If you thought Shazam was a company started just for recognizing song names, then you have some catching up to do! If you confuse this creative startup for a tried, tested and predictable platform, then you are sorely mistaken.
Remember a time when you were sitting at a bar/restaurant and could not for the life of you remember what the name of the song you are listening to was called? These moments can be broadly classified into two parts: the pre Shazam moment and the post Shazam moment. The pre Shazam times were extremely infuriating, a time where you would be plagued for eternity when your memory deserted you. Post Shazam, everything in the music industry changed and life became extremely easy!
When Shazam was founded in the year 1999, there was a host of other apps which were launched during this period as well. Unfortunately (or fortunately for Shazam,) these apps crashed and burned as swiftly as they surfaced, making it difficult for people to believe in the emergence of something new or exciting to look forward to. Be it through luck, chance or by using innovative and cutting edge technology, Shazam managed to stay afloat amidst all the crashes.
The technology used for creating Shazam was extremely creative. What worked for Shazam in the initial years was that back then, music in the digital form did not exist. By creating a user interface with the perfect syndication of recognising music, enabling messaging services and music discovery, Shazam set itself apart in more ways than one. One of the major reasons behind the staggering success of this app was the fact that it used technology to its complete advantage! Despite CD players and recorders already existing, of smartphones and the sudden rise in their popularity.
The change in Shazam’s success route
The emergence of smartphones opened new doors for Shazam. While the technology used by smartphones for music was similar to this music recognition app’s software, it still helped create a large new database for users. With more and more people buying the app on a regular basis, people started associating music with the big red button that would help you discover songs you did not know about. Digital music also started emerging in a swift manner and Shazam soared to new heights by riding on this new growth wave.
This shift had a considerable effect on the way music was being bought as well. While Apple’s iTunes may have been instrumental in helping people buy individual tracks as opposed to entire albums, it was Shazam who first made this possible. Their selling factor was simple: listen to the track, like the track, find out about the track and buy the track! By the time this app was taken over by Apple, it accounted for a little more than 10 % of the music sales world over.
Shazam’s eventual fall and take over by Apple
With the decline of MP3 players and an increase in the amount of data one could store on their phone, buying music started becoming a thing of the past. Although people were still buying music, Shazam’s presence in the market was about to be disturbed by the entrance of an evolution in the form of Apple!
On 10th July, 2008, soon after launching the first ever iPhone and a little after launching iPhone 3G, Apple opened its doors to apps which wanted to be a part of this new wave. The first ever Shazam application for the iPhone not only allowed people to discover music, but also to buy, share and play the music they liked! Once the bugs in the previous version were cleaned up, the new interface became more user friendly.
What went wrong for Shazam over the years was that this music sharing and listening app never really had a strong foundation to its name. Apple was sitting on a large influx of cash and its decision of buying out Shazam was not a question of why, but a question of why not. The buyout was crucial and changed the way people listened to music, creating a new way of life not just for avid music lovers, but also for Apple as a company!
Shazam’s rise and fall from success was quite a cautionary tale, warning people that if you play hardball, you have to keep an eye out for the competition as well!
Iconic Power Couples At The Top Of Their Game
Corporations run the world in ways like never before. They provide technology, healthcare, innovation and development across the world. Some of these corporations are headed by influential leaders who changed the course of technology and quality of life over the years. The head of the corporation may be a man or a woman, but it is no secret that what they achieved can be credited to their special someone as well.
Let us have a look at some of the most prominent power couples at the top of their game.
Bill Gates and Melinda Gates
Bill and Melinda Gates run the world’s biggest private foundation, the Bill and Melinda Gates Foundation. Bill Gates founded one of the world’s largest software companies, Microsoft. He decided to dedicate his life to philanthropy and with his wife, he started the Bill and Melinda Gates Foundation. Bill Gates pursues issues related to climate change, while Melinda Gates’s focus is on gender equality. In an interview, Melinda Gates revealed it is important to have a spouse who views you as an equal, a quality which she credits to Bill Gates and their successful marriage.
Mark Zuckerberg and Priscilla Chan
Mark Zuckerberg runs Facebook, one of the largest technology companies in the world. It is no secret Mark Zuckerberg and Priscilla Chan, who is a pediatrician, were already in love before Facebook launched. Priscilla Chan was one of the earliest users of Facebook when it was just starting out as an online social networking platform. A day after Facebook went public, Mark Zuckerberg and Priscilla Chan got married. Soon after Facebook became one of the largest technology companies in the world, Mark Zuckerberg and Priscilla Chan started the Chan Zuckerberg Initiative to promote equality in the fields of health, education, scientific research and technology.
Narayana Murthy and Sudha Murthy
Narayana Murthy is the founder of Infosys, one of India’s largest information technology companies. However, Narayana Murthy and his wife Sudha Murthy are most often known for the simple and humble lifestyle they follow. An interesting piece of information is they met through a mutual friend, G.K Prasanna, who is now the global head of Wipro. Sudha Murthy dedicated her life to social causes and was a trustee at Infosys Foundation, a position she used to establish libraries and offer scholarships to students. Narayana Murthy and Sudha Murthy are an inspiration to many even today and their love for each other has not diminished over the years.
Donald Fisher and Doris Fisher
Donald Fisher and Doris Fisher are the founders of the iconic apparel brand GAP. Initially, Donald Fisher leased out some space to Levi Strauss & Co. to sell their jeans. Donald then realised Levi’s only had a limited number of sizes in their line up and saw the need to open a store which carried all styles and sizes under one roof. Donald and Doris Fisher opened their own store named GAP. The concept was a success and soon after, GAP filed for an IPO. Before Donald Fisher’s demise in 2009, Donald and Doris Fisher were active in philanthropy in educational areas of interest.
The above mentioned couples remind us the world is a better place because of love. Let us know about any other power couples who inspired you!
Best Valentine’s Day Campaigns Run By Famous Brands
With Valentine’s Day right round the corner, every brand and organisation is scrabbling to have a strategy in place to increase their brand visibility and awareness. Needless to say, the advent of technology and digital platforms gave us some unique campaigns over the years. Some simple, some extravagant, but each one of them special because they all came together to celebrate love.
Let us have a look at some memorable Valentine’s Day campaigns we witnessed over the recent years.
Cadbury is a brand known all over the world mainly due to their bestselling chocolate, the humble Dairy Milk. It comes as no surprise Cadbury decided to theme their Valentine’s Day 2018 promotions around chocolate. The campaign, ‘Pop Your Heart Out With Silk,’ aimed to celebrate love in all forms. For the campaign, Cadbury released exclusive Dairy Milk Silk chocolates which had a heart shaped chocolate piece which could just be nudged out. The chocolate is a part of a gift hamper which contained two such Dairy Milk Silk bars and two Dairy Milk Silk Oreo bars, a customised greeting card and a photo frame.
Watch the video to know more about the campaign.
2. Dunkin’ Donuts
One of the world’s favourite desserts, the unassuming donut, also got a campaign of its own for Valentine’s Day 2017. Whether it is simply glazed, sprinkled or with toppings, the donut comes in many shapes and forms. Leading donut chain Dunkin’ Donuts did a campaign themed around Valentine’s Day by creating a contest named ‘Dunkin’ Love.’ The campaign urged users to show their love for the brand by sharing photos of the brand on Instagram. Lucky winners had the chance to win a year’s worth of free coffee, donuts and a cash prize of $ 2,500. The campaign also made use of geolocation so that exclusive Valentine’s Day content could be viewed at Dunkin’ Donuts’ stores. This year, Dunkin’ Donuts is running a campaign named #ValentinesDaySweepstakes, where anyone can tag a friend with the hashtag to get a chance to win a year’s worth of free donuts.
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Open 💌 for a sweet GIVEAWAY!✨ 🧡 All hail the Vanilla Frosted donut 🙌 Inspired by our special Dunkintine, we’re giving you the chance to sprinkle yourselves with FREE donuts for a year! 🍩 🧡 Tag the friend who’s a sprinkle of joy in your life with #ValentinesDaySweepstakes to enter ✨ 🧡 No purch nec. 18+ US/DC. Ends 2/12/20. RULES: www.ddsweeps.com
Taxi hailing giant Uber did their own version of a Valentine’s Day campaign by branding it ‘Romance on Demand.’ Uber has its own creative ways of running campaigns. For example, on Pride Day, Uber changed the colour of the car icon on its app to a rainbow colour theme. However, for Valentine’s Day 2013, Uber turned into a rose delivery service. Users could just log into the Uber app to request a bouquet of roses, which were delivered to their special someone’s address by a driver in a suit. Although the service was expensive and was priced anywhere between $ 100-150, it became popular and encouraged app downloads. In the year 2016, Uber teamed up with the Kisses brand of Hershey’s to run a campaign named #UberSerenade. Users could request a serenade for their loved ones, wherein a person would go to the address given and sing songs about love.
In 2015, the iconic brand, with its red and white colour theme, came up with a very unique Valentine’s Day campaign which aimed at getting people to interact with and get to know strangers at bus stops. Two consecutive bus stops were set up with screens, cameras and a mic. People could see who is at the other bus stop and interact with them. The distance between the bus stops offered safety and was intended to make people shed inhibitions and converse with strangers. The people who interacted were in for a shock when the person with whom they interacted got onto the bus at the next stop. However, the conversations resumed once they greeted each other.
Watch the video here.
Starbucks, the world’s largest coffee brand, created a fun campaign for Valentine’s Day 2015. Starbucks partnered up with Match.com, the United States of America’s leading matchmaking platform, to run a campaign. A feature named ‘Meet At Starbucks’ was added to Match.com and users could use this feature to send out an invitation for a coffee date. Users who clicked the button could email each other and meet up at a nearby Starbucks.
We hope these campaigns made for a fun read. With Valentine’s Day fast approaching, let us know of any other fun campaigns like these which make for a good read about marketing strategies.
The RAW Pressery Story -Juices Without Preservatives On A Shelf
Being a tropical country, India is home to unique and exotic fruits people all over the world have come to savour. Mangoes, ice apples and custard apples are just some of the fruits which are unique and found in India. Fruit and vegetable juices have always held a place in the Indian culture and civilisation in the form of medical remedies or coolers. From the humble lemon juice to the exotic mango juice, Indians love to make them a part of their daily routine.
Juices in India sold at supermarkets or retail stores always have preservatives added to them in order to increase their shelf life and keep them safe for consumption. A relatively new player, RAW Pressery, broke out on to the market by advertising their juices as preservative free and all natural, to take on established market brands like Tropicana and Real Fruit Power.
RAW Pressery was founded in 2014 in Mumbai by Anuj Rakyan when he realised there were no preservative free juices available in the market. Anuj Rakyan began experimenting in his kitchen with various juices and ingredients to come up with a product. After investing INR 80 lakhs from his own pocket and borrowing money from friends and family, Anuj was able to pool INR 1.5 crores to start RAW Pressery.
Growth of RAW Pressery
Once Anuj Rakyan was able to successfully develop juices, he began to deliver the juices himself to his initial clients. All this had to be done before any bacteria formed in the juices, therefore time was important. As his nutritional and fresh juices started seeing more demand, Anuj Rakyan employed the famed Mumbai dabbawalas to deliver to his clients in Mumbai. The juices saw their demand surging and before long, RAW Pressery added Pune to its market base.
Godrej Nature’s Basket and Foodhall became retail partners to sell the juices on shelves across their retail locations. Anuj Rakyan got his big break when investment firm Sequoia Capital decided to invest in RAW Pressery. A cold press was later added to increase the production of juice and also to increase the shelf life of products to 21 days. A cold press is a technology which avoids oxidation and preserves the nutritional value of fruits, vegetables and nuts.
With the growing demand, the product offerings shot from just six to eighteen present now and divided into four categories—Benefits, Basics, Boosters and Shooters. Bollywood actress Jacqueline Fernandez was roped in as the brand ambassador for RAW Pressery.
Shelf life and beyond
The juices have a shelf life of 21 days and RAW Pressery makes sure the juices do not go to waste. Seven days before the shelf life expires, the juices are recalled to be sold at events while it is still safe to consume them. RAW Pressery also recycles their plastic bottles by collecting them from shops and homes and turning them into polyester fibre. This fibre is used to stitch school uniforms and distributed for free to poor students.
This is the story of a startup which, under the leadership of Anuj Rakyan, was able to capture the market with its strong and original products. Although RAW Pressery still has a large market to capture, it continues to grow by leaps and bounds. Therefore, it comes as no surprise RAW Pressery saw its valuation grow from INR 5 crores to INR 250 crores in just under four years.
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