Line Corporation has released a lightweight version of its popular LINE chat and messaging app for emerging markets that utilizes less storage space and data.
LINE is used by over 205 million users monthly in 230 countries and regions around the world. At less than 1MB in size, LINE Lite is a lightweight version of the app that promises to make rich communication accessible even to users in areas where network infrastructure is less developed and lower-end smartphones are more widely used.
LINE Lite installs in 1/20 the time of the standard version when installed under the same network conditions. The app retains LINE's core features of text, sticker, and image-based communication.
Users can sign up for new accounts on LINE Lite, or carry over their existing LINE accounts. While audio and video calls and features such as the Timeline are not included in the initial release, the company plans to introduce new features in the future.
The app is being initially released in 11 countries - Algeria, Cambodia, Colombia, Egypt, India, Mexico, Pakistan, Philippines, Saudi Arabia, Korea, and Vietnam. More countries are planned if the initial launch is a success. LINE Lite, which runs exclusively on Android devices, aims to maximize the user experience while reducing dependence on network infrastructure and the availability of high-spec devices.
Concerns have, however, been voiced that Japanese based Line Corporation's existing business model could be under threat as it attempts to expand its user base further in emerging markets. Many potential users may not be able to afford the in-app purchases on which Line makes most of its money, or have the means to pay for them, as credit card use is low.
Marco Veremis, CEO of developing market content specialists Upstream commented "Line's launch of a 1MB 'lite' version of its app heralds a land grab in developing markets for the chat-based content sector. By releasing its app exclusively on Android, Line has clearly understood device use in these markets and has focused its attention on the most popular operating system.
"Line's success in its native Japan has been due in no small part to the stickers and additional content that its customers purchase within the app. For consumers in Japan spending the equivalent of a couple of pounds a week on digital content is straightforward. In growth markets Line will have to be sure to provide culturally relevant content at an appropriate price point. And with credit card penetration as low as 1% in Vietnam, Line will need to look to other purchasing channels like direct operator billing to enable Line Lite customers to get involved in Line culture."
