We have reasons to believe that Flipkart’s digital media store in India will be called “Flyte” and might launch shortly. Earlier today, between 730pm & 8pm IST, when I opened flipkart.com, I was able to see a new category titled ”Flyte Digital Store”. It looks like someone opened the flood gates a little too early, but realized soon enough and pulled the new feature soon enough.
Flipkart’s foray in to the digital media commerce is inevitable. Considering that the ecommerce company bought Mime360 – a digital media distribution company and also acquired rights to chakpak’s digital catalogue late last year, their plan to launch a digital media store in India is all but a secret. In an interview with Medianama, Flipkart also expressed their intentions to complete their digital distribution rollout by the end of 2012.
It looks like they are going to start with digital music sales. It is unclear what kind of pricing model flipkart is going to introduce to be successful in the Indian market flooded with piracy, however, we are ready to give them the benefit of the doubt. There is a reason why their ecommerce site is so popular in India – they understand what Indian consumers want. I hope they have done their research and launch a pricing system which is suited to Indian needs and offers worthy benefits over, you know, free pirated stuff.
UPDATE: I was able to dig into my browser’s history and grab a screenshot. Here is how the new store will blend in the site (click to enlarge):
The URL points to http://www.flipkart.com/mp3-downloads?_l=bHs8IQkU9dt2ezV_fG09nQ–&_r=n_2yuAC4xgh0SZTuulvAtw–&_pop=mheader which is currently redirecting to flipkart’s home page.
We will keep an eye on this and let you know as soon as we find something.
Corrigendum: The author mistakenly called the new store “flyout”. The correct name of the new store is “flyte” and has been corrected in the article. Apologies for the error.
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