Taking its next big step in Indonesia, Glance, a lockscreen content startup owned by InMobi, has launched its live feature in the country.
Photo credit: Glance
With this, Glance users can now consume live video content directly on the lockscreens of their mobile phones without launching any app.
The Singapore-headquartered unicorn is also on the hunt for Indonesia’s top 100 live content creators to create content in local languages for consumers. Glance also plans to double its existing employee base in the country in 2022, with a focus on content creation, it said.
Just last week, Glance, which is backed by investors such as Google and Mithril Capital, raised US$200 million from Reliance’s Jio. This fresh capital gives Glance the ammunition to wade into international waters, including Indonesia.
“We will bring authentic local Indonesian content which will resonate with our users in the country,” Khushboo Maheshwari, general manager for international expansion at Glance, said at the company’s virtual event. The company also aims for nearly 99% of the content on Glance Indonesia to be locally generated.
“The Glance live is going to be far more entertaining and interactive. It is not just going be a feed of short videos but extremely useful for users to discover, to engage, to interact, and to transact,” said Piyush Shah, co-founder of InMobi Group and president and COO of Glance.
See also: Can India recreate China’s live commerce magic?
The booming Indonesian market for video content is dominated by players such as TikTok, SnackVideo, and Likee. TikTok also recently launched a brand new campaign in Indonesia.
Unlocking the Indonesian market
Indonesia is Glance’s second-biggest market after India. So the decision to roll out its live video feature in Indonesia seems to be a calculated one.
From a demographic standpoint, Indonesia is the right fit for Glance, Shah had previously told Tech in Asia.
Shah expects nearly 20% of Indonesia’s ecommerce will be live and curator-driven in the next three to four years, as it is in China.
See also: How big will livestreaming ecommerce get in Southeast Asia?
As a lockscreen service, Glance is currently present on nearly 50 million devices in Southeast Asia, including Indonesia, Thailand, Malaysia, the Philippines, and Vietnam. Of this number, nearly 70% of the devices belong to users in Indonesia.
Stay updated on the go with our mobile app.
Get latest insights with smoother, more personalized experience through TIA mobile app.
