Written by Spiro Arkoudis

Spiro has a deep-rooted love for music, having built his career in leading mobile and music entertainment companies, including Samsung where he launched its Music Hub, and Music Services in Australia. His in-depth understanding of business strategy, licensing and revenue models ensures that customers' needs and expectations are met.

Recent Posts

Music - one of the top#5 data-driven mobile services for a competitive advantage in the telco industry

In major developed countries, the mobile data market, including both 3G and 4G, is close to saturation. Mobile data consumption has steadily increased in the last few years, and consumers have found new ways to avoid paying for services they neither need nor use. The strong competition between mobile companies has allowed consumers to switch from fixed data plans to unlimited plans and pay less. Operators are increasingly turning to targeted and data-driven services to encourage data usage and find new monetisation strategies. Parks Associates released the Mobile Data Services industry report in 2018: Business Model Assessment, which includes an analysis of the top five data services in the US market.

What are the main data services used by mobile carrier and smartphone users?

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How telco companies master music streaming to boost mobile marketing

In today’s digital and tech-focused world, more and more companies are realizing that marketing is no longer about simply placing ads in print magazines or between television episodes. Instead, businesses have discovered the promotional power of an age-old art form: music. And they have begun to incorporate entertainment as an important piece of their mobile marketing efforts.

Companies have approached using music for marketing in a variety of ways. Some have collaborated with famous artists (such as Verizon, which paired up with superstar Jamie Foxx to create and release exclusive tracks and videos), while others have sponsored live events and festivals (such as T-Mobile, which sponsored Coachella) in order to capture their target audience.

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Why new lower cost streaming services might not move the needle

Streaming radio service Pandora recently announced the launch of a lower-priced interactive streaming platform, the result of its purchase of Rdio last year. Unfortunately, the launch might not have the result many in the music business are hoping for; while it will surely convert a handful of listeners who couldn’t afford the standard $9.99 USD per month price, it won’t move the needle in a meaningful way. That’s because the hardest jump for people to make is not from $5.99 to $9.99 -- it’s from zero to a penny.

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How industry players can collaborate to offer music streaming services

In recent times, there has been a major shift in how brands, labels and technology providers are engaging and communicating with consumers due to the digital revolution. What is often seen as three different enterprises leveraging the same universal language, music, must now work out a way to come together and provide the best music streaming services to engage music fans in the most memorable way. The digital landscape brings us now to a much more sustainable environment that allows brands to measure ROI while sending targeted messages to collect user data. In the end, this initiative will drive brand affinity, customer loyalty and ultimately, increase conversion. The key to working together effectively is to move from a client-supplier relationship  to one of a more unified approach and economy, namely the partnership between brands, tech platforms and record labels. Too often, the relationship between industry players is one that is more compartmentalised, instead of an opportunity to grow the market together by achieving a common goal. To collaborate successfully, there needs to be a transparent and open discussion between all parties involved, and a willingness to approach the market challenges with a fresh agenda.

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How technology amplifies music experiences in festivals

Music festivals are huge events in the cultural calendar and they have now extended their reach globally by attracting a much wider audience of non-festival goers, who will tune into social media because of the “halo effect” that influential celebrities bring to these events. It’s the clothes they’re wearing, how they’ve done their hair and who they are with, that people are also interested in. No doubt, fashionable celebrities coupled with exciting performance line-ups have turned festivals into a massive social media phenomenon.

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Which music streaming solution fits your brand experience strategy?

With the list of music streaming services growing by the minute, it’s hard to see which one is more effective for customer acquisition, retention and brand user experience. Each is unique and offers different variations of music streaming services, costs, music catalog and social elements. Depending on what your company offers and is looking to provide, it’s important to understand what the main differences are and how it will impact your brand experience strategy. According to Digital Music news, “a minority (47%) of 16-34s reported listening to fewer than 3 hours a day, with most self-reporting between 3-6 hours daily.” With this in mind, it’s now time to figure out which of the music streaming services are better suited to your brand.

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How do I include a musician in my digital brand experience?

“Every time a brand uses music—in marketing, sales or in a PR context, regardless of the music, genre, style, artist, or channel through which it is played, the music is influencing a customer’s perceptions about the brand. It is effectively creating an asset or liability for its overall brand equity.” Ruth Simmons, CEO of Soundlounge, makes a valid comment on the growth of digital brand experience through music.

This thought is well supported by industry research by companies like Nielsen and Momentum Worldwide. In fact, in recent studies by Momentum Worldwide, 93% of Millennials claimed that they like brands that sponsored live events.

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How brands offer free & legal music for effective customer engagement

Many companies may not realise this, but they have the ability to evolve their brand by providing free legal music. Companies like Uber and Starbucks already connect with their customers by offering free and legal music.

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