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 toenjoy free calls and messaging with other LINEusers, both nationally and internationally,regardless of which mobile network provider theyare using.Linecorp.com 5. LINE CorporationLINE Corporation is based in Japan and developsand operates the LINE app for smartphones. LINECorporation is a subsidiary of South Koreancompany NAVER Corporation. 6. Evolution of Instant Messaging1996 1998 1999 2003 2009 2011 7. JAPAN, March 2011 8. LINE 9. CURRENT SITUATION 10. 490 M+1409/01 11. Revenue 12. MARKETING MIX (4Ps) 13. ProductFamily App Games 14. Price FREE! For normal user In-App Purchases 15. Price Corporate priceOfficial Account Official Home Sponsored Sticker 16. PriceStandard Home Package Premium PackageOfficial Account with20 Messages/Month+Official Account with25 Messages/Month+4 On-Air 5 On-AirOfficial Home Official HomeSponsored Sticker Sponsored Sticker6,XXX,XXX THB/year 7,XXX,XXX THB/year 17. Price12M THBMOON BROWN CONY JAMES 18. Placewww.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. LINEs competitorFacebookMessengerWhatsApp WeChat Kakao Talk BeeTalk 25. LINEs competitorDeveloperLINECorporationJapanWhatsApp Inc.USAFacebook Inc.USATencentHoldingsChinaKAKAO Inc.South KoreaBT MobilePrivate ltd.SingaporePrimaryMarketJapan Europe Global China KoreaThailand,TaiwanNo. of User 490 M 600 M 1,317 M 438 M 140 M 10 MRevenueSourceGamingAdvertisingStickerSubscriptionFee$0.99/user/yearAdvertisingGamingAdvertisingStickerGamingAdvertisingEmoticonN/A 26. FeatureText ChatVideo CallAudio ChatFind friendnearbyStickerGamesOfficialAccountSponsoredStickerLINEs 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 downloadsticker (for Brands) 30. Opportunity Growth of smart phone user Internet penetration rate Brands want to communicate to customervia mobile 31. Threats Regulation in some country Native app in some country (Korea) 32. Marketing Success Story Games 33. LINE GamesLocalization StrategyLanguage / Content / Partnership /OfficeBrownCony 34. Cookies Run 35. ActivityJanuary2014First launch in Apple App store andGoogle play store 36. ActivityFebruary2014Opening a booth in Mobile Expo 2014 37. ActivityFebruary2014Launch TVC cookie run 38. ActivityMarch2014Co-promotion with BAR-B-Q PLAZA 39. ActivityMarch2014Co-promotion with True 40. ActivityMarch2014Start promote in online channel via onlineinfluencers e.g. VRZO 41. ActivityApril2014Start promote in BTS 42. ActivityApril2014Release Cookie run sticker for celebrate10M download 43. ActivityJune2014Cookie run Thailand tournament 44. Value ChainIncreasing No. of user Increasing frequency of use Generate revenue fromselling item in gamesIncreasing channel for buyingitem without credit cardProduce premium souvenirfor sellLeading to LINE Platform 45. CONCLUSION 46. 523029+2% +20%181415+50%+12%+40%+50% 47. A Day in life of Thaismartphone userOn average, Thai spend 5 hours per day spent on smartphoneTotal time spent on Smartphone: July14309Minutes Per Day112 MINSCOMMUNICATION17 MINSBROWSING90 MINSENTERTAINMENT13 MINSDEVICE MANAGEMENT76 MINSAPPLICATIONSource: Nielsen Smartphone Analytics 2014 48. Top 10 Chat & VOIP Apps9563232321211512128LINEFacebook MessengerGoogle HangoutTangoBeeTalkWeChatChatONWhatsAppMeow ChatSkype% Reach Engagement (min/Day)81.71.40.10.42.00.50.00.10.30.4Source: Nielsen Smartphone Analytics 2014 49. LINE Engagement by demographic8257 578983941019273Overall 15-17 18-24 25-30 31-35 36-40 41 &aboveFemales MalesTime spent per day (Minutes)Source: Nielsen Smartphone Analytics 2014 50. Gaming accounted for 70% ofentertainment time spent70 MINSENTERTAINMENT70%30%GAMESMULTIMEDIASource: Nielsen Smartphone Analytics 2014 51. Top 10 Games Apps4040201814128887COOKIE RUNLet's Get RichTop ElevenCandy Crush segaLINE RangersX FightingBoyaa Texas PokerFarm Heroes SagaCastel ClashHay Day% Reach Min/Day3.69.68.23.21.50.31.90.61.31.2Rank byEngagement31246105978Source: Nielsen Smartphone Analytics 2014 52. LINE Games Engagement bydemographic3.62.15.7Time spent per day (Minutes)1.8 1.44.5 4.53COOKIE RUNLet's Get Rich4.19.66.613.76.95.98.712.410.29.1Overall 15-17 18-24 25-30 31-35 36-40 41 &aboveFemales MalesSource: Nielsen Smartphone Analytics 2014 53. Referencehttp://www.bangkokpost.com/business/news/430181/line-wechat-growing-locallyhttp://official-blog.line.me/en/archives/1004867595.htmlhttp://official-blog.line.me/en/archives/1001168967.htmlhttp://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-thailandhttp://linecorp.com/en/press/2014/0731783http://www.positioningmag.com/content/--linehttp://www.positioningmag.com/content/---LINE Business Seminar 18 September 2014 at Aksra Theatre King Power Bangkok,ThailandNielsen Smartphone Analytics 2014 54. THANK YOU 55. DISCLAIMERThis presentation is meant for educationalpurposes only.LGM624 Marketing And CustomerRelationship ManagementGraduate School of Management andInnovation, King Mongkuts University ofTechnology Thonburi.