Kakao plans to launch an integrated membership centered on its own services. It is expected to connect taxi, shopping, music, and content services through KakaoTalk.
According to industry sources on the 4th, services likely to be included in Kakao's integrated membership include: △taxi (Kakao Mobility), △shopping (Kakao Shopping·Kakao Style), and △entertainment (Melon·Kakao Webtoon·Kakao Page (Kakao Entertainment)). The basic subscription fee for the membership is likely to be 4,900 won.
There is also a high possibility of integration with external services. Through collaboration between Kakao and OpenAI, users can currently access the latest version of ChatGPT within KakaoTalk. Once the membership system is established, it will be possible to differentiate versions available to members and non-members. Additionally, Kakao is preparing a service that connects food recommendations, ordering, and payment entirely within the KakaoTalk chat window in collaboration with Coupang Eats. This service is highly likely to be included if the membership is launched.
Currently, Naver (NAVER) is the most active player in expanding its ecosystem through membership in the IT industry. Naver is securing a large number of membership subscribers by actively linking its 'Naver Plus Membership' with both internal and external services. As a basic benefit, users receive 5% cashback on monthly purchases up to 200,000 won for Naver Shopping, reservations, and travel product payments, and 2% cashback for amounts between 200,001 won and 3 million won. Purchases of 10,000 won or more also qualify for free shipping and return benefits on N-Delivery products.
Services that allow users to choose one option each month include: △Netflix Ad-Supported Standard, △Spotify Premium Basic, △Xbox PC Game Pass, and 49 Naver Webtoon·Series Cookies. Additionally, as permanent bonus content, members receive an extra 80GB of Naver MYBOX (gigabytes) and 10 additional Naver Webtoon·Series Cookies.
Furthermore, users can enjoy discounts in more areas through Naver Pay QR on-site payments or integrations. For example, CU on-site payments offer an immediate 5% discount and a 5% instant cashback. Lotte Cinema provides four 2D movie tickets per person with a 9,000 won discount each month, along with a 3,000 won concession stand discount coupon. When reserving Soco via Naver Maps, users receive a 50% fare discount, and Yogi Pass X offers free delivery fees and packaging discounts. Linking with the GS Caltex Energy Plus app allows users to earn 100 won per liter, and Aero K provides priority boarding benefits.
Toss is also recently gaining attention for its membership benefits. Toss offers point accumulation when members of its paid subscription-based membership, 'Toss Prime,' make payments at online merchants using Toss Pay. When using Toss's shopping services, members receive an additional 3% cashback with no limits, along with monthly discount and extra cashback coupons usable at partner merchants. Through Toss Securities, users also benefit from full cashback on transaction fees for domestic stock trades up to a total of 100 million won.
An IT industry executive stated, "With fierce competition among platforms over membership benefits, Kakao's entry appears slightly late." He added, "The success will depend on what kind of benefits Kakao can offer in the future. As a latecomer, it seems necessary to provide benefits that deliver high perceived value to customers."
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