Line, the most popular messaging app in Thailand, has formed a new business unit emphasising stickers, music and horoscope services to sharpen its focus on this consumer segment.
The move comes as Line diversifies its business to seek alternative sources of revenue in addition to advertising as brands limit their advertising spending.
"The new business unit was established to offer content and provide direct services to consumers as the company diversifies revenue besides advertising from commercial businesses, which currently contribute 50% to the company's revenue," said Norasit Sitivechvichit, chief commercial officer of Line Thailand.
The consumer business is projected to become the company's major revenue source in the next five years, he said.
The firm is also enhancing Line Stickers and Line Melody ringtone services and relaunching Line DooDuang horoscope.
Line aims to support creators to expand their business in terms of licensing and merchandising under the Line IP business.
There are 19 leading sticker creators under the Line IP Business. Mr Norasit said the firm has experience in this business in Taiwan and Japan and sees potential for Thai creators.
Earlier this year, Line Stickers collaborated with leading clothing brand Uniqlo to introduce the "UTme" collection, which features 300 original patterns designed by 23 Line creators.
The campaign has drawn a positive response from customers, driving sales of the collection up by more than 300%, according to Mr Norasit.
The programme demonstrates the potential of Thai creativity when collaborating with global brands.
There are over 700,000 Line creators in Thailand, who contribute over 3.6 million stickers on the Line Creators Market.
Line Melody ringtone and call waiting sound services are also in demand. Currently, there are more than 1 million users and 30,0000 songs available.
The "Assign By Friends" feature will be added to Line Melody this year and will allow users to assign call waiting sounds to each of their friends, family members and colleagues.
Meanwhile, Line DooDuang has revamped its interface and is expected to launch a "Make A Wish And Redeem A Vow" feature, which will let users make a wish and make merit at sacred places after their wish comes true.
Line's efforts to broaden new businesses through a centralised online platform is expected to generate more value and reach more users, he noted.
Mr Norasit said Line Stickers has seen steady growth while Line Melody has experienced strong growth.
