Aspiro’s WiMP: Does Success For Music Streaming Lay Farther Down The Long Tail?

((UPDATE 2) Even as Spotify, Rhapsody, Rdio, MOG and others are fighting for market share, a lesser known music service is experimenting with localized content and early indications shows their approach gaining fans. Aspiro Music's WiMP is focusing on editorial content and music customized to each market.

Is Successes For Music Streaming Farther Down The Long Tail?

Testers from the German music industry have been evaluating WiMP and according to information provided by Aspiro, they to like what they hear. In a user survey, 90% responded that they were happy or very happy with the service and 88% said that they will continue to use the service daily or several times a week.

This is, of course, is only one internally commissioned study. But it raises an interesting question: What if success for music streaming lies with trying to please a niche, rather than the masses?

"WiMP will be the best service for German music lovers, just as it is the best service for the Swedish music fans in Sweden, or Norwegian music fans in Norway. WiMP makes it easier to find your favorite music and making new discoveries in all genres," says  Aspiro CEO Gunnar Sellæg.

In 2012, Aspiro plans to launch music services in Germany, Holland, at least two additional countries in Europe and at least one country outside Europe. The German public launch is expected early in the second quarter.