Xiam enters Mobile Music marketing space with its MPOS 4Music product

Dublin 010906 - Xiam Technologies, makers of the ground-breaking MPOS technology which enables Operators to mass market digital content using personal recommendations for subscribers, has released a music focused module of the software.

MPOS 4Music capitalises on the innovative recommendations-based technology of MPOS to deliver innovative new capabilities specific to the mobile music marketplace.

MPOS 4Music uses data relationship models that have been optimised for music which enable disparate silo-based music repositories to be effectively catalogued and modelled for the purpose of making recommendations on an individual level to music lovers over the mobile channel.

MPOS 4Music presents subscribers with a personalised stream of music over their handsets, based on an initial indication of their favourite artist or genre, with the ability to buy tracks directly over the phone. Users can skip tracks or indicate their like or dislike of a song which in turn enriches their profile, the better to present them with new music they are likely to want to buy.

MPOS 4Music allows Operators to present individualised music recommendations from diverse content providers over various genres in order to promote experimentation and get users to sample and purchase previously undiscovered music.

Xiam have developed a unique cartographical scheme into which any piece of music content can be mapped which enables a radical method to compare different pieces of music content, transcending simple genres and eras, and taking into account a wealth of new variables derived from Xiam's psychographic analysis.

Xiam have incorporated the market leading Social Networking Analysis techniques from the MPOS system which provide a method to present meaningful recommendations to customers whose current profile is limited.

Using a dynamic set of tracking mechanisms, MPOS 4Music can identify key users from within the music downloading community whose profile identifies them as early adopters of cool and new music. Trendsetters who are ahead of the curve can be utilised to suggest that other users check this new music out.

With the Mobile Music industry currently worth in the region of $7.4 billion and set to expand to $13.6 billion by 2011, MPOS 4Music makes the one-to-one marketing power required by mobile music sellers available to Operators now. MPOS 4Music's streaming capability also provides the stickiness required to combat the substantial side-loading issues facing the industry at present.

According to Kurt Lillywhite, VP Marketing, "Mobile music will have to respond directly to the customers' whims and moods, delivering flexibility, innovation and value for money. MPOS 4Music gives Operators the technology required to present music to the user in a way that instigates interaction and the expression of their own tastes, while providing the Operator with the ability to present a stream of targeted tracks to the user. Additionally it enables the Operator to be flexible in their pricing models, allowing mixed models of subscription and purchase fees across the same service".

Xiam have put much thought into how to sell the long tail and key to the MPOS 4Music approach is an inbuilt ability to create up sell and cross sell opportunities for other related content formats such as video, phone customisation products, or alerts services available to the subscriber.

MPOS 4Music fits seamlessly into the overall MPOS content retailing model. MPOS can personalise the portal to provide enhanced navigation while assisting content discovery. By using a combination of browsing history and profiling, MPOS presents links to areas of the portal that the user is likely to be interested in.