Tuesday, April 20, 2021
ADVT 
India

'India Is A Very Important Country For Amazon'

Darpan News Desk IANS, 12 Jul, 2019

    They tweaked the model of Amazon Prime Music before launching it in India, and Steve Boom, Vice President of Amazon Music, says they are happy with the way things fell in place for the streaming music service in the country.


    He added that the Indian market is evolving, and he feels there will be room for a more "premium" service in the country soon.


    "What we did in India is a little different. We have a two-tier service -- we have prime membership with crafted catalogue of music of about two million songs, and then if you want to access to the full 50 million catalogue of songs then we have Amazon Prime Music Unlimited with a monthly payment option," Boom told IANS here, on the sidelines of the Prime Day Concert, which had an all-female line-up with Grammy-winning pop star Taylor Swift headlining the event.


    "India is a little different. We took unlimited music and called it Prime Music. There is just a one-tier service. We did that because the competitive landscape is different in India. You have far more expansive free services," he added.


    Amazon Prime Music was launched in the US in 2014 as an add-on to Amazona's video streaming service. It came to India in February 2018.


    How has the Indian market evolved?


    "It is no secret that India is a very important country for Amazon. We have invested heavily and had great success (in the country). Prime has been very successful and is growing extremely fast in India. The video service is also doing very well with a lot of great of original content."


    Launching a music service in India, however, is a different ball game.


    "It is different to bring music service to India than other countries because of licensing. In most of Western Europe, you can secure licences by negotiating a deal in New York or Los Angeles. India, however, is dominated by local labels. So, we had to hire a local team and do all the negotiations. It took a little longer," he said.


    Boom points out there is a demand for offline music in India.


    "One of the things that we have seen in India is the importance of taking music offline. The demand is higher. I think that is a reflection of network conditions. With the growth of 4G in India, however, that may change over time.


    "Another difference is India is a country with so many languages and so many cultures. We have different pockets of customers here," he said.


    Is there a scope to come out with a paid or a more premium option in India anytime soon?


    "There will be room in India for some sort of a premium tier. I know the industry would like to see that over time. I don't know if anybody knows what it will look like yet but I do think that there is room for that."

     

    MORE India ARTICLES

    Jallianwala Bagh Bill Introduced In Lok Sabha, Congress Opposes

    A similar Bill was brought by the previous government but it could not get parliamentary nod and lapsed.

    Jallianwala Bagh Bill Introduced In Lok Sabha, Congress Opposes

    Over 36% Indian Schools Without Electricity: HRD Minister

    Over 36% Indian Schools Without Electricity: HRD Minister

    Over 36 per cent of schools across the country do not have electricity, Union HRD Minister Ramesh Pokhriyal ‘Nishank’ said on Monday.

     

     

    Over 36% Indian Schools Without Electricity: HRD Minister

    Here’s Why Many Women Don’t Have Uterus In ‘Womb-less’ Villages Of Beed

    India has had a long and problematic relationship with menstruation. Women have been treated as untouchables when they bleed, are not allowed to enter the house or places of worship.

     

     

    Here’s Why Many Women Don’t Have Uterus In ‘Womb-less’ Villages Of Beed

    Delhi Man Pulls Emergency Chain Of Train To Let Mother Finish Breakfast, Held

    Delhi Man Pulls Emergency Chain Of Train To Let Mother Finish Breakfast, Held

    A man travelling in Shatabdi express on Sunday pulled the emergency chain at Mathura Junction to let his mother finish her breakfast.

    Delhi Man Pulls Emergency Chain Of Train To Let Mother Finish Breakfast, Held

    PAN, Aadhaar Interchangeable For Filing Of IT Returns: FM Nirmala Sitharaman

    PAN, Aadhaar Interchangeable For Filing Of IT Returns: FM Nirmala Sitharaman

    Sitharaman said with a view to incentivising investment in GIFT City, the government proposes several tax benefits.

    PAN, Aadhaar Interchangeable For Filing Of IT Returns: FM Nirmala Sitharaman

    75% Hike In Agriculture Allocation, Yet Experts Not Happy

    75% Hike In Agriculture Allocation, Yet Experts Not Happy

    With an outlay of Rs 75,000 crore for the PM KISAN scheme, the Modi government in the maiden Budget of its second term has allocated Rs 1,51,518 crore to the agriculture sector, which is a whopping 75 per cent hike year-on-year.

     

     

    75% Hike In Agriculture Allocation, Yet Experts Not Happy