Kenneth Tan, Co-Founder and CEO, BeLive Technology
Statista reports that livestream e-commerce sales reached US$17 billion in 2022, with projections indicating this figure could triple by the close of 2026. The same prospect is seen in many markets in Southeast Asia (SEA). Still, in an interview with e27, BeLive Technology CEO Kenneth Tan explains that it cannot tackle the market with a “single regional strategy.”
“SEA is a highly diverse market, with each country having unique consumer preferences and cultural nuances. We do not approach the entire SEA with a single regional strategy, but rather adopt a hyperlocal approach,” he writes in an email interview.
“This approach also reflects our deep focus on working with technology and content partners, increasing the diversity of our offerings and capital efficiency.”
As a live streaming solutions provider, BeLive Technology leverages AI and machine learning specifically for live video analysis, live shopping, shoppable short videos, and interactive streaming.
Founded by Tan in 2017, before the COVID-19 boom in live streaming, BeLive has since thrived with a team of over eighty people, delivering 55 million hours of live video since 2019 across Singapore, Vietnam, and Shenzhen, and accumulating over US$10 million in total revenue.
Also Read: How AI, AR, and live streaming are changing the online shopping experience
In this interview, Tan explains how BeLive Technology seizes opportunities in this sector.
The following is an edited excerpt of the conversation.
With increasing competition in the livestreaming space, what unique strategies does BeLive Technology employ to maintain long-term profitability and customer retention?
We have deployed livestream and short video experiences at scale in many countries, often working with the region’s market-leading platforms. This allows us to obtain a deep understanding of consumer behaviours across regions and verticals, which informs our approach to developing new features that our customers can use to engage, retain, and convert their users.
We also invest deeply in personalised customer service and key account management. Livestream and shoppable video are still relatively new mediums for most brands.
What role does technology innovation play in driving cost-efficiency and sustainability for your platform, especially in the face of infrastructure and connectivity challenges in some SEA countries?
Our team works closely with our infrastructure partners to ensure high-quality, low-latency, and cost-effective video delivery. We have delivered vast quantities of real-time video at scale to Tier 2, 3, and 4 countries in Indonesia, India, South Africa, and Nigeria.
This is only possible with our continued investment in enhancing our products and using innovative solutions to deliver interactive video experiences.
As a technology-driven company, how does BeLive Technology contribute to fostering a sustainable content ecosystem for creators and users?
BeLive focuses on creating a balanced ecosystem where creators and users feel supported and engaged.
Also Read: Opportunities for the livestreaming industry in Asia
We actively develop tools enabling creators to connect deeply with their audiences, facilitating genuine interactions beyond simple engagement metrics.
Our SaaS platform is designed to provide monetization options tailored to creators’ unique needs, whether established influencers or emerging voices.
Our partnerships with content and tech leaders further enrich our ecosystem, allowing us to provide varied, engaging content that retains viewers and supports creators in their journey.
What are BeLive Technology’s future plans for expansion, and how do you see the livestreaming industry evolving in Southeast Asia over the next few years?
We are committed to investing in the future of video, as we believe we’re just beginning to uncover the full potential of the video revolution. This vision goes beyond technology; it includes building partnerships and ecosystems to deliver the best solutions that empower our customers to sell, engage, and retain audiences more effectively.
While platforms such as TikTok Live and Facebook Live continue to dominate the SEA landscape, we anticipate room for alternative platforms to emerge, especially with geopolitical tensions and potential regulatory changes, similar to what we have seen in Indonesia and India regarding TikTok.
This evolving landscape may allow SEA consumers to explore diverse platforms, each offering distinct experiences and ways to connect.
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Image Credit: BeLive Technology
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