As a part of its global expansion strategy, Japan based LINE, an unlimited free calling and messaging application is recently launched in India. It can be accessed both on smartphones and PC’s having Windows/Windows 8 or Mac OS.
As per Akira Morikawa, CEO, LINE Corporation, the application is currently present in over 231 countries worldwide and has registered more than 180 million users since its launch 23 months back . Also, it delivers 5 billion calls and messages across the world on its network per day. The company will also be launching fun stickers according to Indian sensibilities in near future.
Apart from sending free voice calls and messages, LINE also offers following features to differentiate itself from other messaging apps such as
1) Both free and paid stickers and emoticons to make messages more expressive. However, only Windows Phone & BlackBerry users can download the free stickers.
2) Allows users to download and play games with their friends and is currently offering around 17 games.
3) Home feature, which allows to share photos, videos and location info with friends as a social network medium. It also provides a timeline to see what friends have been up to and what they have posted, leave comments, messages and enjoy communication.
With rise of internet and mobile penetration in India, multiple player have been attracted to Indian VoIP messaging app market including Tencent owned WeChat, Whatsapp, Viber with local players such as Hike, PlusTxt etc.
Where Hike has already came up with the sticker and voice messaging feature, Google hangout and Wechat are making their place on desktop too. Thus, the market is moving from customer acquisition to customer retention and providing better features plus experience.
LINE will follow a similar strategy of WeChat to go for a TVC campaign targeted towards youth to promote itself in India.
Line is typically more popular due to its stickers features where some characters such as Disney, Hello Kitty and Ironman are quite popular among its users.