|Source: Spotify. Kaur.|
Spotify launched in Asia with mobile support as a priority, not as an afterthought or nice-to-have, says CommunicAsia2015 speaker Sunita Kaur, Managing Director, Asia, Spotify, as it saw that Asia is a growing mobile-only market.
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%, Kaur said.
“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. 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 insights on how businesses can implement a mobile marketing strategy at CommunicAsia2015 this June.
CommunicAsia2015 / EnterpriseIT2015 Exhibition
2-5 June 2015, Tuesday - Friday
Marina Bay Sands, Singapore, Levels B2, 1 & 3
2 to 4 June 2015: 10:30 am - 6 pm
5 June 2015: 10:30 am - 4 pm
Business and trade professionals only
2 to 5 June 2015, Tuesday - Friday
Marina Bay Sands, Singapore, Level 3
Registered delegates only