Marketing in Indonesia: Spotify Appeals to Locals Through Payment Methods, Localized Playlists - eMarketer
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eMarketer Interview

Marketing in Indonesia: Spotify Appeals to Locals Through Payment Methods, Localized Playlists

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An interview with

Sunita Kaur

Managing Director, Asia, Spotify

Topics:

Interview summary

Spotify has had a presence in Asia-Pacific since 2012, when it launched in Australia and New Zealand. In 2013, the streaming music service expanded to Hong Kong, Malaysia and Singapore. Its most recent move in the region was a careful entry into Indonesia in March 2016. eMarketer’s Dustin Sodano spoke to Sunita Kaur, Spotify’s managing director for Asia, about what made the Indonesian launch a success and the major hurdle it still faces in that country.

Interview

eMarketer: What factors contributed to Spotify’s successful launch in Indonesia?

Sunita Kaur: We were very careful with our approach. One of our great successes is our partnership with Indosat, a big telecommunications company in Indonesia, that allowed us to scale quickly. Since they already have a huge presence in Indonesia, they communicated their offer to bundle Spotify with your telecom bill, and that gave us the opportunity to communicate our availability quickly. When you subscribe to Spotify through Indosat, you get a lower subscription rate than our organic one.