Indian music streaming service Dhingana has partnered with telecom operator Idea Cellular to launch a co-branded music subscription service which allows users to download unlimited music with no data charges. Users will have to pay the usual subscription fee though.
The service will be available for over 127 million postpaid and prepaid Idea users on Android and Wap enabled feature phones.
Idea’s subscribers will be able to download songs, albums and playlists, in HD quality and ad-free – like Dhingana Gold on iOS – but unlike iOS will not be charged for data, the company said.
The downloads are encrypted on the device and subscribers can listen them only using Dhingana’s Android App. Dhingana has developed a carrier billing platform for subscription services capable of integrating with the mobile operators billing system.
Dhingana launched its ad-free subscription service with offline sync in July. The venture backed company is exploring new ways to monetize its services
India’s digital music consumption has already crossed physical music sales and big players have also entered the scene. Apple launched its iTunes music store in the country recently while Hungama, another music site raised money from Intel capital. Times Internet’s Gaana also competes in the same space. E-commerce company Flipkart closed its music service Flyte as it was not core to its business.
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