LINECompetitive Strategy

2015

AGENDA Background 4Ps SWOT Recommendation Reference

Background

What is LINE?

Source: https://itunes.apple.com/us/app/line/id443904275?mt=8

Free messaging app Available on all smartphone devices

(iPhone, Android, Windows Phone, Blackberry, Nokia) and even on PC/Mac or tablet.

Free Voice and Video Calls Free built-in stickers Over 10,000 stickers collection (Artist, Cartoon, Brand) Can share photos, videos, voice

messages, contacts and location information easily.

Official Accounts for artists, celebrities, brands and TV shows as a friend to get exclusive news and coupons only available on LINE.($65,000 per yr)

What is LINE?

Source: https://itunes.apple.com/us/app/line/id443904275?mt=8

What is LINE?

Source: http://news.gamme.com.tw/573547

Where does LINE comes from?

Company Background

Source: http://official-blog.line.me/en/archives/1004867595.html

NHN – next human network NAVER Corporation Top 5 Search Engine1.Google2.Yahoo!3.Baidu4.Microsoft5.Naver

comScore(2008) Internet content service operator in Korea

LINE

MixRadio

Livedoor

Company Background

Source: http://official-blog.line.me/en/archives/1004867595.html

4Ps

Product-Family Apps

Source: http://line.me/en/family-apps

Product-GAMES

Source: http://line.me/en/games

Place

Pop up store Theme park

Online

Source: https://www.behance.net/gallery/15327189/LINE-THEMEPARKSource:http://www.prnewswire.com/news-releases/line-opens-its-first-ever-line-friends-pop-up-store-in-north-america-300007810.html

Price

Source: http://linecorp.com/en/pr/news/en/2015/915

In-Game purchase

Stickers purchase

Advertising business

Celebrity + Series + product placement

Source: http://official-blog.line.me/en/archives/1015659866.html

PromotionOfficial cartoon

Campaign Physical store + peripheral products

Competitors&

SWOT

Competitors

Geographic

Source: http://blog.en.uptodown.com/downloaded-instant-messaging-apps-uptodown/Source: http://applyzer.com/main.php

SWOTStrengths1. Free App/ Free video call2. Largest sticker collection3. Well-developed in specific

country4. “Read” function5. Dynamic promotion6. Multiple family App & games

Weaknesses1. Can’t delete send messages2. There is no online status 3. Fraud & Advertisements

harass4. Most of stickers and themes

are not free5. Hard to penetrate mature

market

Opportunities1. Smartphone & tablet prevail2. Support 17 languages & multi

platforms3. Aim for Emerging Markets4. Becoming a total service

platform

Threats1. Strong competition 2. Government censorship3. Different telecommunication

rate

Recommendation

Recommendation Do deeper research on users’ preference in the market LINE want to expand. Cute stickers failed to generate same interest in different countries.

Reopen the door to the world’s largest market - China.LINE has been blocked or censored by the China government.

Develop more functions on LINE.Like banking, e-commerce, taxi service, etcBecome a total service platform provider.

Decrease harassment by advertisement, games and fraudThe harassment prevail on the LINE. Increase the identification checked.

GamesAcquire or work together with popular game apps.

Product placement in TV seriesCreate awareness and buzz.

Source: http://rue89.nouvelobs.com/2014/02/27/texto-cinema-nouvelle-convention-250275Source: http://www.forbes.com/sites/insertcoin/2015/02/02/clash-of-clans-vs-game-of-war-which-is-better/

Wait! The Jp ambassador just LINE me.

Thank you

Reference http://official-blog.line.me/en/ http://en.wikipedia.org/wiki/Line_(application) http://news.gamme.com.tw/573547 http://line.me/en/family-apps http://linecorp.com/en/pr/news/en/2015/915 http://blog.en.uptodown.com/downloaded-instant-messaging-apps-uptodown/ http://official-blog.line.me/en/archives/1001168967.html http://www.shs.edu.tw/works/essay/2013/11/2013111701345477.pdf http://www.pcstar.com.tw/blog/?p=2415 http://lib.shute.kh.edu.tw/essay/shs1030331/306-3.pdf https://www.google.com/url?

sa=t&rct=j&q=&esrc=s&source=web&cd=2&ved=0CCQQFjAB&url=http%3A%2F%2Feshare.stust.edu.tw%2FEshareFile%2F2012_11%2F2012_11_8b6f7488.ppt&ei=OHghVZi7AYb3sAWhhoKgBQ&usg=AFQjCNFj24pwQzPV4tMqB5Se4NzwSC03Zg&sig2=mk-y3XSC-Fn39tvgfvCzLQ

http://www.wsj.com/articles/line-corp-new-ceo-sees-2015-as-critical-for-global-ambitions-1427800181

http://zh.wikipedia.org/wiki/Naver_(%E5%85%AC%E5%8F%B8)