【Native Speaker每日综合训练—40系列】【40-05】经管 LINE

小蘑菇开始打怪

内容:小蘑菇开始打怪 编辑：小蘑菇开始打怪

公益申请名额，每月一名
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貌似LINE在大陆不能用了，可妮兔、布朗那些萌哭了的表情们再也看不到的怎么办~
这期就来认识一下LINE这个APP，一个出生在霓虹，萌翻了全世界少女心的app~

Line is a Japanese proprietary application for instant messaging on smartphones andpersonal computers. Line users exchange text messages, graphics, video and audio media, make free VoIP calls, and hold free audio or video conferences. Line, launched in Japan in 2011, reached 100 million users within eighteen months and 200 million users only six months later. Line became Japan's largest social network in 2013; on 25 November 2013, it announced that it had 300 million registrants worldwide, of which 50 million users are within Japan.
From Wikipedia

Part I: Speaker

'Like' Something? Social Networks Would Like You To Buy It Too, Please

[Rephrase 1, 04:00]


Source: NPR
http://www.npr.org/2014/07/28/336123321/like-something-social-networks-would-like-you-to-buy-it-too-please

小蘑菇开始打怪

Part II: Speed

NHN Japan spins off its Line messaging business to focus on its international expansion
MATT BRIAN

[Time 2]
Demonstrating the strength of its massively popular Line messaging apps and services, NHN Japan — the Japanese arm of Korean search giant Naver — announced today it is to split gaming and Internet services businesses, spinning off its messaging, search and Web portals into a new company.

NHN Japan says that smartphone and PC game development will now be handled by Hangame Corporation, which will continue to build on its Line Game brand, strengthening its position as one of Japan’s top online gaming businesses.
The newly created Line Corporation will now be tasked with the development of the Line messaging service, Naver Web portals, and operation of the Japanese ISP Livedoor. Line Corp. is tasked with becoming the number one domestic media company.

NHN also has eyes on expanding its overseas business, announcing that it establish a joint-venture named Line Plus Corporation in Japan. Here’s where it gets confusing: Line Corp. will hold a 60 percent share of Line Plus Corp., while NHN’s Korean parent will hold a 40 percent share.

Mobile messaging has become a huge business in Asia, proved by the fact that Naver’s Line app hit 100 million downloads, just 18 months after launching. The company runs its own virtual currency, and expanded it to its global userbase in August 2012.

The dominance of Naver’s online services in Asia is the primary reason Yahoo decided to close its Korean business. But that hasn’t stopped Yahoo teaming up with Kakao, the Korean maker of mobile focused WhatsApp-like VoIP app Kakao Talk, to take on Line.

The two companies will work together to promote and market the service, which has over 65 million global users in Japan.

With Line, Naver and Livedoor now free from NHN’s gaming business, its parent hopes that it will make it more flexible, increasing its competitiveness both locally and in global markets.
[306 words]

Source: TNW
http://thenextweb.com/asia/2013/02/06/nhn-japan-spins-off-its-line-messaging-business-to-focus-on-its-international-expansion/


New York luster may lure Japan messaging app Line's IPO away from Tokyo
BY EMI EMOTO AND SOPHIE KNIGHT


[Time 3]
(Reuters) - Tokyo may struggle to get a piece of a listing that could value Japan's social messaging service Line Corp at up to $20 billion, with bankers saying New York is a more likely venue as a base for global expansion to build on explosive growth at home.

Line's parent company, Naver Corp of South Korea, said on Wednesday that Line had kicked off its listing process with a first application for an initial public offering in Tokyo. The Line messaging app has been downloaded 480 million times, with growth of 140 percent over the last year, making it one of the world's most popular messaging services, albeit with comparatively low exposure in the United States.

But banking sources say the listing will ultimately be either a dual U.S.-Japan listing, or a listing only in the United States - and the latter option matches Line's growth ambitions. Line is keen to capture a global audience amid a land grab among messaging apps, with WhatsApp bought by Facebook Inc in February for $19 billion and Viber snapped up by Japanese online retailer Rakuten Inc.

"It makes sense to list only in New York. They are a global company and get 85 percent of their business outside of Japan," said one source at a foreign bank in Tokyo familiar with the company's strategy.

"The potential downside of a dual listing is that you split the liquidity into two exchanges ... You also have the cost to list in two places and to maintain listings in two places."
[256 words]

[Time 4]
Another banking source with knowledge of plans said Line would like to list in its home country, still its most lucrative market and familiar territory to its top executives. Yet its parent company Naver is wary of the costs of a dual listing and favors New York's higher volume and global profile.

The banking sources requested anonymity because they are not authorized to speak publicly on the matter.

"It has not been decided whether Line will eventually go public, which exchange it will be listed on and when it will be listed," Naver said in its filing. A spokeswoman for Line said in Tokyo that it was exploring many possibilities and that nothing had been decided yet.

Line's app recorded 14.6 billion yen ($145 million) in revenue in January-March - a more than threefold increase on the year. The app's full-year sales hit 34.3 billion yen last year, becoming the highest-grossing non-game app of 2013, according to analytics firm App Annie.

INAUSPICIOUS TIMING?
One of the banking sources told Reuters on Tuesday that Line had applied for an IPO in Tokyo around two weeks ago, valuing the company between 1 trillion and 2 trillion yen ($10 billion-20 billion). The source said Nomura Holdings Inc and Morgan Stanley would manage the IPO.

The source at the foreign bank in Tokyo said Line would likely launch the IPO in October and list in November. If the IPO were to take place in Tokyo, its minimum value would be between 350 billion and 700 billion yen ($3.44-6.88 billion), based on the Tokyo Stock Exchange's requirement that at least 35 percent of a company's shares must be floated to make the first section of the exchange.
[282 words]

[Time 5]
A New York-only listing would reinforce the city's appeal as a financial center for new technology businesses. Alibaba Group Holding Inc, China's e-commerce giant, eventually chose New York for its massive IPO. While it initially preferred Hong Kong as the venue, it changed tack as its shareholder structure did not pass muster with regulators there.

Yet neither Tokyo nor New York looks particularly hospitable for a Line listing at this time, however.

Some U.S. tech shares weakened on Tuesday after Federal Reserve Chairman Janet Yellen said in congressional testimony that equity valuations of social media and biotechnology firms appeared to be stretched and high relative to historical norms.

In Japan, several large IPOs this year have been hit hard after their listing, with panel maker Japan Display Inc, the largest so far this year, dropping nearly one-third from its IPO price since it listed in March.

For the U.S. element of its listing, Line has yet to decide between the New York Stock Exchange and the tech-oriented Nasdaq exchange, one of the banking sources said. Line only has a small presence in the United States, where the app has been downloaded just 10 million times and is likely to use funds raised in the IPO to expand its audience there, analysts say.

"(The IPO) would provide Line with the resources and recognition it needs to compete in the next level of chat wars," said Neha Dharia, a senior analyst at technology research firm Ovum.

Naver's share price dropped 3.4 percent on Wednesday while Seoul's benchmark Kospi index closed flat.
[259 words]

Source: Reuters
http://www.reuters.com/article/2014/07/16/us-line-ipo-idUSKBN0FK0KL20140716


From Japan, The Biggest Social Network You Never Heard Of
By John Stampfel

[Time 6]
The Japanese spend a lot of time commuting, and mobile devices are an essential part of the journey. Commuting accounts for 28 percent of mobile-device usage time in Japan, with social-media consuming a hefty chunk of it.

Nine months ago, nearly everyone on my daily commuter train was using Twitter, which now has 20 million users in Japan. But most of have since switched to the homegrown platform, Line, which was launched in 2011 by NHN Japan after the Tohoku earthquake. The name refers to the lines that formed outside of public phones after the disaster.

Driven by strong advertising support and celebrity endorsements, the app, which provides free IM and calling via smartphones, tablets and desktops, is now the world's fastest-growing social network. It recently reached 50 million followers in just 399 days. In January 2013, Line's total number of Japanese followers hit 40 million; and a whopping 60 percent of Japanese women in their 20s and 30s, Line's research shows, use the platform every day.

Line and its parent NHN (which also owns Naver, Korea's largest search portal) have monetized the network by motivating users not only to follow brands but to take action, which has made Line incredibly attractive to marketers in retail. According to research commissioned by Line, more than half of female users follow official brands. In addition, 63 percent of all users read brand messages, 32 percent have used a coupon delivered via Line, and 27 percent have clicked on a link.


Unlike Facebook, however, advertisers can use the platform only if they pay. There is a fixed-rate card, and the number of messages is strictly controlled. For example, a four-week campaign with five messages will cost 8 million yen ($81,000), while a 12-week campaign offering 15 messages (at a maximum of two per week) will set you back 15 million yen ($151,000).
[309 words]

[REST]
Brands can use messages to link to content or offer coupons, presents and prizes. There are additional charges if brands want to create sponsored stamps, a form of emoticons that are hugely popular in Manga-obsessed Japan.

These are based on client creative but generated by Line. And marketers have major incentives to remain on Line for the long haul, as a decision to stop paying means a brand's account is deleted and it loses not just followers but the content that was created.

None of this tight control has put off potential advertisers, which now includeCoca-Cola, Lawson convenience stores and the Sukiya fast-food chain. When Matsumoto Kiyoshi, a drug store chain, needed to attract more customers aged 10-20, it offered a 10%-off coupon via Line and, within five days, more than 10,000 people had used one -- half of them in the target group. An additional 300,000 people also started following the brand on Line.

One of the most remarkable aspects of Line's fast rise and its ad-funded business model is that so many businesses have bought into it so quickly. While consumers are quick to leap onto the next big thing, businesses in Japan are notoriously wary of new platforms. The constant search for first-mover advantage is simply not as ingrained in the marketing psyche as it is in Western countries.

As Line becomes more global, NHN will get the chance to see whether these characteristics apply outside of Asia. Early results appear promising: Line claims on its English-language website that it is the most downloaded app in more than 40 countries and available in 230 markets. Services such as avatar community Line Play have recently become available in English, and the app itself is available for iPhone, Android, Blackberry and Windows phones. In February, Line signed a deal with Nokia to make it available on Asha handsets across Asia. Line's status as the biggest social network you've never heard off won't last for long.
[326 words]

Source: Ad Age
http://adage.com/article/global-news/meet-line-japan-s-biggest-social-network-heard/242079/

小蘑菇开始打怪

Part III: Obstacle

Japan’s LINE social network could challenge global competitors
BY AKKY AKIMOTO

[Time 7]
LINE is a cross-platform communication service and app, offered for free by Naver, from NHN Japan. The basic functionality allows users to send text messages and to make free calls with other users who have the app installed on their smartphones. The service launched just 13 months ago, on June 27, 2011, and its growth rate has been simply amazing, with 45 million users currently registered — 20 million of whom are in its homeland. The rapid growth of LINE is currently one of the hottest Internet topics in Japan.

The 20 million registered Japanese users already makes LINE a real challenger to domestic social-network giants Mixi, Gree and Mobage, which each have around 25-30 million users. International players Twitter and Facebook have around 20 million and 10 million Japanese users respectively, and it took each of them much longer to amass those numbers. As LINE requires a unique phone number for each registration, 20 million users equates to 20 million cellphones (out of a total of 130 million) — pretty impressive for a service that did not exist until early 2011.

LINE initially started as a text-messaging service allowing users to text-chat with other LINE users or have group-chats with multiple users. Once the app is installed it’s easy to know which of your friends also has the app installed as LINE simply looks at the numbers in your address book and cross-checks them with registered LINE users. If a user has friends who are already on LINE, at registration the app will suggest friends to add to your LINE-friends network. The app also works on regular cellphones, meaning smartphone users can send LINE messages to Japanese feature phones (aka “dumb-phones,” which still occupy 75 percent of the market).

Three months after its launch, the ability to make free voice calls from smartphones was also added to LINE. If users have a flat-data plan, or are connected to WiFi, all calls to other LINE users will cost nothing. This is obviously of great appeal and due to the simplicity of registering with an existing phone number rather than having to give an email address, LINE is also giving Skype a run for its money.

NHN Japan, which runs LINE, is a Japanese subsidiary of Korean Internet giant NHN, which owns Korea’s largest search portal Naver and the Korean gaming portal Hangame. The successful Hangame model for PC-based gaming was the inspiration for Mobage and Gree, which transplanted the idea into the Japanese cellphone-based game market. NHN Japan also bought struggling Internet company Livedoor.

Part of the success of LINE comes from its aggressive advertising campaign. After seeing the huge success that social-game platforms Gree and DeNA’s Mobage had with their TV commercials, LINE has followed the winning formula with a series of commercials starring British-Japanese TV personality Becky.

Although the rapid expansion of the service seems to be following a typical attract-users-first-worry-about-the-profit-later model, LINE is already earning decent money by selling virtual “stamps,” which are inserted into messages. These are made up of cute or amusing cartoons or icons, much like emoticons, and NHN Japan recently revealed that it sold ¥350 million worth of stamps in just two months.

Major brand names are jumping on board too, with companies such as Coca-Cola, Nisshin Food and Lawson opening official LINE accounts and offering branded stamps that they hope users will share with their friends. Several celebrities — including Becky, GACKT and Mai Kuraki — have also opened official LINE accounts, from which fans may receive messages.

Critics of LINE point out that the ease with which people can send messages — and the fact that there is no age limit — makes it possible for sexual predators to contact minors, and indeed there has already been the reported rape of an underage girl by a person who met her using LINE.

The exchange of LINE IDs is also happening outside of the LINE network, adding to the problem. For example, anonymous BBS, third-party matchmaking apps and even reviews of the official LINE app on app stores are filled with comments such as “Hey, my Line ID is blah blah. Please contact me.” However, this kind of thing arises whenever there is a new kind of social network and NHN Japan has experience with dealing with such problems on its Hangame network. Though the company says it will delete such messages, I doubt this will be possible as Naver does not have control over external forums.

The numbers show that LINE is not only expanding in Japan but is attracting many users from foreign countries, mainly in Asia. English, Korean and Chinese languages are supported on its apps. While there are, of course, many competitors in this arena, a Japanese social-network service — supported by non-Japanese users from its inception — is very rare. It would be a wonderful thing for Japan’s tech industry if LINE became a real player in the international Internet market.

And backed by its 20 million user-base, NHN Japan really seems intent on becoming a viable social-network platform. On July 3, the company introduced a “Timeline” feature to LINE, allowing users to share recent messages, photos and videos with friends — something that will sound familiar to Facebook and Twitter users. Though, as LINE already has more Japanese users than those social networks, if this transformation succeeds, it will be huge.
[1313 words]

Source: The Japan Times
http://www.japantimes.co.jp/life/2012/07/18/digital/japans-line-social-network-could-challenge-global-competitors/#.U-I9w4CSzcQ

多啦A懵Jasmine

[speaker]
Facebook,twitter and other social networks are planning to launch new shopping apps to encourage people to purchase online.

[Speed]
Time2 - 2'58 [306w]
Time3 - 1'53 [256w]
Time4 - 2'00 [282w]
Time5 - 1'35 [259w]
Time6 - 2'14 [309w]

[obstacle]
9'21
Line, a new Japan social network platform, is growing at an amazing rate. It is simple to operate and free for users, posing a challenge to both domestic and international counterparts. In addition to its profit in selling virtue stamps, major brands are advertising on it at a cost. There are critics of the ease of contacting and no age limits which provides convenience for sexual predators to contact minors, and external LINE ID exchanging is on the increase. LINE is considering expand overseas and become a viable social-network platform. A new "Timeline" feature enables users to share recent messages, pics with friends.

多回了一次。。。

疏离无罪

占~~~~~~~~~~~~~~~~~~~~~

Speaker: Many social networks are moving towards e-commerce.Facebook and Twitter are creating apps for mobile shopping.While the mobile advertising market is growing rapidly,a good way to prove the ads work is to get people buy directly from these websites.Because of the development of app games and the decline of game online,Facebooks turned into e-commerce.Their main competitor is Amazon.But selling goods directly may be a bad choice,these social networks should cooperate with other companies to develop this business.But the e-commerce may be harmful to their customs to some extent.Because it may make people feel they are in the store.And privacy is also another important factor.

01:45
The gaming and Internet services business will be splited from the messaging business.This spinning off aims to the international expansion of the company.

01:27
New York will be a bettere place for the IPO of Line.Since the Line is a global company and has a big ambition,it's better to list only in New York instead of listing a dual US-Japan market.

01:24
Another banking source said that Line would like to list in Japan for its most lucrative market and familiar territory to its top executives.Some people said Line has already applied for an IPO in Japan.

01:28
However,neither Tokyo nor New York looks particularly hospitable for a Line listing at this time.The stock price of high-tech company declined sharoly in both market.

02:01
Introduction of Line.Brand account is the most special thing from other social media app and also is the company's main income source.

05:59
Introduction and the development of Line.Part of the success of LINE comes from its aggressive advertising campaign. Although the rapid expansion of Line seems to be following a typical attract-users-first-worry-about-the-profit-later model,the company is already earning decent money by selling virtual stamps.
Major brand names are jumping on board too and their official LINE accounts offer branded stamps that they hope users will share with their friends.
Critics of Line pointed out that the no age limit on the use of Line may lead to sexual predators to contact minors,and indeed it has already happened.The exchange of LINE IDs outside of the LINE network is also a problem.The NHN has enough experience to deal with these kinds of problems.

多啦A懵Jasmine

[speaker]
Facebook,twitter and other social networks are planning to launch new shopping apps to encourage people to purchase online.

[Speed]
Time2 - 2'58 [306w]
Time3 - 1'53 [256w]
Time4 - 2'00 [282w]
Time5 - 1'35 [259w]
Time6 - 2'14 [309w]

[obstacle]
9'21
Line, a new Japan social network platform, is growing at an amazing rate. It is simple to operate and free for users, posing a challenge to both domestic and international counterparts. In addition to its profit in selling virtue stamps, major brands are advertising on it at a cost. There are critics of the ease of contacting and no age limits which makes sexual predators to contact minors, and external LINE ID exchanging is on the increase. LINE is considering expand overseas and become a viable social-network platform. A new "Timeline" feature enables users to share recent messages, pics with friends.

vivianpdn

哇，今天好早哦！多谢蘑菇妹纸啦~~


----------------------------------------------
今天只记了大概框架，真的快了不少诶，我感觉这就是传说中结构的感觉鸟，哈哈哈

2'08
main idea: Line's splitting into new company and its expansion.
1)the leader of Line announced that it will split the parent company into several new companies.
2)those leader also have an eye on the expansion among oversea business.

1'44
main idea: public reflection
1)NC announced that Line has kicked off its listing process with first applications for initial public offering in Tokyo.
2)the potential downside has made the liquidity into two exchanges.

2'00
main idea: different bank source's opinions about Link.
1)one bank source said that N is more likely to list in home country.
2)other bank source said that Link has applied for an IPO two weeks ago.

1'37
main idea:  Link is still has to decide the exchange area  between two exchanges.
1)unlike Alibaba,Link has not gained so much hospitable for listing in Tokyo and New York.
2)Link has yet to decide the exchange area  between two exchanges.

1'49
main idea: Link --the biggest social network in Japan
1)in Japan,commuter are the larget user group of social network. now most of commuters are using Link,outunmbered twitter.
2) how Link gained popularity and the ad operation .

5'22
main idea: Link's success and some concerns about it.
1)Link's success comes from its convenience and its aggressive ad compaign.
2)some advantages in using,such as sexual workers.
3)Link is not only expanding in Japan but also attracting many users in forign countries.

shirleyyou03

Time2-2'04
Time3-1'44
Time4-1'54
Time5-1'45
Time6-2'08
Time7-5'30

ffffionabear

谢谢蘑菇~占座~~
----无限感恩~！！进击的阅读小分队~~你的作业（ ￣ー￣）[冷笑]  不，是你的作业~~一天不做，浑身哆嗦~~--------------------------------------
[speaker]
"Like" is not enough, Twiiter create new apps for online shopping,advertising coupon.
Facebook set a buy button for directly showing that it has influence on persuading people.
But it's crucial how they take use of the data and audiences,there are two major problems:
1.people don't want to
2.privacy about how they make it
[speed]
2'05
NHN Japan now announced that it's going to focus on services businesses--Naver,and spinning off its messaging search and Web portal into a new company.
1'33
As banking sources determine that the listing should be either in U.S-Japan or only in U.S,it make sense if the company chose to list in New York.
1'42
Another banking source said Line would like to list in its home country for the higher volume and global profile.
1'29
Some argue that neither Tokyo nor New York looks suitable for Line,because those social media based on the historical norms,taking the example of Alibaba.
2'10
Line is now the world's fastest-growing social network,though it's paid app.
1'49
Line offers a way for brands to contact directly with their follows by sending messages with coupons,presents and prizes.As Line expands to global market,aims at users outside the Asia.Line's embarrassed status that you're never heard off won't last for long.  
[obstacle]
3'58
main idea: Line is not attacting Japan's users,but from foreign countries,it also launchs an app named TimeLine,which is similiar to Facebook.Those changes make it a competitive global socialmedia.

小蘑菇开始打怪

speaker:

facebook and twitter launched a new plan to set up a purchase app

this bring great challenge to amazon

time2:

NHN announced new business

line game corporation

overseas business

line will have a more flexible atmosphere to develop

time3:

listing only in NY or dual listing

prefer listing only in NY

the challenge from whatsapp and viber in the global market

time4:

exploring many possibilities and nothing had been decided

the great performance of line

may list in tokyo

time5:

the performance of shares listed in this year is not good

line faces a choice among many alternatives

time6:

the world’s fastest-growing social network

users use the platform to follow some official brands

rest:

why line became popular in such a short period

first-mover advantage

next move and development

time7:

background information about line

line hit skype

the reason of success: free touch with friend

free voice calls

aggressive advertising campaign

make a profit by selling stamps

the influence of official brands

some critics to line that there is no age limit, private concerns

gain popularity in asian area

hope line will become an international communication app

some thinking: most Chinese use Wechat for daily talk. Even though some of us get affected by Japanese culture and want to use line, however we cannot even fine people to talk with after installing the app.

how can these communication apps such as skype, whatspp and line get into the Chinese market and make adjustment to local culture is the key point and issue

it’s really sorry to hear that we may not use line in mainland any longer