The Official Debut of Spotify in Brazil

No more waiting, no more access by invitation only. Once you have tested your arrival to Brazil several times, the Spotify met the press on the morning of Wednesday (28) in São Paulo, to finally announce the official premiere of his service in the country.

The “last” is no exaggeration. Rumors of service presence in Brazil appeared more than a year and began to gain momentum when the company announced in March 2013, some jobs for the country. The expectations were even higher at the end of the same year when Spotify debuted in several Latin American countries. But not here, in the end.

Not to say that, since then, nothing happened, users who accessed the Spotify site in Brazil during the last few months were faced with a field to register your email and receive an invitation. That was it, create an account in the American version (or another country) or simply keep waiting.

Why Spotify took so long to debut in Brazil?

There is unofficial information that the company faced bureaucratic problems, especially on the collection service in reais. However, during the event, Gustavo Diament, director of Spotify for Latin America, reinforced the argument given on other occasions: the company chose to start operations gradually, so as not to leave anything missing.

Being more precise, Diament explained that the company wanted to ensure that Brazilian users have streaming with the same audio quality that exists in the United States, a collection of respectable music and that gives enough space to Brazilian artists (Gaby Amarantos, Marcelo Jeneci and Fernanda Takai been in collective half to strengthen this aspect) and, especially, local support: the service to Brazilian users already done all in Portuguese and official applications have been translated recently.

Gustavo Diament summed up the explanation saying that only now the experience [of use] of Spotify in Brazil was completed. Faced with so much care, you can even assume that the company installed servers in the country, but the officer refused, explaining that there is no need – the loading of songs takes only 200 milliseconds, according to his words.

The service works well and even music collection seems consistent with the tastes prevalent in Brazil, with several caprichadas playlists based on the country rhythms. Still, it is difficult to refute the idea that Spotify faced barriers to land once in brazilian lands.

One reason is the issue of recovery. For now, the plan Brazilian Premium users need to shell out $ 5.99 and make payment with a credit card, since the company has yet to implement a means of charging for real. But if this is so, and the argument that the premiere would only happen when all was ready?

400 000 applications for invitations

Intentional or not, the fact is that the “delay” (Spotify staff abhorred the word throughout the collective) has generated great expectations, so much so that more than 400,000 people have signed up on Spotify’s website to receive an invitation, according to Gustavo Diament. In addition, the official apps have already registered more than 200,000 downloads in Brazil.

For a service that until then had not been officially released by and received little publicity campaigns, are encouraging numbers, so that Gustavo revealed that the company plans to market Brazil are very ambitious, although the executive has not scrutinized the goals.

To win the Brazilian consumers, Spotify will attack with multiple weapons: its generous collection of 30 million songs (which increases by 20 000 tracks per day), the aforementioned support in Portuguese, tools for playlists (more than 1 billion of them, many of which are created by paid curators especially for this task) and in the near future collection in real supporting national credit cards.

Piracy is our main competitor

The paid plan Spotify costs $ 5.99 per month, and when payment option in reais will for R $ 14.90 per month. The problem is that competing services are with a very aggressive pricing policy in Brazil. The Deezer, for example, offers plan subscriptions Premium + by R $ 7.49 per month.

Gustavo Diament, the attractive prices of rivals are not a problem, “our biggest competitor is piracy.” In view of the company, the biggest challenge in the country is to make the masses know that there is already a much more viable option than the now classic ritual of downloading music illegally.

This position means two things: it is unlikely that Spotify will work with prices below R $ 10; the company is betting that its collection and its tools are great differences. At this point, there is no denying that the ecosystem of playlists is one of his strengths.

If the price issue derail, it is noteworthy that Spotify continues to free up his sleeve. This option gives access to all the service decent, but conveys advertising pieces from time to time and has some limitations such as execution only playlists in random order on mobile apps. Still, it is a very attractive alternative. It is no coincidence that, in its current 40 million current users, 30 million are fans of the free plan.