Adobe Digital Dialogue

Meet the iflix Experience Maker: Azran Osman-Rani

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.


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Customer Experience, Digital Marketing

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