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Chris Gould

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Text of Chris Gould

  • MUSIC FOR MOBILES 19 April 2007
  • Music for mobiles - a radio perspective
    • 1950s
    1960s
  • Music for mobiles - a radio perspective
    • 1970s
    1980s 1990s
  • Music for mobiles - a radio perspective
    • 2000+
  • RAJAR Q4 2006 % Adults (15+) ever listen to radio via mobile phone RAJAR
  • 3G radio player
  • Connected receivers - Visual Radio
  • Connected receivers Music Download
  • Music Download
    • Developed by UBC Media Group
    • The world's first mobile impulse purchase music download service for DAB radio services
    • It allows listeners to purchase and instantly obtain tracks on their mobile phone as soon as they are broadcast
    • The service sends a Dual Download copy to your home PC
  • Music Download How it works
  • Music Download
    • Consumer trials took place in Birmingham in 2006
    • 100 radio listeners
    • Soft launch using the Virgin Mobile Lobster DAB mobile & Heart London during April & May
    • 500-1000 Lobster owners across London using the service
  • DAB on a mobile
    • Question: If you had the ability to listen to digital radio like this on your own phone in the future, how likely would you be to do so?
  • Experience of downloading
    • General satisfaction with ease of use and quality of audio
  • Types of downloaded songs
    • Most were classic hits: % of claimed downloads as recorded in user diaries (total number = 1554)
    • Although individual top tracks were mostly recent recurrent songs
  • Pricing: split views of track pricing
    • Question: The cost of downloading a track is 1.25. Do you think this represents good value for money?
    • Women much more likely to think good value than men (52% vs. 33%)
  • Yet most would still download up to 10
    • Question: If you had to pay for the tracks yourself [at this price], how many tracks per month would you expect to download?
  • Trial - Summary findings
    • Radio Downloading was extremely well received a good idea and easy to use
    • Trialists purchased more songs than had been expected
    • Users most likely to pay for new releases and older songs vs chart hits
  • In summary
    • Radio in a mobile a popular concept
    • Listening via mobile phones is increasing
    • Radio downloading extremely well received
    • Connected radios provide an opportunity for broadcasters to interact directly with their listeners
    • Requires handset manufacturers, operators and broadcasters to work together
  • Thank you
    • Chris Gould :
      • Telephone: +44 (0)20 7000 3123
      • Mobile: +44 (0)7802 518 570
      • Skype: cgould2
      • Email: [email_address]
      • Web: www.all-in-media.co.uk

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