MUMBAI: Bharti Airtel today announced the launch of ‘Airtel SongCatcher’ – India’s first instant music on mobile. This service transforms the way mobile users can download songs of their choice.

Anytime, anywhere an Airtel mobile customer listens to a song and wants it as a Hello Tune he can download it in a matter of seconds. According to an official release, the Music Recognition Technology that enables this quick and easy access to music is based on an algorithm that is capable of identifying patterns in music by matching voice frequencies. The ‘DNA’ of the requested song is matched with the 25,000 songs available on Hello Tunes and is accurate to the point of distinguishing between the music and the chatting of a DJ or a reporter.

Bharti Airtel Limited director marketing and communications Gopal Vittal said, “Music consumption, especially on mobiles, is impulse based. Research shows us that our customers don’t just want more music, but want it to be more accessible and in the least possible time. ‘SongCatcher’ caters to that intuitive music need. This product will dramatically change the dynamics of music purchase on mobile. For a nation of music lovers, the simplicity and ease of this service is a big boon.”
 
This process is a simple three step procedure and a download can be completed within 30 seconds. Incase the song requested is unavailable or if there is a significant disturbance when the mobile phone was capturing the request, then a regret message is sent to the user.

The partner providing Music Recognition Technology to Airtel, SK & CC of South Korea, is an innovator of cutting edge mobile applications and B2B solutions.
 
SKC&C Co., Ltd. director overseas operations Kee Jin Son added, “SongCatcher is an exciting innovation that has immense potential to perform well here. We are extremely pleased to partner with India’s largest mobile services provider and bring this product first to their growing community of music lover’s.”

Trends indicate that mobile music reach cuts across age and gender barriers. More and more subscribers from varying socio-economic strata, different age groups spanning 12-60 years of age and with varying tastes are opting for music choices on their mobiles. Airtel ‘SongCatcher’ caters to this spectrum of music lovers by providing easy access to choicest music.