Abstract

This case addresses the strategic direction of Japan’s main communication platform company, Line Corporation. The company had an incredible growth in its first 3 years, the popularity has been accompanied by its financial success, and value proposition offered to users and companies. Some important features of Line products are instant messages, free calls, stickers, free-to-play games, animation programs, B2B services, licensing and merchandise of Line’s characters goods. Being one of the firsts Japan-based successful internet companies, Line is conquering the world in term of user registration in its Communication Platform. However, popularity does not mean financial success in the company’s abroad operations. In response, the company has implemented a strategy based in product diversification and localization for every market. The strategy is promising; however Line is now a central position where the company has to compete with strong companies in each segment.

Detailed information