Startup Focus@will launched its streaming music service in the US last year (Bulletin, 20-Dec-12) promising that its web-app was “pioneering the newly-defined Productivity Music space”. Now it’s going global and mobile. The web-app is now available elsewhere in the world, with an Android app live in the Google Play store, to be followed by iOS. As before, the service’s target audience is students, or indeed anyone who needs to concentrate on a piece of work. It provides instrumental tracks in genres including classical, jazz, ambient and “alpha chill”, with the free service now complemented by a $3.99-a-month premium tier with progress-tracking and productivity tips. “Our ultimate goal is to make it increasingly easy for ‘focusers’ everywhere to improve their attention span and identify ways to optimise concentration and productivity,” says CEO Will Henshall. It may sound like a novelty, but the interesting thing about Focus@will is that its emphasis on music as a productivity tool has the potential to appeal to people who aren’t a.) big music buyers already and b.) interested in the bigger on-demand services.

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