Artify Case Study

Work by: Emna Achour

1- Type of service offered:

Artify provides a Streaming service for its customers. It is, in fact, the first
Tunisian legal streaming website offering a catalogue of more than 70
short and feature-length tunisian films, series, and theatre plays. Artify is
also a network that connects professionals in the Art field (Producers,
Directors, Actors, Technicians ...). The website is using a mix of Content
purchase and Monthly Subscriptions business models. You can either
purchase the film for a one-time-watch for 3TD or there are 4 other types
of subscription: weekly (2,99TD/per week), monthly (7,99DT/per month),
for 3 months (19,99DT/90 Days), and for 6 months (34.99 TND / 180
Days).

2- The Video-on-Demand Sector in Tunisia:

Artify is a market leader in the Streaming service sector in Tunisia as it is
not a developed market yet. The other Tunisian streaming websites are
mostly illegal and/or do not offer Tunisian movies. Although some foreign
websites are buying licenses of a few Tunisian films, it is still not a
common thing.
The other Tunisian actors in the streaming service are:
 - Forja, which is a VoD platform founded by the same founder of
Artify (Yahia Mggarech). Offering a variety of movies and series and
using the Advertising Business Model. However, it does not include
any Tunisian movies.
The international actors in the streaming service:
- Netflix: includes few Tunisian movies that were purchased by
Netflix (around 5 movies)
The streaming “black market”/ Illegal actors in the sector:
- Youtube: Unfortunately, Tunisian movies are uploaded illegally on
Youtube and are not licensed.
- Egybest: Another website where Tunisian movies are illegally
uploaded.
- Few other random websites.

3- SWOT Analysis and conclusion:

-According to the SWOT analysis, we can conclude that Artify has multiple
expansion and growth opportunities in order to work on its weaknesses
and respond to the market threats. The target is one of the elements that
gives the most of the expansion opportunities as it is a dynamic target. By
positioning itself as a Leader in the tunisian streaming sector, Artify is
gaining an important competitive advantage that can help it make big
profits. However, some weaknesses in the original Service Mix are making
the brand lose important chances to be more profitable.

4- Characteristics of the target consumer:

In order to dig deeper into the target consumer of Artify, we tried to draw
two potential profiles that match the startup's vision.
These two profiles summarize the characteristics of Artify’s target
consumers:
- Tunisian young adults and adults (18-35), who are cinephiles and/or
curious about Tunisian Cinema and who follow trends in the sector.
- They have the income to pay for the services but they also are used
to paying online. (using credit cards or E-dinar cards)
- They are empowered consumers and they are demanding in terms
of the quality of the streaming websites they use.
Expectations of Artify users:
- Mainly, users of Artify are expecting to watch Tunisian movies,
series, or Theatre plays on streaming.
- They are expecting to enjoy the convenience of watching at home
at their own pace.
- They are expecting a user-friendly website to have a pleasant
experience watching a new artwork that is freshly released.

5- Steps of the consumption process:

My first experience using Artify was before its success in Ramadan 2021,
when the startup just launched its services. I saw an ad on Forja.tn, and
was directed to the website. Since that time, the touch points with the
website have increased in number. Artify is promoting itself using mainly
online communication streams (sponsoring FB ads, ads on Forja.tn, SEO,
…) In addition to that, the startup was introduced for the first time on TV
through Nessma TV when it was streaming the Series “Nouba 2” in 2020.
The second time it was mentioned on TV was through the National
Channel “El Watania” when it was streaming the series “Harga” in 2021.

The moments of truth for a customer browsing Artify to watch a random

movie are different from those when they are looking to watch a
Ramadan series. In the second case, the Zero moment of truth happens in
regards to the series itself and Artify becomes a means to consume the
product (the series). In the following table, we tried to retrace the
customer’s moments of truth when using Artify to watch a movie:

Zero Moment of Truth The user is bored, they decide to watch a

movie, they want to see a Tunisian one.
They write Tunisian Movies on Google.
Artify will appear first thanks to SEO.

First Moment of Truth The user will click on the website and
browse for a while trying to see their
options.

Second Moment of Truth The user selects a movie, pays for it,
watches it and then leaves a
feedback/rating on the website of whether
they liked the movie or not.

Third Moment of Truth The consumer loved the experience and

decided to go for a one-month subscription
in order to watch other movies. They liked
Artify’s FB page to know about the new
movies released and followed their page on
Insta to be up-to-date about their services.
5- Service Marketing Mix:
6- Current Service Flower:

Based on the Service Flower of Artify, we can conclude that other levels
of the service can be added, such as:
- Forums: Tunisian cinephiles love talking about what they watched
and discussing their favorite movies/series. Giving them a space to
do so can be a good expansion for Artify. They can build a
community of active and engaged customers.
- Live streamings of Actors/ Producers/ … on the website.
 - News section: to keep people longer on the website.

- SMART TV application: the startup is currently working on this

service.

7- New Service Flower:

8- Competition Analysis:
When analyzing Artify’s provided service, we can conclude that it is a
basic service that can be easily imitated. Thus, and according to Porter’s 5
forces, the startup is exposed to multiple competition threats such as:

- Risk of new entrants: The core competency of Artify lies on the fact
that it is a user-friendly streaming website for tunisian artistic
projects (movies, theatre scenes, and series). However, the
switching cost is low because customers would prefer to watch
movies on Netflix if they were available, or for free on illegal
websites.
-Competitive Rivalry: Although it is an indirect competitor, Netflix is
still the nb 1 threat for Artify. Instead of watching tunisian movies
and series, people are now consuming foreign multimedia more
than ever. The trendy shows of Netflix are taking their time and
keeping them away from consuming Tunisian products.

9- Recommendations:

In order to keep its current positioning, Artify should keep expanding its
activity to reach more service consumers and to retain its current
customers. To do so, we would recommend the following actions:

- Expand service and payment methods for the international

market: Tunisians abroad have been asking for a way to watch
Tunisian artistic products and are willing to pay for Artify’s services
(source: comments on Artify’s Facebook Page showed many
complaints from Tunisians living abroad about the unavailability of
the service in their countries). This target expansion is an important

step towards more profitability especially that the prices converted

to other European or American currency will be low and thus, will
be attractive.
-Work on getting more Communication streams: Although Artify’s
customers are available mainly on Social Media, it is important to
diversify its communication mix in order to gain more visibility and
awareness.
-Include more on-website services: explained in the Service Flower
section.