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Lazada, Uber and Netflix forge an alliance against Amazon in Southeast Asia

Lazada, Uber and Netflix launches new membership service in Singapore

Lazada, Uber and Netflix have joined forces in the fight against Amazon with a membership that mimics Amazon Prime called LiveUp.

For a yearly membership fee of S$28, Live Up subscribers get access to a range of deals across the companies, including Lazada and Taobao, as well as RedMart, the online grocery service. The membership also includes a free six-month subscription to Netflix and discounts on Uber rides and UberEats deliveries.

The alliance is one of the first major signs that the ecommerce battle is about to become very competitive in Southeast Asia, with Singapore as one of the key markets. Last year Chinese ecommece giant Alibaba bought Lazada, which in turn bought online grocery brand Redmart.

The service is available now in Singapore, but there are plans to expand to other countries in Southeast Asia and pick up more partners along the way.

“We believe that Singapore is at the tipping point in which consumers are embracing online lifestyle services like shopping, ride-sharing, food delivery and entertainment as a way of life,” said Alexis Lanternier, chief executive officer, Lazada Singapore.

“Lazada’s LiveUp programme understands the impact the Internet and online services have on shaping Singapore consumers’ lifestyle, most importantly when it comes to entertainment which makes Netflix the perfect partner,” said Tony Zameczkowski, vice president of business development, Netflix.

Outside of helping Lazada cement its holdings in Southeast Asia, the program will help Netflix in building up its customer base in a region where many still hesitate on paying for content. LiveUp also helps Uber in its fight with Southeast Asian rival Grab which recently launched a membership program of its own.

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Benjamin Cher

Benjamin Cher is The Drum's APAC reporter, reporting on the interesting and quirky nuances of digital marketing and technology in the region. Based in Singapore, he has interviewed major brands such as Dell, Lenovo and IBM before, covering an extensive range of topics from cyber security to innovation. In his time at the drum, Benjamin has covered issues ranging from influencer marketing to data analytics to startups.

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