Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
How to Win Asia Like Spotify
H O W T O
Win Asia
Like Spotify
PAID USERS
50M+
REVENUE
US$5B+
MARKETS
60+
Spotify is
dominating
WORLDWIDE
in 2017.
r
In 10 years, Spotify
has expanded into
60+ INTERNATIONAL
MARKETS
Andorra, Argentina, Austria,
Australia, Belgium, Bolivia, Brazil,
Bulgaria, Canada, Chile, Colombia,
Costa Rica, Cyprus, C...
20.0M
6.5M
6.3M
3.9M
3.0M*
1.0M
As of: Jun 15
/ Oct 15
/ Jun 15
/ Jun 15
/ Jul 15
/ Sep 15
Source: How Apple Music Measure...
Spotify’s
Growth
Jul
‘10
Mar
‘11
Jun
‘11
Nov
‘11
Jan
‘12
Aug
‘12
Dec
‘12
Mar
‘13
May
’14
Nov
’14
Jan
’15
Jun
’15
Mar
’16
A...
How did
Spotify
GROW SO FAST?
THEY USED A
Global-First
Strategy
GET INTO AS MANY
MARKETS AS POSSIBLE
Spotify’s approach was to
from the beginning.
THE RE SU LT ?
MASSIVE
SUCCESS for Spotify.
MASSIVE
SUCCESS
So successful that
Spotify has managed to
take off where many
other companies
have failed:
ASIA
Since 2013, Spotify has
successfully launched in
7including Japan.
MARKETS
IN ASIA
including Japan.
Since 2013, Spotify has
successfully launched in
7 MARKETS
IN ASIA
Japan’s music
industry is a
notoriousl...
We want to be
EVERYWHERE
“
”
IN ASIA.
Sunita Kaur
Managing Director for Spotify Asia
So far,
Spotify is
winning
in Asia.
Singapore,
Hong Kong,
Taiwan,
Japan,
Indonesia,
Malaysia,
Philippines
20%Region-wide
3...
How’s
Spotify
doing all
this?
Asia-Specific
Strategies
We
Would
Know.
Here at
We've helped thousands of companies
like Spotify go global.
We’ve picked up a few tips along the wa...
HOW’S SPOTIFY DOING THIS?
Asia-Specific
Strategies
Ready to learn how they did it?
Let’s go.
Spotify’s
3Strategies for
WINNING ASIA
# Target
in mobile-first markets
MOBILE
CHANNELS
1
Source: https://www.consumerbarometer.com/en/graph-builder/?question=M4&filter=country:united_states,china,hong_kong_sar,au...
So what did Spotify do?
TACTIC 1
Meet your users
where they are
#1 | TARGET MOBILE CHANNELS
JAPAN’S TOP
LINEmessaging app
Before even setting up a local office,
Spotify Japan partnered with
to enable
sharing Spotify tracks
over LINE’s mobile app.
And for good reason!
Messaging apps are widely
popular in the region.
LINE has …
MONTHLY ACTIVE USERS
218.4M+ USERS IN JAPAN, TAIWAN,
THAILAND, AND INDONESIA
70%
TACTIC 2
Seek local
partnerships
#1 | TARGET MOBILE CHANNELS
To gain traction
as outsiders,
Spotify
partnered with
in the region
LOCAL
TELECOM
COMPANIES
for deals on their paid subscription.
Ex. Globe in the
Philippines
Maxis in Malaysia
# Speak the
LOCAL
LANGUAGE
2
Nobody likes feeling a
language or
cultural barrier
on their home turf.
Users expect their experience to
even if they’re interacting with
an international company.
feel local,
How did Spotify
OVERCOME THESE
BARRIERS?
TACTIC 1
Create local language
advertising that
appeals to locals
#2 | SPEAK THE LOCAL LANGUAGE
Before the Japan launch,
Spotify produced several
to introduce local audiences
to their platform and brand.
TV PRINT ADS
&
The videos were culturally on point and
featured funny scenes from
everyday life in Japan.
They were a hit.
TACTIC 2
#2 | SPEAK THE LOCAL LANGUAGE
Invest in a
good translations and
local content
Spotify understands the
importance of
HIGH-QUALITY
TRANSLATIONS.
Spotify understands the
importance of
HIGH-QUALITY
TRANSLATIONS.
The company invests in building
expert localization teams.
Spotify understands the
importance of
HIGH-QUALITY
TRANSLATIONS.
The Spotify
platform is
available in
with regional varian...
Spotify’s Asia
strategy involves
improving local
content
for target markets.
”
VERY, VERY STRONG
LOCAL MUSIC CONTENT.
We tend not to launch in a market until we
have a very robust local music catalog...
(It’s all the rage in the region!)
For Southeast Asia,
they prioritized licensing for
Korean pop music
- Elizabeth Low,
Marketing Interactive
“
”
For Asia, the approach has been to go local, with the
music-streaming service a...
# Stay relevant and
engaged in the
LOCAL
COMMUNITY
3
Attention span in the
app industry is short.
You can make a splash by simply
being “new” to the scene,
but be sure to build that to a wave
before your users lose inter...
Attention span in
the app industry is
short.
How does Spotify stay relevant
in all its Asian markets?
TACTIC 1
Build communities
through localized
social media channels
#3 | ENGAGE THE LOCAL COMMUNITY
To build their brand and engage
their users in local markets,
Spotify invests in building
online communities in each
of th...
Here are 2 examples of local social content in
Indonesia and Hong Kong.
Here are 2 examples of local social content in
Indonesia and Hong Kong.
- Sunita Kaur,
Managing Director for Spotify Asia
“When we launched this new feature
people were talking about it in socia...
TACTIC 2
Engage users through
local trends and news
#3 | ENGAGE THE LOCAL COMMUNITY
It’s crucial to build a
strong, long-lasting product.
But don’t forget that the
experience needs to feel fresh for
users as well!
Keep up with
local users’ concerns
and let them know you care.
When Singapore and Malaysia were
affected with smoke from
neighboring Indonesia’s forest fires…
…Spotify responded with a
tongue-in-cheek special playlist,
“Hazed and Confused”
…featuring 40 fiery tracks like
Billy Joel’s “We Didn’t Start The Fire”
and Maroon 5’s “Harder to Breathe.”
The response wa...
# # #
Spotify’s 3 Strategies for Winning Asia
Target
mobile channels
in mobile-first
markets
Speak the
local language
Stay ...
Want more insights on going global?
Want to read other localization case studies?
Subscribe to Blog
Download this deck here
Brought to you by
OneSky Localization
hello@oneskyapp.com
Upcoming SlideShare
Loading in …5
×

How to Win Asia Like Spotify

7,001 views

Published on

Learn more at www.oneskyapp.com/

In this deep-dive case study, learn the 3 key growth strategies that Spotify used to gain early footing in the APAC region, break past Asian cultural and technological barriers, and continue to grow their customer engagement in 7 key markets.

Want to go global yourself? Visit www.oneskyapp.com to see how our localization team has helped companies like Spotify expand internationally.

Questions? Comments? Contact us at hello@oneskyapp.com

Published in: Technology
  • Hello! Get Your Professional Job-Winning Resume Here - Check our website! https://vk.cc/818RFv
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

How to Win Asia Like Spotify

  1. 1. How to Win Asia Like Spotify H O W T O Win Asia Like Spotify
  2. 2. PAID USERS 50M+ REVENUE US$5B+ MARKETS 60+ Spotify is dominating WORLDWIDE in 2017.
  3. 3. r In 10 years, Spotify has expanded into 60+ INTERNATIONAL MARKETS
  4. 4. Andorra, Argentina, Austria, Australia, Belgium, Bolivia, Brazil, Bulgaria, Canada, Chile, Colombia, Costa Rica, Cyprus, Czech Republic, Denmark, Dominican Republic, Ecuador, El Salvador, Estonia, Finland, France, Germany, Greece, Guatemala, Honduras, Hong Kong, Hungary, Iceland, Indonesia, Ireland, Italy, Japan, Latvia, Liechtenstein, Lithuania, Luxembourg, Malaysia, Malta, Mexico, Monaco, New Zealand, Netherlands, Nicaragua, Norway, Panama, Paraguay, Peru, Philippines, Poland, Portugal, Singapore, Slovakia, Spain, Sweden, Switzerland, Taiwan, Turkey, UK, Uruguay and USA. making them TRULY GLOBAL.
  5. 5. 20.0M 6.5M 6.3M 3.9M 3.0M* 1.0M As of: Jun 15 / Oct 15 / Jun 15 / Jun 15 / Jul 15 / Sep 15 Source: How Apple Music Measure Up Against the Competition by Tech Chart of the Day by Statista * Including Napster Compared to other competitors
  6. 6. Spotify’s Growth Jul ‘10 Mar ‘11 Jun ‘11 Nov ‘11 Jan ‘12 Aug ‘12 Dec ‘12 Mar ‘13 May ’14 Nov ’14 Jan ’15 Jun ’15 Mar ’16 Aug ’16 0.5 million 1 1.5 2.5 3 4 5 6 10 12.5 15 20 30 39 40 millions 0 10 20 30 40 Paying subscribers in millions Source: Spotify's revenue hits €2bn, but when will it make money? by The Telegraph Sep ‘16
  7. 7. How did Spotify GROW SO FAST?
  8. 8. THEY USED A Global-First Strategy
  9. 9. GET INTO AS MANY MARKETS AS POSSIBLE Spotify’s approach was to from the beginning.
  10. 10. THE RE SU LT ? MASSIVE SUCCESS for Spotify.
  11. 11. MASSIVE SUCCESS So successful that Spotify has managed to take off where many other companies have failed:
  12. 12. ASIA
  13. 13. Since 2013, Spotify has successfully launched in 7including Japan. MARKETS IN ASIA
  14. 14. including Japan. Since 2013, Spotify has successfully launched in 7 MARKETS IN ASIA Japan’s music industry is a notoriously difficult market to enter.
  15. 15. We want to be EVERYWHERE “ ” IN ASIA. Sunita Kaur Managing Director for Spotify Asia
  16. 16. So far, Spotify is winning in Asia. Singapore, Hong Kong, Taiwan, Japan, Indonesia, Malaysia, Philippines 20%Region-wide 3XSince Spotify entered the region Successful Markets Free to Paid Users Conversion Music Streaming Growth
  17. 17. How’s Spotify doing all this?
  18. 18. Asia-Specific Strategies
  19. 19. We Would Know. Here at We've helped thousands of companies like Spotify go global. We’ve picked up a few tips along the way. … and more
  20. 20. HOW’S SPOTIFY DOING THIS? Asia-Specific Strategies Ready to learn how they did it? Let’s go.
  21. 21. Spotify’s 3Strategies for WINNING ASIA
  22. 22. # Target in mobile-first markets MOBILE CHANNELS 1
  23. 23. Source: https://www.consumerbarometer.com/en/graph-builder/?question=M4&filter=country:united_states,china,hong_kong_sar,australia,korea,malaysia,singapore Regions like SOUTHEAST ASIA are predominantly MOBILE-FIRST.
  24. 24. So what did Spotify do?
  25. 25. TACTIC 1 Meet your users where they are #1 | TARGET MOBILE CHANNELS
  26. 26. JAPAN’S TOP LINEmessaging app Before even setting up a local office, Spotify Japan partnered with
  27. 27. to enable sharing Spotify tracks over LINE’s mobile app.
  28. 28. And for good reason! Messaging apps are widely popular in the region.
  29. 29. LINE has … MONTHLY ACTIVE USERS 218.4M+ USERS IN JAPAN, TAIWAN, THAILAND, AND INDONESIA 70%
  30. 30. TACTIC 2 Seek local partnerships #1 | TARGET MOBILE CHANNELS
  31. 31. To gain traction as outsiders, Spotify partnered with in the region LOCAL TELECOM COMPANIES
  32. 32. for deals on their paid subscription.
  33. 33. Ex. Globe in the Philippines Maxis in Malaysia
  34. 34. # Speak the LOCAL LANGUAGE 2
  35. 35. Nobody likes feeling a language or cultural barrier on their home turf.
  36. 36. Users expect their experience to even if they’re interacting with an international company. feel local,
  37. 37. How did Spotify OVERCOME THESE BARRIERS?
  38. 38. TACTIC 1 Create local language advertising that appeals to locals #2 | SPEAK THE LOCAL LANGUAGE
  39. 39. Before the Japan launch, Spotify produced several to introduce local audiences to their platform and brand. TV PRINT ADS &
  40. 40. The videos were culturally on point and featured funny scenes from everyday life in Japan. They were a hit.
  41. 41. TACTIC 2 #2 | SPEAK THE LOCAL LANGUAGE Invest in a good translations and local content
  42. 42. Spotify understands the importance of HIGH-QUALITY TRANSLATIONS.
  43. 43. Spotify understands the importance of HIGH-QUALITY TRANSLATIONS. The company invests in building expert localization teams.
  44. 44. Spotify understands the importance of HIGH-QUALITY TRANSLATIONS. The Spotify platform is available in with regional variants. languages,20
  45. 45. Spotify’s Asia strategy involves improving local content for target markets.
  46. 46. ” VERY, VERY STRONG LOCAL MUSIC CONTENT. We tend not to launch in a market until we have a very robust local music catalogue,“Because we want to make sure that we’ve got Source: We want to be everywhere and there is a strong demand everywhere: Spotify Asia MD by The campaign - Sunita Kaur, Managing Director for Spotify Asia
  47. 47. (It’s all the rage in the region!) For Southeast Asia, they prioritized licensing for Korean pop music
  48. 48. - Elizabeth Low, Marketing Interactive “ ” For Asia, the approach has been to go local, with the music-streaming service actively reaching out to local artists/labels in each market, which has helped the company push its user uptake extensively. This is particularly so for markets such as the Philippines, Hong Kong and Taiwan.
  49. 49. # Stay relevant and engaged in the LOCAL COMMUNITY 3
  50. 50. Attention span in the app industry is short.
  51. 51. You can make a splash by simply being “new” to the scene, but be sure to build that to a wave before your users lose interest.
  52. 52. Attention span in the app industry is short. How does Spotify stay relevant in all its Asian markets?
  53. 53. TACTIC 1 Build communities through localized social media channels #3 | ENGAGE THE LOCAL COMMUNITY
  54. 54. To build their brand and engage their users in local markets, Spotify invests in building online communities in each of their markets.
  55. 55. Here are 2 examples of local social content in Indonesia and Hong Kong.
  56. 56. Here are 2 examples of local social content in Indonesia and Hong Kong.
  57. 57. - Sunita Kaur, Managing Director for Spotify Asia “When we launched this new feature people were talking about it in social media. Our best marketers are Spotify users.”
  58. 58. TACTIC 2 Engage users through local trends and news #3 | ENGAGE THE LOCAL COMMUNITY
  59. 59. It’s crucial to build a strong, long-lasting product.
  60. 60. But don’t forget that the experience needs to feel fresh for users as well!
  61. 61. Keep up with local users’ concerns and let them know you care.
  62. 62. When Singapore and Malaysia were affected with smoke from neighboring Indonesia’s forest fires…
  63. 63. …Spotify responded with a tongue-in-cheek special playlist, “Hazed and Confused”
  64. 64. …featuring 40 fiery tracks like Billy Joel’s “We Didn’t Start The Fire” and Maroon 5’s “Harder to Breathe.” The response was great!
  65. 65. # # # Spotify’s 3 Strategies for Winning Asia Target mobile channels in mobile-first markets Speak the local language Stay relevant and engaged in the local community 2 31
  66. 66. Want more insights on going global? Want to read other localization case studies? Subscribe to Blog
  67. 67. Download this deck here Brought to you by OneSky Localization hello@oneskyapp.com

×