After Merger, DaumKakao Focuses on Localizing Content

KakaoTalk and Daum Communications finally got unified into DaumKakao per October 2014, after being merged since the middle of last year.  From then on, DaumKakao looks to serve as a mobile lifestyle platform to its users, including those in Indonesia. The team focus on localizing the content and treat loyal consumers.

Daum Communications is an internet-based giant from Korea, while Kakao is a company that runs in mobile industry and has already had 100 million users within its services. Both companies agreed to combine their services for a maximum performance on both desktop and mobile platforms back in October 2014.

In Indonesia, their services are enjoyed by more than 18 million users, or nearly 10% of the total number of its users worldwide, which touches 170 million. The team have four main visions which are believed to represent their goal of becoming a mobile lifestyle platform, namely: people to people, online to offline, people to things, and growth with partner.

Localizing Content

The product localization is kickstarted from the app’s technical necessities. The difference within IT infrastructure in Korea and Indonesia forced DaumKakao to present their products in a lighter version.

DaumKakao once partnered with local game developer Touchten, who later released their product under the name KakaoGame. While DaumKakao is planning on repeating such scheme, local sticker developers are welcomed to send them their portfolio.

“Through this merger, we aim to focus more on localized content based on our match with the Indonesian market. We will base our ideas on current trend among Indonesians. This indicates that we don’t always bring products from Korea, as we also want to stimulate the production of local content,” stated Khiko Rayesmara, DaumKakao Indonesia’s Marketing Manager, during an interview with DailySocial (31/3).

Treat Loyal Consumers

Further, Rayesmara claimed that DaumKakao doesn’t want to create local content only to see them skyrocketing for a certain period of time. They look to produce long-lasting and continuous content with broader impact. This goes along with their programs which treat their loyal consumers all over Indonesia.

“We are satisfied to have 18 million users, it’s enough for us to keep and treat them rather than look for the new ones.”