2. Sharing a Social Experience

Music Web site last.fm offers the equivalent of radio stations on the Web, with a particular social aspect that provides innovative customer value: Whenever a listener chooses or plays a song, last.fm detects the choice of artist and song, and uses this as input to future recommendations. To re-create the continuous streaming experience of traditional radio stations, the site automatically chooses the next song to play to the listener by using the collective preferences and choices of its members to suggest similar artists and bands, to deliver a better customer experience.1 This moves well beyond traditional music stations, with songs and artists chosen by a staff of DJs based on a combination of their personal, ...

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