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In a conversation with BrandWagon Online, Bikash Chaudhary, chief marketing
How does Glance work?
Glance operates as a feature on android phones. It transforms the lock screen experience, introducing a different genre of content that changes every time the phone is turned on. This includes a ribbon at the bottom, functioning like a personalised headline for the user.
Traditionally, lock screens provided basic information like time, date, and notifications. Glance, however, revamps this by incorporating visually appealing elements, themes, and content-driven stories. It brings life
The content on Glance’s lock screen isn’t just for show—it’s tailored to the user’s preferences. Users can receive news updates, whether global or local, and stay informed without unlocking the phone. For sports
One standout feature is the ability to access games directly from the lock screen. This eliminates the need to unlock the phone or download additional content, providing instant access to preferred games.
How does Glance curate its personalised feed on the lock screen? Could you shed light on the type of data you collect, its sources, and the methods employed to ensure relevance? Additionally, what measurement tools or metrics guide the process to tailor content that aligns with individual user preferences?
Glance operates through strategic partnerships with smartphone manufacturers. The collaboration involves joint efforts between Glance’s tech team and the smartphone maker’s tech team to seamlessly integrate the experience into the overall device functionality. Unlike typical apps, Glance goes beyond mere app integration, ensuring a deeply embedded and cohesive experience with the device.
Glance employs a two-fold approach to personalise content. Firstly, users can specify their language preference, with support for seven languages in India
Glance utilises an implicit signal approach to adapt content over time. While explicit preferences set by users are initially honoured, the system observes user engagement. If a user consistently interacts more with certain types of content, the system learns and adjusts the content feed accordingly. For example, if a user expresses interest in games but doesn’t engage with them, Glance gradually reduces the prominence of gaming content.
How does Glance track user interaction without invasive monitoring?
Glance emphasises interaction rather than invasive monitoring. Every time a user taps on content, it signals engagement. The platform responds by delivering more detailed content. This interaction-driven approach ensures that user preferences are learned organically through their engagement with the platform. It’s not about constant monitoring but about understanding user behaviour through their active participation.
How does Glance comply with the DPDP Act, 2023?
Glance operates within the larger framework of InMobi, a globally recognised organisation with a strong commitment to data privacy. InMobi has a history of adhering to best practices in markets where data privacy is highly evolved, such as North America, Europe, and Japan. Even before regulatory acts, like DPDPA, were implemented, InMobi, and Glance, proactively embraced and complied with stringent data privacy standards. This commitment to privacy has been ingrained in our practices from day one, reflecting the global standards set by our parent organisation.
With Glance transitioning from emerging economies to challenging markets like Japan and the US, how does the team plan to align its strategies for these regions? Could you share insights into the execution plans, particularly in terms of content delivery and user engagement? Additionally, what is the overarching marketing plan to introduce the product to customers in these markets?
From day one, Glance aimed to be a global consumer tech brand. As the second unicorn of the InMobi group, with a history of global expansion, the company is poised for growth. India, where Glance evolved over the past five years, serves as a launchpad for other markets. Already launched in Japan, with partnerships with Xiaomi, Motorola, and Sharp, Glance targets premium offerings, even in evolved markets like Japan. The strategy for North America mirrors this approach.
The core of Glance’s success lies in a seamless and frictionless user experience. No downloads or unlocking required, it adds intrinsic value. The focus on premium content for the lock screen enhances the visual appeal, making phones feel premium. Consumer feedback emphasises the joy and discovery experienced through Glance. The commitment is to provide relevant, fresh, and up-to-date content directly on the lock screen, eliminating the need to go elsewhere. This strategy will persist in both developing and developed markets.
What is Glance’s current marketing and advertising
As an organisation, we adhere to a policy of not disclosing our revenue numbers or marketing spends. However, I can share that we are experiencing significant double-digit growth on a quarterly basis. Currently, we are in a phase of substantial expansion, entering markets such as Japan and North America (the US). Our revenue has shown robust growth, marking a crucial phase for the organisation.
How does Glance plan to realise its vision of being available on over 1 billion phones within the next two years? What specific steps and strategies is the company intending to implement to achieve this goal?
As a part of our strategy, we begin with the consumer and the product experience. The seamless integration we aim for requires collaboration with our partners. Our teams work in tandem to deliver that unique experience. Once achieved, every time a consumer purchases a Glance-enabled device, the product becomes readily available. It’s important to note that this is an opt-in service. As we speak, if 1,000 devices are bought, nearly 800 of those would have Glance on them. This process, starting from the desired consumer experience to the delivery, is a natural extension of our distribution strategy. Partnering with smartphone manufacturers ensures that Glance is already present when a device is sold. This approach allows us to drive distribution and make Glance accessible to consumers globally.
What are the future plans for Glance in terms of growth rate, and can you provide insights into the expected revenue the company is aiming for in the financial year 2024?
From a collective perspective, our growth strategy is unique. Unlike traditional apps where user retention dwindles after 30 days, Glance boasts over 50% retention. Partnering with smartphone brands is key for distribution, ensuring the integrated experience they desire. To sustain a billion users, our focus is on delivering relevant content daily, engaging users and making them return. Looking ahead to 2024, after successful launches in India, Indonesia, and Japan this year, our plan is to establish a significant presence in developed markets like the US. This consumer-centric strategy guides our vision for sustained growth.
How has Glance’s marketing expenditure evolved, specifically in terms of cost increase, and what types of media does Glance primarily leverage for its marketing, focusing on digital platforms?
Glance stands out in the digital business landscape. While traditional apps focus on driving downloads and user engagement through notifications, Glance, as a medium itself, integrates marketing directly into the product. With a prominent presence on the lock screen and 200 million daily users, Glance becomes a distinguished platform for brand communication. Acting as a substantial media house, Glance leverages its platform to tell its brand story, reinforcing connections with users. The lock screen’s high visibility allows for effective communication. Marketing efforts revolve around providing constant value to consumers through both content and product-focused strategies. Looking ahead, Glance plans to build upon its successful platform and, as it expands into developed markets, continue leveraging its own platform for marketing communication. The company envisions exploring original content creation when scalability aligns with its strategic goals. This approach aligns with the media practice of prioritising channels that prove effective.
Does Glance hold a monopoly in the lock screen market?
Glance stands out as a pioneer in the lock screen space, innovating at scale when others were just exploring. While attempts were made globally, Glance’s focus on user value has set it apart, especially in India and Indonesia. The platform, integrated into Android phones, aligns with a broader vision — adding daily value to users’ lives, helping them to stay informed. With a global team of 1500, Glance’s driving force is the impactful stories of users, like a woman learning English in India or a commuter gaining confidence in conversations. These stories exemplify Glance’s commitment to its larger purpose — adding meaningful value to users globally.
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