International Journal of Advanced Culture Technology

  • 제10권4호
  • /
  • Pages.389-395
  • /
  • 2022
  • /
  • 2288-7202(pISSN)
  • /
  • 2288-7318(eISSN)
국제문화기술진흥원 (The International Promotion Agency of Culture Technology)
권호 표지
DOI QR코드

DOI QR Code

Line's Development Strategy in the Mobile Instant Messenger Industry

  • 투고 : 2022.08.23
  • 심사 : 2022.11.01
  • 발행 : 2022.12.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This paper selected 'Line', the messenger application of Korea's leading software-based IT company 'Naver', and performed a case analysis specially in the early stages of the messenger industry. First, this study analyzed what the mobile messenger industry is and the external environment. Next, an internal analysis was carried out through the strengths and weaknesses through Naver Line's resources and capabilities. With this analysis, this study could evaluate the platform strategy, communication strategy, and the user basic strategy that Naver is carrying out. This study gave us more understanding of the mobile instant messenger (MIM) industry and understand Naver's growth strategy, which will provide great implications for the working staff of IT companies.

키워드

참고문헌

  1. D.A. Gu, "LINE has surpassed 506 million users... Q2 Revenue of KRW 1272 Billion", Microsoftware, 2014.10.09. Retrieved from. http://www.imaso.co.kr/news/article_view.php?article_idx=20141009173727
  2. J.W.Nam, "User-Made Sticker Sales Platform Launches Global Registration for 'Line Creators Market", Newswire, 2014.04.17. Retrieved from, http://www.newswire.co.kr/newsRead.php?no=747041
  3. Government Publication, "Analysis of the Mobile App Ecosystem Centered on Developers", Information and Communications Broadcasting Policy, Vol. 26, No. 5, No. 575, 2014.
  4. Naver Corporation, "Naver Q3 2014 Performance Release", 2014.10.30
  5. S.E. Cho, "Line' Emoticon Market Jackpot Japanese 'Line Firstborn' Opened", Kookmin Daily News 2014.12.03.
  6. NHN Institute for the Next network homepage. http://www.nhnnext.org/
  7. Naver Data Center. Retrived from http://datacenter.navercorp.com/ko/index.html
  8. Naver Business Platform. Retrived from http://www.nbp-corp.com/nbp/index.nhn
  9. S. W. Ahn, "Line 'Work-Driven Talent, Welcome at Anytime", Blotter, 2014.12.11.
  10. S.C. Kim, "Naver "Line, Will Not Be Listed Year-round"... Market capitalization estimated at the time of listing", Energy Economy, 22.09.2014.
  11. S. H. Yang, "Have You Yet to Receive the Scouting Offer in the Line?" Asia Economy, 2014.09.22.
  12. M.C. Jung, "Line Lives Well Below 107 Million Subscribers", Korean Economy, 2014.10.13.
  13. J.W. Nam, "User-Made Sticker Sales Platform, 'Line Creators Market' Global Registration Acceptance Launch", Newswire, 2014.04.17.
  14. H.W. Kim, "Messenger App 'Line', Various New Projects Unfold", Media It, 2014.10.04