Tata DOCOMO partners with Saavn to tap digital music market

Tata DOCOMO, the unified telecom brand of Tata Teleservices Ltd (TTL), has tied up with Saavn (South Asian Audio Video Network), a US-based Indian digital music firm, to roll out music-led data plans. The users can stream or download Indian and international music.

However, these plans are available only for Tata DOCOMO's prepaid customers and are part of Tata DOCOMO Internet plus campaign on Android, iOS and feature phones which is supported by Wireless Application Protocol (WAP).

"Music cuts across age groups and the appetite for music is increasing day by day. With the launch of this innovative offering, Tata DOCOMO now owns a significant music property in the telecom domain and will continue to lead the entertainment space," said Rishi Mohan Malhotra, head VAS, Tata DOCOMO.

In 2011, Tata DOCOMO tied up with UK-based mobile TV company Swanbay to power the video section on its operator deck.

Both the companies seem to capitalise on the digital music market in India. Revenues from digital music sales led the third successive year of growth for Indian recorded music in 2012. According to International Federation of the Phonographic Industry (IFPI), which represents the recorded music industry globally, digital growth in India has been predominantly through mobile channels, though streaming services too are beginning to take off.

Saavn is tapping global markets big time. Recently it partnered with London-headquartered Shazam Entertainment Ltd, a global media engagement company offering music/media apps and enabling users to discover, explore, buy and share music, TV shows and more.