Mobile messaging app Line, which has been on a marketing push in
India, has added 10 million Indian users to its registered users count
in around three months, as it prepares to kick off a Bollywood
actress-backed TV ad campaign in the country. Since officially launching
in India, Line said voice calls on its service have grown 3,200 %, use
of stickers is up 1,800%, and messages have grown by 700% since June
2013.
Line revealed the growth figures in a blog but did not specify how many of these new signups are staying active vs trying and then ditching its app. Monthly actives are a more telling metric for apps but Line does not yet break out MAUs, even though some rival messaging apps do, such as WhatsApp (which now has some 300 million MAUs).
At its last count Line said it had around 250 million registered users. It has also previously confirmed that figure is actually a combined total covering all its iPhone/Android/Windows Phone/BlackBerry/Nokia Asha/feature phone apps. That’s significant because Line requires users to register again if they are using its service on different mobile devices — so it’s likely that registered users figure is being inflated somewhat by duplicate app users, or as people upgrade from feature phones to smartphones, although it’s not possible to say by how much.
Line, which was originally created by NHN Japan (part of South Korea’s NHN Corp), bagged a big following in Japan in 2011 and 2012 before spreading its net wider to target markets outside Asia, including Spain and South America. It’s been steadily adding to its registered users count ever since, as well as extending its feature set (most recently adding video calling and Vine-esque video clips).
But without MAUs it’s hard to say exactly how sticky Line is providing outside its home market of Japan — where it draws the majority of its revenue, and where the proportion of MAUs vs registered users may be as high as 80%.
Add to that, the company has been using some high profile marketing to spur user registrations in a string of markets so the size of its marketing budget is another key consideration when it comes to assessing the overall vitality of its messaging business. Line Corporation doesn’t disclose marketing spend either.
In India, Line appears to be following the same marketing formula it applied in Spain — where it used a high profile TV campaign with local actors Michelle Jenner and Hugo Silva to attempt to adhere its sticker-character-fuelled charm to national affection centres.
Line revealed the growth figures in a blog but did not specify how many of these new signups are staying active vs trying and then ditching its app. Monthly actives are a more telling metric for apps but Line does not yet break out MAUs, even though some rival messaging apps do, such as WhatsApp (which now has some 300 million MAUs).
At its last count Line said it had around 250 million registered users. It has also previously confirmed that figure is actually a combined total covering all its iPhone/Android/Windows Phone/BlackBerry/Nokia Asha/feature phone apps. That’s significant because Line requires users to register again if they are using its service on different mobile devices — so it’s likely that registered users figure is being inflated somewhat by duplicate app users, or as people upgrade from feature phones to smartphones, although it’s not possible to say by how much.
Line, which was originally created by NHN Japan (part of South Korea’s NHN Corp), bagged a big following in Japan in 2011 and 2012 before spreading its net wider to target markets outside Asia, including Spain and South America. It’s been steadily adding to its registered users count ever since, as well as extending its feature set (most recently adding video calling and Vine-esque video clips).
But without MAUs it’s hard to say exactly how sticky Line is providing outside its home market of Japan — where it draws the majority of its revenue, and where the proportion of MAUs vs registered users may be as high as 80%.
Add to that, the company has been using some high profile marketing to spur user registrations in a string of markets so the size of its marketing budget is another key consideration when it comes to assessing the overall vitality of its messaging business. Line Corporation doesn’t disclose marketing spend either.
In India, Line appears to be following the same marketing formula it applied in Spain — where it used a high profile TV campaign with local actors Michelle Jenner and Hugo Silva to attempt to adhere its sticker-character-fuelled charm to national affection centres.
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