VAS industry threatens traditional media

By Kokumo Goodie, Lagos, Nigeria

A leader in mobility solutions provider and makers of popular Nigerian music application-Mooditt, Mahindra Comviva, says the rise of value-added services (VAS) industry could significantly displace traditional media in content storage, generation and distribution in coming decades.

The firm said the rise of its app as a content platform is a reflection of the growing culture of content consumption over mobile devices in the country.

Speaking in Lagos during the release of Mooditt 2.0 music app, the latest version of its mobile music app, Marketing Lead, Olubukola Awodumila, said the remarkable success of the Mooditt music app in mainstream Nigeria is a testament to how quickly the Nigerian music industry has mature with value chain players joining the mix and creating new wealth.

According to her, Mooditt is a high quality multimedia mobile application streaming service with a rich suite of local catalogue based digital music content, adding that the app re-jigs the streaming quality of the song depending on network bandwidth to ensure uninterrupted and seamless music experience to the consumers. She said the service allows users to create and share playlist and also download songs and ringtones for listening offline, wirelessly. It also offers direct search for tracks, artistes across albums and similarly browse tracks by genres.

She said: “Our older version of the Mooditt music app recorded 30 thousand music downloads and was ranked No.1 music app in Google Play Store TM for eight months in a row. We recorded 2 million unique sessions, over two million songs streamed and an average seven minutes spent per Mooditt app user.”

Its Head-Digital Services, Atul Madan, said the expansion of regional music brands and increase in smartphone user-base has been key growth drivers for digital music in Nigeria, stressing that the growth of content consumption on digital has been exponential.

The new Mooditt 2.0 music app comes with improved skin and highly fluid user interface (UI) but one of the app’s key offering is a first-of-its-kind music cataloguing by moods.  Head of D2C Business, Mooditt, Sunil Maharaj Kumar, said this unique dashboard feature was designed based on insight into the consumer that consumes music at any given time based on the prevailing mood.

He said: “For the average Nigerian music lover, the feeling of boredom will go with some like Afro-hop or Hip-pop music while when we want to be alone or just a loved one, our music selections tilt towards Soul, RnB and slow tune genres.

“Mooditt 2.0 music app’s improved algorithm place Nigerian songs into unique mood selections making it easy for users to browse through Mooditt content and enjoy songs of their favourite artistes which blend with their mood at any given time.”

Mahindra Comviva has a long history of working in the mobile music space in Africa, having collaborated with over 95 local and international content providers, copyright bodies, local artistes, premium music labels and production houses in the continent. Currently, it owns the rights to over 300,000 unique music tracks in African, Arabic and international categories in more than 36 local African languages.

Music services in Africa, on an average, contribute 40 per cent to operators’ downloadable content revenues. Nigeria’s digital music market was valued at $100 million (N16.1 billion) in 2013 while the year-on-year (YoY) growth forecasted at 20 per cent.

According to PricewaterhouseCoopers, Nigeria’s music market generated revenues of $51.3 million in 2012, up from the 2008 revenue $45 million, annual revenue is forecast to grow by a compound average growth rate (CAGR) of 0.9 per cent to reach $53.8 million in 2017. Digital’s share of total spending on recorded music in Nigeria will rise to an estimated 66.6 per cent by 2017, up from 49.0 per cent in 2012).

New Mooditt 2.0 music app allow users to create personalised playlists; interact with their favourite artistes on social media, play puzzle games and enjoy weekly top charts of hottest songs. Other features of the app include free downloadable ringtones of all songs in the catalogue, users can set favorite songs as caller ring back tunes right from the app (for Airtel subscribers only) and all payments made in the app are through secure online portals of service providers like PAGA, QuicktellerTM and others.

“Mooditt 2.0 music app will easily top the ranking on app stores again as the No.1 music app in Nigeria; a lot has been put into its design and user experience,” says AtulMadan.

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