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?

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).

8. 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.

9. Thank You