Madan_mohan_Rao_Mobile Music

1. Mobile and Music:
“SoLoMo” and Beyond
Dr Madanmohan Rao
Editor, “The Asia-Pacific Internet Handbook”
http://twitter.com/MadanRao madan@techsparks.com

6. The World of Music
q Music as heritage
q Music as entertainment
q Music as ‘content’
q Music as service
q Music as an event
q Music as a medium
q Music as technology
q Music as a business
q Music and globalisation: ‘cross-overs’ and beyond

13. Quiztime: New Media, New Languages!
q Tweeple, tweetups, twitterverse, megatwend
q Textmate
q Flirtextatious
q ObseSMSed
q Textiety, text addict
q The Golden Age of App-ortunity!

14. “The new music community is just that: a
community. The culture and technology evolves,
but human nature remains consistent. We’re
made to be together, and often; music catalyses
that impulse.”
Kyle Bylin
Live Nation Labs

17. The “8 Cs” of Mobile Media
q Connectivity
q Content
q Community
q Culture
q Capacity
q Cooperation
q Commerce
q Capital

18. From passive listening to
companion media
q SMS
q Tweets
q Facebook
q Apps
q Content creation

19. Mobile + Social Media:
Spectrum of Activities in Music
q Level I: filter, rate, tag, relay
q Level II: social profiling, social networking
q Level III: remix, modify, mashup
q Level IV: compose original content, applications
q Level V: collaboratively create content,
applications
q Level VI: online + offline (eg. “tweetups”)

20. “Companion Apps”
q GetGlue: fans "check in" and let others know what they
are watching
q Yap: tweeting, live chats with other fans
q IntoNow: connects to current on-air shows
q Miso: plot lines, polls, discussions
q Character Chatter: social-messaging platform
q HashTag Killer: social media campaign
q Club Psych: applies gaming mechanics to the viewer
experience.

21. Cultivation, Gatekeepers, Network power proportional Propaganda, Influence,
Structural flows of to # of members, Framing/de-coding,
international news, Agenda- Telecom/broadband density Mobilisation/confrontation,
setting correlates with GDP “Foreign factor”
Manuel Castells: two-way Information design
“mass self-communication”, Media reach v/s richness
Compressor/accelerator/ Taxonomy, ontology,
catalyst/amplifier, folksonomy
Tipping point Usability, testing;
localisation

22. Maturity Levels of
Music Industry and Mobiles
q Mobile-neutral/phobic
q Mobile-aware
q Mobile-capable
q Mobile-centric
q Mobile-transformed

23. Analytics: ‘Big Data’
q Who, when, what, how, how often
q Followers, ‘trenders’
q Genres, topics
q Engagement (with host, with each other)
q Pre-show, post-show
q Traffic from radio to social; social to radio
q Interactions (voting, judging, gossip, circulation,
creation)

39. The Monday Morning Checklist
q What are my counterparts and competitors doing?
q What are my success areas, pain points and blind spots
so far?
q How to integrate the media mix?
q Who will run my mobile media strategy?
q Should I in-source or out-source?
q What are the risks, how expensive/long is the learning
curve?

41. “Music and mobile are fantastic partners.”
Dan Rosen
CEO, Australian Recording Industry Association

42. Questions?
Email: madan@techsparks.com
Twitter: http://twitter.com/MadanRao
Blogs: http://music.techsparks.com