Reviving Dormant User Base: Wynk Music's Strategic Use of IoT
- Platform as a Service (PaaS) - Application Development Platforms
Wynk Music, one of India's largest mobile entertainment platforms, faced a significant challenge during the COVID-19 pandemic. The music industry was experiencing a halt in new music releases, leading to a supply problem. This situation resulted in a considerable amount of dormant behavior among Wynk's customers. The company needed to find a way to re-engage these dormant users and maintain its position in the market. The challenge was not only to identify these inactive users but also to understand their music preferences to provide personalized recommendations.
Wynk Music is a product of Airtel and is one of India's largest mobile entertainment platforms. It is a hub for music and on-the-go entertainment, boasting over 100 million app installs. Wynk Music offers a vast library of 15 million songs in 14 different languages and records over 3 billion monthly song plays. The platform's audience primarily consists of urban students and young professionals. Despite the vast user base, the company faced a challenge of dormant user behavior, particularly during the COVID-19 pandemic when the music industry was facing a supply problem.
To address this challenge, Wynk Music turned to MoEngage's insights-led platform. This advanced tool allowed the team to identify the dormant users within their customer base. More importantly, it enabled them to pinpoint the preferred music choices of these users. Armed with this information, Wynk Music then launched a rigorous campaign using Push Notifications to recommend music based on these preferences. This strategy was not just about re-engaging users but also about providing a personalized experience that would resonate with them and encourage them to become active users again.
