Domestic is important market line and China has to tell the story

"Sohu It News" (Wen Changrui) Easy to enter the bureau, is causing the domestic industry to the mobile IM market a new round of discussions, while at the same time, across the sea in Japan, another mobile IM line just announced more than 230 million global users. Line was announced at its "Hello,friends in tokyo,2013" meeting, and the target for this year's line is 300 million, China is certainly one of the most potential markets, so what is line doing in the Chinese market? What are the issues that need to be addressed? How to deal with the relationship between the most powerful rival micro-letters? I on behalf of Sohu it was invited to participate in the meeting and the line high-level interview, the following on the combination of what I saw and heard these days, for everyone to get a line and China that has to say the story. 1. Line in China's low-key is intended for June 2011, the Instant Messaging software line was born in Japan, this time than micro-letter late 5 months. And line really began to enter the vision of Chinese users, is at the end of 2012 and 360 to achieve agency cooperation. At that time, line in Japan and other Southeast Asian countries have played a good wind: launched a series of applications such as lines card, the official release Game, launched a variety of mobile phone games, in different countries to establish localized stars, business official account, and in the country, line is only considered a substitute for micro-letter. So far in the 9 months, line has been very low-key, even the original media attention and 360 of the cooperation, there seems to be no new bright spots. and other ways to promote or cooperation has not been launched on a large scale, line next what is going to do? This is the most related topic of Chinese media including me. During the two-day event, line executives said little about the Chinese market, and rarely even made the initiative to mention the Chinese market. Line Plus VP and line business room Chang Jiang in an interview with the media to make clear that line in China and Hong Kong's development plans are not open. But no answer is also an answer, which shows that line is still very cautious about the Chinese market and will not be ventilated until a truly effective plan is implemented. At a dinner party at the end of the first day of activity, line executive director Tian Chun said in half jest: "We are not interested in the Chinese market, just pretending not to be interested." "It can be said that line in China's low-key is intentional." 2. Line considers itself and micro-letter "strengths, mutual reference" when asked how to view the difference between line and micro-letter, line CEO Sen Chuan Liang gave the answer is "strengths, mutual reference." He also believes that line does a good job in the design, operation, marketing, and so a set of services operating quality is superior to other companies. Line in Japan has developed into an increasingly sophisticated platform, covering voice calls, mobile games, news, marketing channels and so on, the futureThere will also be three new services for video calls, music, and E-commerce, while micro-letters are more conservative, and the public platform, once seen as a new marketing and media channel, is also limited in version 5.0. The Tian Chun introduces 4 business models of line, which can be compared with micro-letters. One is line application pay, of course, mainly refers to the mapping shop; the second is line family product payment, mainly refers to the game; its third is the Enterprise Marketing service, refers to the enterprise official account number, line@ and other services; its third is the cartoon image authorization and the peripheral product sells. In addition, line will introduce music and electronic business services this year to diversify its revenue streams. Micro-letter 5.0 has tried paying for maps and games, and the public platform has not yet been used as a source of revenue, much less cartoon image. Line's positive exploration of business model has certain reference meaning to micro-letter. 3. Line in Japan can handle the operator, in China? In China, the micro-letter and operators of the relationship between the subtle, micro-letter voice messaging services to operators of SMS, call business caused a shock, "signaling said" and "charge said" and stirred the market is rather calm. And recently, micro-letter and Unicom cooperation, netease and telecommunications cooperation, but also to micro-mail and other IM and operators look quite harmonious. So how does line handle the relationship with the operator? This is the question I raised to Morikawa. He replied that line and the operator is a cooperative relationship, although line does have a certain impact on the operator's traditional business, but on the other hand to help operators to the data services in the direction of transformation. In addition, the operator is the line user pays a channel, the operator can obtain the benefit. According to my Japanese friends, in Japan, the same operators in the basic user calls are free, text messages and mail is also free, while the data business is a monthly payment of a certain fee, no flow limit. One of the selling points of line in Japan, therefore, is a free call across carriers and a very good relationship with Japanese carriers because of the need for a lot of data business support. Line on the first day of the Conference also invited the soft Silver representative to the presentation and line cooperation. Then in China, can only say hehe. 4. Issues to be addressed: third-party market channels, user habits line Plus VP, line business room Chang Jiang is mainly responsible for line's overseas business, and the Korean speaker, who speaks standard Chinese, simply introduces line's view of the Chinese market. First of all, China's market smartphone users more and more, but different from other countries mainly using Google Play, China's Android Third-party market is too fragmented, which is the promotion of line is not a small problem. This is one of the reasons why line selection and 360 cooperation. Second, Chinese user habits need to be nurtured. Although China's smartphone users are growing year by bit, but not very familiar with the application abroad, line needs to improve visibility, and analyze and develop user habits. North Canton DeepThe white-collar workers in the first tier city are the user groups of line priority. 5.360 more partners than planned development line Select 360 as its acting partner in China, but Jiang says it does not rule out cooperation with other Chinese Internet companies. It is understood that pea pod, 91, Baidu and line have different degrees of cooperation, the future line game can be with local players in China may also be worth looking forward to.