Hungama has launched the online music store which boasts of 200,000 music and videos titles. Apart from the vast range of music, pricing plays a big differentiator for Hungama’s retail initiative.
For Rs. 99/month, you can download unlimited content (music tracks/ringtones/videos and wallpapers).
The audio files are available in MP3s/WMAs (depending on how you purchase), video files as WMVs/3GP (for PC/mobile) – files are DRM protected (for unlimited pack) and expire after 30 days from the date of subscription.
The music store interface is pretty simple and intuitive, but there are a few jagged edges that Hungama needs to address.
- Broken Search – its too wide, and keyword search is just not there – search for ‘kabhi kabhi mere dil mein’ brings pretty much everything and anything related to ‘kabhi’,’dil’,’mere’!
- Confused Layout – Even though the layout is neat and uncluttered, its still confusing when you are looking for related/contextual content (for instance, if you are in ‘Indi Pop’ section, the related subsections should show related content (and not generic).
- Checkout process needs improvement – Say, if you have added 20 songs to your cart and buy them, you will have to click 20 times to download the songs – a better implementation is needed, when Hungama is stressing on selling an unlimited download plan.
- Relatedness – ‘Akshay Kumar’ and ‘S P Bala’ are surely not related – in general, the whole algo needs a makeover and if the same cannot be achieved via engineering, please ensure that the product messaging is aptly done.
- Discovery/Community – The whole aspect of content discovery is missing. A lot can be achieved here – without spending too much of effort.
In short, the whole site leaves a lot to be desired, but what Hungama has got perfectly right is the pricing – mix of sachet pricing and unlimited, keeping DRM in context. You can download 4 music tracks for Rs. 20/ (DRM free), single track for 10/ (DRM free) and you can go for an unlimited access for only Rs. 99/ a month (DRM).
What’s your opinion on Hungama’s foray into retail music segment? How will it compete with Nokia music store?
Full Disclosure: I have received free access to Hungama site as well as couple of CDs in the last 3 weeks.