Mobile music market about to explode
Mobile music is leading the mobile content market. The key user group, young
early adopters identify mobile music downloads as the most interesting
service. Over 50 percent of this group is interested in downloads and almost
40 percent in music videos and movie trailers. About 35 percent consider
mobi-tv and games interesting.
Also one quarter of adult early adopters find mobile music and video
interesting.
Staffan Ljung, the head of multimedia at Ericsson, presented these numbers
on December 4 at Helsinki MobileMonday event to underline his point that
mobile music market about to explode. He said that once the user base
passes ten percent threshold a network effect takes hold. This will help
expand the usage very fast in the mobile world where almost everybody has
means to join the music community experience.
Ljung said that only the large players can afford to offer the best mobile
experience then only for people with fairly advanced devices. The service
must be tailored for multiple mass market phones. This in something small
players cannot afford to do.
"Early adopters are not price sensitive but they demand top experience,
which is only possible with top devices or getting an application inside the
mobile device."
"The winners are the players that make it easy for the consumer," Ljung
said.
According to him there are three dimensions in consumer wants: Convenience,
which includes efficient communication, simplicity, and flexibility;
closeness including sharing the moment, being close, belonging and
availability; and control, that covers such areas as my community, my
lifestyle, my money and my communication.
