It’s been raining apps and in the media and entertainment space. “They are definitely the future, and have been doing very well,” remarked Vineet Gupta, Managing Partner, 22feet Communications, adding, “A lot of consumption will happen. The challenge is that already there are established players in this space.”
Avijit Arya, Founder and CEO, Internet Moguls, also voiced the same sentiment as he said, “In terms of gaining popularity and branding among the youth of India, apps are doing very well. In fact, any vertical that wants to make it big, has to target the youth.”
“Today, you load it on www – and it does not have to be Indian – it becomes global,” Arya added.
Take the case of IndiaONE, the No. 1 paid app in the entertainment category and also the top grossing iPad app in the latest Apple/ iTunes charts. Though sale of the app had started from October 31, 2011, the company had done a soft launch with a very targeted promotional campaign.
A conscious decision was taken to make it a paid app. Vineet Singh Hukmani, MD, Radio One Ltd, which has launched the IndiaONE app, said, “Paid apps are a stricter measure of consumer confidence and we are happy that we are on the right track. Almost all Indian music apps are free. We decided to be different and we are glad it is working. This is just a great beginning, but we have a long way to go before we meet our internal targets and benchmark.”
22feet’s Gupta remarked that at the end of the day, for the consumer it depended on what one was offering. “People don’t mind paying for quality and exclusivity, and as long as there’s value in it,” he added. Differentiation definitely was critical, as Gupta stressed, “Listening is not a good enough reason. One has to figure out how to make it more relevant.”
The reasons admittedly, for the number 1 status in the apple charts was because it was designed to be ‘wholesome in content’ specifically for the ipad environment and really has no parallel since it has music + news + radio+ karaoke + special star features like unplugged and celeb countdowns; it delivers excellent value for money as at US1.99 you can get so much; the simple launch communication targeted Indian ipad owners largely in the US , Canada, UK, India, UAE, Australia and it has the ability to work for Indians everywhere.
When asked what were original expectations, Vineet Singh said, “Expectations were that it should be liked by Indians globally. This is a direct to consumer business and we re happy that people are paying for it and enjoying it. Our competition gives music free and to offer a paid service was the challenge. This gives us confidence.”
On the TG, he explained, “ Anyone who loves Indian sounds be it music both film and non film, radio, news, unplugged sessions, karaoke and all this all over the world. NRIs especially miss Indian sounds and a user experience that is truly Indian. We met both objectives through the app.”
About future plans, he held forth, “We are going to look at ways to make IndiaONE more addictive, more shareable and keep surprising listeners with new forms and delivery of content. We have a lot more content that needs to be packaged well for a global Indian audience.”
The app was designed by 2ergo a specialist in this space and it was designed keeping in mind that the app was a complete ‘sound garden’ for global Indians. “We are glad to bring our international standards of app development to India and are very happy to see the IndiaONE app rise to such heights in a short duration of time, said Raj Singh , MD 2ergo.
IndiaONE will soon be available on Blackberry and the company is working to ensure the best content is delivered to all Indian music and sound lovers. IndiaONE launched by Next Mediaworks who also own the Radio One brand in 7 cities had launched its digital business called IndiaONE on 18th September 2011. The first 3 digital apps for ipad, iphone and a karaoke app were launched from 31st October to 11th November in quick succession.