Product Management of LINE with Dilemmas
Today’s main topic
Platform
Communication
Slide 5
Slide 5 text
Agenda › LINE as a Messaging App
› LINE as a Service Platform
› Product Management with various dilemmas
Slide 6
Slide 6 text
LINE as a Messaging App
Slide 7
Slide 7 text
LINE
One of the most used messaging service in several countries.
Slide 8
Slide 8 text
User base of LINE
THAILAND
INDONESIA
JAPAN
TAIWAN
About 166 Million MAU
Slide 9
Slide 9 text
LINE is a Completed Product ?
Slide 10
Slide 10 text
LINE in COVID-19 situation
Active users of Group Call, Video Call has been significantly increased from February to March on 2020
Group Chat
+29%
Group Call
+62%
Video Call
+34%
Slide 11
Slide 11 text
So many improvements of Call functions
Slide 12
Slide 12 text
LINE as a Service Platform
Slide 13
Slide 13 text
CLOSING THE DISTANCE
Slide 14
Slide 14 text
Distance between People
Slide 15
Slide 15 text
Distance between Everything
Slide 16
Slide 16 text
LINE provides wide variety of services
Payment, Music, Books, Healthcare, Finance, Travel, Shopping, Foods, Games, and more …
Slide 17
Slide 17 text
LINE provides wide variety of services
Slide 18
Slide 18 text
Most of LINE users use Messaging only
User’s actual behavior
Slide 19
Slide 19 text
Product Management
with various dilemma
Slide 20
Slide 20 text
LINE has grown up too fast
Total registered user has been 400 Million in 3 years
0
50000000
100000000
150000000
200000000
250000000
300000000
350000000
400000000
450000000
11' 06/23 12' 07/26 13' 01/18 13' 07/21 13' 11/25 14' 04/01
Slide 21
Slide 21 text
So many services were created
Slide 22
Slide 22 text
Home
Slide 23
Slide 23 text
>>>
The most of users see only Friends
Slide 24
Slide 24 text
Is this really our purpose ?
Users could continue using their friends list with same experience
Users didn’t use services and LINE Official Accounts more
Re-develop Home tab before it had just been launched in a year … ?
Slide 25
Slide 25 text
Our Second Try was started
Slide 26
Slide 26 text
› Not show friends list on default view
› Customization area
› Show contents details in services
› Personalized contents
The Points are …
Slide 27
Slide 27 text
Customization
Slide 28
Slide 28 text
Show Contents Details
Not only show the service name and icon
Slide 29
Slide 29 text
Personalization
Slide 30
Slide 30 text
Previous Home
84%
16%
Not use service Use Service
Slide 31
Slide 31 text
Current Home
72%
28%
Not use service Use Service
Slide 32
Slide 32 text
Localization
Japan
Taiwan Thailand Indonesia
Slide 33
Slide 33 text
Communication x Service
Slide 34
Slide 34 text
LINE x LINE MUSIC
x
Slide 35
Slide 35 text
Share Music
Chat x LINE MUSIC
Slide 36
Slide 36 text
Share Music
LINE MUSIC KPI
MAU
Download
Slide 37
Slide 37 text
How can we make a better synergy?
LINE x LINE MUSIC
?
Slide 38
Slide 38 text
Profile BGM
Profile x LINE MUSIC
Slide 39
Slide 39 text
Profile BGM
MAU
Download
Slide 40
Slide 40 text
LIVE Viewer
Chat room x LINE LIVE
伊藤美来 LINE LIVE
Slide 41
Slide 41 text
Birthday Gift
Friends x LINE Gift, Sticker / Theme Shop
Slide 42
Slide 42 text
LINE is NOT a Completed Product
And there is a lot of tasks of product managers
Slide 43
Slide 43 text
Product Manager x …
Slide 44
Slide 44 text
THAILAND
KOREA
INDONESIA
TOKYO
TAIWAN
FUKUOKA
VIETNAM
CHINA
KYOTO
Development Organization of LINE
There are 9,400+ LINERs
at April 2020