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› Messenger app › … ? LINE

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LINE as Service Platform

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Product Management of LINE with Dilemmas Today’s main topic Platform Communication

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Agenda › LINE as a Messaging App › LINE as a Service Platform › Product Management with various dilemmas

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LINE as a Messaging App

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LINE One of the most used messaging service in several countries.

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User base of LINE THAILAND INDONESIA JAPAN TAIWAN About 166 Million MAU

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LINE is a Completed Product ?

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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%

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So many improvements of Call functions

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LINE as a Service Platform

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CLOSING THE DISTANCE

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Distance between People

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Distance between Everything

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LINE provides wide variety of services Payment, Music, Books, Healthcare, Finance, Travel, Shopping, Foods, Games, and more …

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LINE provides wide variety of services

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Most of LINE users use Messaging only User’s actual behavior

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Product Management with various dilemma

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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

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So many services were created

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Home

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>>> The most of users see only Friends

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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 … ?

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Our Second Try was started

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› Not show friends list on default view › Customization area › Show contents details in services › Personalized contents The Points are …

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Customization

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Show Contents Details Not only show the service name and icon

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Personalization

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Previous Home 84% 16% Not use service Use Service

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Current Home 72% 28% Not use service Use Service

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Localization Japan Taiwan Thailand Indonesia

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Communication x Service

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LINE x LINE MUSIC x

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Share Music Chat x LINE MUSIC

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Share Music LINE MUSIC KPI MAU Download

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How can we make a better synergy? LINE x LINE MUSIC ?

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Profile BGM Profile x LINE MUSIC

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Profile BGM MAU Download

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LIVE Viewer Chat room x LINE LIVE 伊藤美来 LINE LIVE

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Birthday Gift Friends x LINE Gift, Sticker / Theme Shop

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LINE is NOT a Completed Product And there is a lot of tasks of product managers

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Product Manager x …

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THAILAND KOREA INDONESIA TOKYO TAIWAN FUKUOKA VIETNAM CHINA KYOTO Development Organization of LINE There are 9,400+ LINERs at April 2020

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Our life is dramatically changing

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Thank you