Under New Management, Here's Deezer Strategy in Indonesia

Convinced it's able to increase user's penetration with various strategies

Randi Eka - 6 February 2018

Deezer has announced a strategic partnership with Tri Indonesia in January. This is following several other collaboration between on-demand music service and telco providers, like Spotify with Indosat Ooredoo, JOOX and Telkomsel, or Yonder Music with XL Axiata.

Deezer was first to set foot in Indonesia in 2012 and debuted in 2014. Unfortunately, the France-based music provider is not having a significant penetration. However, under the new management, Deezer is convinced to compete with the existing players and has prepared various strategies to be applied in Indonesia.

"New management, new approach. Indonesia has many music lovers with unique taste. The new management has seen the successful expansion of Deezer's local approach in Latin America and wanted to follow its step in Asia Pacific. Indonesia is the first attempt in Asia Pacific using local approach strategy with Jakarta-based staffs," Deezer Indonesia's Business Development Manager Salman Aditya said to DailySocial.

To attract user's attention, Salman explained that the new Deezer comes with unique selling point like FLOW feature. It is a combination of Human Curated Playlist and Machine Learning Mechanism that allows users to enjoy Deezer with layback experience fit to their favorite genre. With just one click, users will get music recommendation matching their favorite genres.

"Deezer as an old newcomer in Indonesia needs distinction from similar competitors. Besides the above feature, Deezer also has music library with the best quality and access to 44 million songs. In addition, Deezer also partners with FC Barcelona and Manchester United allowing users to enjoy playlist of the match or the players'," Salman said.

Another feature differs Deezer from others is SongCatcher and will be fully integrated in this year's first quarter. For the sound quality, Deezer claims to be the only player having tier quality equal to CD in FLAC Lossless Quality format with packaging called Deezer HiFi.

"Deezer Indonesia is keen to develop Indonesia's local content globally. The team is currently on the move to put more of local content on the platform. Any local content we have in mind is still off the record due to the agreement finishing," Aditya said.

– Original article is in Indonesian, translated by Kristin Siagian

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