Scandinavian Futures
                                26th January 2010
                                          Spotify
 ...
Why, and what, is Spotify?

                   What happened so far, learnings




Thursday, February 4, 2010
“Help people to listen to
          whatever music they want,
          whenever they want,
          wherever they want.”...
2003                        2008
                       Legal services         30                         > 500
          ...
Thursday, February 4, 2010
Comparing the user experience    Piracy   Spotify                      Note


                        Instant access      ...
Easy               Spotify Free   Spotify Premium




                                               Many end
          Ha...
What is it?


Thursday, February 4, 2010
Offices in Stockholm, London,
                                   Oslo, Paris, Madrid

                                    ...
Thursday, February 4, 2010
It just works...


           Amazing
           content...




                             ...but it’s complicated to cr...
user experience
                               content catalogue
                              viral/social aspects
      ...
Premium




                             Free




              Piracy




Thursday, February 4, 2010
Premium




    Premium functionality
    • No ad interruptions
    • Offline mode
    • Better streaming quality
    • Ex...
Premium Only - Mobile

                        Your music, always synchronized, online and offline
                       ...
Advertising

                                  Environment
            Sponsored playlists   High quality content, really ...
What happened next?


Thursday, February 4, 2010
“Like piracy but legal & easier”

                             “A huge library of music”

                             “Go...
Thursday, February 4, 2010
Spotify’s impact on consumers sharing of music
         “How has your sharing of music been influenced by your usage of Sp...
Exclusive streaming pre-releases
                                       U2, Depeche Mode, Green Day




                  ...
Thursday, February 4, 2010
Thursday, February 4, 2010
Thursday, February 4, 2010
Thursday, February 4, 2010
our learnings?


Thursday, February 4, 2010
Thursday, February 4, 2010
Thursday, February 4, 2010
Thursday, February 4, 2010
Thursday, February 4, 2010
Thursday, February 4, 2010
Ecommerce
                                 Sharing!                             Downloads
                                ...
Thursday, February 4, 2010
Thursday, February 4, 2010
Thursday, February 4, 2010
You can compete with piracy!!!!

                    7 million users in 6 markets

                    70% of users have u...
Thanks!
Thursday, February 4, 2010
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Spotify - Scandinavian Futures 2010

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Spotify's Jonathan Forster's presenation from Scandinavian Futures 2010

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  • great slideshow, thanks Johnathan!

    http://www.4dplanning.com
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Spotify - Scandinavian Futures 2010

  1. 1. Scandinavian Futures 26th January 2010 Spotify Jonathan Forster Thursday, February 4, 2010
  2. 2. Why, and what, is Spotify? What happened so far, learnings Thursday, February 4, 2010
  3. 3. “Help people to listen to whatever music they want, whenever they want, wherever they want.” “To be the ultimate music management platform, giving you unparalleled access to music” Thursday, February 4, 2010
  4. 4. 2003 2008 Legal services 30 > 500 Tracks available 1 million 6 million Digital sales $20 million $2.9 billion % being digital 0% 15% source: IFPI Music Report 2008 ...for every 1 sold, 20 are pirated 160 Gb MP3 player music value 1 song = €0.99 = 5 Mb 32.000 songs = €31.680 How much is legal? ...Interoperability issues slows down market growth Devices, closed eco-systems, operating systems, DRM, quality, formats Thursday, February 4, 2010
  5. 5. Thursday, February 4, 2010
  6. 6. Comparing the user experience Piracy Spotify Note Instant access ✖ ✔ Fast streaming instead of slow downloading Music discovery ✖ ✔ Similar artists & playlist sharing Control of music ✔ ✔ Listen to what you want, whenever you want Good meta data ✖ ✔ Excellent overview Access from multiple locations ✖ ✔ Accounts not tied to computer Thursday, February 4, 2010
  7. 7. Easy Spotify Free Spotify Premium Many end Hard Piracy up here... Free Charged Thursday, February 4, 2010
  8. 8. What is it? Thursday, February 4, 2010
  9. 9. Offices in Stockholm, London, Oslo, Paris, Madrid 145 employees Founded April 2006 by Daniel Ek & Martin Lorentzon Thursday, February 4, 2010
  10. 10. Thursday, February 4, 2010
  11. 11. It just works... Amazing content... ...but it’s complicated to create something simple! Thursday, February 4, 2010
  12. 12. user experience content catalogue viral/social aspects pace of development Thursday, February 4, 2010
  13. 13. Premium Free Piracy Thursday, February 4, 2010
  14. 14. Premium Premium functionality • No ad interruptions • Offline mode • Better streaming quality • Exclusive content and access to artists... • Pre-releases Thursday, February 4, 2010
  15. 15. Premium Only - Mobile Your music, always synchronized, online and offline No need to bring your laptop and USB cable Manage your music anywhere Thursday, February 4, 2010
  16. 16. Advertising Environment Sponsored playlists High quality content, really personal experience Targeted Scale Significant reach and usage Registered users - choose according to age, gender, location & genre Audio Package Video Groundbreaking combination of radio style audio spots with interactive logo and text Display Formats Integration of highly traded units and bespoke products. Served when Spotify application is active Brand takeover Thursday, February 4, 2010
  17. 17. What happened next? Thursday, February 4, 2010
  18. 18. “Like piracy but legal & easier” “A huge library of music” “Google for music” “Like iTunes but streaming, better and free” “The ultimate, infinite & universal jukebox” “As fast as (or faster than!) playing music from my hard disk” Thursday, February 4, 2010
  19. 19. Thursday, February 4, 2010
  20. 20. Spotify’s impact on consumers sharing of music “How has your sharing of music been influenced by your usage of Spotify?” (Screening: respondents that state that their sharing of music has been influenced by their usage of Spotify) Comparison of target groups Age groups (Yes) 100% 100% 75% 75% 50% 50% 25% 25% 0% 0% Share less No effect 17 19 21 23 25 27 29 31 33 35 37 A15-39 A15-29 A30-39 Males Females Thursday, February 4, 2010
  21. 21. Exclusive streaming pre-releases U2, Depeche Mode, Green Day Artists endorsements Coldplay, Metallica Exclusive acoustic gig Glasvegas Thursday, February 4, 2010
  22. 22. Thursday, February 4, 2010
  23. 23. Thursday, February 4, 2010
  24. 24. Thursday, February 4, 2010
  25. 25. Thursday, February 4, 2010
  26. 26. our learnings? Thursday, February 4, 2010
  27. 27. Thursday, February 4, 2010
  28. 28. Thursday, February 4, 2010
  29. 29. Thursday, February 4, 2010
  30. 30. Thursday, February 4, 2010
  31. 31. Thursday, February 4, 2010
  32. 32. Ecommerce Sharing! Downloads Merch/tickets/content Shared playlists Social network integration No boundaries Global growth Data! Data intelligence Social network correlation Subscription Mobility Offline Ad Revenue Market penetration Scalable business Thursday, February 4, 2010
  33. 33. Thursday, February 4, 2010
  34. 34. Thursday, February 4, 2010
  35. 35. Thursday, February 4, 2010
  36. 36. You can compete with piracy!!!! 7 million users in 6 markets 70% of users have used p2p and 95% using it less since having Spotify... Europe’s largest paid music subscription service Major strategic partnerships underway Strong and rapidly growing ad sales business Integrated download solution and iphone, android, symbian launched Thursday, February 4, 2010
  37. 37. Thanks! Thursday, February 4, 2010

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