Recently I mentioned the new streaming service Rara.com. Here are a couple of things about them that are quite interesting (the following is all based on their launch press conference video and their press release):
1) Innovative User Interface
Instead of a “boring” Excel spreadsheet look, Rara.com wants to give users a more visual user experience. So instead of typing in your artist and listening by album, as you would do with for services such as Spotify or Simfy, Rara.com presents a colourful interface where the user can browse playlists by the three categories moods (e.g., “Chilling out”, “Sunday Morning”), genres (e.g., “Pop”, “Rock”) and Best of (e.g., “Best of 90s”, “Best of 80s”):
2) Curated Playlists
The playlists on Rara.com are not user generated, or put together by some algorithm, but instead they are curated playlists:
rara.com also features a wide selection of expertly curated music channels to suit your every mood at the touch of a button making playing music online with rara.com as easy as switching on your radio or CD player.
One of these experts will be Imogen Heap, who is joining rara.com as associate editor, and also had an impact on the design of the service. According to Rara.com “many more respected artists [are] joining [the] Rara.com team”.
3) Introductory Pricing Strategy
While the monthly fee is the standard $/€/£ 4.99 per month for web-only and $/€/£ 9.99 for web + mobile access, Rara.com comes with an introductory price of 99 p/ct per month for the first 3 months. In contrast to Spotify et al. there is no ad-supported version of Rara.com.
4) Cooperation with Hewlett Packard
To get their feet off the ground Rara.com has entered a “global partnership” with Hewlett Packard to give them “instant scale”. The world’s largest computer manufacturer will have Rara.com “preloaded on all their devices” (whatever that may mean, a link to the website?), and allow “instant access to music” for their customers, introducing the Rara.com to an estimated 60m users a year.