Product Workshop @ISB

21st October, 2018

Agenda
To give a perspective on product management for Content Apps at Scale.

• Content Trends in India

• Introduction to Wynk

• Product Management @Wynk

• Monetization @Wynk

• Case Discussion: Tier-2, Tier-3 Entertainment App

• Exercise: Solving some problems for Wynk

• Q&A
3 tectonic shifts in Content

1
350

Rapid 300 Mn Smartphones in India.

Over 100 million smartphones on
proliferation of Airtel network- doubled in last 2
smartphones 250
years.

Additional 100Mn Smartphone

shipments expected next year.

150
Y 15 Y 16 Y 17 Y 18
3 tectonic shifts in Content

2
230

210 215

190
184
Ubiquitous 170
162
150
4G 130
125
Rs 25,000 crore ($4bn)
investment in Telecom
Network 110
Networks by Airtel
90 93

70 72

50
Q1'18 Q2'18 Q3'18 Q4'18 Q1'19 Q2'19

Airtel 4G Sites (in ‘000)

3 tectonic shifts in Content

3
9

Affordable 6
10 X growth in data
consumption over a two
Mobile Internet year period
3

0
Q1'16 Q4'16 Q3'17 Q2'18 Q1'19

Data Usage (in GB) per user per

3 tectonic shifts

resulting in …

50

40

Massive increase 30

in penetration
and consumption 20
50 million app installs
every month
of OTT Content
apps 10

-
Jul 15 Jan 16 Jul 16 Jan 17 Jul 17 Jan 18 Jul 18

Monthly Installs of Top Content Apps

An Introduction to Wynk
 Churn
X
Driving
Multiple Digital 0.7X

Products has a Material

Direct Impact on
Customer Life
Correlation 0.4X
Time Value
with Telco
Stickiness
Scenarios
Pure Telco Single Digital With Video
Service (Music)
Our Products

Wynk Music Airtel TV What’s Cooking?

Working on market entry into new

India’s #1 Music Music Streaming
Service with 24.5 Mn MAU and highest
share of category time.
Leading Video Entertainment service
content categories of significant size &
with 20 Mn MAUs
growth potential

Story in Numbers Story in Numbers Categories of Interest

• 4.1 Mn DAU
• 30 Mn streaming minutes in a day • Education
• 55 Mn Songs heard everyday with
• More than a million concurrent • Books
1.5 Billions Songs heard in a month
users at its peak
• Healthcare
• Average of 15.5 songs heard by a
• 10,000+ Movies & 350+ live TV
user everyday
channels
• >20% users creating Playlists

• ~40% users following an artist or

playlist Airtel Education Airtel Books
Content Products vs Commerce Products

Content Products Commerce Products

• Core Objective: Engagement • Core Objective: Purchase

UX Tech
• Value Proposition: • Value Proposition:
Relevance, Convenience,
Content, Rich Catalog,
Intuitive Deals & Discounts

• Long Tail content (50 Million + • At max 10s of thousands of

Songs) products in a category

• Is Free/Cheap: Invites a • Is Paid: Invites homogenous users

PM for Business Content heterogeneous set of users with basic English understanding &
Content credit cards
Products
• Very High Scale. For the same • Lower Scale. Transaction
MAU, content products have 4- frequency is lower.
5X DAUs & time spent

• Solution Space large. Limited • Solution Space restricted. Often

by only Technology, Data operationally intensive & business
Science & Content availability model innovations not viable
Depth of Engagement Funnels

First App Open Installs The App

Plays a Song on First Day (D0

Selects a Content
Active)

2 Key Funnels of
Engagement

Plays a Song in First Week

1 Song Heard Engagement

Funnel
Retention
(W0 Active)
Depth of

Similar for Airtel TV

Plays a Song in First
N Songs Heard
Month (M0 Active)

Downloads a Plays a Song in

Song 2nd Month (M1)

Creates a Plays a Song in

Playlist 3+ month (M1+)
Our Product KPIs
D0 W0 MAUs & Total
Growth Installs
Active Active DAUs Streams

Active Days/Month
Engagement Streams/Sub DAU/MAU Minutes/Sub

Users App Store Rating NPS Uninstalls

Health Uptime API Latency Click2Play

Subscribing Users Ad CPMs Revenue

Monetisation

M0 M1 M2+
Retention Active Active Active

Search Playlist Creation Follows

Funnel Depth Downloads
Consumption
2018-19: Mega Trends in Consumer Preferences
Rise of India 2:
With 125-130 mn smartphones shipments forecast, and reduced cost of Language Consumption %age Contribution
internet, consumption of lifestyle products is on the rise in tier-2 cities.

Regional is on the rise:

As the representative Indian user comes online, preference for regional
content, artists, tv-shows & music has accelerated and will continue to grow

New ways of content consumption:

Consumption is moving out of the app and becoming truly multi-device.
Platforms like Google Home, Google Assistant, Android Auto, Echo, English Hindi Regional
Firestick, Android TV are growing fast and will start becoming relevant in
terms of size.

New Content Formats:

New content formats are on the rise. Vertical Videos, with short duration and
snacking focus are on the rise. Eg. TikTok, Vigo Video, IGTV

Subscriptions seeing uptick

Indian customers are evolving to buy select subscription with high bundle
benefits. Amazon Prime, Netflix & Hotstar are some examples. Wynk too is
seeing growth coming in from subscriptions
Content: Monetisation

Wynk Music Airtel TV

Airtel as a Customer: Content Tiering

Wynk has an affect of reducing Airtel churn by 40 basis Airtel has a unique monetization approach where the
points. For this value add, Wynk Earns a large share of it’s content you can access on the app is directly linked to the
revenue from Airtel that pays for each Airtel MAU. Telco plan that you are a subscribed to.

Advertising:
Wynk supports advertising for brand and performance
advertisers on it’s app for it’s free tier customers. We have
a powerful in-house User Targeting platform that enables
superior targeting & hence CPMs

Subscriptions:
We offer paid subscriptions for users to go ad-free. This is
an offering that we want to bolster with more features
behind the paid wall over the next few quarters
Content Tiering: Approach

+++ Premium tie-ups (Netflix, Amazon)

Drive continuity and reduce churn

++ Exclusive Originals and Latest Movies

Drive ARPU

Live TV channels + Library Movies

No access to Airtel TV
Content Tiering: User Journey
Content Tiering: Prepaid

- Non-Bundles (< 95 ARPU) No content access (Live TV to be withdrawn post 31-Dec)

Lite & Segmented Bundles 350+ Live TV channels and 10K+ library movies and TV Shows
1
(99, 149)

Regular bundle recharges ++ Exclusive originals shows and latest movies including Zee 5 and HOOQ
3
(199 and above)
Content Tiering: Postpaid

1 All Postpaid Plans Airtel TV Premium: All content on Airtel TV (including exclusives)

2 Postpaid Infinity 399+ ++ Amazon Prime for 12-months (worth Rs. 999)

3 Postpaid Infinity 499+ +++ Netflix for 3-months (worth Rs. 1500)
 #1
Personalization

Customization and
relevance through ML
and AI

#2
Integrations
Go where streaming
#4
Regionalization
Of Content and of App

is- Echo, International,

2018-19 Top OTT Stick, Android
Focus Areas for Auto & Firestick.
Wynk Music

#3
Social
Build social
communities among
users & artists. Enable
referrals
Case Study: Solving for Music Streaming for India 2

Problem Statement:
All the streaming apps but together account for less than 80 Mn of users. In a country that now boasts of 300
Mn Smartphone Internet users, where are the rest of the users listening to music? How can we get them to
come on the Wynk Platform(s)

Next Steps:

• We looked at cohorts of Airtel Smartphone Internet Users. Across different cuts for device prices, cities,
gender, etc. we found extremely low usage of Wynk in low-end smartphone users and users coming from
Tier-2, Tier3 Cities.

• Confident that the Tier2, Tier3 is the missing piece of the puzzle we initiated a user research of music
listening for these users.
Case Study: Solving for Music Streaming for India 2
Learning Video Link Apps on User’s Ph. MAU DAU

1 Gb Data/day a given Youtube 180m 111m

<15k Smartphone
Samsung + Other Chinese devices Vidmate - -

High Affinity to Regional / Home town content UC Browser 95m 61m

Phone Use Case:

Social and Entertainment Share It 118m 28m

Voice Search is primary searching mechanism MX Player 102m 51m

Heavy Video Consumption

Music means music videos or MP3

Song search basis language/celebrity +

bhojpuri songs, new sapna songs

Declining side-loading behavior

Case Study: Solving for Music Streaming for India 2
After segmenting these user profiles, we found 3 distinct The Solution: A Re-Imagined Content App
cohorts of users: that brings together Audio & Music content

Simple UI Simple Discovery

Music Streamer: Found very few users who used/had
used any of Gaana, Saavn, Wynk or JioMusic.
Basic UI
Demonstrated intermediate English understanding + less Welcome Mix
inhibition to experiment
One Touch Play Weekly Mix

Continuous
Youtube For Music + Side-loading for Video: Local MP3
Playback
Fingerprinting
Smartphone Bundle user + Basic English understanding +
difficulty understanding complex inrtefaces + some Video Vernacular
inhibition to experiment
Youtube Music Vernacular
Video (Curated) Localization

Sideloading Music: Seamless Video – Regional Curation

Mostly feature Phone user + Less educated smartphone Audio switch
user + lack of awareness (in Retailer’s words “labour
class”) Device wide PIP
Case Study: Solving for Music Streaming for India 2

Basic UI, big cards, Simplified My Music Audio <> Video

Hindi script switch
Exercise: Solve some Problems for Wynk (20 Mins)
CASE 1
Wynk Music Recently carried out a survey among it’s users trying to understand what the users are upto while they use Wynk. Given the high
percentages of usage, we want to solve for a better experience for some of these dominant use-cases with the aim of increasing engagement.
If you could improve Wynk Music for any one of
the 6 dominant cases shown here, how would you
go about it?

CASE 2
India is crazy about Talent Shows. Music, Comedy, Dancing, Cooking- all have TV shows where users perform, are adjudged by a set of judges
(and/or audience votes) and eventually 1 winner is declared. If Wynk was to create an online version of such a Talent discovery platform, how
would you design it?

CASE 3

Music Discovery in its real-world avatar is a highly social process. Many a times there is a ‘lead-influencer’ of music in a group of friends/family
that is an early adopter of new music. He/She often helps their friends & family discover new music, artists etc. Assuming that 1% of Wynk users
are made of such lead-users, how can Wynk leverage them to improve discovery of music on our platform.

Submissions for Case Questions can be submitted to: ashish.dua@wynk.in

Thanks!
Discovering User Profiles
I got an interesting question on how to think of user profiles. Below are the few dimensions that are helpful in thinking of
different user profiles.

Many apps will have different kind of users for eg: Wynk will have listeners, artists, curators, advertisers, etc. Below
framework needs to be applied for each such cohort

Age Gender Affluence Profession Interests/Hobbies Psychographic Platform Accessibility Use-Case

Attitudes & Why do they use

User’s Age Male or Female Affluence Level Work Interests Platform Ease of Access
Behaviors the platform

App User
Website User
Languages Commuting
NCCS SmartWatch user
Traveler Known Chilling with
Kid (0-12) classification is a Risk Averse Multi-Device User
White Collar Photography Internet Friends
Teenager (13-17) good proxy. Experimental Headphone user
Networking Connectivity Party
Youth (18-25) Signals like Deal Seeker
Male Blue Collar Dancing Comfort with Music for Work
Adult (25-35) Device Price & Value Mindset ...
Female Sales person Health Conscious Tech Playing with Kids
Middle Aged (36- age of the model, Early Adopter
HomeMaker ... Blind Background for
55) can be a good Tech Nerd
... Deaf my
Senior (55+) proxy for ...
Visually Impaired club/restaurant
estimating this.
... ...