This document discusses LINE's strategy to localize and evolve its platform in Thailand through partnerships. It notes that LINE is the leading mobile messaging platform in Thailand, with users spending 1/3 of their daily mobile time on LINE. To build on this, LINE is partnering with major content providers to offer localized content and services through features like LINE TV, LINE Today news portal, and chatbots that provide services like financial information, restaurant recommendations, ride requests, and travel booking. The document emphasizes that LINE is focusing on building winning partnerships with publishers, brands, retailers, restaurants, tech startups and more to establish itself as a gateway for communication, content, services, and commerce in Thailand.

1. LOCALISING AND EVOLVING
LINE THROUGH PARTNERSHIPS
Kawin Tangudtaisak – Head of Strategy & New Services, LINE Thailand
Echelon Thailand – May 2017

2. THAILAND = MOBILE

3. MOBILE AT THE CENTER

5. 1/3of 234 mins/day on smartphone
spent on LINE platform

6. LINE AT THE CENTER OF MOBILE

7. CONTENT & SERVICES
Leading platform for

8. CONTENT HAS NOW SHIFTED ONLINE
90%Thai consumers watch videos
online (time spent 2x higher than
global average)
Online =
NO. 1Channel for news consumption
among Thais

10. LINE TV – NO. 1 VIDEO PLATFORM FOR
ORIGINAL, CURATED CONTENT

11. LINE TV – MAJOR CONTENT PARTNERS
ONBOARD

12. LINE TODAY – LEADING NEWS PORTAL
>28m monthly unique users / >1,300m monthly page views… and growing

13. LINE TODAY – 70+ CONTENT PARTNERS

14. NO LOVE FOR APPS
75%Apps downloaded, opened
once, then abandoned
(globally)
2/3Thailand mobile users time
spent on 3 apps (LINE,
Facebook, and YouTube)
Source: AppBoy, Fortune, Nielsen (2016), Tech in Asia

15. CHAT BOTS – BUILDING LOCALISED
SERVICES WITHIN LINE

16. LINE FINANCE – FINANCIAL ASSISTANT BOT
Stocks / Funds / Financial Advice / News / Alerts

17. WONGNAI – RESTAURANT DIRECTORY BOT
Search Restaurant Pick Food Category Enter Location
See Recommended
Restaurants

18. UBER – RIDE REQUEST BOT
Request Ride Pick an Uber Driver Confirms
Receive Ongoing
Notifications in Chat

19. Book Hotel or Flight Enter Dates See/Filter Results View Details and Book
EXPEDIA.CO.TH – TRAVEL BOT

22. LINE MAN – ON-DEMAND SERVICES
PARTNERSHIPS
Food Messenger Postal

23. BUILDING WINNING PARTNERSHIPS
Publishers Brands
Retailers/
Restaurants
Tech/
Startups
WHAT’S NEXT?

24. Gateway to communication, content,
services, and commerce