Designing a system for a user-interactive multimedia based point-of-purchase was the task defined by my project. It involved understanding the existing scenario and trend in music at micro as well as macro level and also the complexity involved in its acceptance by the user.
MusicOn is a concept which helps users to download media content, music and ringtones to their mobile phones through an interactive media platform. MusicOn’s unique value proposition is that users can download digitally mastered high quality songs at a speed of six to eight seconds per track versus a time of two to three minutes from the internet. For those who are reluctant to be a part of the ‘pirated market,’ the MusicOn solution enables them to acquire legal DRM protected media content. Each download costs the users a sum of Rs. 12 and gives them the flexibility of buying only songs of their choice as against the purchase of a whole album. MusicOn boasts of a music catalogue which is diverse, as it has signed a contract with SaReGaMa, the largest Indian record label, which has by far the largest back catalogue.
The media units are positioned throughout India in strategic locations such as airports, malls, cinemas and cafes, further adding to convenience and satisfying impulse purchases. With such a system, in future, users can also download music videos, TV episodes, games, wallpapers, audio books, and probably much more, to their preferred mobile device, for example, a mobile phone or mp3 player. On leveraging the NFC technology, MusicOn will, in future, offer the user ease of purchase of tracks through NFC enabled cards.
Working on this project was a new experience, but it had its own surprises and traditions. This complexity also offered strategic design decision making at various levels and stages of the project. It was a good learning experience, and thus was a satisfying effort.
