Tata Docomo Saavn

Mobile operator Tata DOCOMO has partnered with the online music streaming service Saavn* to launch music-oriented data plans to its 2G and 3G prepaid GSM subscribers.

While the deal period or financial details of the partnership were not disclosed, Tata DOCOMO informed that it will be bundling Saavn’s music streaming service with its Internet plus data plans on Android, iOS and feature phones through WAP. Its also worth noting that this is the first telco deal for Saavn.

Tariff Plans

Through this initiative, Tata Docomo is currently offering three different 30-day validity plans to its subscribers :

SAAVN Music 3G Data Plan which is priced at Rs 93 and will offer 300 MB Internet data usage along with 300MB Internet data dedicated to stream Saavn music (around 500 minutes of usage on 64kbps bit rate). This plan will be available only in Karnataka circle.

SAAVN Music 2G Data plan which is priced at Rs 104 and will offer 1 GB Internet data usage along with 500MB dedicated to stream Saavn music (around 1000 minutes of usage). This plan will be available across all circles.

– SAAVN Music 2G SLP which is priced at Rs 155 and will offer 1 GB Internet data usage along with 1GB dedicated to stream Saavn music (around 2000 minutes of usage). This plan will be available only in Karnataka circle.

Tata DOCOMO also informed that subscribers recharging with select 2G packs will also get 100 MB of Internet data to stream Saavn music, however it has not disclosed any specific details on the plans and the company’s website does not reflect any 2G packs with 100 MB of free data to stream music, at the time of writing this article.

This partnership is particularly interesting since Tata DOCOMO is partnering with an online music streaming site rather than a music aggregator, thereby offering a much better user experience to its subscribers, while Saavn will get better market penetration and hopefully greater advertising revenue due to the increased user base.

Also, remember that Saavn has a paid service called Saavn Pro, which allows users to cache songs for offline listening. It would be interesting to see if Saavn offers discounted rates to Tata DOCOMO subscribers to incentivize them to sign up for the paid service.

Shazam-Saavn Partnership: Last month, Saavn had partnered with the mobile based music identification service Shazam to integrate its music library into Shazam’s music database and allow Shazam users identify and discover music across regional languages like Hindi, Punjabi, Tamil, Telugu, Gujarati, Marathi, Bengali, Kannada, and Bhojpuri and genres like Bhangra, Devotional, Ghazals, Carnatic and Indipop, among others.

In return, Shazam features deep links to Saavn in relevant song tags i.e. if the user has already installed Saavn app on their phone, it will directly open the song in the Saavn app else it will direct users to download the Saavn app and then open the song in the app. Saavn CEO Vinodh Bhat had told Medianama that it was the exclusive online music streaming partner for Shazam.

Similar Partnerships

Hungama’s ArtistAloud.com has partnered with Vodafone, Uninor and MTS to allow them offer its service to their respective subscribers. Times Internet’s music streaming service, Gaana* had partnered with Airtel to allow its users to set their Airtel Hello Tunes, its Caller Ringback Tones (CRBT) service. This partnership however is more of an advertising deal for Gaana. Dhingana Co-founder & COO Swapnil Shinde had also indicated that the company is looking to monetize by partnering with telecom operators in India.

(With Inputs from Vikas SN)

*Disclosure: Saavn is an advertiser with MediaNama. Indiatimes, which owns Gaana.com, is also an advertiser with MediaNama.