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Friday Five: What You Need to Know About LINE

line1
November 16, 2012
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Posted by Alex Erasmus

Edelman Digital, Tokyo

Follow on Twitter @AlexErasmus

LINE originated as a free mobile chat, messaging and calling service; an alternative to applications like WhatsApp and Viber, which is available on desktops as well as all major mobile operating systems. The major difference between LINE and these platforms was the variety of emoticons, or “stickers” that could be used in the messages. LINE’s rise in popularity, especially in 2012, has been phenomenal. It now has over 32 million users in Japan (with 12 million using it daily) and well over 70 million users globally. Even the Japanese Prime Minister’s office has an accoun…

Friday Five: How Social Media Works in Japan

japanese
April 19, 2012
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Posted by Alex Erasmus

Edelman Digital, Tokyo

Follow on Twitter @AlexErasmus

Japan is slowly coming around to a more open style of social media, where brands tell a story and invite contribution from the community. As ever, success involves carefully balancing the western approach with content that resonates locally. Here are five important points about the Japanese market.

1. International Platforms Are Growing Rapidly

It’s well documented that both Facebook and Twitter belatedly became relevant to Japan, following the earthquake of March 2011. As you can see from the chart below,…

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