TikTok’s Indian rival Roposo enters Indonesia
Roposo, an Indian entertainment platform, has made its debut in Indonesia, a strategic move that coincides with the Indonesian government’s recent ban on TikTok Shop. This expansion presents a significant opportunity for Roposo, and here’s an in-depth look at the details:
Different Approach in Indonesia
Roposo has clarified that while its Indian version offers e-commerce features, the Indonesian edition takes a different approach.
The primary focus in Indonesia is not on e-commerce but rather on expanding its user base and nurturing the local creator ecosystem.
Mansi Jain, Senior Vice President and General Manager of Roposo provides insights into their approach:
“When and if we plan to enter the live-commerce entertainment space in Indonesia, it will be very much in line with the regulations.”
Roposo’s Similarities to TikTok
Roposo, much like TikTok, allows content creators to upload short videos on its platform. In India, the platform’s online shopping feature has been a notable success, facilitating over 100,000 daily transactions with more than 80 million active users.
Roposo’s rise in popularity began following the Indian government’s ban on TikTok.
Glance’s Influence in Indonesia
Roposo’s expansion into Indonesia is closely tied to its parent company, Glance. Glance is an AI software company that delivers personalized content to device lock screens. Roposo has been conducting extensive tests in Indonesia over the past five months.
They’ve offered over 40 livestreams daily on Glance, garnering an average daily viewership of approximately 1 million. The company has ambitious plans to increase this viewership number to 10 million within the next year.
Attraction of Local Creators
Roposo has already succeeded in attracting more than 200 creators in Indonesia, and their future plans include partnering with at least 1,000 more in the next three to four quarters.
This approach emphasizes the importance of fostering a thriving creator community in the Indonesian market.
Focus on Indonesia’s Market Potential
Despite its entry into Indonesia, Roposo currently has no intentions of expanding further across Southeast Asia.
Jain points out the significant market potential in Indonesia, citing Glance’s already impressive user base in the country:
“For example, Glance in Indonesia already has 50 million users. It’s all about the scale we can achieve in the market.”
Future Expansion Targets
Looking ahead, Roposo has set its sights on expansion into several international markets in the coming quarters. Their targets include the United States, Brazil, and Japan, signifying their commitment to global growth and prominence in the short video content and creator ecosystem industry.
Roposo’s successful entry into Indonesia is just one step in its broader global expansion strategy. The platform, backed by Glance, is poised to make significant strides in the international market. Here’s a closer look at their future plans:
Building on the Glance Ecosystem
Glance, Roposo’s parent company, plays a pivotal role in their global expansion strategy. Glance’s personalized content delivery on device lock screens serves as a strong foundation for introducing Roposo to new audiences.
This integration allows for seamless user experiences and content discovery, which has contributed to Roposo’s success in India and Indonesia.
The Role of Creators in Expansion
Roposo’s emphasis on nurturing local creators is central to its expansion strategy. By partnering with creators and empowering them, Roposo aims to offer unique and engaging content tailored to each market’s preferences.
This approach not only attracts a larger user base but also bolsters the creator community and ecosystem in the countries they enter.
Regulatory Compliance
One aspect that Roposo is keen to stress in its global expansion is adherence to local regulations. The company is committed to ensuring that its entry into new markets aligns with the regulatory framework of each country.
This commitment to compliance is crucial for long-term sustainability and growth in these regions.
Roposo’s Competitive Advantage
Roposo’s expansion into markets where TikTok was previously dominant, such as India and potentially Indonesia, illustrates the platform’s competitive advantage.
By understanding local market dynamics, addressing regulatory concerns, and focusing on the creator community, Roposo positions itself as a compelling alternative in the short-video content space.
Meeting Diverse User Needs
Roposo’s success in different countries underscores its ability to adapt and cater to diverse user needs.
By customizing its offerings to match the preferences and behaviors of each region, Roposo continues to win over users and creators while staying true to its commitment to entertaining and connecting people through short-form video content.
As Roposo expands its footprint across the globe, it remains an exciting platform to watch, not only for its ability to compete with established players like TikTok but also for its dedication to fostering local creator talent and adhering to regional regulations.
Roposo’s journey serves as a testament to the power of short-form video content and its potential to transcend borders and cultures in today’s digital age.
