Practical 5 step guide to devise your mobile music app strategy

1. HOW TO CREATE A SUCCESSFUL SMARTPHONE APP Dominic Pride, The Sound Horizon MIDEMNET Academy 25 January 2010

2. TODAY’S MIDEMNET ACADEMY SESSION What’s going on with mobile apps? What’s successful in music apps ? What the opportunity for artists? Five steps to app success Q&A Download this presentation at www.midem.com www.m-e-f.org www.thesoundhorizon.com @thesoundhorizon

4. Smartphone power / experience

5. Unlimited data plans

6. Developer ecosystem

7. Billions of downloads

8. Apple: 3bn to date

9. Getjar: 769m to date

10. Nokia OVI: 1m+ / day

11. Stores everywhere

12. +/-25 stores

13. Handset Brands

14. Network Operators

15. Platforms

16. Independents

17. Significant revenue

18. $2.5 BN in 2009Sources: ,Gartner Inc. Apple, Getjar, Flurry, Nokia, Distimo

21. Learning

23. Streaming

25. Scratching

27. Games

29. Themed compilationSources: Apple AppStore / Distimo / The Sound Horizon Analysis Making, discovering and interacting with music are the most popular themes

30. INGREDIENTS FOR SUCESSFUL APPS Most Popular Free (US)* Most Popular Paid (US)* Most Grossing (US)* Pandora WHAT: Interactive streaming WHY: Immersive, personal. Unlimited music and context. Ocarina WHAT: Virtual instrument WHY?: Active engagement. “Perform to the world.” I Am T-Pain WHAT: “Auto-tune” singalong and share WHY?: Active. engagement. Community. 1 1 1 Shazam WHAT: Recognition and discovery WHY: Strong mobile utility premium. Innovative use for mobile 2 2 I Am T-Pain WHAT: “Auto-tune”singalong and share WHY?: Active engagement. Community. Guitar Toolkit WHAT: Metronome, chords & tuner WHY?: “Multitool” approach and mobile premium. 2 *May- December 2009. Sources: Apple AppStore / Distimo

32. Want new ways to use their smartphones

33. Want hit products and differentiation

34. Looking to add value to mobile brand

35. Looking for new and relevant ways to connect with audiences

36. More digital natives!

37. Your chance to entertain mobile fans…then upsell Apps let artists connect with fans and fans connect with each other …..…so what are you waiting for ?

38. Five Steps to Apps Success

41. Is your artist involved?

43. STEP 3: BUILD AND TEST YOUR APP Some options for building your app Use (and re-use) web elements! You are the publisher. Test and take quality seriously. Your users will!

46. YOUR 5 STEPS TO APP SUCCESS ENTERTAIN US ! INVOLVE US! ! Harness fan power Support your app store partners Take ownership of quality Innovate Engage Simplify Have a clear app strategy

47. Let’s talk ! sarah@m-e-f.org www.m-e-f.org dominic@thesoundhorizon.com www.thesoundhorizon.com Twitter: @thesoundhorizon

48. 15 Application stores & developer programmes In addition to the application stores, many handset manufacturers and operators run their own developer programmes eg RIM’s Alliance Programme, O2’s Litmus and Nokia’s Launchpad. These are communities or ‘innovation incubators’ providing support and feedback for developers, while giving the companies first sight of the most innovative applications. Useful websites: www.wipconnector.com lists app stores and developer programmes www.distimo.com categorises the main app stores by operator/handset Find an ally within each developer programme and ‘network, network, network…’

49. GARTNER INC: PROJECTED APPS GROWTH Source: Gartner Inc. 2010

50. WHERE ARE MUSIC APPS? ...not in the top 10 categories overall in Europeor US…. …but No.4 in the Apple App Store… …and helping to drive other key categories… .. and adding spice to app stores retail mix! Source: Comscore. 3 month average ending Sept. 09. All App stores.

52. MEF working groups addressing key industry issues e.g. Content Sales Reporting

53. Regulation summaries keeping you up-to-speed on regulation affecting your business

55. Content ownerse.g.SonyPictures, Sony Music, BBC, Axel Springer

56. Technology platform providers e.g.24-7 Entertainment, Aspiro, Muzicall, Omnifone, ShazamSee www.m-e-f.org for a full list of members.