Amazon Launches Audible Suno to Increase India Focus

Amazon is once again expanding its reach to India by launching a new service called Audible Suno.

The audiobook company Audible, which is now owned by Amazon, introduced the free service that allows “streaming that gives unlimited access to Audible exclusive audio entertainment,” which includes “200,000 Hindi and English audiobooks and exclusive members-only global shows.”

Audible Suno is only available to users in India, and the launch, according to Audible Founder Don Katz, shows the commitment the company has for the country. Just two weeks ago, Amazon launched the Echo Input Portable speaker, a new device exclusive in the India market.

“India has a deep pool of creative professionals. It does not hurt that the penetration of sophisticated phones into the hands of India. Those numbers don’t exist anywhere. There are so many people who can listen to this, have a private listening experience because of phone sets in their pockets,” Katz told Economic Times.

Audio is becoming more and more popular as people seek convenience in such a crowded content market.

“When we get great ideas in India we can take them to other countries we go to,” Katz added. “That is our future… to be originally creative. We have already proved that repositioning a book as a script is a powerful to allow people to use their time.”

Audible Suno currently offers shows in horror (“Kaali Awaazein”), romance and relationships (“Matrimonial Anonymous” and “Piya Milan Chowk”), suspense (“Thriller Factory”) and comedy series (“The UnExperts” by Abish Mathew), according to TechCrunch.

Audible Original explores stories in dramas, talk-show, self-development, spirituality and more.

Audible Suno will be free of cost and advertisements, as well as not requiring signups from users.

Amazon currently reaches several categories in India, including e-commerce, payments, online ticketing business, and video and audio streaming services.

Last month, the tech giant partnered with movie ticketing company BookMyShow to introduce ticket booking on the India shopping app and site, according to TechCrunch.

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