Deezer and Huawei talk about AppGallery and how both localization
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(Pocket Ribbon) – Deezer partnered with Huawei in June to bring the music streaming app to Huawei's own App Gallery app store – the app has hero status, making it one of the best apps on the store.
So we spoke to Huaweis global senior marketing manager Peter Gauden and Deezers chief commercial officer Laurence Miall-dAoût to discuss the partnership and what it means for both.
"I think there is a shared challenge mentality that we are building (momentum)," says Miall-dAoût. “I think both companies are building their experiences and trying to maximize them as much as possible. So yes, there are certainly many shared values.
“First of all, I think Huawei is a great company. I love the design. There is a lot of talk about the quality of the (camera) image, but I also find the quality of the sound exceptional. So basically, the choice to be distributed … with Huawei was crucial, especially for mature markets, and to some extent for emerging markets as well.
“For our part, I think the most important thing is an application that is hugely popular worldwide,” added Gauden, speaking of Deezer's 16 million user base. "You have a wealth of really high quality content for those people who understand music."
Miall-dAoût believes that Deezer's strength lies in localization. “We think we're the only (streaming service) that truly entertains customers through a local and inclusive music experience; we're music experts.
Would users see through Deezer's approach if they didn't have those editors? "I think so, and the way we measure that is the people who follow the editorial staff in the countries."
“In France we have six local editors and the same in Brazil. All these music genres require experts and they are very familiar. So it's paramount that our editors (find) the local gems, and we get the right mix of local sourcing and identifying new artists. Obviously it is more difficult in the UK as it is almost global. "
Gauden says this fits well with App Gallery's global-local approach, which he calls glocal. You have huge global applications, but you also give users the opportunity to use the local services that lie ahead of them through AppGallery. And actually there's a perfect match there too with this one of course (Deezer is) full of great music from the big music houses, as well as many independent local studios and local indie labels. And that really fits with that Glocal approach. "
“And I think when you got a platform with more than 420 million monthly active users (AppGallery's user base), there are a lot of people looking for a lot of choices. They are looking for quality services through quality applications.
“Every app that comes to us is that small step forward. We have really only been working on AppGallery in a dedicated way for a year. And we have already grown so much. And it's all going (towards) AppGallery is going to be a much more complete destination for power users – for their application needs, they can now find just about anything and, as we said, this local approach is very important to us.
“Yes, we provide access to all major applications, but we also ensure that we cover many of the truly local applications that are important to consumers with a lot of work. for instance. about transport and travel. So we have Lufthansa and Ryanair. We've done a lot of work in banking and finance, so we have big banks like BBVA.
“So many new large and local applications are being added. And it really just makes it a much more comprehensive (offering). The more people work with us, the more they discover that there are actually the applications they really need. "
Both companies also see audio quality as an area where they work well together.
“We are also known for the audio quality,” says Miall-dAoût, “both at Premium (level) and on our hi-fi product, which delivers lossless FLAC quality – so we like to be seen as (being) very high. I think that's on par with Huawei's high-end specs, that's where I think the innovation of both companies comes together.
“We really want to bring that to what I mean by being an inclusive music experience, we want to bring everyone on board with really high quality, and I'm excited that the Huawei phones also have such a high quality audio, because it would. too bad if the sound quality is lost (due to) the device quality.
Written by Dan Grabham.