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Ch. 11 - Developing and Managing Products:

While the vast majority of music consumption has always been on the go, in the beginning big online libraries of music files (such as Napster) that allowed you to download their content were available to anyone with an internet connection and a desktop computer, but the download speed, risks, industry and artists opposition, laws restricted this methods. Spotify's proposal was to enhance the download speed, eliminate risks, and please labels and artists, beginning with solving the speed problem using peer to peer technology for faster downloads. Released in 2008 Spotify's vision always has been to be the consumer's entire music system, their business relied in ads to make profit(freemium), with the arrival of smartphones, Spotify had to develop an app that could match the functionality of the desktop version, mobile data service wasn't good enough to provide enough speed for streaming so they opted to allow the user to sync up to 10.000 songs offline in their phones and charging $9.99 a month offering to consumers the convenience of not having to download viruses by mistake, and syncing their portable music devices manually, Spotify did it automatically. In 2011 they introduced playlists that allow people to organize their favorite music but at the same time feed an algorithm that could recommend music similar to your taste by comparing the content of different playlists and what they had in common, encouraging music discovery in the process.

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