Oomph, an Indonesia-based online app store for the Android platform, recently announced that it had closed its seed round of funding, with an undisclosed amount from from the Japan-based IMJ Investment Partners. Designed as a Google Play alternative for Indonesia, Oomph is aimed at the growing number of Android smartphone users in the country.
With mobile apps, games, wallpapers, music and other data hosted on the marketplace, users pay for their downloads via ‘pulsa’, a local term in Indonesia for prepaid mobile credit. This payment option isn’t offered by Google Play in Indonesia and is part of Oomph’s strategy to differentiate itself. Another key differentiator and competitive advantage of Oomph lies in offering localised language and content, especially contrasted with Google Play.
According to a report from Tech in Asia, co-founder and director Stanley Tan stated in Q3 2014 that they had 4.5 million users in Indonesia. But as of Q1 2015, Yasuhiro Seo, general manager for IMJ Investment Partners, claimed a user base of at least six million. It currently competes with app stores in Indonesia including Baidu’s MoboMarket and XL Axiata’s Gudang App.
According to data provided by Tan, from October 2014, daily registered user activity rate was estimated at five per cent, 48 per cent were active monthly and 78 per cent were active quarterly. With a stated acquisition rate of 10,000 new users per day, Tan believes Oomp will reach 10 million users by the end of 2015.
With a plan to increase retention, via an increase in the quality of its content, IMJ plans to leverage on its extensive network and portfolio. One of IMJ’s future plan involves connecting Oomph to various content owners, as well as acquiring foreign content from overseas for dissemination in the Indonesian market.
Related Story: Local issues are startup opportunities: IMJ’s Saito