November 6, 2014 at 2.30 pm Prof. Robert Steven Lyons conducted an authoritative and detailed explanation of the music streaming service at Room M3, International Communication Convention Center, Communication University of China. Digital music streaming service has become the dominant trend in the music market. Media consumption is increasingly being realized through mobile platforms, while the media paradigm shifts from ownership-oriented to usufruct. Different countries have chosen different music streaming media. Professor Robert shows through a survey that streaming is highly mobile: 52% of people in the world use their smartphones to listen to music, and this figure is growing at a 26% annual rate; in the United States, the largest Of the music streaming service is Pandora, of which 83% of people use mobile phones to listen to songs; because smartphones are becoming more and more affordable, and accepted by most people, it has established a good hardware platform for the spread of streaming media. The professor also explained to everyone through a case comparison that streaming media is a kind of virtual service goods. Different from the entity goods, the virtual service goods have a relatively low copy cost, which is a new type of business situation.

So music streaming business model and cross-cutting elements of the combination of what platform needs to develop it? Professor Robert cites three business models, Advertising Support, Free Services, and Paid Subscriptions; he gives examples of these three models: Pandora, Spotify, and Rhapsody. He then showed you a set of data on streaming media market share. Through data analysis, we can see that music streaming services are becoming more and more important in the music market and become an indispensable part of forming a complete music industry.

After that, the professor raised new questions: What factors influence the market share of streaming media business? These include mobile subscriptions, penetration of smartphones, mobile infrastructure and bundled music services from telecom operators. Through the analysis of China's streaming media market, we can see that China's streaming media subscription rate is very low, but its growth rate is fast and above the world average. China's streaming media subscription rate shows a steady upward trend. According to this trend, China's streaming media subscription rate is expected to reach the same level as developed countries such as Denmark, Norway and the United States by 2015. Finally, the professor compared the conclusion of China and Scandinavia 3G services are more popular with the public, 4G is relatively small, relatively bundled music services there is room for growth, the most successful is the RBT ring back tone business. There is evidence that China is expected to see significant growth after the adoption of music streaming technology and its telecommunications infrastructure will be expanded. Bundled mobile services will become a new craze and local fashion trends will become more and more streaming.