Two projects live|work have completed for Vodafone
A networked music experience
In 2005 Vodafone were beginning to invest in services beyond their traditional voice and text bread and butter. Top of their list of things to investigate was the potential for music to be delivered over a mobile.
Vodafone asked live|work to develop a vision for how they could offer something different to customers that would give them a reason to dramatically change their music buying and listening habits, and to see a mobile operator as a relevant source of music.
We selected two interesting music markets – the older album buying male and disposable pop purchasing teens – and investigated their real music habits and their media ecology. We found a number of frustrations with the existing music experience that we could improve on. We also saw a huge opportunity for a much more spontaneous experience of music discovery and social sharing.
Our vision for Vodafone was for a networked music experience where customers can connect their music across devices and share selections with friends. We are pleased to see that these features have become key to successful digital music services, including iTunes and Spotify, and that we were able to help Vodafone see where the market was heading. Following up on the longer term Music Vision, we designed Vodafone’s first launch of a mobile music interface and mobile TV interface.
Turning Strategy in to service
live|work are proud to have been involved in the early concept development of Vodafone’s 360 service. Vodafone asked us to help develop a breakthrough concept that responded to their strategy to pursue growth opportunities by innovating and delivering on customers’ total communications needs.
We contributed customer motivation insights and concept design whilst working closely with the Vodafone Group team and other consultancies.
“Vodafone 360 is a new internet service for your mobile, PC and Mac. It brings your phone, email, chat and social network contacts together in one place. Communicate with your friends, see their status updates, share your photos and favourite places – from your phone, PC or Mac.”