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| Source: Spotify. Kaur. |
Online entertainment is moving from downloading to streaming on both PC and mobile devices for various reasons, says CommunicAsia2015 speaker Sunita Kaur, Managing Director, Asia, Spotify.
Kaur says that the convenience and ability to cherry-pick content is a good draw, but the true power of streaming services comes from freeing up storage space. With streaming services such as Spotify, users do not pay for songs, but for access to many more songs than a single device can store.
Kaur says that the convenience and ability to cherry-pick content is a good draw, but the true power of streaming services comes from freeing up storage space. With streaming services such as Spotify, users do not pay for songs, but for access to many more songs than a single device can store.
Spotify launched in Asia with mobile support as a priority, not as an afterthought or nice-to-have, Kaur said, given that Asia is a
growing mobile-only market. In
Singapore for example, almost 70% of Spotify’s audience is
between 18-34 years old, and over 70% are either a mobile-only or
cross-platform user. The mobile-first freemium strategy has fuelled growth in Spotify’s user base, which subsequently bumped up
premium subscriber numbers at an average conversion rate of about 20%.
“We’re
so committed to the freemium model on mobile because we completely
agree with the labels that subscribers are key to bringing the industry
back to health — and we need the free 'funnel' to drive subscription,”
said Kaur. "By bringing
listeners into our free, ad-supported tier, we migrate them away from
piracy, which is rife in this part of the world.”
Ads are a big part of the strategy. In the second quarter of this year, Spotify is announcing the rollout of a new video ad product. Sponsored Sessions give brands ownership of 30 minute ad-free mobile sessions. Users opt-in to an ad-free experience by viewing a 15 or 30 second video on their mobile device.
For
Spotify, another advantage of going mobile is the ability to
provide personalised recommendations to fans across their daily activities. “We are constantly
charting and looking at usage data to provide users with a more
comprehensive experience. We recommend music depending on what you are
already listening to and curate playlists that fit every activity –
whether you’re at a party, driving to work or studying,
we have playlists that are with you at each moment," Kaur said. The
result of tailoring the streaming experience is
that users are spending an average of over 160 minutes listening,
dancing
or singing along to Spotify every day, she disclosed.
"There is no cookie-cutter approach, so
consider if your mobile strategy will add value to your consumers’
lifestyles. Learn to build for the user, go beyond mobile-first, and go
user-first,” concluded Kaur.
Kaur will be sharing more insights on how businesses can implement a mobile marketing strategy at CommunicAsia2015 this June.
CommunicAsia2015 / EnterpriseIT2015 Exhibition
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Incorporating:
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SatComm2015
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Date:
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2-5 June 2015, Tuesday - Friday
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Venue:
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Marina Bay Sands, Singapore, Levels B2, 1 & 3
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Opening Hours:
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2 to 4 June 2015: 10:30 am - 6 pm
5 June 2015: 10:30 am - 4 pm
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Admission:
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Business and trade professionals only
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Website:
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CommunicAsia2015 Summit
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Date:
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2 to 5 June 2015, Tuesday - Friday
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Venue:
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Marina Bay Sands, Singapore, Level 3
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Admission:
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Registered delegates only
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Website:
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BroadcastAsia2015 Exhibition
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Incorporating:
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ProfessionalAudioTechnology201
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Date:
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2 to 5 June 2015, Tuesday - Friday
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Venue:
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Marina Bay Sands, Singapore, Levels 4 & 5
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Opening Hours:
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2 to 4 June 2015: 10:30 am - 6 pm
5 June 2015: 10:30 am - 4 pm
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Admission:
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Business and trade professionals only
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Website: www.broadcast-
BroadcastAsia2015 International Conference & Creative Content Production Conference
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Venue:
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Marina Bay Sands, Singapore, Level 3
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Date:
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2 to 5 June 2015, Tuesday - Friday
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Admission:
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Registered delegates only
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Website:
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