iflix is earning what many global brands have tried unsuccessfully to achieve; a local foothold across Asia’s vibrant mix of people and culture.
The digital streaming service – which launched less than three years ago – has succeeded in becoming a major entertainment provider to emerging countries like India and Malaysia, where mobile connectivity is the primary way of connecting online.
Poor Internet connections, affordability issues, and stark culture clashes have stunted many tech giants from breaking into emerging markets. But iflix was able to overcome these challenges – identifying and educating high propensity digital audiences on the brand-led business which now reaches 5 million users across 18 regions.
Azran Osman-Rani is the CEO of iflix Malaysia and believes success in Asia simmers down to one thing – understanding culture. iflix has focused on the subtle differences between Bahasa languages in Malaysia and Indonesia, the necessity of censoring content in Vietnam and the opportunities that lie in Korea’s insatiable demand for celebrities. This extra effort has empowered iflix to localise its offering across a region that many believe to be unscalable.
In this first episode of the Experience Makers, we discover how Osman-Rani is helping iflix bring digital entertainment to Asia, and how culture has inspired his other official title – Dragon Keeper of the Tao.