After launching an online education store called Smart Learning earlier in the month, Samsung has introduced a new version of its digital entertainment storefront dubbed Club Samsung 2.0 under its Media Solutions Centre division. 

This application was first introduced in December last year and provides users access to content across music, movies, videos & mobile TV. Samsung mentions that Club Samsung 2.0 will offer content across multiple languages including Hindi, Punjabi, Bengali, Tamil, Telugu, Kannada, Malayalam, Marathi and Gujarati. It claims to provide hundreds of movies & videos, thousands of songs and Mobile TV with over 90 channels at launch that will apparently be further increased in the future.

Strangely, Samsung had claimed to offer around 5,000 Movies, 4 Lakh Songs, 500 Gigs and Mobile TV with 90+ channels in the previous version of Club Samsung. Does this mean, Samsung has reduced the amount of content available on Club Samsung?

Offline support: Samsung mentions that the new version also brings in several new features like the ability to access content offline and improved content discovery feature. It also now features an unified player for all offline and online content and an integrated media environment which apparently scans the device for all available media and brings them under a unified media player.

Other features include social sharing and support for one hand operation through a jog dial shaped music player and an universal drawer that helps customers access Club Samsung 2.0 functionalities and sections with a single hand.

The application will be available for download from Galaxy App Store from September 30. It will initially be compatible with 14 Samsung devices which will be later extended to 33 devices. Samsung however hasn’t disclosed any specific information on the devices that will be compatible with this application.

Content as differentiator

Samsung which is struggling to maintain its growth in the country, following intense competition from domestic players like Micromax and Karbonn as well as foreign players like Motorola and Xiaomi, seems to be focusing on providing various content offerings in a bid to retain its leadership position.

Citing Samsung Electronics Director of Media Solutions Center-South West Asia Tarun Malik, an Economic Times report suggests that Samsung’s senior management is spending about one-third of its time on the newly formed media solutions team. Malik also told the publication that they have a few more offerings in the pipeline over the next couple of weeks and they expect to have around two million users for its content services from India.

However, it is yet to be seen whether this approach will work for Samsung or its competitors will continue to usurp marketshare from the handset maker in the intensely competitive Indian handset market.