Music First - Strategy presentation for a Music Video App (India)

FIRST
MUSIC
All Your Music Videos. All in One Place.
Research & Strategy Presentation
MANOJ REGE  em@il: manoj.rege@gmail.com  LinkedIn: in.linkedin.com/in/manojrege/

“ This is the greatest moment in the history
of music if your dream is to distribute as
much music as possible to as many people
as possible, or if your goal is to make it as
easy as possible to become heard as a
musician.” (Seth Godin, 2009)

THE BRIEF
Create an app for a leading music video channel called
Music First
• Objective: provide users a first-class experience of
watching the latest international and local video music
content anytime; anywhere.
• Target Audience: SEC A 18 – 24 yrs Urban Metros
– Target Extension: SEC AB 18 – 35 yrs All India

KEY ASSUMPTIONS
For the purpose of this project, some assumptions were
made to expedite strategic thought on the app itself.
• The app would primarily focus on the Indian market
with a view of geographical extension on local
response.
• Pre-negotiated access and copyright to a large artist
library. (local and international)
• For local music, the app would presently focus Hindi
(Bolllywood) music videos only.
• Global Research findings would be transposed to the
Indian market where local data is unavailable.

MOBILE PERSONAS
A brief snapshot of the Indian mobile Internet user.
• More than half (51%) of all mobile Internet users in
India belong to the 18-24 years age group, while 30%
belong to the 25-35 years age group.
• 9 out of 10 mobile internet users are men.
• Almost half (48%) of them are highly educated and are
economically strong leading affluent lifestyles.
• Besides browsing, email and chat, they love
downloading apps (69%) and followed by mobile video
content consumption. (57%)
• The most popular app categories amongst Indian
smartphone users are Gaming (58%), IM/Social
Networking (53%) and Streaming Music (43%).
• In India mobile web is most the most popular way to
access mobile video, (60%) followed by video download
(57%) and finally via apps (33%). *
THE MOBILE INTERNET
CONSUMER - INDIA 2013
MMA & Vserv.mobi
* Nielsen Global
Smartphone Insights 2013
The Nielsen Company

APP MARKET OVERVIEW
Nielsen India Consumer
Rankings – April 2013
Technology, Media and
Telecommunications India
Predictions 2013, by Deloitte
Touche Tohmatsu India Pvt. Ltd
• In April 2013, almost all apps on the chart were Chat/Social Networking related apart from 2 YouTube stream apps and the
Google Play Store.
• More than 80% of the apps downloaded in India are global apps.
• While the mobile apps ecosystem offers opportunity with reducing prices of smartphones and data packages, Indian
smartphone users are quite reluctant in making micropayments with their credit or debit cards which is hampering the
growth of business models based on in-app purchases.

MOBILE VIDEO CONSUMPTION TRENDS
FREQUENCY
Mobile video consumption is
poised to grow rapidly with 33%
viewing mobile video content
several times a week and a total
of 66% of consumers viewing
mobile video at least once a
week.
Nielsen Global
Smartphone Insights 2013
The Nielsen Company
IMPACT ON TV HABITS
Traditional TV consumption is
still high, but 28% of
smartphone users in India say
they felt their traditional TV
viewing decreased.
• 65% of Indian consumers share
video through their mobile phone
as compared to 53% globally.
• Indian youth under 18 years old
fuel this phenomenon; a whopping
87% say they share mobile video
regularly. *
* Global Video Insights Report
second quarter 2013
Vuclip

COMPETITIVE LANDSCAPE
• Currently there are thousands of apps in the Music category in both iTunes and Google Play (India).
• The top grossing chart in both stores is a mix of - primarily streaming music apps, followed by music
creation/manipulation, YouTube curation clients with the Hungama app as the only complete audio-video
music solution.
• The clear leaders amongst music+video streaming apps are Gaana, Saavn and Hungama. While
Gaana and Saavn exclusively stream local music only, Hungama also offers access to a select catalogue
of international artists. All of them are ad-supported with an upgradable option to a monthly
subscription.

COMMON FEATURES [MUSIC APPS]
Some of the common features of all Music-related apps (Global & Local) are:
• Radio Mode (Shuffle)
• Artist-exclusive Streams
• Artist Bios & Track Information
• Top rated Charts
• Mood & Genre modes
• Social Sharing
• Music Discovery
• Genre Playlists
• Playlist Creation
• Gamification / Loyalty Rewards

CONTEXT
1. Pure
Function
3. Experience
Wars
2. Feature
Wars
4. Commodities

AUDIO v/s VIDEO
Music is experienced in Audio and Video very differently -
Audio Video
• On-the-go use
• Passive user
• Internalized reaction to the
experience
• Single sensory experience
(Listening)
• On-the-couch use
• Engaged user
• Reaction is peripheral mostly
relies on external stimuli.
• Dual sensory experience.
(Listening & Seeing)

MUSIC DISCOVERY
Nielsen Music 360 Report
2013 The Nielsen Company
• Radio is still the dominant way people discover music (48%) – followed by tips from friends/relatives
(10%), and YouTube (7%).
• However, teens listen to music through YouTube than through any other source (64%) - followed by
radio (56%) and iTunes (53% ) and CDs (50%).

MUSIC DISCOVERY
Insight:
“Exposure” NOT “Discovery”
For many, the vast majority music listeners, discovery is something they’re virtually
forced to do, not something they do willingly. “Discovery” implies an intention to seek
out whereas “Exposure” reflects something that happens to you (i.e. through radio, at a
party or through real world interactions.
Traditional radio is popular because it is pervasive (home, car, work, retail) AND
convenient – one click to the experience.
Nielsen Music 360 Report
2013 The Nielsen Company
• Radio is still the dominant way people discover music (48%) – followed by tips from friends/relatives
(10%), and YouTube (7%).
• However, teens listen to music through YouTube than through any other source (64%) - followed by
radio (56%) and iTunes (53% ) and CDs (50%).

SOCIAL DISCOVERY
• Beyond Communication and Photo-sharing, Music & Video related activities constitute majority of
the activities on Social networks.

SOCIAL DISCOVERY
Insight:
Music + Video sharing is pervasive across social network feeds, however there is a
lack efficient playlist management on those platforms to allow for an effortless,
engaged and ‘uninterruptive’ viewing experience.
The appetite for social discovery especially amongst younger consumers is high, but
more than half of social network users (54%) rely on recommendations from
trusted sources (friends/relatives) for their entertainment selection.
• Beyond Communication and Photo-sharing, Music & Video related activities constitute majority of
the activities on Social networks.

COLLECTION ANXIETY
• With the vast proliferation of digital music distribution services today; discovering new music is easy.
However, collecting music is hard.
• Every website, app allows for playlist creation, curation and sharing, however these playlists are ‘walled in’
not allowing cross-service portability.
• Playlist management across multiple services has become extremely cumbersome, time-consuming and
inconvenient.

COLLECTION ANXIETY
Insight:
There is a real gap amongst current services in music discovery and music collection.
With users consuming music across increasingly multiple sources, our song lists and
artist collections need to be truly portable.
The need is for permanent collections and preferences that follow us around
independent of delivery platforms.
• With the vast proliferation of digital music distribution services today; discovering new music is easy.
However, collecting music is hard.
• Every website, app allows for playlist creation, curation and sharing, however these playlists are ‘walled in’
not allowing cross-service portability.
• Playlist management across multiple services has become extremely cumbersome, time-consuming and
inconvenient.

PARADOX OF CHOICE
• Having choices is considered a good thing. We are used to choices and we value dearly if we can be in
control. A lot of apps are stuffed with features, multiple social network connectivity and other capabilities.
• However, the more choices a website or an application offers, the harder it is to understand the interface.
Studies* show that having too many options often leads to decision paralysis and frustration.
• As a general rule, people only value an abundance of features before they actually start using the given
product. After they have started using it, the simpler solution wins with higher satisfaction.
* Choice is Demotivating
S Iyenger and Mark Lepper, Stanford and Columbia University
Feature Fatigue
Journal of Marketing Research (Nov 2005)

PARADOX OF CHOICE
Insight:
Users are overwhelmed with too many choices and take longer to take a decision.
The longer they take user experience and satisfaction suffers.
Fewer options = more actions.
• Having choices is considered a good thing. We are used to choices and we value dearly if we can be in
control. A lot of apps are stuffed with features, multiple social network connectivity and other capabilities.
• However, the more choices a website or an application offers, the harder it is to understand the interface.
Studies* show that having too many options often leads to decision paralysis and frustration.
• As a general rule, people only value an abundance of features before they actually start using the given
product. After they have started using it, the simpler solution wins with higher satisfaction.
* Choice is Demotivating
S Iyenger and Mark Lepper, Stanford and Columbia University
Feature Fatigue
Journal of Marketing Research (Nov 2005)

USE CASES FOR VIDEO VIEWING
1] Bored: A lot of smartphone users use their smartphones/tablet at home or waiting in transit (at an
airport, in between meetings etc). In this context, immersive experiences geared towards longer usage
sessions are a great fit.
2] Second Screen: Simultaneous use of smartphones/tablets while watching TV, Desktop or PC. For e.g.
Allow the user to immediately share a video with his/her friends that he/she may have seen on other
platforms.

CHALLENGES
• Cluttered Category.
• Customers are impatient and fickle.
• Music is primarily a passive (listening) experience.
• Playlist generation is cumbersome and not portable.
• Use Cases require an engaged and attentive user.
• Customers value capability over usability prior to use.
• Current practice of social outreach across multiple
platforms is too broad thus less valuable.

STRATEGY
A Music Video solution that simplifies the video viewing experience, automates playlist
creation/management and allows him/her to share that experience within his/her ‘true’ social
circle of friends/relatives.
SIMPLIFY AUTOMATE TRUE
• App Definition - All Your Music Videos. All in One Place.
• User Benefit - Watch, compile and share music videos instantly.
• Goal - A preferred mobile music video ecosystem.
SOCIAL

FEATURES
SIMPLIFY AUTOMATE TRUE SOCIAL
Jukebox mode – For the less
discerning user, who just wants
1-step to playback. Random
videos shuffled across the
entire library.
No sign up necessary to allow
new trials a taste of the app
experience.
Favourite & Eject List:
Creating favourite artists lists
and the same time eliminating
artists, that you don’t want to
hear about for an improved,
seamless viewing.
Curated & UAC Video
Charts: Easy access to vast
video library via clearly defined
App branded charts.
(Weekend Top 10, Hot New
Videos, Genres/ Era Charts,
Video of the Day etc..)
Multi-service sync:
Syncing up with existing
playlists across platforms
(itunes, Spotify, LastFM) to
automate video playlists via
ID3 tags etc
Automated playlist
creation: Liking a video
does two things –
Automatically populates your
playlist by Genre and year
AND crowd aggregates
towards top 10 charts by
genre.
Single and Group
Playlists: Optional
personalized playlist creation
by profile or group accessible
by approved members only.
True Social: Limiting social
focus on user’s more trusted
group within app ecosystem
only thereby fostering
increased and more valuable
interactions in-app.
Group Playlists &
Dedications: ‘Friend-sourcing’
playlist creation to
drive inter-group
participation and collective
enthusiasm.
Friend
recommendations: A
simple badge over playback
telling you which friends have
liked a video.

CONTENT SEGREGATION
THESE GUYS WERE ROCK STARS!

CONTENT SEGREGATION
SO WERE THESE GUYS...

CONTENT SEGREGATION
AND SO WERE THEY.

CONTENT SEGREGATION
Genres don’t change, they merely transform over time. Every sub-genre is culturally defined by it’s
resurgence and or revival in a particular time period aka ‘The 70s’, ‘the 80s’ and so on.
While music nuts champion sub-genres, majority of music listeners associate artists, songs and more so
music videos with ‘eras’.

CONTENT CATEGORIZATION
ROCK/METAL POP EDM/ELECTRO HIP-HOP/RAP R&B/SOUL BOLLYWOOD
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010
STAR

CONTENT CATEGORIZATION
ROCK/METAL POP EDM/ELECTRO HIP-HOP/RAP R&B/SOUL BOLLYWOOD
70s
In line with simplifying the user interaction and experience for the user, genre STAR
categories are minimised and further classified by decade only. Except for
Bollywood, where the featured actor is an important factor in user preference.
Based on interaction data, additional meta-tags can be assigned to content in the
future, but avoid over-categorisation on the front-end for a simplified experience.
80s
90s
2000
2010
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010
70s
80s
90s
2000
2010

NAVIGATION MAP
LAUNCH APP MEMBER
?
CHART LIST
SIGN UP
NON MEMBER HOME
JUKEBOX
NO
YES
MEMBER HOME
CHARTS JUKEBOX PROFILE PAGE
INBOX SEARCH FRIENDS PLAYLISTS TASTE LIST
MESSAGE
LIST
RESULTS
LIST
INVITE
FRIENDS
LIST
HAS
?
NO
YES CREATE SYNC
PLAYLIST
LIST
SYNC
CUSTOM
SET
HAS
?
NO
SEARCH
YES
ARTIST
LIST
FAVES
EJECTS AUTOMATED
SET

SAMPLE WIREFRAMES

SOME CHART IDEAS
(Post-Launch)
Preset playlists and regularly refreshed video charts are a
great way to drive user engagement and longer usage
times. Moreover, easy access to fresh categorized content
on a daily basis would ensure users use the app well
beyond the trial period.
• Video of the Day – Curated by an in-house team
• Weekly Top 10 Countdown – Most watched videos of
the week across genres but limited by current
year/month. (Voting mechanism??)
• Hot New Videos - Fresh videos added in the last week
• Genre + Era based Charts – User aggregated charts
based on user ‘likes’
• Celebrity Playlists – Potentially leveraging existing
industry relationships to showcase a celebrities playlist.
• Artist Showcase – Showcase a single artists catalogue
to coincide with topical events (e.g. MJ’s death) or as a
sponsorship model.

OTHER POST-LAUNCH IDEAS
Group Chat: Live Chat feeds for group & friend’s
playlists and video shares. Shows up as a transparent chat
overlay.
For e.g. Mohit shares a video with his friends. Suhail is
watching Mohit’s shared video and finds the dancing
funny. Seeing the comment, Kiran & Nancy decide to
watch the video too and decide to add to add their own
comments leading to an animated discussion among
friends. Later, Nancy shares the video with her friends
list.
Live Concert Feeds: Sending in-app invites to members
to register watch live concert feeds for free (ad-supported).
To start with, target smaller local bands so
there can be a grassroots fan-building for the app.
Potentially, host additional content to get artists also
involved. Eventually grow focus to mainstream stars.

SOME MONETISATION IDEAS
Considering the vast variety of music consumptions out
there and the reticence of the Indian market, it is not
recommended to layer a subscription model and focus
primarily on expanding the user base. Some ad-supported
options are proposed below:
• Post-rolls – For e.g. every 3 videos in Jukebox mode
• Artist showcase Sponsorship – For e.g. For
Bollywood new movie releases
• Live Concert stream sponsorship
• Chart sponsorship
• Video of the day sponsorship
• Homepage sponsorships
• Demo or Time of day targeting
AD Options
Page Reskin, Wallpapers, ad banner, (to be designed like
an album cover?) pre/post rolls

THANKS FOR
WATCHING!
in.linkedin.com/in/manojrege Tel: (91) 7738993238
Email: manoj.rege@gmail.com
MANOJ REGE

Music First - Strategy presentation for a Music Video App (India)

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