yoo