How does line grow to mobile platforms? Line Comics coming online

Perhaps you already know that the progressive internationalization of mobile communication tools line originated in Japan, perhaps you already know Line's parent company Naver is a Korean company, but perhaps you may not know the line team predecessor to do is the search engine. Today, the line Greater China general manager, Frank Lee, shared the Naver Japanese team from doing search engines to mobile communications products and expanding from the Japanese market to the global Pingwest hosted the Sync 2013 Beijing Summit. The story of becoming an internationalized mobile platform: Line's parent company, NHN, owns the world's fourth-largest search engine Naver, with a yearly income of 22~25 billion. In the 2006, Naver sent a search team to Japan, but until 2011, Naver's search business was not very well developed in Japan. 2011, Japan took place "3.11" Earthquake in the East China Sea, the founder of Naver is also in Tokyo, because the East China Sea earthquake makes the entire communications network completely paralyzed, everyone's cell phone is not used, everyone in order to give the family reported peace had to line up to make a fixed phone. When he saw this, he thought, could you do a communication product that relies on Wi-Fi networks instead of relying on a telecoms network? For many, Japan is a relatively closed market, and the line that was born in Japan became a global product in just two years, making its success seem special. But Frank Lee believes the opposite, line from the beginning is a global product-line of the team is from South Korea's search team, now the entire line team also has more than 50% Korean people. So line is actually a Korean company ran to Japan to do a product, in other words, line from the beginning of the birth, is a face of overseas market international products. In the process, they learned how to adapt to the new culture. The basic policy of line, says Frank, is that its basic functionality and services are globally unified, but in terms of content, line takes a thorough localization strategy. For example, in the first market-Japan, they think Japan is the world's largest market of the cartoon Kingdom of Heaven, and comics mascot culture is very common in Japan, so line's team Chiang thought of this part of the culture on line platform, which gave birth to the famous line map. These vivid textures have gone beyond the convenience of the Internet and become a cultural symbol. But you will find that there is a detail that all the characters in line maps are anthropomorphic--"hands and feet," says Frank Angry Birds, for example, although these birds are also popular, but because these images have only "a face", so they can only become "expression", The line map can convey users ' messages and emotions through a variety of movements, and now there areMore than 10,000 posted pictures. In addition to providing maps to users, line also provides the same services for enterprise-class platforms--frank said last month line released a 2013-year Q3 earnings, the total amount of 166 million U.S. dollars, of which 60% of the revenue from the game, 20% from the user's pay map, and the remaining 20% comes from the service to the enterprise. For these companies, line value is to help them smarter and more humane with their target users to interact and marketing. But the interesting point is that although line in Japan's 50 million users are their 300 million users around the world 1/6, but the Japanese market for its income in line with global income 70%~80%. There are several reasons for this, says Frank: First, Japan itself is a highly ARPU region, where users are willing to pay for virtual content, which in many other markets may need to be nurtured; second, in addition to games and textures, There are many line paid services, such as comics, that are available only in Japan, and they plan to move the services currently offered in Japan to the international market in the next two years, such as China, Thailand, Taiwan and other regions, which will greatly boost line revenue. In addition to the mobile platform line itself, the line team has developed many different types of applications, such as line Camera and line tools. Frank explained that when line was successful, its development team faced some temptation-they wanted to put more content and functionality on the platform, but in the end they killed the idea. The reason is that although products such as line cameras, line cards, line brushes and so on have tens of millions of of users, they are not a "Everyone needs products", if these features are stuffed into line, it will make line become very bloated. So line wants to polish its products only around the basic service areas of IM products such as communications and social networking, and divide the other extension services. Then put the option to the user-they will be in line to provide a download link, users want to download the download, do not want to use can not download. Now that line has moved into the Chinese market, they have made some fundamental improvements to China's social and networking environment, such as providing Sina and everyone's social-account logins, in addition to the mobile number registration. The communication solution for the Chinese market is introduced. They are also starting to work with local internet companies in China, for line users to provide content services-in line's official account has been like the day cat, Mushroom Street and other electric dealers, they will provide users with discounted information and coupons, NetEase news will be on line for readers to push some quality content. In addition, line is working with Chinese illustrators to provide new expressions for Chinese users, such as "Cold rabbit" with 40 free stickers in lineFigure。 Not long ago, they worked with pea pods to launch the "豌 Roo". Next week, Frank Lee said, there would be an account online called "Line Comics", and users could read and download some of Taiwan's famous cartoons every day after joining the official account.