RS Digital penetrate the social music through the launch marketing strategy The year of "Social Music Experience", the exposure on new music digital, in a bid to boost market share. The company also makes a move in 360° multi-channel marketing to reach trendy consumers who adopt digital media as part of their lifestyle. It believes digital business this year would achieve revenue of 500 million baht.
Lat Prao - Apicha Honghirunruang, Executive Vice President, RS Plc, said that digital music in international markets seemed stable growth and even the markets values are facing slowing growth, the greater growth is seen in music technologies and 3G network is remaining a key driver entertainment business in international markets. The music technologies and 3G network is an indicator to a music streaming service that enables users to access contents from devices.
The music streaming is a tremendous popularity due users can download favorite music to listen all over the places. The service will be the answer of the resolve of CD/DVD piracy, as a result, the digital music market in overseas can go ahead and the music streaming service is becoming key trend in Thailand as well, said Apichart. To digital music market in Thailand, the situation is the same as international markets because of the economic and cost of living, which impact on the using of mobile phones.
RS estimates the digital music market value in 2012 would reach 1.2 billion baht, of which 77% is ring back tone and 23% is music download, which the figures are stable from last year, he said.
To cash in on the trend of music streaming, RS Digital will go head market strategy The year of "Social Music Experience" by capturing digital customers who feel satisfied music content via social media as the key indicator of products planning and 360° multi-channel marketing.
The company is confidence the "Social Music Experience" can respond all requirements of customers. RS hopes it can increase market share despite the stable growth in digital music market.
RS will design marketing plan based on customer behavior such as when audiences watch the contents and interested in the contents, they will share the content to others and write comments on their social network.
To cover those customers behavior, RS Digital sets three strategies feature
1. Co- planning with music business to share customer's behavior and trend of digital as an indicator to music content production including promotion plan to deal with what the market interested.
2. Communication through "distribution channels" on social media, which is in charged of RS. The social media are covering Facebook, Twitter, Web Community including Youtube in order to open spaces for clients to share contents on social media and recommend clients to music storefronts.
3. Digital Distribution 360° through RS clients and RS partners by distributing distribution channels to achieve maximum reach with customers instead of waiting for the coming of customers
He said that the digital distribution 360° consists of - Music Storefront, which is direct channel pf RS to customers via *339 , *223 , RS Call Center, Website services and the mobile applications which will be introduced soon.
Furthermore, RS would move the ahead the concept of "Flexible Price Policy" by setting various prices to match up different channels and customer's groups.
RS Digital plans to launch its mobile application in the second quarter this year as new storefront in a bid to approach clients to access RS music in term of music streaming.
Mobile phone users can register the service and choose favorite music to put on playlist. They can share and listen to streaming music playlists on social network. The music streaming is the alternative choice for listening favorite music anywhere.
While, the growing technologies particularly smart phones, which the prices are slowdown as before, audiences can easily acquire smart phone at starting price of thousands baht. The slowdown prices of smart phones are also opening chance for music streaming service to be happened in Thailand. Moreover, the upcoming 3G network auction will help benefit to overall business especially digital music, which has greater room to grow. The growth of digital music is expected to skyrocketing from the technologies development, he cited.
"Over the few years, RS Digital runs business on customer centricity not only technologies. Both must be moved together, RS has never stopped developing because customer behavior is so rapidly changing. We have to look for new platforms and adjust ourselves always to cope with the customer behavior and technologies. The strategy of The year of "Social Music Experience" and 360° multi-channel marketing this year would strengthen digital business and support revenue this year to achieve the target of 500 million or grow by 11%," he said