Vodafone India has launched a new service that will allow its customers to experience a new age of entertainment via mobile internet – Vodafone Music. The telecom operator’s new, comprehensive streaming and download music service will allow subscribers to gain access to music and music videos through a dedicated WAP site or the Vodafone Music app.
Vivek Mathur, Chief Commercial Officer, Vodafone India said that the company has tied up with 20 music labels, with more expected to join the stable in the coming days. Currently, the Vodafone Music app is available on the Android platform, apps for other mobile OS expected will be announced soon. Subscribers will be able to stream music and videos for free, though charges will be levied for song downloads.
To promote the new service, Vodafone is looking to leverage its existing presence across media. “We have a 360-degree strategy that our marketing guys are working out,” Mathur said. Though he did not share details, it is learnt that Vodafone will be looking at print, outdoor and, especially, digital platforms to promote Vodafone Music. “Right now we are looking at democratising the content. We will be leveraging our access to our customers,” Mathur said, when asked about whether Vodafone has any plans to use this platform to provide exclusive content to subscribers.
Explaining the rationale behind the launch of Vodafone Music, Mathur said, “Music and videos are among the most consumed content when it comes to mobile internet. Through this initiative, we are providing a new value proposition to our existing 158 million customer base. Music labels can also get access to our customer base and their preferences.”
The Vodafone Music platform has been developed by Hungama Digital Media Entertainment. Mathur would not share details about the revenue sharing model between Vodafone and music labels, though he did say that as of now, the focus is on Indian music (Bollywood, regional and classical).