Stephen Hill - PRPD

gatecircleMobile - Wireless

Dec 10, 2013 (3 years and 8 months ago)

107 views

Splash

www.hos.com

sh@hos.com

Mobile : "second coming of radio?"







or re
-
invention?

Interactivity : Radio vs. Online Apps

Degrees of Interactivity


Launch and listen : live air streams, single channel apps
(should be able to run in b/g)


Limited Interaction : channel
-
based services
(WNYC: 4, SomaFM: 20, D.I.: 35, Accuradio: 480!)



: personalized "radio"
(Pandora, Last.FM)


Fully interactive, personalized : highly engaged users, willing to pay


Ex: music subscription services


Rhapsody, Napster, Spotify, MOG, R:dio, Apple?, Google?


Harder, more technical, but a great fit and opportunity for public media.



Radio : lack of interactivity is a
feature.
Dead easy to use.



Online :
interactive mixed
-
media
is the native format



Mobile : screen size and variable user situation
limit

interactivity


(form factor matters: may be less of an issue for tablets)


Mobile challenges


Number 1


compelling content or service
: can be a niche, but has to motivate users


Service model
(what users want)

vs. business model
(what you need)

vs. DMCA


Transport protocol
:

RTSP, RTMP, HTTP (Progr. DL, SHOUTcast, HTML5, "adaptive bitrate")


Container format
:

tells OS how data and metadata are stored: 3GPP
(GSM),

3GPP2
(CDMA)


Audio format
aka

codec
aka

'payload'
:

MP3, MPEG4 (AAC LC, HE
-
AAC, aacPlus), WMA



Firewalls
:

many LANS block common streaming ports and/or protocols; best on port 80


Metadata
:

a DMCA requirement for music


travel with the file? or sync with a stream?


Log analysis and royalty reporting
:

ASCAP, BMI, SoundExchange all different



Ad insertion and verification
:

required for free, ad supported services


User accounts, transactions, personal data
= database expansion + API integration


Integrated email marketing
and

social features


Back end technical setup
: rationalize and harden as it grows. Goal: 99.999% uptime.

Native mobile apps
(six flavors!)

iOS, Android, RIM/BB, webOS, Windows Phone 7, Symbian

NATIVE APP ADVANTAGES



simplicity, focus, ease of use


launch icon = car radio button



full access to hardware:


graphics, GPS (location awareness),


accelerometer, gyro, proximity sensors



faster operation



more complete UI toolset



full screen available



trending now



distribute free or sell via


App Store(s) (30% fee)



NATIVE APP DISADVANTAGES



separate app for each mobile platform



have to keep up with platform changes



requires user to update their app, which…



creates version issues over time



Apple approval x
-
factor:
takes time,


limits programming languages, what you can do


with subscription apps



app ecosystems not equally developed



turns you into a software developer


Mobile web apps
(run in built
-
in browser)


MOBILE WEB APP DISADVANTAGES




compatability with different platforms



more limited UI operation



slower screen updates w/o 'prefetching'



tends to lowest common denominator


delivery format/protocol OR


complex platform
-
specific setups



not

a magic bullet: impossible to serve


everybody w/one mobile web app
unless


app is LCD simple
(example: SomaFM)


MOBILE WEB APP ADVANTAGES




run on all mobile platforms
(theoretically…)



build with standard web tools


HTML, CSS, Javascript



HTML5 browsers will play audio &


video with no plug
-
ins (2012
-
2022)



fast iteration
: update app anytime



sell direct
: keep more of the money vs. app stores


(can also sell on desktop and use on mobile like WSJ)


Elements of a successful web service


aggregate
:

small or large, but something


add more value
: raw content rarely good enough


great UI :
"The UI is the brand" (Kurt Hanson) not 100%, but important



optimize the "user experience"
(shoot for addictive)


engage users
: interactive & social features require user accounts


(more complex)



tiers of service, pricing, policies
: key to the "user value calculation"


responsive customer service
: required for paid services

Cost centers for web services


salaries


overhead


bandwidth

(getting cheaper)



hosting & storage
(for archives)


royalties
(for © music + syndication or per play fees for other content)


customer service

(not optional beyond free single channel apps)


software development/programming

(ongoing)


server software and hardware

(maintenance + upgrades)

Hearts of Space iPhone App v1.0

Hearts of Space Strategy


be entrepreneurial


get into web and application development


think like a user, act like a developer


build long
-
term value


innovate, evaluate, innovate…

www.hos.com

sh@hos.com

Going Mobile

source: Wikipedia

SIX MOBILE OPERATING SYSTEMS


multi
-
platform support 10
-
100x more complicated than desktop


multiple OS's, 'containers,' transport protocols, audio formats


hard to get definitive technical advice
("experts" disagree)

source: comScore

source: Wikipedia

Major Server Transports
&

Protocols

Adapted from: Orban Opticodec
-
PC 1010 Manual


PROG. DOWNLOAD

Web Server

Physical Connection

IP

TCP

HTTP

Windows/Mac/Linux

Web Browser


SHOUTcast/ICECAST2

"Streaming" Server

Physical Connection

IP

TCP

HTTP/ICY

Windows/Mac/Linux

Client Player
(Winamp,iTunes,WMP)


FLASH MEDIA SERVER

Streaming Server

Physical Connection

IP

TCP

RTMP/RTMP
-
T

Windows/Mac/Linux

Flash Player

QT,DARWIN,HELIX.WMA

Streaming Server

Physical Connection

IP

UDP, Reliable UDP

RTSP/RTP

Windows/Mac/Linux

Client Player

QT,DARWIN,HELIX,WMA

Streaming Server

Physical Connection

IP

TCP Interleave

RTSP/RTP

Windows/Mac/Linux

Client Player

ADAPTIVE BITRATE"

Streaming Server

or Web Server

Physical Connection

IP

TCP

HTTP

Windows/Mac/Linux

Client Player

O.S. LAYER

APPLICATION LAYER

TRANSPORT LAYER

INTERNET LAYER


ETHERNET, WI
-
FI, 3G

SOURCE SERVER

CLIENT LAYER

SERVER

INTERNET

CLIENT

Comparison of streaming media systems

http://en.wikipedia.org/wiki/Comparison_of_streaming_media_systems

GENERAL DESCRIPTION

OPERATING SYSTEM SUPPORT

PROTOCOL SUPPORT

CONTAINER FORMAT SUPPORT

Source: Orban Opticodec support files

Encoders, Servers,
&

Players
(desktop/mobile)


Microsoft Windows Services



Windows Media Player

Silverlight Player

Hearts of Space history


focus on ambient, electronic space, environmental music


live late night program 1973
-
1985


national syndication to NPR network 1983
-
present
(200
-
300 stations)


retail mail order business 1981
-
84


indie record label 1984
-
2001


online subscription service 2001
-
present: Real > WMA > Flash (AACplus)


iPhone app 2010

2001: Real Audio service

2001 log in page

2004 Windows Media

HOS Flash app start page

2009
: custom
Flash player

HOS Flash app 2


heads up
player
display

HOS Flash App 3

full content
navigation

HOS Flash app 4


3 service tiers,

25 access plans