1.
LINE APPLICATION

2.
Presentation Outline
• Background
• Current Situation
• Marketing Mix (4Ps)
• Competitor
• SWOT Analysis
• Marketing Success Story
• Conclusion

3.
BACKGROUND

4.
What is LINE?
“LINE” is a smartphone app which allows users to
enjoy free calls and messaging with other LINE
users, both nationally and internationally,
regardless of which mobile network provider they
are using.
Linecorp.com

5.
LINE Corporation
LINE Corporation is based in Japan and develops
and operates the LINE app for smartphones. LINE
Corporation is a subsidiary of South Korean
company NAVER Corporation.

6.
Evolution of Instant Messaging
1996 1998 1999 2003 2009 2011

7.
JAPAN, March 2011

8.
LINE

9.
CURRENT SITUATION

10.
490 M+
14’09/01

11.
Revenue

12.
MARKETING MIX (4Ps)

13.
Product
Family App Games

14.
Price
• FREE! For normal user
• In-App Purchases

15.
Price
• Corporate price
Official Account Official Home Sponsored Sticker

16.
Price
Standard Home Package Premium Package
Official Account with
20 Messages/Month+
Official Account with
25 Messages/Month+
4 On-Air 5 On-Air
Official Home Official Home
Sponsored Sticker Sponsored Sticker
6,XXX,XXX THB/year 7,XXX,XXX THB/year

17.
Price
12M THB
MOON BROWN CONY JAMES

18.
Place
www.LINE.me

19.
Promotion
• Concept
– “More LINE Much Closer”
• Launch TVC

20.
https://www.youtube.com/watch?v=gawbK5-X0pM

21.
https://www.youtube.com/watch?v=3_OWvvI26I0

22.
https://www.youtube.com/watch?v=D_4emAKJFuE

23.
https://www.youtube.com/watch?v=EJn8PohYYN4

24.
LINE’s competitor
Facebook
Messenger
WhatsApp WeChat Kakao Talk BeeTalk

25.
LINE’s competitor
Develope
r
LINE
Corporation
Japan
WhatsApp Inc.
USA
Facebook Inc.
USA
Tencent
Holdings
China
KAKAO Inc.
South Korea
BT Mobile
Private ltd.
Singapore
Primary
Market
Japan Europe Global China Korea
Thailand,
Taiwan
No. of User 490 M 600 M 1,317 M 438 M 140 M 10 M
Revenue
Source
Gaming
Advertising
Sticker
Subscription
Fee
$0.99/user/year
Advertising
Gaming
Advertising
Sticker
Gaming
Advertising
Emoticon
N/A

26.
Feature
Text Chat
Video Call
Audio Chat
Find friend
nearby
Sticker
Games
Official
Account
Sponsored
Sticker
LINE’s competitor

27.
SWOT Analysis

28.
Strength
• Famous LINE Character
• Have more partner App and Game
• Sticker business model
• Localization Strategy

29.
Weakness
• No feature “Find friend nearby”
• User block official account after download
sticker (for Brands)

30.
Opportunity
• Growth of smart phone user
• Internet penetration rate
• Brands want to communicate to customer
via mobile

31.
Threats
• Regulation in some country
• Native app in some country (Korea)

32.
Marketing Success Story
• Games

33.
LINE Games
Localization Strategy
Language / Content / Partnership /Office
Brown
มวยไทย
Cony
กินรี

34.
Cookies Run

35.
Activity
January
2014
First launch in Apple App store and
Google play store

36.
Activity
February
2014
Opening a booth in Mobile Expo 2014

37.
Activity
February
2014
Launch TVC cookie run

38.
Activity
March
2014
Co-promotion with BAR-B-Q PLAZA

39.
Activity
March
2014
Co-promotion with True

40.
Activity
March
2014
Start promote in online channel via online
influencers e.g. VRZO

41.
Activity
April
2014
Start promote in BTS

42.
Activity
April
2014
Release Cookie run sticker for celebrate
10M download

43.
Activity
June
2014
Cookie run Thailand tournament

44.
Value Chain
Increasing No. of user Increasing frequency of use Generate revenue from
selling item in games
Increasing channel for buying
item without credit card
Produce premium souvenir
for sell
Leading to LINE Platform

45.
CONCLUSION

46.
52
30
29
+2% +20%
18
14
15
+50%
+12%
+40%
+50%

47.
A Day in life of Thai
smartphone user
On average, Thai spend 5 hours per day spent on smartphone
Total time spent on Smartphone: July’14
309
Minutes Per Day
112 MINS
COMMUNICATION
17 MINS
BROWSING
90 MINS
ENTERTAINMENT
13 MINS
DEVICE MANAGEMENT
76 MINS
APPLICATION
Source: Nielsen Smartphone Analytics 2014

48.
Top 10 Chat & VOIP Apps
95
63
23
23
21
21
15
12
12
8
LINE
Facebook Messenger
Google Hangout
Tango
BeeTalk
WeChat
ChatON
WhatsApp
Meow Chat
Skype
% Reach Engagement (min/Day)
81.7
1.4
0.1
0.4
2.0
0.5
0.0
0.1
0.3
0.4
Source: Nielsen Smartphone Analytics 2014

49.
LINE Engagement by demographic
82
57 57
89
83
94
101
92
73
Overall 15-17 18-24 25-30 31-35 36-40 41 &
above
Females Males
Time spent per day (Minutes)
Source: Nielsen Smartphone Analytics 2014

50.
Gaming accounted for 70% of
entertainment time spent
70 MINS
ENTERTAINMENT
70%
30%
GAMES
MULTIMEDIA
Source: Nielsen Smartphone Analytics 2014

51.
Top 10 Games Apps
40
40
20
18
14
12
8
8
8
7
COOKIE RUN
Let's Get Rich
Top Eleven
Candy Crush sega
LINE Rangers
X Fighting
Boyaa Texas Poker
Farm Heroes Saga
Castel Clash
Hay Day
% Reach Min/Day
3.6
9.6
8.2
3.2
1.5
0.3
1.9
0.6
1.3
1.2
Rank by
Engagement
3
1
2
4
6
10
5
9
7
8
Source: Nielsen Smartphone Analytics 2014

52.
LINE Games Engagement by
demographic
3.6
2.1
5.7
Time spent per day (Minutes)
1.8 1.4
4.5 4.5
3
COOKIE RUN
Let's Get Rich
4.1
9.6
6.6
13.7
6.9
5.9
8.7
12.4
10.2
9.1
Overall 15-17 18-24 25-30 31-35 36-40 41 &
above
Females Males
Source: Nielsen Smartphone Analytics 2014

53.
Reference
http://www.bangkokpost.com/business/news/430181/line-wechat-growing-locally
http://official-blog.line.me/en/archives/1004867595.html
http://official-blog.line.me/en/archives/1001168967.html
http://www.statista.com/statistics/260819/number-of-monthly-active-whatsapp-users/
http://www.statista.com/statistics/255778/number-of-active-wechat-messenger-accounts/
http://www.statista.com/statistics/248863/number-of-registered-kakaotalk-users/
http://www.techinasia.com/beetalk-messaging-chat-app-10-million-downloads-in-asia-taiwan-thailand
http://linecorp.com/en/press/2014/0731783
http://www.positioningmag.com/content/เกมเศรษฐี-เกมกลยุทธ์-line
http://www.positioningmag.com/content/ผ่าแผนตลาดไลน์-ปั้น-“คุกกีรั้น”-ให้ฟีเวอร์
LINE Business Seminar 18 September 2014 at Aksra Theatre King Power Bangkok,Thailand
Nielsen Smartphone Analytics 2014

54.
THANK YOU

55.
DISCLAIMER
This presentation is meant for educational
purposes only.
LGM624 Marketing And Customer
Relationship Management
Graduate School of Management and
Innovation, King Mongkut’s University of
Technology Thonburi.