Amazon Music is launched in India and while we wait for Spotify to launch (another 3 months?), here is a question for all ye product folks (think of it as a case study).
What should Amazon Music do to attract more users? To create a clear differentiation?
Of course, Prime users are going to use (and in many cases, switch from Gaana/Saavn/Wynk/Google) – primarily because they are getting ‘more for same’ (they are already paying for Prime subscriptions).
But the important question here is whether Amazon Music can bring in more Prime subscribers to company?
FYI: 46% Prime subscribers shop once a week. Prime members, generally, are twice as likely to shop online daily compared to non-Prime members.
For Amazon, everything revolves around Amazon store; ensuring people buy more and more.
Amazon Music: The Prime Question
Is there an extremely clever differentiation that Amazon Prime offers? Will originals work (like Prime video)? Will Amazon splurge? Both Gaana and Saavn have focused a lot on originals and I am not sure if that’s a huge differentiation anymore (especially for a new player),
Is it about better curation? I think Jio Music has done a fantastic job there – esp with old Bollywood songs/playlists. And curation is a ‘relative’ feature – to each his/her taste.
So what is it that Amazon Music offers which others do not? Music library has become more or less a commodity.
Will Amazon sell more Echo devices post this? Will Amazon sell more prime subscriptions (and more ecommerce products) post this? What about Saavn/Gaana? Should Saavn be even present on Echo anymore? Are they selling more signups due to Echo integration ? (I really doubt that).
Globally, Prime music has become the third streaming service in no time – but India could be a different story as Gaana, Saavn and Wynk have been around and much more popular / captive user base. For now, it doesn’t seem to have an extremely clear differentiation (FYI: Jio music too is free for Jio users).
For sure, Amazon Music is a MUCH better product (than Jio), but what happens when the shine of new new launch goes away? Say, after 6 months?
What’s your take? For all we know, Prime music may not sound good music to Flipkart and others.