Beats Music has released an updated version of its iOS app and with it added in-app subscription option allowing users to subscribe to the music service right through the iTunes ecosystem.
Beats Music didn’t provide for an in-app subscription option initially and instead opted for carrier billing arrangement outside the app. The streaming music company may not have had huge success with this model and its decision of biting the bullet and providing in-app subscription means that it will have to part with $3 out of every $10 subscription – a move it thinks will lead to significant increase in subscriber base.
The service packs features such as Just For You through which it delivers personalised selection of playlists and albums to users based on their preferences, activity, time of the day, cultural and contextual clues etc. at least four times a day.
Beats Music also packs a free service call The Sentence that randomly shuffles music. Users subscribing to the $9.99 paid subscription will unlock the on-demand playback using which they can listen to any music in the Beats catalog.
It seems that Beats Music has accepted defeat when it comes to garnering subscribers and growing through its ‘no in-app subscription’ strategy. In a statement to Re/Code company’s CEO Ian Rogers accepted that selling in-app subscriptions is what you do if “what you do when you want subscribers.”
“If you don’t care if people subscribe or not, and you’ve got a free product, maybe then you wouldn’t do it.”
The updated version of Beats Music iOS app can be downloaded from Apple iTunes.
