When a niche turns to a competitive battleground for recognition and supremacy, innovation and improvisation is the key to survival. Online music service Dhingana is trying to do something to a similar tune. It is thinking of revenue models that could augment value to the current advertisement based monetary model. The company is in competition with several similar big and small startups that have been functioning since long and that have been launched recently.
Dhingana was set up in 2007 by twin brothers, Snehal and Swapnil Shinde. Based in California, it claims to be the largest Bollywood music streaming company internationally. It is now searching for newer ways to monetize music. The way to go would be timely and paid subscriptions, similar to Flipkart’s Flyte and the recently launched iTunes Store.
Digital music sales overtook physical music sales in 2010. The technology shift is very evident. Cassettes became outdated in the nineties then CDs are also a thing of the past. MP3s, marred by rampant privacy rule the scene today. The only solace for the music industry is the online buyers that buy music at a reasonable price from registered providers. Recently HP launched connected music as a package with the new netbooks based on windows 8.
Dhingana launched its ad platform, selling out ads on their portal and targeting advertisers such as movie production studios, music labels, independent musicians and telecom operators. The advertisers are given the flexibility to choose their audience based on various parameters like music genre, geo-location, audience demographics and platforms. It would be prudent for the company to explore advertisement platforms that are location based and supplemented by other research.
The website works perfectly on any internet-enabled device, from high-end smartphones to low-end feature phones. Besides the mobile web service, their app is available for download in iOS, BlackBerry, Android, Windows and Nokia devices; and also as an HTML5 web app. A week back the statistics already showed 3.5 million downloads of the Dhingana app. The app differs from its competitor apps (Saavn.com and Gaana.com) in the feature of a one click song streaming.
The competition is fierce in the online music segment. Big companies are collaborating with small companies while the medium ones pick funding and get bigger. There is demand for legitimate non pirated music and companies like Dhingana make the most of it by meeting the demand half way.
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