Music to the Ears

In a journey of firsts, Airtel became the first telco to launch an OTT entertainment app in September 2014- Wynk Music. Driven by an imperative to create content delivery platforms made for the Indian market and for the unique needs of Indian customers, Wynk Music was designed to operate at scale and create a differentiated value proposition for Airtel customers. Four years later, Wynk Music is today India’s No.1 music streaming app with the highest share of category time.

The Road to No.1

With a clear focus on consumer needs, we have solved for problems unique to India- Price sensitivity, data access, varying network speeds and no precedence of paid subscription for music. Also, in the face of pre-established players and a volatile market- we ensured agility and faster decision-making by setting up and operating Wynk as a start-up within Airtel.

Strong alliances with the biggest music labels in the music industry, unique promotional tie-ups with individual artists and music publishers, and an expansive library of songs in 14 Indian languages have helped us carve a niche in an overcrowded market- leading to high engagement rates, high average stream time per user on the app and significant impact on customer churn.

Wynk Music Revamp

As we prepare for the next phase of growth on Wynk Music, a spanking new version of the music App is being shipped with industry-first features packaged into a highly intelligent product that understands user music preferences and customizes the experience for them using Machine Learning and AI. Key highlights for the upcoming year are:-

• Technology integrations and alliances to create a seamless, multi-platform music streaming experience that caters to the latest trends in Music Listening
• Build social communities among users and artists
• Investment in original and exclusive content
• Investment in original and exclusive content
• Introduction of vernacular interfaces and expansion of regional content library
• A simplified version of the app to be launched to capture the side-loading market and increase rural penetration