Transcript
RETHINKING THE WAY PEOPLE LISTEN TO MUSIC
Stephanie Heylands Simone Magazzu Yazan Iwidat
1 INDUSTRY CUSTOMER EXPERIENCE
JOURNEY MAPPING PERSONAS INDUSTRY STANDARDS
A. CUSTOMER JOURNEY
1. HEARING
CUSTOMER JOURNEY
1. HEARING
2. TAKING INTEREST
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST
3. ACQUIRING
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST 3. ACQUIRING
4. LISTENING
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING
5. SHARING
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING 5. SHARING
6. BECOMING A FAN
CUSTOMER JOURNEY
2.TAKING INTEREST 3. ACQUIRING 4. LISTENING 5. SHARING 6. BECOMING A FAN
CUSTOMER JOURNEY
1. HEARING 2.TAKING INTEREST 3. ACQUIRING 4. LISTENING
5. SHARING 6. BECOMING A FAN
CUSTOMER JOURNEY
CUSTOMER JOURNEY
B. DIFFERENT MUSIC USERS
MARK
YOUNG MUSIC
ENTHUSIAST
I want to know more about
this artist
Nice melody
What’s the title of this
song?
I am going to listen to this a lot
what does mark feel, think and do?
1. HEARING 2.TAKING INTEREST
3. ACQUIRING 4. LISTENING 5. SHARING 6. BECOMING A FAN
I want this song on all my devices
I want my
friends to hear this
CUSTOMER JOURNEY
MOMENTS OF TRUTH – MARK’S JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER JOURNEY
SHARING BECOMING A FAN
sophie
SOCIAL LISTENER
What music
should I put ?
WHAT DOES SOPHIE FEEL, THINK AND DO?
1. HEARING 2.TAKING INTEREST
3. ACQUIRING 4. LISTENING
CUSTOMER JOURNEY
5. SHARING 6. BECOMING A FAN
I like the
music here !
Spotify did a great job !
MOMENTS OF TRUTH – SOPHIE’S JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER JOURNEY
SHARING BECOMING A FAN
paul
JAZZ FAN
I want to check
this artists tour
dates
Do I hear a
new artist
What’s the title of this
song?
I want more
than just this
WHAT DOES PAUL FEEL, THINK AND DO?
1. HEARING 2.TAKING INTEREST
3. ACQUIRING 4. LISTENING
CUSTOMER JOURNEY
5. SHARING 6. BECOMING A FAN
I want to download/buy it
I want to share this
with mike
MOMENTS OF TRUTH – paul’s JOURNEY
HEARING TAKING INTEREST ACQUIRING LISTENING
CUSTOMER JOURNEY
SHARING BECOMING A FAN
C. INDUSTRY STANDARDS
DIGITAL = PHYSICAL MUSIC SALES
2014
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI)
GLOBAL DIGITAL SALES 2014
-17.9%
+39.0%
sUBSCRIPTION sTREAMING
+38.6%
AD-SUPPORTED STREAMING
-8.0%
PERMANENT DOWNLOADS
MOBILE PERSONALISATION +6.9%
TOTAL DIGITAL
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI)
• Ownership -‐ access
ACCESS IS THE NEW OWNERSHIP
MOBILE FIRST
> 500 DIGITAL MUSIC SERVICES WORLDWIDE
YOUTUBE Most used search engine for music
1 in 7 people on earth use youtube to listen to music
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI), 2014
Where do you find your music ?
26 % go for download services like iTunes
38% for music streaming sites such as Spotify
57% go for youtube
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI), 2014
75 million users 20 million paying users
107 Minutes per session
“The main services all offer more than 30 million tracks and have a similar quality and approach. The value comes in what is being placed over the top. It’s all about curation, recommendation and influence.”
Francis Keeling, global head of digital business, Universal Music
Source: Interna-onal Federa-on of the Phonographic Industry (IFPI)
2 Innovative players
COMPETING WITH THE BIG GUYS
INTEGRATION & CONVENIENCE
But what if we look at other industries?
MOBILE LIVE STREAMING INDUSTRY
VIDEO STREAMING INDUSTRY: CREATING OWN CONTENT
GAMING INDUSTRY: VIRTUAL REALITY
3. CREATIVE IDEAS
MUSIC-LOCATION MATCHER
MUSICAL LIFETRACKER
USER-GENERATED STREAMING CONTENT
PERSONALISED PLAYLIST BUILDER
VIRTUAL REALITY VIDEO CLIPS
Thank you
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