Pandora 2016 Annual Report Download - page 20

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We organize our Pandora sales force into multiple geographically-based teams that are each focused on selling
advertising across our computer, mobile and other connected device platforms. Teams are located in our Oakland, California
headquarters, in regional sales offices in Atlanta, Chicago, Dallas, Detroit, New York and Santa Monica and local sales offices
throughout the United States, in Sydney, Australia and in Auckland, New Zealand.
Our marketing team is charged with amplifying Pandora's brand message to grow awareness and drive listener hours. We
organize the marketing team into three groups focused on communications, marketing analytics and brand marketing. While we
have historically relied on the success of viral marketing to expand consumer awareness of our service, beginning in 2014 and
continuing in 2015, we launched marketing campaigns to increase consumer awareness and expand our listener base. We
anticipate that we will continue to utilize these types of marketing campaigns in the future.
Ticketfly
The Ticketfly sales force is organized into various teams based on vertical, such as client type, and is focused on
obtaining contracts with clients to sell tickets on the Ticketfly platform. Teams are located in the Ticketfly headquarters in San
Francisco, California and in local sales offices throughout the United States and in Canada.
Artist Relations
Pandora Artist Marketing Platform
In October 2014, we launched Pandora AMP, a free online service that gives artists and their managers a detailed view of
their audience on our service. Pandora AMP provides data and insights to the more than 350,000 artists played on our service.
Derived from tens of billions of hours of personalized listening, Pandora AMP is designed to help artists with many critical
decisions such as tour routing, single selection, set lists, audience targeting and more.
NBS combines music consumption data into one centralized platform and will complement the Pandora AMP service.
The NBS platform, which includes data from Facebook, Twitter and YouTube, combined with Pandora's data on music
preferences, patterns and trends reflecting insights from its 81.1 million active users, will allow Pandora AMP to deliver
detailed analytics to the music industry.
Pandora Music Makers Group.
In October 2014, to consolidate all of our music industry initiatives into a single product suite, and to help drive
connections with fans across all channels at Pandora, we brought the teams across the business that work most directly with the
music industry together into a single group known as the Music Makers Group. Our vision is to ensure artists can promote and
market their music to fans, drive engagement with experiences from live events to original content and audio messages to fans
and understand all of the benefits of these interactions via our analytics tools.
Competition
Pandora
Competition for Listeners
We compete for the time and attention of our listeners with other content providers on the basis of a number of factors,
including quality of experience, relevance, acceptance and perception of content quality, ease of use, price, accessibility,
perceptions of ad load, brand awareness and reputation. We also compete for listeners on the basis of our presence, branding
and visibility as compared with other providers that deliver content through the internet, mobile devices and consumer
products. We believe that we compete favorably on these factors. For additional details on risks related to competition for
listeners, please refer to the section entitled "Risk Factors."
Many of our current and potential future competitors enjoy competitive advantages, such as greater name recognition,
legacy operating histories and larger marketing budgets, as well as greater financial, technical and other resources. We compete
with many forms of media for the time and attention of our listeners, such as Facebook, Twitter, Netflix, Pinterest and
Instagram.€Our direct competitors, however, include iHeartRadio, LastFM and other companies in the traditional broadcast and
internet radio market.€We also directly compete with the non-interactive, internet radio offerings from providers such as
Spotify, Apple Music, Google Play Music and Slacker.
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