Pocket FM: Tuning into Strategic Harmonies in Audio Storytelling

In September 2023, the founders of Pocket Frequency Modulation (FM) Private (Pvt.) Limited (Ltd.) (Pocket FM) reflected on a year of remarkable growth in the expanding audio-storytelling market in India. Launched in 2018, Pocket FM had quickly amassed over 100 million downloads on Google Play (part of Google Limited Liability Company) and in 2022, it clocked an astounding 45 billion minutes of streaming time. Users were spending an average of 110 minutes each day on the platform, drawn in by the innovative content and a robust hybrid revenue model that included subscriptions, advertising, intellectual property licensing, sponsorships, and strategic partnerships. Yet, with international industry giants like Spotify Technology Société Anonyme, Audible Incorporated, and Kuku FM (owned by Mebigo Labs Pvt. Ltd.) now eyeing the audio series space in India, Pocket FM faced significant competition. Standing at a crossroads, the founders debated what would be their best choice of moves to take next to sustain growth and differentiate the platform. Would refining their established hybrid-income model be enough, or was it time to pursue an entirely new strategic direction? The answers to these questions could shape not only Pocket FM’s future but also the broader landscape of audio storytelling in India.

This case study is suitable for undergraduate, graduate, and executive courses where the discussions centre on topics such as digital platform business, strategic choices, analysis of business models, and growth and innovation. After working through the case and assignment questions, students are going to be able to do the following:<br><br><ul><li>Understand the impact that a firm’s competitors have on its strategic choices.</li><li>Analyze potential strategies for scaling, with a particular focus on methods for enhancing internet penetration and stimulating consumer demand for audio content.</li><li>Assess the sustainability of a firm’s hybrid-revenue model in a dynamically evolving market.</li><li>Evaluate a firm’s past strategic partnerships and their significance in fostering the company’s growth and diversification of content.</li></ul>

• strategic choice, hybrid-revenue model, value delivery, digital platforms, business models, audio storytelling, content diversification, consumer demand, platform growth, market competition, internet penetration, revenue streams, strategic partnerships, audio content demand, Indian audio market, innovation in audio, digital content growth, Pocket FM, competitive advantage, scaling strategies.