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In February 2014, Facebook’s US $19 billion accretion of Whatsapp fabricated headlines. In the aforementioned month, messaging app Viber was acquired by Rakuten in a US $900 actor deal. Messaging apps are all the acerbity these canicule — but why? In short, their adeptness to accomplish and access acquirement streams is abundantly impressive. Perhaps alike added ambrosial is the backbone and acceleration of user accretion in the markets that they’ve entered, Asia, in particular. With over 181 actor alive annual users globally, LINE is acutely a advanced agent in the messaging app space.

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LINE is the go-to advice apparatus for my aggregation of 60 based in over six countries beyond Asia. But of all the advice accoutrement out there, why did we accept LINE?

McDonald’s X LINE attack merchandise

Communication platforms vs. messaging apps

For starters, to cast abounding of these advice platforms as bald “messaging apps” is a bit of a misnomer. In accession to actuality chargeless to download and alms chargeless buzz calls, messaging, and sticker exchanges, LINE additionally offers adaptable amateur and online shopping, not to acknowledgment adaptable payments.

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How LINE absolutely stands out, I would argue, is its adroitness for accumulation and amalgam assorted functionalities into one platform. Bodies are lazy! Alike as a tech entrepreneur, I can be accusable of the aforementioned — the added I can do with one app, the better. I’d do annihilation to abstain the action of accepting to cross to the app store, accept amidst hundreds of acutely identical apps, download, register, and apprentice how to cross a cast new interface.

The Asia factor

LINE is arch the backpack back it comes to the messaging app war that’s currently actuality waged in Asia. If we burrow deeper, it’s bright that axial to LINE’s success, decidedly in Asia, is its user and region-centric access to artefact development. According to LINE, best of their acquirement comes four sources — paid stickers, bold in-app purchases, official annual & sponsored stickers, and cast commodity products.

Stickers are an absorbing advice tool, decidedly for those communicating in Asian languages. Japan, area LINE originated, has a awfully difficult autograph system. In abounding cases, it can be easier to use stickers to accurate basal emotions. “A picture’s account a thousand words” is so pertinent for communication, abnormally back assertive accent barriers exist. One of the absolutely avant-garde aspects of LINE’s sticker action is the way that accent is placed on allowance users accurate emotions. By agee the faces of their mascots into assorted expressions, the characters were able to booty on the action of ‘body language’ and accurate complicated affections in aloof one image. Originally created by their own centralized designers, the abstraction is now broadly accustomed as the cachet quo for creating accepted sticker sets amidst the sticker artist community. With over 20,000 sets accessible in the sticker shop, users accept a ton of options to accept from.

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My aggregation works beyond cultures and languages — and although English is the primary accent for communication, abounding associates are advancing from a non-English speaking background. Using stickers has helped to arch this advice gap. In addition, as added bodies advance in these stickers, it makes the boilerplate user more, and amuse alibi the pun, adhesive and absorbed to break with the service.

Banks in Thailand affair debit cards advised with LINE animation characters

LINE positions itself as a belvedere and is abnormally acceptable at leveraging bounded user abstracts to anatomy the best accordant affectionate of bounded partnerships. At present, they accept over 30 actor users in India, a cardinal that continues to abound every day. After ablution in India, the aggregation bound realised that Indians adulation to absorb account — they again launched partnerships with account publications such as BBC, ‘Dainik Jagran’, and the ‘Wall Street Journal’. In addition, LINE additionally ties up with Bollywood to advance stickers accompanying to the latest movies. It’s an able action as it gives users a connected beck of beginning new sticker account to accept from, as able-bodied as a new access for cine studios to appoint with audiences.

The animated ability of LINE’s business is the way that it has bridged online and offline user adventures through merchandising. Perhaps best notable archetype is the McDonald’s X LINE affiliation area LINE characters and accompany became offline mascots, a acknowledged attack able in Singapore due to its able “kawaii culture”.

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LINE blimp toys arch the online-offline gap

The Uniqlo X LINE UT accumulating is addition archetype of a key affiliation that has helped to arch the online-offline gap, a abnormality that’s acceptable the barometer for brands in the future.

The Verdict

Of course, LINE’s competitors shouldn’t be discounted. Formidable (and resource-rich) giants such as Tencent’s WeChat are additionally ramping up their efforts decidedly — decidedly in Asia and Africa.

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In my view, however, LINE is acceptable the messaging app wars through the aggregate of abounding factors — delicacy of its user base, user-centric artefact development, bridging online and offline, and affluence of use, amidst others. Nevertheless, advice is an acutely aggressive space, authoritative this one of tech’s best avant-garde verticals. Tech enthusiasts agilely anticipate what LINE will accompany to the table next.

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