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How TrueID is building Thailand’s no. 1 super app

TrueID uses social and chat features to transform its media app into a lifestyle and entertainment hub and powers real-time interactions on streaming channels boosting engagement, retention, and monetization opportunities.

As the number one entertainment platform in Thailand with 27 million monthly active users, TrueID is a gateway to a wide range of digital content such as movies, TV, news, music, sports,  personalized privileges, and commerce. The TrueID App is the no. 1 most downloaded in its category and Thailand's latest super app contender.

Challenge

Designing a product that sticks — boosting engagement and retention

With the vision of becoming a super app and a mission to boost their in-app engagement and retention, TrueID wanted engagement around their curated content and make their product offering extremely sticky. In a saturated market like the media sector, that meant finding a unique competitive advantage that will make it difficult for any rival in this space to compete.

How it started?

Enhancing real-time interactions on streaming channels with Live Chat

As the only platform streaming the 2018 FIFA World Cup games, TrueID expected all-time high traffic and wanted to provide the best possible viewing experience for their users — replicating the feeling of watching a game live in a stadium.

They quickly realized that Live Chat could help translate the excitement, interaction, and sense of community that fans share but didn’t have the capabilities to build a system in-house that can handle over 300,000 concurrent users. That is where Amity came in to support. The chat was a massive success from day 1. It resulted in an overall increase of the streamers’ engagement, over 1 million messages delivered per second, more time spent in-app, and millions of users updating their profiles and user names.

Today, you can find Live Chats inside the majority of the TrueID streaming channels, including TV shows, news, movies, popular Thai drama shows, and sports. It also gave the users the ability to discuss and send reactions in real-time. Being the sole provider of the English Premier League, the match chats are the most notably engaging ones as sports are inherently social, after all!

Empowering viewers to discuss on the big screen with Live Chat

To ensure that viewers' platform of choice was not a barrier to their experience, TrueID went deeper and mirrored the Live Chat onto their TrueID TV box streams as well. It allowed viewers to follow the conversations while watching their programs directly on the big screen with a unique twist — the ability to join the discussion from their TrueID mobile app through a scannable QR code available on the stream on their big screen.

These well envisioned, well-integrated interactions lead to enhanced viewer experiences simulating interactive, real-world social-like experiences on the TV.

How it’s going?

Fostering an in-app community centered around lifestyle and entertainment with Social

While Live Chat helped boost episodic-based consumption, keeping users engaged without the pull from streamed content was a significant challenge. TrueID wanted to enhance user experience further, engage users in between events, and create powerful in-app interactions that draw users back daily.

Amity’s social features are now powering TrueID Community —  a dedicated space inside the App. Users can join groups centered around lifestyle and entertainment, make meaningful connections, and discover exciting content socially. They can also browse through posts and interact on personalized feeds, share updates on their own timelines, follow celebrities and community contributors, make new friends or just stay entertained. The cross integration between Live Chat and community allows users to jump to another’s profile right from live streams, facilitating faster adoption of the other social features.

What’s next?

Using Social as the glue for content and commerce — the true super app fuel

Having just started growing their in-app community, there are countless exciting opportunities ahead for TrueID! Users are connecting over numerous topics such as food, anime, and entertainment. And TrueID already sees notable results, such as increased frequency of use, word of mouth acquisition, engagement, and retention growth. Up to 3.85 million users are using the social and chat features per month, sending up to 700,000 messages and reactions.

Social will ultimately act as the glue between their content, partners, and commerce, providing numerous monetization opportunities. Building an actively engaged community is just the first step! Amity is happy to be working with True to grow Community further, working on live video integrations, and opening the door for real content created by partners and influencers.

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