THE MMIX KICK-OFF

Covering: 

  • Intro to The MMIX Program
  • Latest developments and dynamics

Participants:
Mark Smith – Marketing Director, GSMA
Patrick Walker – CEO, Rightster
Rob Glaser – CEO, RealNetworks
Jyrki Rosenberg – VP – Entertainment, Microsoft

The inaugural session of The MMIX at Mobile World Congress Barcelona 2015 featured Mark Smith (Marketing Director, GSMA), Patrick Walker (CEO, Rightster), Rob Glaser (CEO, RealNetworks) and Jyrki Rosenberg (VP – Entertainment, Microsoft). The panel introduced the concept of The MMIX program, detailing the agenda and events.

The panel also discussed some of the latest developments and dynamics in the core MMIX focuses (Music, Mobile, Innovation and eXperience), including the dwindling amount of disconnected or ‘dark’ areas in respect of mobile coverage, business models in the streaming sector and how the millennial generation views paying for music.

The MMIX brings together technology and entertainment sectors to explore the impact of mobile innovation on how content is created, consumed, shared and enjoyed in a dramatically transforming digital landscape.

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THE FUTURE OF ENTERTAINMENT IS MOBILE

Covering:

  • In flux – with 4G & the rise of connected devices, is this a new dawn for operator content offerings?
  • Are people prepared to pay for mobile consumption – what are the learnings from music?
  • How big is the quadplay opportunity & do consumers want it?
  • Audience engagement: how mobile increases overall consumption

Participants:
Alice Enders – Enders Analysis
David Hose – CEO, Rhapsody International
Philipp Humm – CEO Vodafone Europe
will.i.am – Global Music Artist, Entrepreneur and Founder & Chairman Of i.am+

In the first session of The MMIX at Mobile World Congress Barcelona, a powerhouse panel, including David Hose (CEO, Rhapsody International), Philipp Humm (CEO Vodafone Europe) and will.i.am (Global Music Artist, Entrepreneur and Founder & Chairman Of i.am+), chaired by Alice Enders (Director, Research, Enders Analysis) discussed the future of entertainment in the mobile sphere, covering topics including the proliferation of 4G networks, mobile entertainment consumption, Quadplay and the opportunities associated with it, and the rise of the Screenager and wearable technology opening a new chapter in the journey to seamless integration between mobile and entertainment.

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THE MMIX SESSION INTERVIEW: WILL.I.AM

Covering:
Alice enders interviews global music artist, entrepreneur, and founder & Chairman if i.am+, will.i.am

Participants:
Alice Enders – Director, Research, Enders Analysis
will.i.am – Global Music Artist, Entrepreneur and Founder & Chairman of i.am+

Fresh from the ‘The Future Of Entertainment Is Mobile’ panel, with representatives from Rhapsody and Vodafone Europe, Global Music Artist, Entrepreneur and Founder & Chairman Of i.am+, will.i.am talks to Alice Enders in a one on one interview, discussing how mobile has changed the way we interact with live entertainment experiences, ‘thumbing down’ consumption of content via the mobile medium and his own view on the evolution of wearable’s, “from the wrist up.”

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MOBILE MUSIC – WHERE ARE WE NOW?

Covering:

  • How Mobile Music is Consumed
  • Music Curation Vs Discovery
  • The ‘Freemium’ Model

Participants:
Paul Brindley – Co-Founder & CEO, Music Ally
Lohan Presencer – CEO, Ministry of Sound
Chris Burton – Global Head of Business Development, Rdio
Gerrit Schumann – VP Europe, Deezer

“What’s the value of a user who is engaging with music without paying a record company who’s investing in the music?” asked Lohan Presencer to ignite this powder keg of a discussion between the streaming reps and the label boss. Many topics were covered, including mobile music consumption habits across different countries, how consumers are still using desktop versions of streaming services for curation and discovery; but by far the hottest topic of debate was Freemium.

Lohan challenged the industry by stating “…the Freemium model. I just don’t buy it. What you do is take casual consumers of music and you turn purchasers into browsers, noshers into snackers and they don’t have to engage in the subscription model.” Kicking off a deluge of opinions across the music, wider entertainment and media sectors, with label heads and business leaders all adding their own opinion to what promises to be a key debate throughout 2015…

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FESTIVALS WITHOUT BOUNDARIES: PROMOTERS, VENUES & LIVE ENGAGEMENT

Covering:

  • Technology, Innovation and Invention

Participants:
Stephen O’Reilly – Global Head of Sales & Marketing, Gramofon
Ventura Barba – Executive Director Advanced Music, Sonar
Lee Booth – Co-Founder, Eskimo
Neeraj Roy – Managing Director & CEO, Hungama Digital Media Entertainment
Sam Taylor – Great Escape Convention

Prompted by Ventura Barba of Sonar’s statement that “…mobile is priority for everybody who is in the live music industry” prompted this inspiring MMIX panel to discuss key themes of technology, innovation and invention as drivers of more timely, relevant and personalised fan at festival experiences.

“You may think that the live music industry is an old-fashioned offline sector, but that’s fundamentally wrong”, he continued. “Sometimes I say to my team that we are running an e-commerce or digital business. So we need to really adapt and see how we can connect more with consumers before the event, during the event – where there are many things that can be done – and after the event.” Highlighting that mobile can no longer be considered an add-on or afterthought, but as an increasingly instrumental driver of content rich – and commercially lucrative – fan interaction opportunities.

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THE OPPORTUNITY IN EMERGING MARKETS

Covering:

  • The Opportunities for Mobile Music in Emerging Markets
  • Contextually relevant content for emerging markets

Participants:
Amy Vale – Head of Global Business Marketing & Brand Experience, Spotify
Ralph Simon – Founder & CEO, Mobilium Global
Melissa Limcaoco – Group Head Innovation & Product Development, Smart Telecom
Romeo Ganescu – Group Director Products & Partnerships, VimpelCom
Martin Kummer – Business Development Consultant, Digital Entertainment Initiatives, GSMA

Joining The MMIX, Amy Vale of Spotify suggested there are potentially huge opportunities for brands and music to partner and prosper in emerging markets “simply because the reciprocal brand halo effect that happens when you’re bringing that value to an audience is really quite powerful. Being able to identify the anticipation of the audience and launching a service within that market, really allows us to demonstrate that both brands are very much invested in making content available to them.”

Moving on to the importance of Contextually Relevant Content in emerging markets, she added, “I think it is really important we are offering consumers and listeners something that they are interested in. If we are pushing international artists that aren’t as meaningful to them in their listening experience…it’s not going to mean something to them in their everyday lives. Being able to go into a market making sure we have a local catalogue that is really ingrained within their culture is absolutely crucial to success.”

 

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MOBILE MUSE – THE INNOVATOR’S VIEW

Covering:

  • Future monetisation of platforms
  • Integration between Artists and Brands
  • The Power of Music and the emotional value it can stir in consumers

Participants:
Paul Brindley – Co-Founder & CEO, Music Ally
Travis Lee Street – Head of Web & Design, Biobeats
Patrick Walker – CEO, Rightster
Martin Rigby – CEO, Psonar
Ralf Luelsdorf – Head of Music Marketing, Deutsche Telekom

In a panel exploring the benefits of mobile innovation in the music industry, discussion centred on future monetisation efforts for distribution platforms, and the need for closer integration between artists and appropriate brands to drive such capitalisation. Rightster’s Patrick Walker said “One thing that’s clear on YouTube; it’s a great distribution platform and artists are discovered, but the monetisation is quite low if you look at the overall viewership versus yield. So we are looking at finding new ways to help artists match-make with brands and develop new revenue streams.”

The panel also discussed the power of music association with brands and the emotional value it can generate in consumers. As Ralf Luelsdorf pointed out, “loading a brand with music means you can have a good connection between emotion and brand recognition… The area of the brain where you recognise music is the same area where you recognise emotion. So it’s obvious if you work with music, you create strong images in the brain”.

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