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LINEのOTT通信戦略

LINE's OTT communications strategy

 

出版社 出版年月電子版価格 ページ数
アナリシスメイソン─2015年以前出版レポート
2015年1月US$2,499
ベーシックライセンス
25

PPT and PDF

サマリー

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 company's prospects in this highly contested market.

 

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プレスリリース

Table of contents

Executive summary

Implications for operators

LINE uses a 'freemium' model to attract subscribers, who are then monetised through in-app purchases

LINE's 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

LINE's 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 LINE's prospects in the communication services market

LINE overview

About the author and Analysys Mason

List of figures

Figure 1: LINE's product and service categories [Source: Analysys Mason, 2015]

Figure 2: LINE's active subscribers by country, October 2014 [Source: Analysys Mason's Connected Consumer Survey 2015]

Figure 3: LINE's messaging app penetration among users of social communication apps in selected countries, July and August 2014 [Source: Analysys Mason's Connected Consumer Survey 2015]

Figure 4: The LINE FRIENDS pop-up store in Times Square, New York [Source: LINE, 2015]

Figure 5: Naver's 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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