Netccentric rebrands to Xamble, launches new mobile influencer platform

[ By New Straits Times ]

KUALA LUMPUR: Australian Securities Exchange-listed Netccentric Ltd, one of Malaysia’s and Southeast Asia’s leading social commerce platforms, has changed its name to Xamble Group Ltd (Xamble) to reflect on its new mobile influencer platform.

The change aims to diversify its revenue streams while providing new growth opportunities.

Executive chairman and majority shareholder Ganesh Kumar Bangah said the name ‘Xamble’ was inspired by the company’s vision to deliver prosperity and value to its ecosystem of brands, influencers and consumers.

“The name Xamble brings to life our existing business operations and aspirations to build Asia’s largest digital society, leveraging content to influence purchasing decisions and add value to our ecosystem of brands, creators and consumers,” said Ganesh in a statement.

Xamble has worked with more than 300 brands, including KFC, Unilever, P&G and Hasbro, and has access to over 20,000 influencers that reach over 20 million consumers in Malaysia, Singapore and Taiwan through its influencer marketing arm, Nuffnang.

The corporate rebrand also coincides with the release of the company’s new app, Xamble Creators, which improves collaboration between micro and nano influencers and brands.

“This new platform empowers influencers to monetise their content and networks better.

“Xamble Creators enables influencers to find interest-aligned brand campaigns, be invited to participate in exclusive brand campaigns, and receive payment for their content,” said Ganesh.

The platform will soon be integrated with Open AI’s ChatGPT to provide influencers with suggested social media posts based on the campaign brief and their preferred tone of voice.

Xamble also introduces a visual representation of the new brand, Xb.

Xb is a virtual robot that will appear across the company’s platforms and provide virtual tutorials and suggested social media posts to its influencers.

Xamble Creators have already gone live on the iOS App Store, Android Play Store and Huawei AppGallery.

Its revenue models will be monetised through new software-as-a-service (SaaS) and fintech revenue streams for the company.

“The Xamble Creators platform has been designed specifically for Asia’s largest influencer category, micro and nano influencers, who have more personal and authentic interactions with consumers and engage more often with their audience than other influencer types,” said Ganesh.

“The ability to access a readily available pool of influencers provides our brand partners through Nuffnang with a unique selling proposition while delivering greater efficiency and smoother workflows for brands and our influencers.

Xamble Creators will also introduce a verified list of influencers that will consider the more qualitative aspects of an influencer and address common concerns from brands when engaging influencers, such as timeliness, draft quality, credibility and more.

This will enable ‘brand-fit’ where selected influencers match the brand’s values and campaign objectives.

“More importantly, Xamble Creators will diversify our revenue streams, enable us to effectively enter new industries and geographies, and expand into the large small and medium enterprise (SME) market, which will drive long-term revenue growth,” said Ganesh.

Netccentric Limited