Ecommerce firm Infibeam has formed a new subsidiary called Indent which is a neutral industry wide technology platform focused on offering technological solutions to music labels, brands and OEM. This will enable companies to build music services, be it download or streaming, mobile or web and have access to billing and payment gateways. Additionally this will also get content owners to directly engage with consumers, innovatively.

With launch, Indent has also signed a multi crore deal with Sony Music Entertainment India to provide offerings for the Indian music enthusiasts. Through Infibeam Indent platform, Sony Music is building three products:

The first of the block under a streaming product called JIVE HD, as a comprehensive international music service with license agreement with other labels including UMG. The product has been launched on Microsoft’s’ OS platform –Windows 8 and will eventually be available across other platforms.

The second product being the download product, the launch of Sony Music website where in consumers can buy songs from the entire SME repertoire. The other in the category is a Sony Music App, an OEM product where in the app would be embedded on your smart phone and people can buy music through it.

The third product in this category is brand redemption stores, where in the Brand would pre buy music and give it away as promotions with purchases of their products or as loyalty rewards.

Vishal Mehta, CEO, Infibeam's Indent said, “We are very excited with this new initiative as we feel that the Indian music industry is rapidly moving into the digital era. The future growth is likely to be absorbed -by computers and mobile phones while our research also indicates that the consumption of music through the digital platform has been on an increase and is estimated to grow at a CAGR of 22% by 2016.”

Shridhar Subramaniam, President, Sony Music India and Middle East, said, “With this partnership with Infibeam's Indent, Sony Music has upped the ante for the next generation of digital music distribution. In this digital age, the customer preference and expectations are changing rapidly and going forward its important to engage the customers innovatively and provide instant access to the content. Some of our initiatives like JIVE HD and e-retailing of music on the website are game changers and will revolutionize the music scene in India.”