Popular Japanese instant messaging application Line plans to take challenge Twitter, Facebook and Google
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| Noriko Suzuki, a 22-year-old office worker in Tokyo, sends about 50 messages a day via the Line messaging app, including reports on her summer vacation and pictures of her lunch. |
TOKYO — Japan’s most popular instant messaging application, Line, has
outlined its plans to take on Twitter, Facebook and Google to become
“the number 1 online service” in the world.
In an interview with
the New York Times, the company’s chief executive Akira Morikawa said
that he wants Line to become “first global Internet company from Asia”
and “a common language for the world”, reported the Daily Telegraph.
Line, which already has 230 million monthly users, lets users
exchange text messages, graphical ‘stickers’ and video and audio media,
as well as make free VoIP calls, and hold free audio or video
conferences.
Originally developed as a mobile application for
Android and iOS smartphones, the service has since expanded to
BlackBerry, Nokia Asha, and Windows Phone, and also exists in versions
for laptop and desktop computers.
Mr Morikawa claims that Line has
a critical advantage over applications like Facebook and Twitter, which
is that it was originally conceived and created for smartphones, so the
company does not have to design software that can leap from desktop
computers to mobile devices.
Stickers – which are used during chat
sessions between users and act as large-sized emojis – are one of
Line’s most popular features. Stickers feature original characters as
well as a number of popular manga, anime and gaming characters, movie
tie-ins, and characters from Disney properties such as Pixar.
Users
can purchase stickers as gifts, but many stickers are available as free
downloads, depending on country availability. Purchased stickers are
attached to an account and can be used on other social media platforms.
Line says its users send more than 1 billion stickers per day.
However,
the company makes most of its money from games, with offerings like
Line Pop and Line Bubble recently moving into the Top 10 lists on Google
Play and the Apple App Store.
Like other popular online game
providers in Asia, Line lets users download its games free, making money
through in-app purchases, which provide players with special powers,
for example.
As part of its plan to conquer the US, Line has
teamed up with nine top video creators on Vine – the mobile app owned by
Twitter that enables users to create and post short video clips – for a
series of promotional videos.
All of the creators are involved with Collab, the LA studio working with Line to run the promotion.
“LINE
is one of the most fun and addicting new mobile apps, so Collab is
excited to help introduce Line to the United States market,” said Collab
chief executive Tyler McFadden.
“There’s a lot of crossover
between the young audiences on Vine and Line and we’re confident that
the Vine Influencers we work with will be extremely effective in driving
new Line users.” AGENCIES
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