Hello, my name is Charlotte Yu and I am currently in charge of the business development and planning of the LINE Beacon platform in Taiwan.
One of the projects I’m working on involves using LINE Beacon as a feasible location contextual technology which can play an important role in LINE’s “Smart Portal” concept to bring people, information and services closer together and march toward our mission of “CLOSING THE DISTANCE”.
Currently, at this early stage, we are focusing on creating successful beacon deployments and use cases to raise user awareness and usage rates.
Our strategy behind the LINE Beacon platform is to take advantage of LINE’s extensive user base and other LINE services and features popular in Taiwan. We believe that location-awareness will be a driving force in the advancement of mobile technology, and that’s why we are building a beacon network by deploying LINE Beacon to as many places as possible. This is in line with two key factors of the online-to-offline (O2O) ecosystem: geo-linked applications using location-aware technology and platforms with a high user base.
O2O messaging is used to connect the online digital platform to offline merchants. In terms of commerce, the aim of O2O is to drive customers from the online marketplace and platforms (where they spend most of their time) to offline brick-and-mortar stores. This can happen through digital coupons, membership cards, and proximity marketing. That’s why we designed various beacon applications to build online-to-offline networks where the virtual world expands to the real world.
O2O and beacons link everyday products and features such as LINE Coupon, LINE Points, and LINE Shop Card to drive sales. We can push GeoADs (geo-linked advertisements) to promote stores, clients, and events with LINE business accounts (such as official accounts or LINE@ accounts) to nearby LINE users. By encouraging LINE users to walk into stores using LBS (location-based service) incentives such as coupons and stickers, we can enhance the user experience and help LINE@ owners, who have an LBS add-on such as indoor navigation or a shopping guide, achieve higher user retention rates.