Complex machine learning algorithms and big data analytics can guess and learn users’ musical tastes – based on their previous listening preferences; age, gender and location; the playlists they create; even what time of day it is. This kind of personalisation is key to streaming services, argues Andy Gaitskell-Kendrick, head of global product marketing for entertainment at Microsoft, which owns streaming service Nokia Mix Radio. – Matthew Wall, BBC News http://ift.tt/1o8djdw