Over the past few years, the Tamil Audio Industry has faced several challenges in Monetization. While it is all but easy to put the blame squarely on Piracy, we must also acknowledge a fact that strong life style changes amongst the users has caused a decline in audio music consumption, forget even paid consumption.

While Spotify has been reasonably successful in foreign countries, their Indian counterparts like, Saavn, and Wynk don’t seem to have made that great an impact. Wynk which purchased, another Music Streaming provider has shut down. Barring a few promotional advertisements by Gaana, and some of these Music Apps being pre-installed as bloatware in some smartphones, i don’t think these services made any major promotions, and I don’t see any major traction or conversations surrounding these names.

Clearly, I think the Piracy Beater model in Music, atleast from an Indian perspective is hitting rock bottom. The issue is not whether these models themselves will be sustainable or not, but rather, if the industry can make meaningful monies to recover the huge investments made in making these songs.

We may now be reaching one of the lowest ebbs of the Indian Music Industry, from which, the revenue possibilities are going down, and possibly not going to see any major growth upwards anymore., an initiative co-founded by Lyricist Madhan Karky, is attempting to bring a platform for Non Film Music and a possibility for better monetization. While Platforms like YouTube and FaceBook already drive User Engagement, it is very difficult to bring Visibility considering the huge amount of free content available. It needs more personalised engagement by individual users, and by bringing a share of the revenue pie to the listeners, it is hoping to bring more direct user Engagement. A share of the revenue pie is being hoped to be an incentive for users to spend more time in, rather than say YouTube or elsewhere, where they do not receive any direct remuneration.
This cannot work for main stream Film Songs at the moment, considering the huge investments in artists salaries and the need to recover this money. This model might work for Indie music, as the Huge salary paid to Artists and the Huge Labels involved is taken off, and one of the important needs here from the artists’s perspective is to drive User Visibility and Engagement in a chaotic digital world. This is a classic example of A ‘Bottom Up’ approach, and in theory sounds good.
In its current form, has several shortcomings. It is still Beta, so we need to give it some time. First, the catalogue currently available is very limited. What is likely to make it even more difficult is that, Doopaadoo claims that the content available is exclusively available on, thereby stifling the possiblity of the creator to monetize it on other platforms. So, how many people would be ready to provide content exclusively for is questionable?
Secondly, it is extremely unlikely that people would sit there all day listening to DoopaaDoo songs, just to make some money. I don’t think it is going to work that way, since DooPaaDoo does not have something like Facebook, an engine that keeps on generating new information to keep users engaged. So, possibly at some point, an API integration may be built by Doopaadoo, to help users listen to DooPaaDoo content either via a FaceBook integration or a webbrowser integration, where they can keep listening to a preset PlayList or something like that, while they continue their work.
Given the wafer thin revenue streams expected, it is quite unlikely that may tie up with larger players of this segment like Saavn, Wynk or Gaana ( They offer all kinds of content including main stream Music and Offbeat Music and Audio Files as well).
But it remains to be seen, if in practice, if all these things will work out. Time will give us the answer.

Windows 10 – Free to update – Piracy Beater / Revenue Enhancer Analysis

Windows upgrade has been one of the major cash cows for Microsoft for several decades. As long as users were dependent on the mouse – keyboard – desktop processor engines, Microsoft was king.. ( Apple had its own small market as well).. The truly greatest achievement of Windows over these years must invariably be that millions preferred to opt for a pirated Windows rather than go for a legal free Linux OS..

The emergence of Laptops helped Windows achieve some consolidation over its OS.. Windows Pre loaded in Laptops was a very success business model and the cost of the OS was typically embedded on the over all cost of the hardware device. Yet for a newer version of Windows  upgrade users were expected to pay for a new
OS.. Typically this was not much of a major problem. By the time, an OS upgrade was mandatory after Microsoft stopped support, the hardware was anyways obsolete.


But with the evolution of mobile ecosystems, Microsoft has seriously lost ground. No matter how hard it has tried, at best it can only reach 3rd place. Ios and Android are clearly way ahead.

Although the death of the Laptop is not going to happen immediately, it is going to, with current emerging trends. The only way for Microsoft to possibly bet and keep Windows afloat in the long run is to create a seamless Windows ecosystem much the same way that Apple does.

And for a seamless experience to happen, it has to upgrade it’s Windows Desktop experience to closely match Windows Mobile. With most hardware builders preferring Android and App developers preferring IOS and Android for obvious reasons of numbers, the road for Windows Phone and the ecosystem is questionable.

Microsoft for its legacy runs a possibility of falling into irrelevance, which is possibly why it is throwing it’s cash reserves into building high priced tablets like Surface, which are supposed to offer a seamless experience. Thankfully, Microsoft has also abandoned it’s approach of getting users to Windows if they want Microsoft products like MS Office, a move which has clearly backfired.. Now, with the race being lost to IOS and Android, Microsoft is building Apps for other hardware ecosystems as well.

With such a hard road ahead, Microsoft has little choice but to give Windows 10 for free. Windows 7 and 8 users have quite some time left before they need an upgrade, but by that time, Windows in its traditional form may itself be irrelevant. In any case, millions of copies will be pirated as in XP, Windows 7 and 8. The desktop market also isn’t doing too well for Windows to make money. So either way, it might make some marketing sense to get as many users on board as possible, maybe.

So,  with Windows 10 becoming free, is this move a Revenue Enhancer? No. Microsoft doesn’t seem to be earning anything here.

A piracy beater? Microsoft is earning quite a large number of users who may have pirated Windows 10, but it isn’t looking to make money out of this either.

It just wants to consolidate it’s user base and channelise it’s revenue by pushing it’s other revenue potential like Bing, promoting One Drive and maybe get a small conversation rate of users to try a Windows phone.

This movie by Microsoft, in summary gains not much revenue potential, but Microsoft has just banked on of its legacy cash cows to simply stay relevant in the long term and not fall into oblivion like Yahoo.