Listed on the Nasdaq OMX Helsinki, the Finnish software house Digia has ventured into music business with new mobile app called Flow’d. Flow’d is a location aware application that helps you better connect with the artists you love. The app is a better development of the first generation location based apps out there and nicely adds more value to its predecessors of the likes of Gowalla and Foursquare.
I had a chance to talk to Tommi Laitinen and Wilhelm Taht of Digia who work with the development of the app in the new Digia Ventures part of their business. Laitinen ran through the Digia business and told me how the Ventures part of their organisation fits in with the more traditional side of things. In Digia Ventures, they will try to replicate to a certain degree the ecosystem of a startup and have developers working on product idea with the aim to make it into a new business for Digia. Flow’d is the first product to come out of this pipeline.
Flow’d itself is not revolutionary as much as it’s evolutionary in relation to Gowalla and Foursquare. In the app itself, you can check-in to different venues and make friends. The new addition to Flow’d is the fact that they strongly position the app for the music business.
The mobile app officially launches today, after a beta testing period since last July. In the launch, Digia has managed to attract some very big names from the music industry including Armin Van Buuren, Markus Schulz and The Wanted. The artists are able to use the mobile app as a communication channel between them and their fans. In this sense, their basically combining the trend that set Twitter to the stars with traction – getting high profile people on board.
“There are many social media services, but I’m always looking for new ways to connect with my fans, to keep them up to date with the latest news of what I’m doing and where I’m playing. Flowd is the perfect app for that, connecting with my loyal fans while I’m on the road.,” explained van Buuren.
Flow’d is basically a combination of Twitter and Foursquare with the most used features on board. You’re able to check-in to different venues, you’re also able to post photos, post shouts to communicate with your friends and also follow your favorite artists.
The more interesting part of all this, in my opinion, is that Digia is setting up a whole new Ventures -part into its organisation and experimenting how it can improve its business while replicating the conditions of startups inside its organisation. Flow’d is a great first product to come out of the pipeline and if this is the first piece that sets the standard, we’re going to be hearing a lot more about Digia.