Pandora 2016 Annual Report Download - page 14

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The Ticketfly service is a fully-integrated cloud ticketing platform for live events. Ticketfly's platform provides ticketing
and marketing services for venues and event promoters across North America€and makes it easy for fans to find and purchase
tickets to events, and also gives artists a means to more effectively promote their events. Tickets are primarily sold through the
Ticketfly platform but are also sold through other channels, such as venue box offices.
Our Technologies
Pandora
At the core of our service is our set of proprietary personalization technologies, including the Music Genome Project and
our playlist generating algorithms. When a listener enters a single song, artist or genre to start a station, the Pandora service
instantly generates a station that plays music or comedy we think that listener will enjoy. Based on listener reactions to the
songs or comedy tracks we stream, we further tailor the station to match the listener's preferences in real-time.
Music Genome Project
The Music Genome Project is a database of over 1,000,000 uniquely analyzed songs from over 350,000 artists, spanning
over 600 genres and sub-genres, which we develop one song at a time by evaluating and cataloging each song's particular
attributes. Once we select music to become part of our catalog, our music analysts genotype the music by examining up to 450
attributes including objectively observable metrics such as tone and tempo, as well as subjective characteristics, such as lyrics,
vocal texture and emotional intensity. We employ rigorous hiring and training standards for selecting our music analysts, who
typically have four-year degrees in music theory, composition or performance, and we provide them with intensive training in
the Music Genome Project's precise methodology.
Comedy Genome Project
Our Comedy Genome Project leverages similar technology to that underlying the Music Genome Project, allowing a
listener to choose a favorite comedian or a genre as a seed to start a station and then give feedback to personalize that station.
Our comedy collection includes content from more than 2,500 comedians with more than 35,000 tracks.
Our Other Core Innovations
In addition to the Music Genome Project, we have developed other proprietary technologies to improve delivery of the
Pandora service, enhance the listener experience and expand our reach. Our other core innovations include:
Playlist Generating Algorithms. We have developed complex algorithms that determine which songs play and in what
order on each personalized station. Developed since 2004, these algorithms combine the Music Genome Project with the
individual and collective feedback we receive from our listeners in order to deliver a personalized listening experience.
Pandora User Experience. We have invested in ways to enable us to reach our audience anytime, anywhere that they
enjoy radio. To this end, we have developed a number of innovative approaches, including our autocomplete station creation
feature, which predicts and generates a list of the most likely musical starting points as a listener begins to enter a favorite
station, song or artist.
€Pandora Mobile Streaming.€We have designed a sophisticated system for streaming content to mobile devices. This
system involves a combination of music coding programs that are optimized for mobile devices as well as algorithms designed
to address the intricacies of reliable delivery over diverse mobile network technologies. For example, these algorithms are
designed to maintain a continuous stream to a listener even in circumstances where the mobile data network may be unreliable.
Pandora Automotive Protocol. We have developed an automotive protocol to facilitate increased availability of the
Pandora service in automobiles. Through the automotive protocol, certain automobile manufacturers, their suppliers and
makers of aftermarket audio systems can easily connect dash-mounted interface elements to the Pandora app running on a
smartphone. This allows us to deliver the Pandora service to listeners via their existing smartphone, while leveraging the
automobile itself for application command, display and control functionalities.
Pandora API.€As part of our effort to make the Pandora service available everywhere our listeners want it, we have
developed an application programming interface, which we call the Pandora€API. Through our partnerships with manufacturers
of consumer electronics products, we have used this technology to bring the Pandora experience to connected devices
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