I’m fascinated by the way both music and technology drive consumer behavior, and my own behavior for that matter. Growing up, I’d hear a song I liked on the radio, go buy the record and bring it home to listen to in my room. The music was a powerful driver of purchase. The record player was the technology of choice. Life was simple back then.
Things have changed quite a bit with emerging technology. Consumer behavior has changed in kind. The other day I wasn’t surprised to read that 34% of people play music on their phone (Pew, 2011). Mobile devices have become so accessible to all of us – I myself download and sideload entire playlists to my phone. I have hundreds of songs on my phone – my 8GB chip is maxed. With such drastic change between what I do now with music and what I did back then, I’m curious to know what people like me will do next as technology evolves again. Recently, I’ve had my eye on HTML5. It looks like HTML5 – a new markup language for mobile browsers – is going to be in everything. I’ve been watching it lately because it could have important implications to the way our consumers behave and the way our industry works.
For starters, there is a shift brewing within market leaders to use HTML5 to reach independence and control over mobile engagement and commerce. In a recent article in Business Insider, Facebook co-founder Roger McNamee is quoted to have stated that HTML5 is going to change everything: “In HTML5, an ad is an app, a tweet is an app, everything is an app; it is a blank sheet of paper, and creativity rules again.”
As if to echo this sentiment, both Amazon and Wal-Mart just announced HTML5-driven experiences that allow consumers to interact with their cloud services (Amazon’s Kindle Cloud Reader and Wal-Mart VUDU). This allows both companies to bypass Apple’s app store selling restrictions.
Brands and consumers alike would benefit from more choices and less restrictions on what they can do on the mobile web and how they can monetize their businesses. HTML5 helps make that possible. It supports software-agnostic interoperability of websites and services, which in turn can drive usage up.
Combining music and HTML5 is beneficial for brands: It provides a software-agnostic distribution channel for the universal power of music. Neurotic Media’s mobile HTML5 music sites can be used by any consumer on any smart-phone with sufficient HTML5 support – iOS, Android, RIM, Win7, etc. This is a great value proposition for many brands – especially for carriers who seek to increase ARPU with a lift in smart phone purchases and data plan subscriptions. To see an example, visit one of our mobile stores by scanning this QR Code with your smart phone. Remember that the template you see is easily customizable for your needs.
Let us know how we can we provide Music That Moves your brand strategy forward. (by Shachar Oren, Neurotic Media CEO).