Think local, stay global strategy works for LINE

ALICIA Lee (left), LINE Global PR manager, and Greg Kim, senior manager, LINE Plus Corp., believe in the country’s growth prospects.

Foreign brands that enter the country have their own distinctive propositions to offer to the Philippine market, setting them apart from a sea of similar products and services.

But while “unique,” “exclusive” or “rare” is all well and good, adapting to local flavors and preferences without losing one’s distinct character may actually be the key to gaining a strong foothold in a market.

South Korea-based LINE Plus Corp., the brains behind the cultural icon called LINE, believes in the power of “localization” as it aggressively pursues a “deeper interaction” with the Philippine market.

“LINE is becoming (one of) the most popular brands in the Philippines… We continue to build the LINE ecosystem and introduce a richer mobile experience for the Filipino users as we position ourselves as a friendly, beneficial mobile service,” explained Greg Kim, senior manager of LINE Plus.

“LINE has also been creating a new trend of mobile engagement among Filipino users through a series of partnerships. We are planning more active partnerships with top businesses and content providers in the local market. Users will be able to enjoy a more diversified and efficient mobile experience through LINE,” Kim added.

LINE, which has some 300 million users, offers free text and voice messaging, voice calling and group chat with up to 100 people, integrated with various interactive elements such as stickers, home and timeline, and official accounts.

Since its global release in June 2011, the cross-platform mobile messenger has been releasing a series of add-on apps that range from games to an anti-virus app, making it one of the top “free apps” in over 50 countries.

In the Philippines, LINE has seen a rapid growth in users as it has become not only the most dynamic source of communication, but also the most interactive avenue for users to engage with local brands and artists.

And true to its localization thrust, LINE has been actively seeking out partnerships with local firms including Smart Communications, Bench,  Megaworld and Jollibee.

According to Kim, LINE has come up with ways to increase brand loyalty through automated coupons that can be used in retail stores like Bench, and other retail shop promotions, among others.

For instance, LINE’s partnership with Smart resulted in the All-Day LINE plan, the most affordable package that allows users to enjoy full range of LINE’s dynamic services, while the promo with Bench paved the way for the creation of the LINE Bench Official Account, wherein users can receive the latest fashion news and posts on the promotional and sales events.

Kim added that LINE would introduce more and better features to continuously enhance and develop local content, as it moves to further enhance presence in the country.

Philippine users can expect LINE’s continuous evolvement as the most advanced and interactive mobile platform, he added.

“We are focusing on delivering better service for users. The competition in the messenger field in the Philippines is very intense, but we see that as a good sign, as it shows that the market is growing big,” Kim said.

“We are confident enough to win the competition. Also, the market size of smartphone users in the Philippines is not that big yet so we see most potential here—add to that the large population.  We see much potential here, that’s why we’re investing in the Philippines,” Kim added.

Apart from expanding presence and raking in profits, LINE, this early in the game, has also begun engaging in corporate social responsibility activities as well.

To support the victims of Supertyphoon “Yolanda” in the Philippines, LINE decided to release special stickers, which are now available for sale to global LINE users.

LINE, according to Kim, encourages many warm helping hands around the world to join its initiative, as proceeds from the sticker sales are being donated to help the typhoon victims.

More charitable activities are planned, including local fundraising campaigns and donation of LINE products such as T-shirts and stationery items.

“As many already know, LINE went through a similar ordeal with Japanese users during the Great East Japan Earthquake on March 11, 2011. We feel deep empathy for the victims of the typhoon disaster in the Philippines, and have decided to make this contribution to support the victims,” Kim explained.