View source for Amarok/Archives/Campaign:2.0/Analysis

== Core Competence ==
<!-- what makes amarok the best? where are the advantages? this will be compared to the target groups' needs, this shows which features/services are important to be focused on in the marketing campaign -->
* good and fast support
** wiki
** #amarok, #amarok.de, #amarok.es
** forum
** amarok@kde.org
* contextual information
** last.fm related songs
** last.fm+wikipedia related artists
** artist/album/song information
** lyrics fetching
** playcount
** score & rating
* easy access to collection
** sorting
** search
*** quick and dirty search
*** advanced search
* podcast support
* the "amarok-feeling" (as a result of the stuff mentioned above)
** amarok makes you love your music
** amarok literally makes you rediscover your music
** using amarok you confess that music is an important part of you life

== Competition ==
=== Linux ===
===== Banshee =====
* (+) development supported by novell
* (+) extendable plugin system
* (-) slow startup due to mono
* (-) high memory usage

===== Rhythmbox =====
* (+) easy playlist creation
* (+) podcast support
* (+) default gnome player
* (-) awful interface (messy navigation)
* (-) problems with importing various tracks
* (-) crashing a lot

===== XMMS =====
* (+) winamp clone (first choice for switchers who used winamp)
* (-) not very handy GTK1 file selector
* (-) crappy GUI
* (-) no music library at all
* (-) no podcast support
* (-) loosing market segments to other linux players

=== Mac ===
===== iTunes ===== 
* (+) podcast subscription (ilife-people love podcasts and they get them automatically downloaded; but do amarok users love them too? Are podcasts even more important?)
* (+) music library
* (+) well integrated with iPod
* (+) well integrated with iTunes store
* (+) lovely album view
* (+) iTunes music sharing
* (+) bundled with mac
* (+) used by every proper iPod user
* (+) smooth interface
* (+) bloody easy&fast search
* (+) relatively large navigation buttons
* (&#177;) available for win and mac (not linux though)
* (-) no plugin support
* (-) only supports some formats out of box (MP3, AAC, WMA)
* (-) no button shortcuts (at least not on win?)
* (-) not working on Windows Vista
* (-) no queuing system (only playlists and party shuffle)

=== Windows ===
===== Foobar2000 =====
* (+) tabbed playlists
* (+) small and fast
* (&#177;) extensible through plugins (not that much available/useful) 
* (-) crappy GUI

===== iTunes =====
see mac

===== Real Player One (>26 million) =====
* (+) kicking ass streaming support
* (-) very very very commercial
* (+) Support for large number of media file formats "out of the box"

===== Winamp (>5 million) =====
* (+) easy to use
* (+) memory saving
* (+) supports almost every audio format (even vorbis)
* (+) big list of awesome vis
* (+) themable
* (+) good streaming support
* (+) extendable plugin system
* (+) generic mobile player support
* (+) supported by IM's for what-I-am-listening-to feature
* (-) music library is bascially ... shit
* (-) even modern themes don't look that good
* (-) no handy queuing
* (-) xmms-like multi window system is harder to use
* (-) button-size competes with Planck-Scale (veeery small)

===== Windows Media Player (>45 million) =====
* (+) bundled with windows (windows == biggest market share == big plus for wmp)
* (+) appeals well integrated into windows
* (+) playback from within IE (ActiveX) and MFF (plugin)
* (+) generic mobile player support
* (&#177;) rips by default to WMA
* (-) only supports MP3 and WMA out of the box


== Target Groups ==
=== Users ===
* Age: 14-(about)35
* everyone who's listening and/or buying music on the PC
** using mobile players
** is interested in contextual information on his music
===== Needs & Views =====
* the interface has to be bloody easy to use (self-explaning)
* easy and fast playlist creation
* easy and good looking collection management
* search feature for fast access to a certain song
* ability to obtain statistics about the listening behaviour
* easy ripping
* easy extendable with all kind of plugins
* hell good looking interface or the possability to make it be good looking (themability)
* low memory usage (for gamers)
* easy device/media-player integration
* I-wanna-show-what-music-I-am-listening-to feature for instant messengers (Needed: Plugins for messengers, scripts for amarok. Would google support us in GoogleTalk?)

=== Distributions ===
* main stream distros, using KDE or don't prefer any DE at all
===== Needs & Views =====
* easy packagable
* ability to preconfigure stuff
* proper use of standards
* way to give feedback
* wanna ship the most stable/usable/good looking application to their users


== The Brand's Image ==


== The Brand's Advantage ==
<!-- What advantages does a _USER_ get when using Amarok?
These can either be rational advantages such as the fact that he can get it for free, or emotionals such as a specific feeling -->
* Free and Libre (=> e.g. Firefox-users feel better than IE-users because they believe they are cool)
* Possibility to REALLY influence development by feedback and bug reports
* Fast release cycle
* High quality, stable product (at least on *nix)

== Values ==
<!-- What is important to the project, the team and everyone who's envolved in the creation of Amarok? -->
* Music is an important thing
* Keep Amarok easy to use
* Always have fun
* Team work is awesome
* The team is responsible, not a single person

== USP (UDP) ==
<!-- What can/or does put Amarok into a ''Unique selling proposition''? - Why is it unique to the market and the user? -->
* available for *nix, Windows and Mac OS
* Good user - developer communication
* Innovative development
* Fast development
* FLOSS