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The LINEs OTT communications strategy

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LINE is the leading social messenger app in Japan and several countries in East Asia. It has attracted a remarkably high number of subscribers since its launch in June 2011. This case study assesses the companys prospects in this highly contested market.

Executive summary
 
 Implications for operators
 
 LINE uses a freemium model to attract subscribers, who are then monetised through in-app purchases
 
 LINEs content-focused platform is proving successful in several regions
 
 LINE plans to expand into Europe and North America by focusing on games and increasing its media exposure
 
 LINE relies on content sales while seeking to diversify its revenue sources
 
 Many players are converging on the social messaging market opportunity
 
 LINE is hoping that its rapid user take-up will provide it with the means to create links in the value chain and monetise its services
 
 LINEs core proposition is built around free calls and messages presented in an intuitive interface
 
 The sticker market serves as a revenue stream as well as a subscriber retention method
 
 LINE is using its free features to expand its subscriber base while creating a market for in-app purchases
 
 Ecommerce initiatives are primarily designed to increase subscriber numbers and respond to competition
 
 SWOT analysis for LINE in the communication services market
 
 Rating LINEs prospects in the communication services market
 
 LINE overview
 
 About the author and Analysys Mason
  


List Of Figures

Figure 1: LINEs product and service categories [Source: Analysys Mason, 2015]
 
 Figure 2: LINEs active subscribers by country, October 2014 [Source: Analysys Masons Connected Consumer Survey 2015]
 
 Figure 3: LINEs messaging app penetration among users of social communication apps in selected countries, July and August 2014 [Source: Analysys Masons Connected Consumer Survey 2015]
 
 Figure 4: The LINE FRIENDS pop-up store in Times Square, New York [Source: LINE, 2015]
 
 Figure 5: Navers financial and operational results [Source: Analysys Mason, 2015]
 
 Figure 6: Social networking and communication services [Source: Analysys Mason, 2015]
 
 Figure 7: Details of communication services market players [Source: Analysys Mason, 2015]
 
 Figure 8: LINE messenger screenshot [Source: LINE, 2014]
 
 Figure 9: LINE Store, January 2015 [Source: LINE, 2015]
 
 Figure 10: LINE apps and games, January 2015 [Source: LINE, 2015]
 
 Figure 11: LINE Official Accounts screenshot, December 2014 [Source: Analysys Mason, 2015]
 
 Figure 12: LINE profile [Source: Analysys Mason, 2015]


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Reports Details

Published Date : Jan 2015
No. of Pages :25
Country :Global
Category :Telecom Services
Publisher :Analysys Mason Limited
Report Delivery By :Email
Report Delivery Time :12 to 24 hours after placing the order.

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