In an endeavor to stay relevant with its users, messaging app Line is testing a new feature that would allow you to send real gifts to your friends. The Japanese chat application has tried introducing a number of new services in Thailand, including a music streaming service and a YouTube-style app. Their latest effort is an attempt to monetize their biggest market -- users in Indonesia, Japan, Taiwan and Thailand.
Line users can already send each other digital gifts (like stickers), but now some can also send real gifts through a digital gift shop with offline results. Some of the brands Line is working with on this project include Asia Books, SF Cinema and 7-Eleven.
Gift Shop App Features
Asian Line App Users Can Send Real Gifts to Each Other Via a Digital Store
Trend Themes
1. Digital Gift Shop - The integration of a digital gift shop within a messaging app is an opportunity for disruptive innovation by allowing users to send real gifts to their friends and generates revenue for the app through partnerships with offline retailers.
2. Monetizing Popular Markets - App companies can monetize their user base by offering new services that cater to their most active markets, generating revenue through partnerships with local brands.
3. Offline Results From Digital Gifts - Creating a bridge between offline and online through tangible real-life results of digital gifts may offer opportunities for disruptive innovation by leveraging online activity to encourage offline consumer behavior.
Industry Implications
1. Messaging Apps - Messaging apps can integrate new services like digital gift shops and generate revenue through partnerships with offline retailers.
2. E-commerce - Offline retailers can partner with messaging apps to integrate their products into digital gift shops and tap into online consumers.
3. Marketing and Advertising - Marketing firms can leverage the popularity of messaging app users by partnering with these apps to advertise their products and services to local markets.