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LINE in Quest to Expand User Base

In order to seize a larger user base in Indonesia, the Japanese messaging app LINE, designed by NHN, a subsidiary of the Korean Internet content service operator Naver, is in quest to develop and add new features and establish a partnership with a major bank.

The company is planning to develop new features including live video streaming, but the details of any such forthcoming bank partnership were not made public.

Line Messaging App

The company has already tested video streaming feature on several levels and a trial has also been accomplished. Broadcast of Indonesian pop band Kahitna’s concert drew 3 million viewers on the LINE stream.

The company is figuring out how to break out the apparent crisis of weak internet infrastructure in Indonesia. As a result, the streaming feature is still in its conceptual phase.

Increasing the existing user base is the primary goal of the organization at the moment and it needs quality and diverse content for the same, told a company spokesperson.
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Localization, in terms of content, through its widely used Stickers and its trademark LINE Webtoon comics platform has given LINE an edge in the market. The app is apparently present in about 70 per cent of all active smartphones in Indonesia. LINE recorded a total of 220 million monthly global active users in the second quarter of 2016, with Indonesia listed as its largest market with estimated 90 million users.

As for the fate of its messaging service, the company claims that its diverse functionality has given LINE the higher ground compared to other messaging services operating in Indonesia as the app boasts a majority of millennial users that make up more than 70 per cent of its Indonesian user base.

After initiating in Japan in 2011, Line became Japan’s largest social network in 2013. It recorded a total of 220 million monthly global active users in the second quarter of 2016.

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