The really interesting feature about BBM Music is the social aspect: users can access all of their friends music. The rationale goes: the more friends, the more music. Another interesting feature is that the music is stored in the phone’s SD card, so users can listen anytime.
Implications - Youth consumers are looking for ways to connect to their friends in the digital landscape. By socializing the music experience, BBM users get to discovery new music but also connect with their friends online in a meaningful way. Companies ought to take this into consideration to find ways to enable a more vivid social experience online.