4.+The+Reflective+Process

Following is a day to day reflection of my time at TigerSpike. I will detail the key findings, processes and areas that I wish to expand and explore. This is a detailed memoire of my TigerSpike journey.

__ Tuesday – 21 April – DAY 1 __ There are 3 ways to look at the MyDJ product and they are as providing; 1. content 2. a console with content 3. a total solution – front interface, content management console and content. I was then introduced to the rest of the team and key contacts who I would be liaising with over my internship. I then arranged meetings with the above three contacts to get the process moving. Before the meeting Kate had given me the following documentation to read to give me some background; We went through the scoping of the project, key feature set, meetings and timescales. I requested the following additional information and potential sessions; 1. Wireframes of the next phase of the project 2. The agreement of what was to be completed for the Launch on the 21st of May 3. Any research that had been conducted and what research tools were being used. This was a good session that established the background for ongoing development. Some intial ideas: I discussed with Julian the content management system, the challenges they had faced to date with their development and if there were any development meeting I could be an observer to gain more technical experience. He said he would look into it and was happy for me to observe. Phoenix platform, modular so different sections can plug in together; This was a development meeting between Kate, Julian and 4 of the programmers (Cian Moynihan, Tim Schneider, Jeremy Gupta & Neil Cross). We talked through the production schedule and allocated status, timings and ensured that the project was on track and working in scope. This was an intense session as a lot of the functionality was discussed and technical terminology. This is an area that I really want to gain a greater understanding to ensure that any development decisions I make in strategic planning are informed and don’t have later ramifications.
 * 8.30am – Meeting with Alex ** **Burke** - we went through my agenda items and consolidated what we both wanted to achieve from the time I had a TigerSpike. Alex also suggested a Project Plan that consisted of the following headings;
 * Project Definition
 * Project Objectives
 * Project Scope
 * Assumptions and Interfaces
 * Risks
 * Kate Kennedy – MyDJ Producers and Project Manager – key contact
 * Julian Parr – IT Director looking after development on MyDJ – key contact for development and technical functionality
 * Sean Ferandez – Software Engineer who helped me set up a TigerSpike account and link me to the TigerSpike Intranet.
 * 12pm - Kate Kennedy – MyDJ Producer and Project Manager **
 * Digital Distribution Agreement (DDA)
 * DSP Packaging and Delivery Specifications
 * MyDJ Marketing Plan 18 Dec 08
 * MyDJ Roadmapv0.2
 * Target market - listening exercise to find seeders and potential influencers. Communicate product and features share/borrow key.
 * Give Maven Status to key disseminators of product
 * Twitter comms – utilise editorial capabilities and exclusive music and communicate it to the music community
 * Promote record labels involved on site – credibility
 * Need to give the site more character – can do this through editorial and ease to find the content you want.
 * Personalisation/profile opportunities
 * Meet Ryan, editor to see his vision for MyDJ (21.4.09 he was offered a contract with a record label - looking for new talent)
 * 1pm – Julian Parr - IT Director**
 * SMS – inbound and outbound
 * MMS – customer promotions
 * Quiz component
 * UGC – User Generated Content
 * Subscription Model
 * 3pm - MyDJ Development Meeting **
 * 5.30pm ** – Day one completed. It was an informative and intense day. I need to now go home and reflect.

__ Wednesday – 22 April – DAY 2 __ Continued to look through documentation. Kate gave me the Production Schedule with the amendments of the last meeting. Although a little outdated this gives insight into where the business has come from and aspirations for growth and the challenges that they could face. I continued to read the documentation I had been given to gain a greater understanding of the project. I completed my MOU for review by UWS (document attached) I started the project plan for Alex Burke to review.
 * 1.30pm – arrive at TigerSpike **
 * Olivier Palmer – Head of Innovation, ** gave me a paper, from 3 years ago by the Melbourne Business School that looked at TigerSpike in the following capacity;
 * As an organisation
 * An USA Entry Strategy
 * A Western Europe Entry Strategy
 * Comparison of Entry/Strategy Issues for CEE vs Western Europe
 * 3-4pm Development WIP – Cancelled ** (Kate rather work with each individually)

__ Friday – 24 April – DAY 3 __ We confirmed the MOU and the Project Plan. We also discussed the areas that I would like to expand on and how it was going with the rest of the team at TigerSpike. Alex also verified exactly what he wanted from the Project Plan. I appreciate Alex’s time and how much support he is giving me. Later that morning I emailed thanking for the session and reiterated the requests from the meeting as follows; 1. Let me know if you have any further thoughts about meetings I could attend. 2. Who would be the best person to take me through your Phoenix tool? 3. You mentioned your friend had completed a paper earlier this year/last year? It would be great to get a copy to look through. I then looked through the system and found some articles in the News section. This is all the industry information I really want to read and understand. Mobile Apps for marketing - [] 960 Grid System - [] Website Testing – Matthew took me through Mobile Analytics. This is a very easy and basic mobile reporting tool. He also went through the difference in reporting for Mobile and online and the troubles mobile faced with accurate reporting. We also went quickly through the Phoenix System. I would really like to go through this in more detail in another session however the BBQ was calling. Every Friday TigerSpike has a staff lunch together. This is a great culture builder and it was a really nice thing to be part of. Often clients also join and can engage and see the TigerSpike team in a different more casual light. It was really sweet as Icarus went to so much effort to make sure my vegetarian needs were looked after. Although I must say the BBQ and food looked amazing… almost tempted to give up my vegetarian beliefs..well only for a moment. It was also nice to get to know some of the team better. Thank you, TigerSpike. This was a great session with Caroline and Kate. We went through the WIP action list and then came to my list of questions. Caroline is very hands on and really knows her product. She is very open to collaboration and looks forward to my marketing input. We discussed going through the marketing plan when she next came into the office to go through ideas. She suggested she would send over a competitive analysis of the market for discussion. The rest of the afternoon consisted of reading through the competitive analysis and starting a PPT presentation to collate my thoughts on product features, benefits and the White Label opportunities. This needs more thought and a little more technical understanding to think of creative white label opportunities. Today was a very productive day in terms of mobile analytics and meeting the client. Caroline seems very supportive and forthcoming and look forward to going through the 3 year marketing plan with her. I do really want to step up my technical understanding of the project and get the wireframes etc. from Kate. She seems to be reluctant to go through these documents with me in their current form or to discuss the designs. I will try again next Tuesday or I might set up a session with the technical team for a bit more detail. I also need to confirm with Alex other potential meetings or sessions with some of the other producers/project managers on the projects they are working on. This might give me a bit more scope for other campaigns.
 * 7.30am– Meeting Alex Burke **
 * 9.30am– I prepared questions for the Agenda ** for the client WIP with Satellite Music Australia. Attached[[file:2009.4.22 SMA Questions.doc]]. I also asked Kate for the wireframes and research in preparation for the meeting however she advised that they were not ready and I could have them later in the day. I also requested to be part of the design meeting with the designers.
 * 11.00am– Have a session with ** **Sean** **on TigerSpike’s Google intranet system and Wiki.** The Wiki is used by the programmer to store instructions and code, the intranet stores all the teams documents, progress reports etc. that they can share and update together.
 * 12pm - Matthew Rugers – Producer – Mobile Analytics **
 * 12.30pm – TigerSpike Brazilian BBQ – by Icarus Lima – Graphic Designer **
 * 2pm – WIP with Satellite Music Australia – Caroline McLean, Online Director, SMA Fairfax Media **
 * 5.30pm - Finished for the day.** Reflected about the day on the walk home in the rain. It is definately a night in.

As I am now almost half way through my internship I would like to ensure that I achieve all my objectives. 1. MyDJ – gain a greater understanding of the Wireframes and content management console. If I can’t get time with Kate then I will arrange a meeting with Julian 2. Project Manager Sessions – arrange some time with the other project managers and account director to go through case studies and campaigns. 3. Further information from Alex about TigerSpike market. 4. Phoenix Session – functionality session arrange Julian or software engineer. 5. Meeting with Caroline, SMA – session to go through Marketing Plan
 * Actions for next week:**

It is always interesting to see different organisations and how they are structured and function. TigerSpike have been very open and welcoming which I really appreciate.

__ Tuesday – 28 April – DAY 4 __ Today is going to be a very educational day in terms of technical development understanding. Some good sessions with the development team planned and further learning on case studies. Also want to implement some of the actions from last week. This was a very interesting session and led me to a lot of terminology definition research. We had the technical team from SMA who manage MyDJ, the technical team from TigerSpike and 2 people from Bulletproof ( www.bulletproof.net.au) to look at moving the current MyDJ service to Bulletproof for hosting. Different things that needed to be considered; 1. Forecasted traffic - load 2. Stress testing – Fail over – what happens if you loose session info? 3. System compatibility 5. Active/passive set up 6. SQL Server information [|SQLServer] mode stores session state in a SQL Server database. This ensures that session state is preserved if the Web application is restarted and also makes session state available to multiple Web servers in a Web farm. 7. VMA3 Vs VMA2 8. Amethon – mobile analytics · Mobile Analytics captures the underlying TCP/IP traffic allowing analysis of HTTP, WAP and other relevant protocols. Statistics are then generated and presented via a comprehensive web-based reporting tool. The types of statistics which are provided includes: Bandwidth (total, average per visit, total per file type) Hits (average per visit, number of downloads, page view breakdown) Visits (entry page, average duration, click paths, referring search engine) Visitors (browser type, user agent, operating system) Handsets (make, model, screen resolution) Mobile Operator (country of origin, operator name) Geo Location (country of origin, RDNS lookup) Follow here for more http://www.amethon.com/Content_Common/pg-Mobile-Analytics.seo Elements discussed number of servers needed, caching, load balancer, SMA FTP server/tuners, VPN and all the links between them all and the risks. It was clear that Bulletproof had to come back with solutions as some of the set ups did not match their systems and that TigerSpike were more knowledgeable in the information required as all their systems were compatible to the MyDJ set up. I am sure the more technical sessions I attend like this the more it will demystify the technical terminology and how the back end all links together. It was great to finally see some wireframes of the MyDJ CMS system and see how the back end would be managed. Pete, Music Director SMA, has been assigned to the project to look at functionality. He queried a few of the elements regarding the activation and deactivation of tracks. He also looked into the search functionality amongst distributors, independents and sub labels. From my perspective it was good to see how wireframes are set up and the process of checking the process and querying functionality. Caroline also sent me the blog for MyDJ to review [|http://mydjhype.blogspot.com] This has editorial content about new tracks, bands and innovative music info. With 8 blogs, last entry was in February 22 Teen Night Life, Caroline stated this was going to pick up once the new Music Manager for MyDJ came on board to really drive engagement. We also discussed DRM and moving to DRM free. Although this is not in the current scope this is the intention eventually. http://en.wikipedia.org/wiki/DRM_(computing) Olivier kindly linked me up to TigerSpike’s data storage system called Felix and showed me some case studies to review processed. I read through; VB Mobile Warnie Case Study – Summer of Spin BigPond Mobile Shopping Each went through; It was great to go through the steps of a campaign as it really gives you a greater understanding of what is possible. This is an area I would like to understand in greater detail. Action: I will email Alex to see if this is something he might be able to take me through. Caroline, SMA also sent the following research to read through; All look like very good case studies to support strategic decisions for MyDJ. Will have to read to see how I can apply to White Label opportunities. In this meeting each of the programmers went through each project status they were working on and any hurdles they had come across. Campaigns that were discussed included; Key things discussed were timings, workflow and optimisation solutions. Areas that I need to consider for future projects is handset testing, optimisation time, calculating for potential discrepancies between what the client in providing and the specification of the systems that have been created and allocating programming time for each component of the scope. We went through the production schedule and allocation of programmer’s time against each project. It was interesting to see the prioritisation of programmer’s time and the knock on effect of certain projects hours on other projects. This is an essential process for the project manager and the business to ensure that it has the capabilities to deliver all current projects on time. Once again a great day, it was even one of the team’s birthdays so we had some delicious carrot cake. Nourishing the mind and stomach J
 * 10.00am– MyDJ Hosting Meeting – MyDJ & Bulletproof **
 * 11.30am – Wireframe Progress Meeting - MyDJ SMA **
 * 1pm – Case Study Research **
 * TigerSpike capabilities & technologies
 * Key Considerations for the project
 * The TigerSpike approach
 * Objectives
 * Potential areas of interest including payment gateways, user identification & profiling, content/features/, service opportunities, 3rd party advertisers, usability, reporting and analysis, m-site distribution, product expandability and CRM.
 * Solutions
 * TigerSpike case studies
 * Physical and digital – sales and unit
 * Panorama – music purchases online
 * Music in Australia – A statistical overview
 * 0808 Australian Mobile Internet Insights
 * 2pm – Development Meeting - TigerSpike Internal **
 * MyDJ
 * Hi5
 * Livewire
 * Network 10
 * The Quiz – UI
 * Wondersoft
 * 3 ‘everyone wins’
 * BigPond – shopping
 * Contiki
 * Lynx
 * Weatherzone
 * Stand for TigerSpike at Cebit Exhibition [] ‘Rise to the challenge and survive and thrive through innovation’.
 * 4.30pm – Production Meeting - TigerSpike Internal **

__ Thursday – 30 April – DAY 5 __ We went through the designs for MyDJ. SMA were really happy with the designs and they looked great. Areas to always consider; We also looked through the revised Wireframes. Search and Active tracks had been updated. At such a critical stage in the process it is essential to focus on core functionality for the user to get the site up and running for the May 21st launch. New editor had been appointed – Jimmy Sing (http://www.myspace.com/jimmy_sing Check Jimmy Sing selecting tunes round the place, solo and with the magnificento RO SHAM BO mob. Listen in to FBi Radio 94.5 FM on TUESDAY 6-8pm for RO SHAM BO SUNSETS) [] http://www.fbiradio.com/ Action: Need to see what program the wireframes are created it. This is a good skill to have. Caroline went through the MyDJ to consumer plan, the selection of agency process (Frontier & Full Circle) and MyDJ’s key objectives within their budget. This was very detailed and she had considered all elements from above the line and below the line, to Seeder events to build momentum and hype. Ultimately it is all about the credibility of the artist, labels and exclusive lists. She is sending the plan through. I look forward to looking through it again and giving back any thoughts or ideas I think of. Action – Check out Music Station from Vodafone – subscription service – competition http://www.vodafone.com.au/personal/live/musicstation/index.htm The MusicStation application is only available on certain compatible Vodafone mobiles but the range of compatible handsets is always growing so make sure you check back later if your phone is currently not supported. Compatible handsets: Blackberry® Storm™* LG KU990 Viewty Nokia 6121 classic Nokia 6210 Navigator Nokia E65 Nokia E71 Nokia N73 Nokia N95 8GB * Nokia N96 Sony Ericsson 630i Sony Ericsson C902 Sony Ericsson C905 Sony Ericsson W595 (Walkman) Sony Ericsson W880i Sony Ericsson W890i VF 830i If your phone appears on the compatible list above, but you’re having problems downloading the application, check that you have the Vodafone live! icon on the bottom right corner of the phone’s home-screen, which you need in order for MusicStation to work. If you have a VF830i you will require a1GB memory card in order to download tracks from MusicStation. If you downloaded tracks to your phone memory without a memory card it could cause other applications to freeze. If this should occur open MusicStation and delete tracks for an immediate fix. Rosetta took me through TigerSpike’s Phoenix system via the Vodafone MMS Campaigns CMS System. Great functionality and easy to use. We went through; Great to understand MMS and mobile capabilities. Although this was a ½ day it was still very productive. Rosetta is going to take me through further campaigns next week. Action – need to look into MyDJ White Label now that I have a bit of a base of background understanding.
 * 2pm – MyDJ New Design Approval Meeting – SMA **
 * Log-in and site search
 * Logged in Vs Logged out state
 * Shopping cart – showing shopping cart status – 4 items @ $5.99
 * Footer – what to include
 * Purchased/borrowed history
 * 3pm – MyDJ Marketing Campaign Session – SMA **
 * MusicStation is available on Vodafone live! and subject to network availability. Tracks will be available for the duration of the subscription. First month fee, $2.75 a week for unlimited access.
 * Compatible MusicStation Handsets **
 * If you have a Blackberry® Storm™ it is best to have a 1GB memory card when downloading tracks from MusicStation.
 * If you have a Nokia N95 8GB please check for a live! button on your handset (normally set on top right hand side) to ensure compatibility for MusicStation. If no live! button is available then unfortunately this service is not currently available on your handset. When accessing MusicStation on a Nokia handset the 2 and 8 keys should be used to increase or decrease the volume.
 * 4pm – Rosetta Canturi – Project Manager TigerSpike **
 * MMS
 * e-services
 * targeting handsets
 * Content – have MMS video however also have back up gif, text just in case video(3gp format) does not work.
 * Set up campaign
 * Reporting
 * Campaign search

__ Saturday 2 May – MyDJ Sales Presentation Research __ My aim today was to do an outline of the presentation and look into the key areas where I still had queries over the product functionality and benefits. I identified the products key features, some of the different ways the product could be white labelled and the potential challenges and competition. I also read through the following documentation Caroline from SMA sent through; There is still a very large difference between physical and digital sales. IN 2007 Physical was 422million and Digital was 40 million in Australia comprising of 47 million units. Digital gets broken down into Digital tracks, digital albums, mobile master ringtones and other. Digital sales are growing year on year while physical sales are on the decline. Published by Cultural Ministers Council Statistics Working Group - February 2007 This was a breakdown in the consumption of music generally offline. Most information was taken from the ABS 1995-96 & 1998-99 Survey of the Business of Music so was quite out of date. Is interesting to see how much things have evolved in this time. According to the 2004-05 Household Use of Information Technology data, 33% of the Australian population over the age of 18 years used the internet to purchase CD’s, music, DVD’s, videos, books or magazines. The age group that used the Internet to purchase these goods the most was 18 to 24 year olds (41%), followed by 25 to 34 year olds (38%). As age increased, the use of the Internet to purchase these items decreased. In 2005-06 overseas countries paid $41m in music royalties to Australia. Australia paid almost five times this amount in royalties to overseas countries, incurring a debit of $213m. Further information on music royalties may be found in the Australian Performing Rights Association Limited (APRA) Annual Report at [|http://www.apra.com.au]. In 2002, 3.8 million people (26% of the population aged 18 years and over) attended popular music concerts, one-fifth (19%) attended musical operas and 9% attended classical music concerts. Females were more likely to attend classical music concerts (10%) and musicals and operas (22%) than males (8% and 15% respectively). However, there was virtually no difference between attendance rates at popular music concerts for males and females. People aged 18 to 24 years old were more likely to attend popular music concerts (44%) than other age groups. The attendance rate at this type of music event reduced with age. By comparison, the attendance rate at classical music concerts and musicals and operas generally increased with age, but reduced once reaching the 55 to 64 year age group. This presentation was about the iPhone and that iPhone users brows online 2x more than other mobile users. Google is the preferred search engine on mobile with a market share of 93% with Yahoo a distant second at 2.6%. iPhone is much more functional and easier to use for browsing online than any other mobile.
 * ** Physical and digital – sales and unit **
 * Key take out; **
 * ** Panorama – music purchases online **
 * Key take out; **
 * Male/Female Skew ** - Women 55+ were the largest purchasers online at 2,758,000 which surprised me. I thought it would be male dominate. Male 55+ were close behind at 2.5 million.
 * Radio Stations- ** 2DayFM sold the most music online with 806,000 from all the radio stations, Nova 96.9 a close second at 720,000.
 * Purchase online from online sites ** – Google sold 13million, hotmail sold 8.4 million, ninemsn News sold 7.7million, Whitepages sold 6.7million, Yellowpages sold 5million, Qantas sold 4.6million, Flight Centre sold 4.6 million, whereis.com sold 4.5million, Virgin Blue sold 4.4million, Ninemsn.com.au sold 4.4 million, Seek.om sold 4 million, ABC.net.au sold 3.9 million, news.com.au sold 3.5 million MySpace.com sold 3.3 million, Careerone sold 3million, Yahoo sold 3 million, ticketek.com sold 2.9 million, iTunes 2.8 million purchase and the next online site was cnn.com at 819,000. Interesting to see how high other key search functionality sites rank in directing people to purchase online.
 * ** Music in Australia – A statistical overview **
 * Key take out; **
 * ** 0808 Australian Mobile Internet Insights **
 * Key take out; **

I also did some further research looking into the current global digital music market. Some findings included; ……………………………………………….. [], last accessed 2.5.09 The digital music business internationally saw a sixth year of expansion in 2008, growing by an estimated 25 per cent to US$3.7 billion in trade value. Digital platforms now account for around 20 per cent of recorded music sales, up from 15 per cent in 2007. Recorded music is at the forefront of the online and mobile revolution, generating more revenue in percentage terms through digital platforms than the newspaper (4%), magazine (1%) and film industries (4%) combined. New "music access" services, such as Nokia's Comes With Music phone, Sony Ericsson's PlayNow plus and Danish ISP TDC's new music service PLAY, emerged in 2008. TDC reports that "churn", the rate at which customers switch to a competitor, dropped significantly since bundling music with its mobile and broadband services. Partnerships with broadband providers are likely to become more important in the future. TeliaSonera has launched a bundled music service in six countries; Neuf Cegetel runs a similar service in France and BSkyB has announced plans to launch a bundled broadband and music offering in the UK and Ireland. Advertising-supported services that are free to consumers are also opening up. One of the highest-profile moves in this area was the launch of MySpace Music in the US in September 2008. Several leading music companies have also signed licensing agreements with YouTube, the global market leader in video streaming. A-la-carte music downloads continue to grow, with AmazonMP3 joining the European market, broadening consumer choice. An increasing number of stores are licensed to sell DRM-free music tracks. In January 2009, iTunes, the leading download store, announced it was making eight million DRM-free tracks available at flexible pricing points. Music companies are also increasingly licensing music to third parties. One notable success is the games sector, where music games were responsible for 15 per cent of overall game sales in the US in the first half of 2008 (NPD Group). Guitar Hero and its sequels have sold more than 23 million copies in three years, generating more than US$1 billion in North America alone (PWC). …………………………………………. From this you can see that it is a growing market and there is a lot of competition globally however there are definitely growth opportunities for the right product, targeting the right market. My outline to date for the presentation includes; Key Features USP Content Functionality Value to the customer The Product Solution – White Labelling What’s Next Potential Target Markets The Challenges Summary – The unique solution I am struggling a little with both potential target markets as many of the key targets I research already have an online music store, however do not have the dual download capabilities so maybe this is a key add on TigerSpike can offer other retailers etc. __ Thursday 7 May – Meeting with Alex Burke __ __ Monday – 11 May – Day 6 __ Today Alex took me through the TigerSpike presales process and the different types of approaches taken for different client needs. There are four approaches that are taken. These include; Most clients come in as 3. After going through the 4 different approaches Alex took me through some related pitch documents. This included; For efficiencies it is important to have prepared documents available for educational and pitching proposals however it is essential that all are tailored and previous research and understanding has been achieved of the clients needs. This is all standard but it does reiterate the importance of having effective standard templates as a base. Alex detailed the use of widgets and the Vine and WeatherZone and the ultimate result versus what the client requests and is happy with. We went through Alex’s allocation of time between the 4 types of sales processes and the then discussed the breakdown between sales and business between Sydney, NY and London office. He stated that London was more in an educational phase and that it was a tough market and that the focus in NY was getting RFPs. After we had gone through the process on the white board Alex asked if it had been a useful outline and thought he would take the new Sales Director through the process when he started tomorrow. At least I felt like I was being of use helping him prepare for the new member to the team. Kate and I had a status update. She advised that the MyDJ Site was on track and ready to launch on Monday (rare to move a campaign forward but felt they could). TigerSpike is now hosting MyDJ and they would like to launch it earlier to do some server testing so that it will be 100% glitch fee for the 21st of May when the client will be expecting a completed product. The new design is fully complete and has had all the requested changes from the previous meeting and the last few management console changes are being made. Today user testing starts the top 20 handsets. I suggested that I could assist with this. This is a weekly meeting that all staff at TigerSpike go through the top 3 things they are working on that week and if there are any problems that might effect anyone else in the team. This is a great way to have transparency on what everyone is working on and clear communication if there are problems or if a team member needs assistance. There is a good, open communication culture at TigerSpike and this is a great take out for any organisation. Even when Monday mornings are quite tough. I received an email with MyDJ Mobile Test Plan instructions. A testing document was sent nominating people to test certain mobiles and go through 3 key steps noting the process and if it worked. I was down for the Nokia 2670 and the Nokia 6120 (classic). I started with the Nokia 2670. I found the phone and inserted a sim card to start my testing. I typed in the URL [|http://m.mydj.figarodev.com/test] then I had 3 links for the listen, share and borrow functionality. Click on RSTP Streaming Click on OMA Forward Lock Click on OMA Interval The expected result was that the track would be downloaded and then play. The first one I tested came up with an invalid web address and the following two worked quickly and efficiently downloading and playing the Magnum soundtrack. I filled in the MyDJ Mobile Test Plan with the actual result. I then went to test the Nokia 6120 however we were still waiting on configuration. Once the testing would be completed that would check the Phoenix system and see what the back end issues were. There were quite a few compatibility issues with the different mobiles with at least one out of the three not working. This just highlights the importance of testing product before going live. __ Tuesday 12 May – MyDJ – Revenue Opportunities Research __ I put some time aside today to work on the presentation as I really wanted to complete my internship with TigerSpike next week and give Alex something that would be of use for his team. I looked through competitors sites and what MyDJ had to offer and the key differentiator really seems to be the mobile component. My presentation outline has changed to; Digital Music Industry Summary MyDJ – the music store Functionality User Experience Music Managers Console The Product Why White Label What’s Next Target Market for the product Revenue opportunities Challenges My outline will be very top line however give the TigerSpike team some direction on where to target and some tools to assist in their communication. __ Friday – 15 May - updating WIKI & finalising presentation __ Today I am working to complete the MyDJ presentation and update my WIKI as much as possible. I contacted TigerSpike to wish them luck for Monday and advised that I would be coming in Monday afternoon. I booked a session with Rosetta to run through the final 2 campaigns and Phoenix. I also emailed Alex to make a time Monday to go through my thoughts on MyDJ and to request the presentations that we went through on Monday as we only briefly went through them on Monday. I have just completed noting the last few days at TigerSpike and my progress. Now I turn to the presentation which has already evolved to see if I can add anymore. Some reflections to date: ** A 40 hour Internship is very short timeframe when you are trying to understand and absorb a companies processes, tools, focus on a new project in depth and trying to organise individual sessions with members of the team. There is a lot of background understanding required and resource needed to really give you a greater understanding. I am very glad that I did not complete my internship at SBS and sought another organisation and TigerSpike have been very supportive. Some future thoughts to really optimise time in an internship you is that you really need to be given a role so you can work on elements from onset to completion and have an integral role. From my development perspective I really needed to have more sessions with the programming team to understand the back end programming however this is really something that needs more that a week to understand. I have really gained a deeper understanding of the process, the elements you have to consider when planning and executing a mobile and online project. I think the key area of growth and understanding was mobile as this is an area I have never been involved in. Also TigerSpike’s working culture has many elements that are really conducive to a productive working environment that I will take away. Also the team are great and I hope to work with them in some capacity in the future. Completing an internship does open your mind to new processes, ways of working, programs and research into areas that you have not been exposed to. It also makes you much more self aware of the areas you need to expand on, the areas that you are happy to understand the top line functionality and the areas you are knowledgeable in. All in all a great experience to date and look forward to my last day and going through my MyDJ thoughts with Alex. __ Monday - 18 May – Day 7 __ I really wanted to be able to be there on the day of launch to experience what the team goes through from a technical perspective and how programming deals with any issues that may arise. Although I am sure everything will run smoothly it is a great opportunity to see the final product live and TigerSpike’s hand over process. It has been great having a desk space to set up and connect to TigerSpike systems. I can check my TigerSpike emails (I have been on the Programmers Meeting email list) and see what has progressed in the last week. I also have access to the MyDJ Mobile testing document to see the progress and status. I met with Alex to go through the sales strategy document I had been working on and he gave me the two detailed proposals we went through quickly in our Pre-sales session. These documents included; Background to this meeting Introduction to TigerSpike Current Mobile Landscape Extend reach through an integrated approach Summary Overview Next steps moving forward Contact details Executive Summary An introduction to TigerSpike TigerSpike response to Project Requirements TigerSpike’s Approach TigerSpike Recommendation for Next Steps Commercials Recent Case Studies I then went through the attached presentation with Alex. We discussed the different marketing angles and different break downs of a white label MyDJ product and the potential target markets. Alex found it useful and said it was a great base for him and his team to build their sales pitches around. It was great to have been able to give something back to TigerSpike for all their time and engaging me in the TigerSpike process. I then had a catch up with Kate the MyDJ Project Manager. Testing was going well and they were still testing on the staging platform as there was still some work needed on the msite. [|http://staging.m.mydj.com.au] They did not want to launch one without the other as there were too may dependencies and considering they still had a few days up their sleeve they wanted to make sure that everything was running smoothly. The client was still sending advertising banners for the online site and there were a few minor usability changes that needed to be made. These included links from boxes that needed addressing, album search results needed better naming and the msite purchase issues with DRM across all handsets. It was great to be around as I could assist in the afternoon with some more mobile testing that was a stage 2 after the initial testing. Changes had already been adjusted in the Phoenix CMS system and final usability testing was to be completed. So in one week, not only did I host my own usability testing I would also assist with MyDJ. Some key things during the testing that I picked up that would be useful for my other MCM project, LFF were; I was also in contact with Caroline from SMA and mentioned it was my last day and thanked her for letting me take part in the MyDJ journey. She mentioned that once it was up and running she would really like to run the marketing plans past me and I said that would be a pleasure. Rose’s session was going to take me through two projects and how they functioned in the CMS system Phoenix. a) To add the Show the Quiz pertains to b) To add the groups and the branding c) To add the Quiz elements – avatars and levels etc. d) To add the actual questions A really simple solution that can be transferred to many brand and will be a really good staple for TigerSpike. Rose then took me through some other campaigns and the process. She highlighted the importance of the wireframes and getting them right from the beginning to avoid budget and scope creep. Other campaigns we went through included; Rose was great in giving me an overview of the process and the things to watch and avoid when project managing a mobile or online project. My time was almost complete and I thought what better way to end than to assist with some more user testing of the MyDJ product. I went to Kate and she was thankful for the assistance. I tested 6 more handsets with mixed results. I filled out my usability questions and closed my computer for the evening. I said my farewells to the rest of the team and they were all really lovely. They invited me to the next BBQ and told me that they would let me know when they were celebrating the MyDJ launch. It was a really worthwhile experience and I would recommend it to anyone who wants to gain an understanding of an interactive agency that works predominately in mobile and online. It was also a great learning curve to understand how a CMS system is developed and build on in modules building IP for an organisation. Thank you TigerSpike.
 * IFPI Publishers Digital Music Report 2009 **
 * New business models **
 * 7.15am - I met with Alex ** this morning to discuss progress and a few more things I would like to achieve in my last day at TigerSpike. Alex suggested he go through the pre-sales process with me and I requested to go through some RFP and pitch documents to gain a greater understanding of how you respond to client’s requests and specific briefs. We also discussed how TigerSpike found clients and the pros and cons of working with agencies as part of the total integrated solution offering. We also discussed the status of MyDJ and I discussed where I was with the sales outline and Alex’s expectations. I confirmed Monday at 9.30 at TigerSpike.
 * 9.30am – Alex Burke – The Pre Sales Process **
 * 1) Educational – face to face/informal/no preso
 * 2) Campaign Orientated – clearly defined requirements/cost value/sometimes an engagement letter
 * 3) Campaign Product/High Level – scope undefined/have objectives/need guidance/define scope/pre sales screen shots/indicative dollar value/next steps
 * 4) Official RFP/RFT – scope defined/ preso respond to needs and if comply or not comply/case studies/solution definition (technical detail)
 * Kit Digital – Sputnik Agency – Sanitarian – a more defined brief that is for ongoing management
 * Expedia – an educational pitch working through the process to qualify their lead
 * Optus – a detailed RFP.
 * MyDJ – New Launch Date **
 * 11am – TigerSpike Weekly Top 3 Team Meeting **
 * 12am – MyDJ Mobile Platform Testing **
 * 1.30pm – Last day at TigerSpike **
 * 2.00 Alex Burke – Present MyDJ Suggestions **
 * 1. MTV Music Integrated Offering ** – a TigerSpike response to a request from MTV Australia’s requirements looking for a possible vendor to create a cost effective, easily maintained solution for a pitch to Samsung to design and build a mobile application and desktop widget. This was in the form of a PowerPoint presentation and contained the following sections;
 * Basics
 * Clients
 * TigerSpike Approach
 * Related Experience
 * Mobile Landscape
 * Mobile Distribution
 * On Mobile
 * Weekly video playlist
 * Accessing MTV Music Mobile
 * Premium Content
 * On desktop
 * Desktop Widget
 * 2. TigerSpike response to Singtel Optus Online ** and Mobile Application Store Request for Proposal. This is much more detailed response to client’s clear requirements in their RFP in a word document that contained the following sections;
 * The basics
 * TigerSpike Current Clients
 * Our Technology
 * Industry Recognition for our work
 * Why TigerSpike?
 * Background Analysis
 * Timing & Delivery Requirements (Requirement & TigerSpike Response)
 * Billing, Support & Maintenance Requirements
 * Advertising, Sales & Marketing Requirements
 * Reporting Requirements
 * Business Model Requirements
 * Standards & Regulatory Requirements
 * Discovery & scope definition
 * Project Management Procedure
 * Development Methodology
 * Quality Process & Assurances
 * Hosting & Support
 * Quarterly Innovation Lab Workshops
 * Recommendation
 * Project Resource
 * Discovery & Scope Definition
 * MyDJ
 * Telstra BigPond Alerts Service
 * Mobile Applications
 * Livewire Initiative (The Starlight Foundation)
 * Fairfax Digital Mobile Properties
 * 2.45pm –MyDJ - Testing on Staging Platform – before launch **
 * 1) The pop up box that says – You need to be logged in to use this section
 * 2) Remember me box
 * 3) Welcome back > Aisha Hillary| Log out
 * 4pm – Rosetta Canturi – Project Manager TigerSpike **
 * 1. The Vaughan Supremacy ** – this was a UWS Trivia game for students with the objective to find 90+ UAC students and encourage them to enrol in courses at UWS. The quiz consisted of Mercer, HSC and general knowledge questions. Rose took me through Phoenix and how they set up the back end and also through the clients log in and access to reporting. A very simple and interactive solution that used video and other creative elements to engage.
 * 2. Channel 10 – Master Chef – ** Channel 10 wanted a Quiz CMS system that they could roll out across all their programs. They wanted a CMS that they could re-skin internally and manage all the content and reporting in house. TigerSpike created a system that was incredibly functional however also could be redesigned and include new video, graphics and managed entirely by Channel 10. There were four stages to the SMS;
 * WeatherZone – an iPhone application
 * Hangover – Film competition which included email, SMS and the web.
 * 5pm – MyDJ – Mobile Testing **