telco case studies

1. [AUG 2021 Confidential]
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Fast, simple and engaging
music streaming solutions
CASE STUDY
3 Telcos using streaming

2. 3 x telcos - 3 x streaming services
Music app launched in Senegal in
2018 by leading telcos; Orange,
Tigo and Expresso. They wanted to
create an application that met the
end-users’ expectations for a
simple, easy and cost-effective
app.
Music app launched in the Pacific
Islands in 2018 by Our Telekom
and their partner Mobi Media. They
launched the first ever streaming
music app in this region, where
even Spotify is not available, to
support local artists, fight against
piracy and give access to music to
all their customers.
Music app launched in India in
2018 by Idea, which was acquired
by Vodafone during the project.
Their services focused on both
international and local artists with a
unique focus on regional content so
the language of performance was
particularly important.

3. Increasing their ARPU and SOV
GOALS
The goals were to support each telcos’ customer acquisition &
retention, increase data consumption, open a new revenue stream
and collect more knowledge and data about their users. By
engaging with music as a passion point they wanted to develop
brand affinity with millennials.
They were looking for a music technology provider to be able to
quickly deliver a music streaming service which included all the
main market features, while differentiating their offer from the
mainstream streaming services.

4. Low Tier service
SOLUTIONS
Tuned Global offered a semi-interactive
music service, also known as a lean back
music experience or Internet radio. It
adjusts to users' preferences thanks to an
algorithm. The user starts playing from a
programmed mix, or from any artist, and
the more they play, the more it learns.
The app, available on Android and iOS
allowed simple daily subscriptions using
mobile phone credit, which is important
for the emerging markets.
Full Tier service
Tuned Global offered a fully interactive
music service. Users can play any songs,
build playlists, listen to content offline, as
well as access podcasts like they would
do on Spotify. Video and live are also
available.
The app, available on Android and iOS
allows simple daily, weekly or monthly
subscriptions using mobile phone credit,
which is important for the emerging
markets. Other payment solutions
requiring a credit card are also available.

5. JABAA

6. MJAMS PACIFIC

7. VODAFONE IDEA

8. White Label Streaming app
EXECUTIONS
Tuned Global was responsible for the technology including back-end & front-end, music content ingestion, marketing
and retention tools, payment solution connected to the telco system, and reporting to rights holders.
1/ White label front-end
The UX is based on an existing template for fast delivery. The design has already been tested with millions of users, however the layout was 100% personalised to each
client: logo, colours, images.
2/ Back-end set up
As the back end is based on a scalable cloud infrastructure, just like Netflix and Spotify, each client is guaranteed a highly responsive service. No need to think about the
tech side of the project as the whole backend is turnkey including CDNs, AI suggestion engines and asset rights management.
3/ Telco integration
Integration with telcos’ backends (integrated billing into their telco account), means that the telco can automatically have tiers of customers with a free service plan and/or
free data for streaming. It also gives the telco a unified view of the data/analytics.
4/ Content ingestion
The clients had already licensed their content with the local record labels, but required Tuned Global to ingest that content and deliver it in the right formats with the right
assets and metadata to be used by their music and editorial team to build mixes and allow users a seamless search experience.
5/ CMS and marketing tools
The clients’ team were trained to use Tuned Global CMS, allowing them to manage their app independently. They were able to add pages, change the content on their
homepage, manage subscriptions and users, create mixes etc
They also accessed Clevertap, a mobile messaging tool to send push notifications and in-app to users in order to keep them engaged.

9. WHAT MADE THEM UNIQUE?
● Local content to reach a niche
audience of passionate music
lovers
● Daily billing using mobile credit
● Service was artist led with the
artists able to post UGC
content (a la TikTok) directly to
engage their fans
● Local content to reach a niche
audience of passionate music
lovers
● Direct Licensing of local Artists
● Monthly Live Concerts in the
app
● Regionalised approach through
the Pacific Islands (different
content for different markets)
● Local content by regions
● 22 local dialects supported
● Heavy customisation for the
consumption model of the
Indian market, specifically how
Bollywood and actors change
the way music is consumed in
that market

10. We drive customer
engagement through
the #PowerOfMusic
“
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WE ARE TUNED GLOBAL
A 360º music technology to quickly launch and
grow your own streaming solutions worldwide
since 2011
Based in Australia, UK & USA
Music, audio and video services live in 12
countries and used by +13M users
Brands we have successfully helped:

11. Driving customer
engagement through the
#PowerOfMusic
Mario Forsyth
Head of Biz Dev - Europe
London, UK
+44 (0) 7768 113626
mario.forsyth@tunedglobal.com
www.tunedglobal.com
Andrew Stess
Head of Biz Dev - North America
San Francisco, USA
+1 (310) 488 9585
andrew.stess@tunedglobal.com
Spiro Arkoudis
Chief Revenue Officer
Sydney, Australia
+61 (0) 417 676 564
spiro.arkoudis@tunedglobal.com