Karbonn Hungama

Indian Handset maker Karbonn has partnered with the digital entertainment company Hungama to preload Hungama app on its ‘Smart’ range of Android smartphones.

As part of the deal, Karbonn informed that Hungama app will be offering free unlimited access to content up to 30 days for Karbonn Smart users. The deal period or the terms of the partnership were not disclosed.

Launched in March 2013, Hungama app provides music and videos from various genres like Bollywood, Tamil, Telugu, Malayalam, Punjabi, Devotional, Regional music and International music among others. It also has features like mood discovery which allows users to discover music based on their mood preferences, live radio, loyalty feature which rewards points for certain actions and was recently updated to bring in features like adaptive streaming for audio and video and Airplay support on iOS.

The app offers various plans to purchase and download songs including a single download (Rs 10 per song), value pack (4 items for Rs 20) and value pack (10 items for Rs 50) through operator billing and Google Wallet. It also offers a monthly subscription service at Rs 99 (through operator billing) and Rs 110 (through Google Wallet), although that only allows unlimited ad-free streaming of full length songs and videos.

Hungama Bundling Deals: While this is the first bundling deal for Hungama app, the company has done similar bundling deals over the past few years.

In January 2013, Hungama had tied up with Hewlett Packard India and Universal Music India to launch a subscription based music service called HP Connected Music. It had inked a deal with Tata Photon in June 2011, to launch an online music store only for Tata Photon customers. The company had also inked a similar partnership with Intel in March 2011, to launch Hungama Movies in India, which was later extended to Middle East.

Our Take: This type of bundling deals are beneficial for both the companies – it enables various applications to reach out to an increased user base while it will serve as an additional revenue channel for handset makers and possibly as an advantage over its competitors. However, we have noticed in multiple instances that users cannot uninstall these apps from their phone if they are not interested in the bundled app.

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