Insights from Localising and Evolving LINE through Partnerships
This document discusses LINE's strategy to localize and evolve its platform in Thailand through partnerships. It notes that LINE is the leading mobile messaging platform in Thailand, with users spending 1/3 of their daily mobile time on LINE. To build on this, LINE is partnering with major content providers to offer localized content and services through features like LINE TV, LINE Today news portal, and chatbots that provide services like financial information, restaurant recommendations, ride requests, and travel booking. The document emphasizes that LINE is focusing on building winning partnerships with publishers, brands, retailers, restaurants, tech startups and more to establish itself as a gateway for communication, content, services, and commerce in Thailand.
Insights from Localising and Evolving LINE through Partnerships
- 1. LOCALISING AND EVOLVING LINE THROUGH PARTNERSHIPS Kawin Tangudtaisak – Head of Strategy & New Services, LINE Thailand Echelon Thailand – May 2017
- 3. MOBILE AT THE CENTER
- 5. 1/3of 234 mins/day on smartphone spent on LINE platform
- 6. LINE AT THE CENTER OF MOBILE
- 7. CONTENT & SERVICES Leading platform for
- 8. CONTENT HAS NOW SHIFTED ONLINE 90%Thai consumers watch videos online (time spent 2x higher than global average) Online = NO. 1Channel for news consumption among Thais
- 10. LINE TV – NO. 1 VIDEO PLATFORM FOR ORIGINAL, CURATED CONTENT
- 11. LINE TV – MAJOR CONTENT PARTNERS ONBOARD
- 12. LINE TODAY – LEADING NEWS PORTAL >28m monthly unique users / >1,300m monthly page views… and growing
- 13. LINE TODAY – 70+ CONTENT PARTNERS
- 14. NO LOVE FOR APPS 75%Apps downloaded, opened once, then abandoned (globally) 2/3Thailand mobile users time spent on 3 apps (LINE, Facebook, and YouTube) Source: AppBoy, Fortune, Nielsen (2016), Tech in Asia
- 15. CHAT BOTS – BUILDING LOCALISED SERVICES WITHIN LINE
- 16. LINE FINANCE – FINANCIAL ASSISTANT BOT Stocks / Funds / Financial Advice / News / Alerts
- 17. WONGNAI – RESTAURANT DIRECTORY BOT Search Restaurant Pick Food Category Enter Location See Recommended Restaurants
- 18. UBER – RIDE REQUEST BOT Request Ride Pick an Uber Driver Confirms Receive Ongoing Notifications in Chat
- 19. Book Hotel or Flight Enter Dates See/Filter Results View Details and Book EXPEDIA.CO.TH – TRAVEL BOT
- 22. LINE MAN – ON-DEMAND SERVICES PARTNERSHIPS Food Messenger Postal
- 23. BUILDING WINNING PARTNERSHIPS Publishers Brands Retailers/ Restaurants Tech/ Startups WHAT’S NEXT?
- 24. Gateway to communication, content, services, and commerce