Tanla, a mobile BSE listed VAS solutions company has launched GuruSwara– an online subscription based Carnatic music teaching and learning solution in collaboration with Muzigle, a social music network. The application is built on Tanla’s online karaoke platform InTune, which assesses the performance of a singer on the basis of a comparison with the original song.
It’s a subscription based service, priced as follows:
– 1 Month – Rs.450 / $9.99
– 3 Months – Rs.1200 / $24.99
– 6 Months – Rs.2000 / $44.99
– 1 Year – Rs.3600 / $79.99
Guru Swara has a library of more than 500 kritis and keertanas – carnatic music forms like Kritis, Keertanas, Javalis, Padams etc, besides Hindustani classical music, according to the company. It claims that students can also practice and assess their performance on the basis of Carnatic music parameters like Sruti, Laya, Bhavam, Swaram, and Gamakam. The demo on Guruswara’s website has a waveform with a comparison between a students singing, in comparison with the Guru’s song, as an indication to the student, where there needs to be a change in pitch.
Nikhil adds: This appears to be a rather specialized product, targeted at those looking to learn/practice Indian classical music. What we’re not sure of, is why it isn’t available as an application. Also, instead of providing it as a subscription based service, which is subject to regular renewals, Tanla could have considered sachets of 10 songs, and chosen a freemium model to upsell more songs for practice. Not a music school or students of classical music, we’re not a position to gauge the right model for this product.
Other products of Tanla include Voice Portal, USSD Gateway, P2P and A2P messaging solutions and other VAS solutions like content licensing and mobile payments. The company recently posted net revenues of Rs 51.08 crore while it suffered losses of Rs 17.65 crore for the quarter ending June 2011. It witnessed a 37.45% in its overseas revenues. The company claims to have 100 customers across 32 countries with its License Manager product being embedded in more than 300 million Nokia handsets.