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leader as it was one of the first companies to offer unlimited music rather than pay persong gaining them majority of the market. Since they started, they have always had acompetitive edge over other companies as they were the market leader and their nameare associated in consumers’ minds with music streaming services.Spotifyalso useindividualization and personalization within its product, it offers discover weekly playlistfor subscribers where they make a playlist based on the individual person’s music taste.Personalization can lead to greater customer satisfaction as well as higher profits dueto higher customer expenditure(Arora, et al., 2008)and therefore givesSpotifyacompetitive edge.Spotify’s service can also be linked to social media such asFacebook, Twitter, and Snapchat, it allows users to share their music with friends. This
4givesSpotifya competitive edge as it allows users to interact with friends and familymaking the experience personal.On the other hand,JOOXis one of these growing entertainment apps thatconnects music lovers to their favorite artists and albums. Available as an appaccessible from mobile and desktop, the platform is a freemium service with a library ofabout 30m songs that are free, some songs are only available for premium users.There is a wide range of songs available across different languages to cater to thelocal market, apart from English songs. From millennials to business professionals,JOOXusers are music-savvy, with varied interests including art, travel and leisure andsports. Beyond music,JOOXis also an engaging platform that connects brands with itsdiverse audience. With traditional advertisement like banner ads, audio ads and splashads,JOOXalso provides a unique opportunity for marketers to demonstrate theirbrands’ character through category playlists and in-app skins. (Staff Writer, 2016)2.2 PriceSpotifyhas different options for price, they have a free subscription that limitswhat the user can do as well as ads between songs or you are able to pay a monthlyfee that allows you to use the service ad free as well as access to additional featuressuch as downloading, and skipping unlimited songs(Spotify, 2020) .Spotifyuses afreemium pricing strategy which entails offering customers are free sample (Liu, Au, &Choi, 2014)however there is no limit to the free sample unlike others who use thisstrategy users can continue the free service for as long as they want.Spotifyuses thisstrategy to compete in the market as it knows users are not willing to pay high prices,instead they use this strategy to attract users to then purchase a monthly subscriptionto gain access to more features. This strategy can also encourage people who wouldnot normally purchase streaming service subscription to do so. The pricing strategiesofSpotifyallows it to compete with both free and paid to use services as it is up to thecustomer to decided what service they will like.Spotifyalso offers introductory pricesan example is 3 months for 99 cents after the 3 months they then charge the regularprice.Spotifyalso offers different prices for different segments such as families, and