Indosat Ooredoo partners Play2Pay to offer users gamification experiences

Indosat Ooredoo has tied up with gamification-based payments platform Play2Pay to launch Adsgift, a platform which combines personalised offers or promotions with a fun gamification experience for Indosat Ooredoo's users. According to the telco, Adsgift enables users to find out the latest trends and updates on content and games, as well as gain various rewards via games, challenges, surveys. By participating in the activities, users can also gain points which can be exchanged for IM3 Ooredoo internet packages.

In a conversation with MARKETING-INTERACTIVE, Ritesh Kumar Singh, chief commercial officer of Indosat Ooredoo said the partnership will be for three years with the option to extend. The partnership is said to enhance Indosat Ooredoo's customer experience offering, and is in line with its efforts to become Indonesia’s leading digital telco that supports the digital economy and enables producers and customers to gain more digitisation benefits through platforms provided. Through the partnership, Singh said Indosat Ooredoo aims to earn revenue from selling quota data rewards and advertising, acquire new cellular subscribers, as well as increase the loyalty of its existing subscribers.

To promote the partnership, Indosat Ooredoo will be running an activation campaign (both digital and below the line) for Adsgift through its in-house communication channels such as myIM3, Offdeck, MyContents.ID, Indosat Ooredoo’s official website and social media channels, and SMS broadcasts. The aim is to encourage users by offering more rewards and bonus points that can be redeemed for quota data or a digital gift by those who complete more challenges in the app.

“Indosat Ooredoo is committed to providing the best digital experience for users and offering products that have an added value. We understand that customers face challenges of going outside due to this pandemic, but they can still be productive by utilising digital technology. Therefore, through Adsgift, we hope that people can get an added-value through a mobile gamification experience," Singh said.

Chris Liveing, VP carrier sales at Play2Pay, added that Indonesia has a fairly leading mobile and telecommunications industry, making it the right place for the company to launch Adsgift for the first time in Asia by partnering with Indosat Ooredoo. "By expanding our platform to Indonesia, it enables even more people having an option to play and participate in making bill payments to service providers," Liveing said.

In its previous efforts to boost Indonesia's digital economy last month, Indosat Ooredoo partnered Snap to accelerate the adoption of augmented reality (AR) in Indonesia. Over the next year, the two companies said they will launch several programmes to bridge the gap between the physical and digital worlds with AR and bring communities and businesses closer together. In addition, Snap plans to launch a new AR Lens each week for Indosat Ooredoo subscribers, while Indosat Ooredoo will provide subscribers data offers for new Snapchat users on its mobile plans.

Earlier this month, Indosat Ooredoo also launched iAds, a digital ad platform designed by utilising AR, interactive messaging, and mobile video. Aimed to help businesses run attractive digital advertising, iAds is said to offer "the excitement of advertising and the convenience of using innovative telecommunication media". Through iAds, businesses can create promotional activities that are more varied and attractive through Indosat Ooredoo Business' various digital promotion mediums: iAds Biz and iAds MGram.

iAds Biz is a broadcast and interactive SMS service solution that responds more precisely to promotional needs for target customers and is easily controlled through a dashboard by enterprise. Meanwhile, iAds MGram allows brands to engage consumers with interactive promotion and digital transformation solutions through images and videos that can be viewed on a variety of mobile platforms. The other benefit of iAds MGram, Indosat Ooredoo said, is that it does not require a specific application and can be accessed without internet connection or data packages. Thus, it unlocks vast reach, customer engagement, and business possibilities.

Indosat Ooredoo's investment in supporting the digital economy comes as the telco recorded a total revenue of IDR 27.9 trillion in 2020, which was a 6.9% increase year-on-year. It also saw cellular revenue increasing by 11.6% to IDR 23.1 trillion. Indosat Ooredoo's cellular subscriber numbers grew by 1.7% to 60.3 million by end of 2020, and its average revenue per user also increased to IDR 31,900 from IDR 27,900. Most recently, Indosat Ooredoo was also named the sixth fastest growing telecoms brand globally by the Brand Finance Telecoms 150 2021 report. According to the telco, its brand value increased by 31% in 2020, the second consecutive year of double-digit growth.

Commenting on its 2020 financial report, president director and CEO of Indosat Ooredoo, Ahmad Al-Neama said: “Despite the challenges created by the COVID-19 pandemic and pricing pressure, Indosat Ooredoo has continued to deliver on our three-year strategy and maintained growth momentum. We are grateful for the ongoing support of our subscribers that have encourage us to continue to invest in our 4G network and launch innovative new digital offerings to ensure that our customers have the best mobile experience possible." He added that Indosat Ooredoo anticipates that the shift to online lifestyles and remote working are here to stay. Hence, the telco is "fully committed to supporting its cellular and business customers adapt to the new normal by continuing to improve network performance to meet growing demand for data". 

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