Guvera, Australia-based music streaming service, has launched in Indonesia. It is being powered by Omnifone, a provider of global cloud music services.

Guvera is the first global unlimited subscription music service to offer a comprehensive domestic Indonesian catalogue, as well as international content in the region, according to an official statement. The service is available on web, Android and iOS devices.

Jeff Hughes, CEO, Omnifone said, “Emerging economies will significantly boost global digital music service subscriber numbers in 2014. Guvera fills a gap in the market for a music service which not only caters to local music tastes, but also provides affordable access to a high quality, legitimate music experience. By taking the time to work with local rights owners, we were able to help Guvera agree a business model that realistically suits the lifestyles and financial needs of Indonesian consumers.”

Omnifone worked with Guvera to secure music licensing with local record labels, including Musica, Nagaswara, Trinity, Aquarius, as well as all four major international labels Universal, EMI, Warner and Sony.

Guvera is powered using the core competencies of Omnifone’s cloud music platform MusicStation. Omnifone is responsible for full content lifecycle management, including delivery, search and reporting.

Michael de Vere, Vice Chairman, Guvera added, “Omnifone’s global reach and experience of working with rights holders to launch global music services in markets where domestic music sales dominate, make it a natural partner choice for Guvera. As a result, we can offer consumers music that they know and love across multiple connected devices.”

The competition in Indonesia

Existing players such as LangitMusik, Melon, Deezer, Ohdio, Musikkamu and MeTunes have already catered to the industry for quite a while. Additionally, the three largest telcos in Indonesia also offer music streaming at an affordable price. For example, Simpati Groovy from Telkomsel offers a package of IDR 3K (US$0.27) for 50MB per day, Hotrod XL package offers 3G + internet package with quota of 15 MB per day at a price of only IDR 2K (US$0.18), while Indosat offers daily internet package of IDR 2K with quota of 30MB per day.

However, Guvera is confident with its subscription package. With a monthly subscription of IDR 55K (US$5) or only US$0.16 per day, Indonesian listeners can get unlimited access to online and offline listening. Payment can be done throughout credit card or local e-wallet service DOKU for one, three, six and 12 month passes.