19-year-old Pradumna Saraf studies in a college located in Patna, India. At the age of 15, he got his first smartphone. He wanted to have movies and games on his new device but the lack of internet connectivity and poor mobile network at the time made it impossible.
The retailer recommended that Saraf install SHAREit, the popular social content sharing platform. Since then, every time he changes his phone, the first app he would download and install is SHAREit.
“It is one of my ‘must-haves’ because I need it to transmit files from the older phone to the new one.” Saraf said.
Like Saraf, millions of users were hooked to SHAREit as the app allows sharing of files possible without mobile data connection, through swift offline transmitting function across multiple platforms.
Launched in China in June 2012, SHAREit, earlier known as ‘anyshare’, entered India in 2014. A large chunk of its nearly 400 million Indian users are from non-metro cities. The app not only boasts over 1.5 billion users worldwide, but also tops the ranks constantly in Google Play Tool list among 42 countries and App Store Productivity list in 64 countries.
With an eye on expanding its content catalogue, SHAREit acquired FastFilmz, an Indian movie streaming app, in May this year and made its co-founder, Karam Malhotra the CEO of SHAREit India. The company also recently partnered with the music label, Times Music to enable users access a wide range of music content in over 27 languages. Armed with these developments, SHAREit has moved beyond just being a file sharing app to a provider of high-quality content, including short videos, music, movies, pictures, applications, etc.
Jason Wang, SHAREit India managing director and vice president of its emerging markets division says, “The platform will rely on big data, advanced distribution technology, and in-depth comprehension of localized content consumption. SHAREit will stabilize its user base, target content business, and build a unique ‘all-in-one’ content generation, distribution, and consumption platform.”
Jason Wang, VP and MD of SHAREit India.
Wang says that typical SHAREit users in India are youngsters from non-metro cities with low or medium income, and speak English, Hindi, or other local languages. He also claims that his company has more partners (for content) than his competitors.
“Although we provide contents, at the same we are not an OTT player. SHAREit is a customer technology company, and it provides consumers with content based on their requirements. This is what makes our business model special as the content on SHAREit platform is acquired through partnerships with local content providers. SHAREit focuses on entertainment content and we own video platforms. We offer our consumers a wide range of contents from videos to songs, in their preferred local language,” he adds.
India being a mobile-first market, has leaped forward in the adoption of technology. In a multilingual, multicultural market like India, innovation holds the key, and players like SHAREit are customizing according to the local needs and are trying to capitalize on the regional markets.
Thanks to its support for multiple languages and diverse devices, the app not only has rooted in big cities but also in small towns and villages of India.