The Nation



Line offers locally tailored services for Thai users

The creators of the popular communication app Line plan to provide more locally tailored services and features for Thai users.

Lee Jin-woo, general manager of Line, said the firm planned to introduce Line Music, a streaming service that enables users to purchase music of all genres within the Line app, and Line Mall, an e-commerce service optimised for smartphones.

He said the firm expected that companies and brands would attempt this year to communicate more closely with consumers. For instance, many Thai brands and public institutions such as Kasikornbank and the Energy Ministry are enhancing their brand awareness and images by opening official Line accounts, so they can provide useful information and local content to users of the app.

"Thailand is adopting e-commerce at a rapid pace, and this provides lots of opportunities for Thai brands and enterprises as more consumers become familiar with using digital platforms to make purchases," Lee said.

"Line has launched a Web store, allowing users to purchase Line stickers and in-app currencies for Line games, all from the comfort of your PC or mobile device's browser, in order to meet this trend in Thailand."

Line expects the trend this year will be the growing development of the multi-device ecosystem, which enables users to enjoy the same content on various devices.

The company now has 300 million users worldwide. It aims to get that number up to 500 million this year, and to develop Line into the world's top communication service.

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