View
220
Download
0
Category
Preview:
Citation preview
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
1/29
Mobile Monday
Italy www.mobilemonday.it
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
2/29
Introducing Mobile Music ServicesHenning Reich, Product Management Mobile Phones
Rome, October 2004
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
3/29
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
4/29
Siemens COM; Subject to Change without Notice Page 3
What is Music? Emotion! Brand!
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
5/29
Siemens COM; Subject to Change without Notice Page 4
Key: close cooperation between operator and supplier
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
6/29
Siemens COM; Subject to Change without Notice Page 5
Key: close cooperation between operator and supplier
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
7/29
Siemens COM; Subject to Change without Notice Page 6
What is mobile Music ?
Who are the mobile music customers ?
How do I bring content to the customer ?
Why mobile music is so important for operators
What are thoughts of the Music industry on mobile musicThe problem from customers perspective: DRM
Device roadmap to mass market
Usability
Mobility does not have room for wires
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
8/29
Siemens COM; Subject to Change without Notice Page 7
MUSIC customers:What role does music play in their lives?
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
9/29
Siemens COM; Subject to Change without Notice Page 8
MUSIC customers : the two segments to start
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
10/29
Siemens COM; Subject to Change without Notice Page 9
MUSIC customers: Key findings
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
11/29
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
12/29
Siemens COM; Subject to Change without Notice Page 11
What is mobile Music ?
Who are the mobile music customers ?
How do I bring content to the customer ?
Why mobile music is so important for operators
What are thoughts of the Music industry on mobile musicThe problem from customers perspective: DRM
Device roadmap to mass market
Usability
Mobility does not have room for wires
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
13/29
Siemens COM; Subject to Change without Notice Page 12
music download whats behindEnd-to-end value chain
MasterContent
ContentProvider
ContentPreparation
ContentDatabase
E-ShopHosting
RoyaltyClearing
DRMEncrypt.
ServiceProvider
Ready-to-sell
Content
Reporting
Requesting,Reporting
Music2You
Interfacing
Delivering
BillingInterfaceDevices
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
14/29
Siemens COM; Subject to Change without Notice Page 13
What is mobile Music ?
Who are the mobile music customers ?
How do I bring content to the customer ?
Why mobile music is so important for operators
What are thoughts of the Music industry on mobile musicThe problem from customers perspective: DRM
Device roadmap to mass market
Usability
Mobility does not have room for wires
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
15/29
Siemens COM; Subject to Change without Notice Page 14
Some thoughts on: The operator and ARPU
Main music target group consuming mobile music is 14 30
Target group will mainly use MP 3 and existing music base
Potential for spontaneous buying additional mobile music approx 5 / month (e.g. limited by available free income)
-> limited potential to increase DATA ARPU in the next years, BUT
VERY important target group
VERY important marketing message to the attractive target group
The music story is mainly about marketing (voice ARPU and less data)
If an operator will miss to address this target group, he will loose thefight for new customers and VOICE and SMS revenue
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
16/29
Siemens COM; Subject to Change without Notice Page 15
Increase Operator brand value
Music has very positive recognition in almost allcultures
Music is easy to understand
Music is ideal for promotion in TV and Radio andeven print
The Vodafone Britney Spear exclusive campaign ? The Vodafone Britney Spears tour ?
The new Britney Spears album exclusive on theVodafone download portal?
Music has the best potential in theconsumer market to increases the brandvalue of a mobile operatorMusic then finally increases market share and
revenue, if there exists a competetive and credibleconnection between campaign and reality
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
17/29
Siemens COM; Subject to Change without Notice Page 16
What is mobile Music ?
Who are the mobile music customers ?
How do I bring content to the customer ?
Why mobile music is so important for operators
What are thoughts of the Music industry on mobile musicThe problem from customers perspective: DRM
Device roadmap to mass market
Usability
Mobility does not have room for wires
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
18/29
Siemens COM; Subject to Change without Notice Page 17
Some thoughts on: The content provider and ARPU
June 2004, Balthasar Schramm, Sony MusicPresident:
I see this (SX1 mobile music product launch*) as theevolution of the walkman and it has huge potential
in the future.
In 3 years I expect 25% of the music market to beinternet downloads and 2/3 of that will be mobile
internet.
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
19/29
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
20/29
Siemens COM; Subject to Change without Notice Page 19
Some thoughts on: DRM
Digital rights management
or
Digital restriction management ?
Why should a customer accept DRM (if there is a choice)?
DVD is copy protected and well accepted BUT -> there existed no betteralternative video format before
MP 3 is very well established, AAC and AAC+ will have a hard time. DRMmight even be a show stopper from consumer perspective.
Owning and Sharing were 2 out of the 4 most important motivations /success factors mentioned by the interviewed customer base !
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
21/29
Siemens COM; Subject to Change without Notice Page 20
What is mobile Music ?
Who are the mobile music customers ?
How do I bring content to the customer ?
Why mobile music is so important for operators
What are thoughts of the Music industry on mobile musicThe problem from customers perspective: DRM
Device roadmap to mass market
Usability
Mobility does not have room for wires
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
22/29
Siemens COM; Subject to Change without Notice Page 21
the path to enter the mobile real music mass market
SX 1Early
adaptors
U s e r s
time
Mainmarket
UMTS
EDGE
GPRSInitiator
OTA
download
SL 45Early
adaptors
Initiator
Mobile Music
MP 3
Majority &mass market
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
23/29
Siemens COM; Subject to Change without Notice Page 22
Phone roadmap for the future
M a r k e t
p e n e
t r a
t i o n
R e a
l M u s i c
time
MP3 player MMC slot32 MByte = 30 minutes
GPRS class 10 MP3 player
AAC+ support Progressive download DRM Stereo headset MMC slot 256MB = 16 hours music
EDGE/ UMTS Mass market phones MP3 player AAC+/ AAC++ player Progressive download DRM Stereo headset
next
SL45i
SX1
*
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
24/29
Siemens COM; Subject to Change without Notice Page 23
What is mobile Music ?
Who are the mobile music customers ?
How do I bring content to the customer ?
Why mobile music is so important for operators
What are thoughts of the Music industry on mobile music
The problem from customers perspective: DRM
Device roadmap to mass market
Usability
Mobility does not have room for wires
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
25/29
Siemens COM; Subject to Change without Notice Page 24
Music: Convenient usage is key
Fast and Easy
10 sec.
10 sec.
10 sec.
Select song
Click to buy
Convenience:
Progressive download is a must !
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
26/29
Siemens COM; Subject to Change without Notice Page 25
What is mobile Music ?
Who are the mobile music customers ?
How do I bring content to the customer ?
Why mobile music is so important for operators
What are thoughts of the Music industry on mobile music
The problem from customers perspective: DRM
Device roadmap to mass market
Usability
Mobility does not have room for wires
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
27/29
Siemens COM; Subject to Change without Notice Page 26
MOBILITY DOESNT HAVE ROOM FOR WIRES
Phone-Car interaction , convenient usage
Playback music stored on phone over car stereo
Control the phone with car controls
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
28/29
Siemens COM; Subject to Change without Notice Page 27
MOBILITY DOESNT HAVE ROOM FOR WIRES
Home Mobile interaction , convenient usage
Internet
Music Download Service
DSL, WLAN
GPRS, UMTS
Playback musicstored on phone overhome stereo
Remote Control homestereo with phone
Synch music betweenphone and homeserver
8/14/2019 2004-11-08 Introducing mobile music services - Henning Reich - Siemens
29/29
Siemens COM; Subject to Change without Notice Page 28
henning.reich@siemens.com
2000 - Global Product Manager High End Phones
SX 1 AAC+ Hifi Stereo Over the air download (Vodafone and o2)
SL 55 Fashion slider concept
SL45 GSM + MP3 (first GSM MP3 phone)
SL 45i Java 2 Micro Edition (first GSM Java phone)1998-1999 Director for Siemens SmartCard OS and Cryptography
1992 first global public demo of GSM CSD data with Siemens S3 on Cebit
1992-1997 Development and marketing of mobile computer systems, Nixdorf
1988-1991 university and degree in computer science
1990s development of Software for Apple 2 and MacIntosh
Married, two children 7 and 9 years old
Hobby: skiing, cycling, mountain climbing
Recommended