Analyse the product adoption lifecycle for Music streaming services in India

Music has been pretty old in India. Right from the days of Live singing performances to Orchestras to listening to Akashvani. We Indians have always showed our major interest and passion towards music. As mediums listening to music has gone though a lot revolutions from Radios to Cassettes to MP3 CDs to DVDs to Pen Drives to downloading songs in our phones, so has the market of music streaming changed in India.

With our society becoming Smart Gen, we are exposed to all the apps which stream our favorite music for us on our finger tips. We are now well aware of these music streaming apps which are available on our play stores for e.g. Gaana, Wynk, Jio Saavan, Spotify, Amazon Music, Hungama, Youtube Music etc..

Since we are a population of 1.3 Billion, we have all kinds of users which can be classified into following categories:

1. Innovators: By definition, innovators are people who are keen on using any new product and are the first ones to try their hands on it. These are the people who might pre-book or pre-order product before its launch. They form around 2.5% of the total product users. the relevant users in this category can be:

a) Relatively younger in age.

b) Technology Driven.

c) Trendsetters

d) Extreme music lovers

d) Majority of people in this category would be from big cities i.e. Tier 1 or Tier 2 cities

2. Early adopters: Early adopters are the second in line in using a product. They are also very keen on adopting a new product, as soon as it is launched.

They provide feedback, on the basis of which subsequent types of adopters adopt a product. They form around 13.5% of the product users.

The relevant users in this category can be:

A) Both young and mid aged people.

B) Financially sound

C) Both music and technology driven.

D) Again majority of them will be from big cities can be young school college crowd or working class.

3. Early majority: These are the set of people who would wait for the good amount of feedback and reviews to be circulated in the market before trying the product of adopting them. They are influenced by the early adopters to buy the new product, and they make up almost one-third of the total user base (34%).

The relevant users in this category can be:

A) Can be of any age group but mostly Young and mid aged.

B) Not much driven by technology and trends.

4. Late majority: These are the people who would mostly be skeptical about the utility of a product and would buy/subscribe/use the product only if really required. They form 34% of the total product user base. In context of music streaming app, these would mostly be:

A) Non Trend-setters

B) Not much technology driven and no thrive to explore.

C) Can be not much into music or Elderly people.

5. Laggards: They are usually slow to change and wait to see if they need the product at all. They make up the balance 16% of the user base. The relevant users in this category can be:

A)Elderly people not looking for the latest trends.

B) People from areas with network issues.

C) People who are not aware about these apps or are not looking for change at all.

Considering the versatile category of population of India, it is always recommended to market or build the product or app in this case in such a way which can be for all and not for just certain class or section of people.

There are various factors which would impact the rate of music streaming service adoption:

1. Ease of smart devices
2. Connectivity
3. Charges/Process
4. Easy and smooth User Interface.
5. UI which can be available in different languages.
6. Including regional and folk music to add diversity and different flavors of India.

The various parameters on which the services of the apps available in the market can be compared as are:

1. User Interface Design.
2. Content of the App.
3. Languages it is available in.
4. Quality of Streaming (HD/Non-HD)
5. Offers which consumers can avail.
6. Gift Vouchers that can be used.

Growth hacks that can be used for faster adoption are:

1. Advertising and marketing.
2. Making content available for free Download time to time.
3. Adding features like International Radio.
4. Content available in multiple languages.
5. Coming up with certain offers and discounts for consumers to attract.
6. Collaborating with events and Concerts.

In my opinion, Gaana app provides almost all the points which covers every regional section of our country providing regional folk music, devotional songs, story reading for Kids, Radio etc. Also, it has its own segment called Gaana Original which has new release of songs time to time which makes it a tough competitor for famous apps like Amazon Music, Spotify etc.