Why did the Firework landed in Japan change business from the "Short Video App"-ask the founder --Cnet Japan

　"Firework", which has been providing a short video application since 2018, has entered the Japanese market in April.Initially, Firework is a BtoC app that allows you to enjoy videos on both vertical and horizontal when you tilt your smartphone, and has attracted attention as a competing service for Tiktok.However, the business has been greatly changed in January 2020, and it is currently providing services that can easily introduce vertical short videos and advertisements on websites such as companies.

「Firework」

　Why did Firework turn to Btobtoc from the trendy short video service area, which is now in Instagram and others?What kind of vision will you draw in the future?We spoke to Jerry Luk of Co-Founder and Coo, one of the founders of Loop Now Technologies, which develops Firework, and Yusaku Takizawa of Chief of Staff at Firework Japan, which promotes Japan deployment.

Reasons for changing the business from "Short Video"

　Loop Now Technologies is a startup with headquarters in Silicon Valley.Jerry Luk, who is good at producing products, such as being in charge of mobile apps in the early days of Linkedin, and Vincent Yang, who are strong in finance, set up FireWork.He currently has a branch office in Tokyo, Mumbai (India) and Moscow (Russia), with 160 employees.He has been investing 5.5 billion yen from venture capital invested in Tencents and Snapchat.

　Luk recalls that the short video application "Firework", which featured the "Reveal" function that follows the video when the smartphone is tilted vertically or horizontally, was just time to get excited about the short video app.。The short video application "Musical.ly" (later Bytedance acquired and integrated with Tiktok) was gaining popularity, so we developed an application as a new market.The origin of the name of Firework was imagined that the heart was "spark" when making something.When launching, he was supported by teens and made a good start, but quickly became suspicious.

（左）Loop Now Technologies Co-founder and COOのJerry Luk氏、（右）日本展開を推進するChief of Staff at Firework Japanの瀧澤優作氏

　"Snapchat pays the creators to enhance the content, and Tiktok also uses huge advertising expenses, making it a market that requires capital to collect users. The game is not a startup. Innovative human resources cannot win.I wanted to win the game by issuing an innovative product. I wanted to focus on places that were easier for users to use and more enjoyable. That is the reason for the business change "(Luk)

　At that time, the content of the short video application was used only for entertainment, and it was a challenge that the age group higher than teens would be difficult to gather.In order to provide more valuable services, he recalls that he has reached the current model, thinking that there is nothing else in short videos.

　However, the business change required courage."The target and the business model are different from the past. I was very excited, but I was scared. I went bankrupt if it came off. I started after a long debate with Vincent. The engineer team.I made a product without sleeping for a month and tested it, and I was able to get a company to use it. "

More than 100 sites in Japan have introduced Firework

　Firework is currently offering services that can easily build a vertical short video format on a website such as companies.This video can also add ads and links to EC.

　Already about 700 websites around the world, more than 30 apps, seven mobile telecommunications companies, and five web browsers have introduced FireWork, and have been introduced to more than 100 websites in Japan.According to Takizawa, companies have set up Firework short videos on the site, which has increased their willingness to buy 1.8 times and 2.8 times the time on the site.

Fireworkを導入したファッションサイト 動画を選ぶと全画面で再生される 動画右下の「Shop Now」ボタンを押すとECページへと遷移する

　To implement Firework on your own site, simply upload videos to the dashboard, how to lay out videos on the site, and paste the code on the site.The length of the video that can be uploaded is up to 60 seconds.You can shoot videos and live streaming through the Firework app (even with Android browser versions).The short video services for general users are continuing, but they will gradually shift to the Btobtoc app.

ユーザーはダッシュボードを使ってコードを取得する

　In addition to the creation of corporate short videos, the company covers everything from engagement to monetization to products introduced in the video.The sites that have been introduced so far have a wide variety of apparel manufacturers, restaurants, and websites at the Manipulative Institute."Rather than just introducing the product in a short video, you can create new content such as shooting. You may find it difficult to create a short video, but it's just a smartphone, so it's more than writing an article.Easy to do "(Luk)

Fireworkは動画制作、エンゲージメント、マネタイズができる

　There are three price plans.There are free "free plans" up to 10,000 playbacks per month, "proplan", which can be used for $ 17 per month, up to 250,000 playbacks, and "Enterprise plan", which will be consulted each time.

Why is Firework a "web", not an app?

　By the way, Firework was originally a service that was developed in the app, but now it is mainly a short video display on the website, why is it?Luk believes that short videos and live streaming will be the global mainstream as a way of delivering content, but most of them are doubtful that they are concentrated on apps and SNS.

　"There are 70%short videos on SNS we call" Walled Garden ", but to create a transaction that is originally valuable for companies and brands.Open Web (General Website) has few short videos. Firework upgrades open Internet "(Luk).

　Many companies now use SNS and video apps for their own marketing and EC as usual, but shouldn't they originally provide value through such rich features on their own sites?With that in mind, the company aims to "regain sovereignty to the original protagonist website" by Firework, which can easily introduce short videos on its own site.

What is the difference between Tiktok and Vimeo?

　Firework is sometimes compared to "Tiktok" and the video sharing site "Vimeo", but Luk tells the difference as follows.

　"Tiktok is a service that collects consumers in the center. Vimeo only has videos embedded in each website. The major difference in Firework is unbalanced. The site where the Firework is installed is a large network through Firework.Make. You can not only use it for content distribution and EC, but can use videos to the network as an ad. "

Fireworkは非集権的なネットワークを構築する

　The direction of Firework is not "Amazon" in EC, "SHOPIFY", not an iPhone, but an Android, but he shows confidence that "both can share the market."

　In Japan, Firework has just begun to develop, but Luk gave a message to companies and brands, saying, "I want you to experience the value first with a free plan."