[Asia Economy Reporter Kang Nahum] Kakao’s ‘eum(mm)’, known as the ‘Kakao version of Clubhouse,’ is expanding its competitiveness based on features that differentiate it from other voice-based audio platforms. As the popularity of the globally successful social audio platform ‘Clubhouse’ wanes, causing the related market to show signs of stagnation, attention is focused on whether mm will breathe new life into the sector.
According to industry sources on the 13th, interest in Kakao mm has grown following the ‘Audio Live Talk Show’ held on the 9th by SK Group Chairman Chey Tae-won and the Korea Chamber of Commerce and Industry’s chairman group, which utilized the platform.
mm is a social audio platform that enables multi-party voice communication and was launched on the 8th of last month. The name mm is derived from the everyday interjection ‘eum...’ used before starting a conversation, symbolizing a space where various people gather to freely share big and small stories.
Despite Clubhouse dominating the related market, Kakao entered as a latecomer due to the market’s growth potential. With an increasing number of users seeking non-face-to-face conversations and similar audio-related services being introduced by platforms such as podcasts, Facebook (Live Audio Rooms), and Twitter (Spaces), Kakao judged that the audio platform market has ample growth potential. Kakao is considering monetization models for mm, including ‘supporting’ (peer-to-peer monetary transfers).
While Clubhouse was an invitation-based service limited to iOS users (now available on Android as well), mm simultaneously launched platforms for both iOS and Android, enhancing accessibility so that anyone can use it. Kakao explained the reason for launching without invitations as follows: “There is strong user demand for audio chat services, and we wanted more users to experience the service. We chose a method that allows anyone to participate and use it rather than a closed form.”
mm allows users who do not directly participate in conversations to use emojis for reactions. Additionally, it enables setting room announcements and linking with open chat (links), allowing users to engage in broader conversations. It also offers topic-based ‘topics’ to make it easier to find desired rooms.
Currently, mm is operating as a beta service. To allow users freedom in usage, real names are not enforced, but Kakao is considering linking with Kakao Certification in the future to enable users to increase trustworthiness in their profiles (bios) according to their choice.
As the influence and importance of creators and content expand, Kakao is also building a creator ecosystem. Kakao recruited creators who wish to grow more professionally as audio creators and completed the selection of 126 creators across various fields on the 30th of last month.
A Kakao representative said, “We plan to expand the ecosystem of the social audio platform through continuous collaboration with creators,” adding, “We also expect the emergence of ‘audio specialist creators’ similar to YouTubers.”
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
