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LINE mobile app invades PH market

By Marlon C. Magtira | Feb. 15, 2013 at 12:02am
LINE mobile messenger app sets up for the Philippine market.  Photo by Ricky Carballo


With more than 110 million users in 231 countries, LINE mobile messenger app announced on Valentine’s Day it is all set up to conquer the Philippine market.

“LINE is tapping into the momentum of its growth to further expand its service worldwide. We are eyeing the Philippine market, as it is filled with a multitude of opportunities such as Philippines’ high smartphone penetration rate and its high potential market growth,” Lee told the Manila Standard.

Launched in mid 2011 by the largest South Korean search engine company Next to Human Network (NHN) Corp., LINE mobile messenger is designed to offer free messaging, calling and group chatting.

In addition to basic free messaging, voice call and group messaging with up to 100 people, LINE also provides various social networking features such as stickers to enhance the communication experience by incorporating emotions, home & timeline, multiple family apps including game and camera enhancements.

To enhance the presence of LINE and its family apps in the Philippines, LINE will actively carry out marketing campaigns like partnering with Filipino artists, animation and entertainment companies to release various localized contents such as stickers and celebrity official accounts, Lee said.

LINE also intends to outsource fun games through cooperation with game developers in the Philippines.

Hyun-bin Kang director of LINE business at NHN, said, “through the continuous release of features, LINE has become wildly popular in Asia and is also rapidly growing in North America and Europe, as well as in Spanish speaking countries. LINE is an ideal communication tool for the Philippines, the world’s text-messaging capital.”

“Users can communicate through various methods such as free messages, local and international calls, and even by playing games together.” Kang said.

“LINE is striving to introduce localized dynamic and distinct features for users in the Philippines.” LINE’s fun stickers will also enable the users in the Philippines, who are known to freely express their feelings, to accurately illustrate and visualize their emotions. The Philippines is a new target market for LINE, according to Kang.

The four LINE characters: Brown, Cony, Moon and James, have distinctive personalities that have gained popularity from users worldwide. With a wide array of dramatic facial expressions portrayed by these characters, there are more than 200 types of stickers in which users can utilize while chatting to share emotional expressions to enhance  conversations.

A notable element of LINE geared to compete with Facebook is the Home & Timeline feature. Similar to Facebook, this feature provides a personal space where users can share photos, videos, including location information.

The official accounts feature allows users to communicate and receive contents from celebrities, public figures and corporate brands on real-time.

LINE mobile messenger app is designed across multi-platforms on iOS, Android, Blackberry, and Windows.
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