LINE Yahoo, the biggest communication app provider, revealed the next phase of the seamless service platform ‘Connect One’ concept for its business clients at LINE Yahoo BIZ Conference 2024. ‘Connect One’ has been hammered out since LINE and Yahoo! were merged a year ago as a platform to raise Life Time Values of users by connecting them with business clients with every LINE Yahoo solutions linked based on LINE official accounts.
“Evolution of media and technologies and diversified values have been changing users’ consumption behaviors based on the conventional consumption funnel from awareness to consideration and purchase. Now they tend to purchase things based on changes of feelings every moment,” Yuki Ikehata, LINE Yahoo Marketing Solution Company CEO, said at a keynote speech of the conference. “LINE Yahoo is creating the best customer experiences through appropriate connections between business clients and about 100 million users, connecting LINE Yahoo business solutions on the platform.
LINEヤフー上級執行役員マーケティングソリューションカンパニーCEOの池端由基氏
Coming functions connecting business clients with users
Active LINE official accounts of business clients have expanded to more than 490,000 with 7.2 billion messages as of October 2024, 11.8% more than a year ago.
After 2025, LINE Yahoo will expend coverage of LINE information messages, adding lottery results, financial procedure, customer management, coupon or loyalty points and security.
In addition, ‘LINE mini app’ on LINE will be updated, encouraging online service providers, such as game, EC, media or entertainment, to use the mini app. LINE mini app will be classified into ‘certified mini app,’ which makes possible function enhancement, and ‘uncertified mini app,’ which makes possible quicker release without screening processes.
Certified mini app will add functions of charging in an app, listing on LINE Mini App Store, enhancing accesses to LINE or Yahoo! searches and advertising or sharing revenue in an app.
Ikehata said of uncertified mini app, “We will monitor its contents more carefully to ensure security for users.”
LINEヤフーの今後の展開について説明する池端氏
Also, LINE Yahoo aims to integrate advertisements on LINE and Yahoo! completely after 2025, linking LINE user accounts and Yahoo! user accounts for mutual data usages. As of today, the number of linked IDs reached 26 million.
Ine the next year, ‘Business Profile’ function for business clients will be launched as an information portal for their services on LINE Yahoo. On the portal, several actions, such as booking or selling, can be done in the future. Ikehata said, “The relationship between a user and a company is one to one. Business Profile will become a face of a company.”
JAL is confident of cross-sectional data from both Yahoo!JAPAN and LINE
JAL uses Yahoo advertisement, LINE advertisement and LINE official account as touch points with customers, and friends on LINE official account will reach 10 million soon.
JAL has started using ‘Integrated Analysis Report,’ a new service provided by LINE Yahoo. The service is to exploit highly potential customers and visualize users who have seen the LINE and Yahoo advertisements or friends on LINE official account by using data from both LINE and Yahoo!JAPAN cross-sectionally.
JAL extracted the interest groups for domestic and overseas travel from Yahoo! JAPAN data. In addition, they analyzed how many people on their LINE official account were interested in domestic and overseas travel. The results showed that 15% were interested in domestic travel, and 6% were interested in overseas travel.
Then, JAL sent information about overseas travel from its LINE official account by narrowing their focus to those interested in overseas travel. As a results, JAL saw a 177% increase in click-through rate and 117% increase in CVR.
In addition, JAL provided a new service that enables users to log in from LINE by linking the JAL mileage member ID with the LINE user ID from September 2024, and has begun providing travel information based on individual reservation details through LINE information messages to improve customer conveniences.
（左から）LINEヤフービジネスデザイン統括本部の仮屋崎亨氏、JAL Web販売部1to1マーケティンググループの中切友太氏、 JAL Web販売部1to1マーケティンググループの小島史也氏
