Migme lead

Singapore-based social entertainment platform migme has announced a series of partnerships with telecommunication and retail distribution providers in Indonesia, giving the company access to more than half of the country’s new smartphone shipments.

It has partnered with telecommunications company Smartfren to reach more than 12 million subscribers via its popular Andromax handset, which is the second biggest smartphone brand in Indonesia, according to IDC Smartphone shipment report as per Q1, 2014.

migme has also partnered with regional telecommunications provider Spice Global to reach an additional and growing channel of handsets in Indonesia, via the popular brand Nexian. On the mobile retail distribution side, migme has joined hands with leading company Trikomsel to gain access to its 1200 stores across Indonesia, adding expanded channels for distribution.

“We are excited to be launching our updated handset programme with our partners in Indonesia, allowing us to expand our reach into the country and bring a unique social entertainment experience to the marketplace. We believe that mobile internet usage is set to rise dramatically in Indonesia and other emerging markets and this will be driven by low-cost Android handsets,” said Steven Goh, CEO, migme.

“Unique to migme we can track the value of virtual goods, services and advertising used on the migme platform per device, and reward our partners with a revenue share. This is a great differentiator in an otherwise highly competitive and low margin handset landscape,” added Goh.

Under the distribution agreements, which will come into effect in the December 2014 quarter, the migme social entertainment platform will be either pre-installed or side loaded on all the partners’ smartphone shipments for Indonesia. The partners will receive a portion of the revenue generated through the migme platform.

Also Read: Indonesia’s Ruangguru raises seed funding to scale up services locally

Indonesia is leading the emerging smartphone market with more than 285 million mobile subscriptions and more than 50 million active social media mobile users, according to WeAreSocial.

Recently, the social entertainment network was listed on the Australian Securities Exchange (ASX), trading under the ticker code ‘MIG’. In January 2014, the company, previously known as mig33, was acquired by Australian firm Latin Gold Ltd in a reverse IPO move.

Roberto Saputra, Head of Corporate Brand and Marketing Communication, Smartfren said, “It is part of our core strategy to work with partners that have compelling content, dynamic user engagement, and games and applications for smartphones, and migme fulfills all three pillars for us. We see significant growth in the market and believe in the potential of 100 million smartphones being available over the next two to three years with the current growth rate.”

migme is also expanding its development capabilities and plans to establish a team in Taipei this quarter to deepen its ties with the Taiwanese mobile handset ecosystem.