ok. long time no see.
There are two projects that we are working on right now. one of them is for Vålerenga football club, the other one is for Telenor music service, and we have been through several exiting stages already. This is a short sum-up:
1. Brief and getting divided into two teams (both working with both projects.)
2. A couple of days discussing and workshopping with Jack Shultze & Matt Webb in London.
3. Deciding on direction/ picking out which ideas we liked the most.
4. Developing a paper-prototype of the concept.
5. Testing it on people provided by Sintef and Living Lab and examining the results.
1. Telenors current music service is a transaction based store with little content beyond the actual purchase of music. It has a customer base of ca. 300.000 users, though only 30.000 visit on a monthly basis. The brief is to design a service that moves away from the transaction based store of today, to a portal -integrated with the mobile phone- based on richer experiences related to music.
2. Discussion, workshop & ideation with Shultze & Webb. :Lots of concepts generated from looking at both music and football-matches as social objects and looking at consequences such as social serendipity and rituals emerging from these concepts. -A delightful train of thought for someone infatuated by social anthropology and people in general.
3. Back in Oslo, processing the ideas developed in London, we redesigned the concepts (yet again) to generate multi-touchpoint services. As for Telenor this ment:
Creating a bluetooth based listening service for people with mobile phones, enabling browsing of shared music lists / libraries and playing this content as if it was a personal radio-station, as long as one is physically near each other. (i.e. near the source.) A chance to buy the music others have in their libraries from Telenor, if you like what you listen to.
Our conceptual monetization model: browse, discover, play (like/dislike) buy instantly or save in wish-list / shopping-chart to buy later. In order to sell more music, we believe there has to be more of a hype and openness regarding the content, promoting the part of collecting tunes your self, and finding interesting new music by social or physical ties.
4. Developing steps for browsing public playlists from both people and places, landed us on several different scenarios. (user-other people/ user-Telenor / user-places / user-events.)
5. Testing our concept on 4 lovely people, provided by Sinteff, with our paper-prototype, we found several social consequences and different wants/needs connected to our people surfing concept:
Guy nr1, age 19 (the super user) early adaptor.
Guy nr2, age 21 early adaptor
Girl nr1, age 25 late majority
Girl nr2, age 26 the laggard
4 out of 4 responded that music was extremely important to them, yet the level of knowledge and consciousness differed tremendously.
4 out of 4 stated that they clarely understood the way of how to use the product, though one did not know what bluetooth was, neighter how it worked or if she had it on her mobile.
1 out of 4 felt that music had so much to do with identity, that if he saw a beautiful girl, but found that she listened to tasteless music, he wouldn’t bother to go to any lengths to get to know her better. He also stated that if he found a really interesting playlist or library, he would automaticly like that person, wether he knew it or not.
4 out of 4 was positive to sharing music, but 2 out of 4 wanted to have more secure areas that should not be available to the public. 1 wanted it because of the exclusiveness he felt when having found something truly amazing, the other one had a strong feeling of need to hide behind a nickname, because of her taste in music.
3 out of 4 responded with enthusiasm to the concept.
Looking at what we found, one possible way of avoiding problems related to privacy might be to have open and password-based folders for your music. An other issue we’re encountering now is that peoples mobiles, though set to discoverable are not really descriptive for the content gathered in the list. (a detail I’m ignoring right now..)