即時通訊軟體建立生態系之策略分析 --以LINE及其在台灣發展為例

Abstract

在上一個十年，即時通訊軟體取代了簡訊與多媒體簡訊，成為現今社會主流的手機通訊方式，由於透過即時通訊軟體的溝通不限時間、空間及成本所限制，並且現代人有大量溝通需求，即時通訊軟體使用者黏著度極高。其中，起源於日本的LINE，在進入臺灣短短一年內即迅速成為主流通訊軟體，並隨後以通訊軟體為基礎，建立眾多生態系，形成難以複製及超越的競爭優勢。本研究以個案研究方式深入探討LINE及其台灣業務發展，使用生態系相關研究，分析其吸引合作夥伴構建生態系的過程、關鍵，並解析LINE如何結合各服務發揮之綜效改變價值傳遞方式；本研究中亦使用平台經濟模式相關觀點，剖析LINE引入各方力量，發展成為滿足生活所需的平台的關鍵；最後將從「場景」的角度，描述LINE在近年透過生態系優勢發展新事業的過程。 本研究將LINE發展歷程分成三階段，分別為MVE（Minimum Viable Ecosystem） 建立時期（2011-2015）、擴張時期（2016-2019）和跨界整合時期（2020至今）。MVE建立時期中，LINE從即時通訊軟體出發，透過推出更多功能增加服務顧客，並在過程中增進對顧客了解，因而得以從產品轉變為生態系，而服務構建成功的關鍵在於LINE將貼圖、遊戲、官方帳號以及行動支付服務和通訊功能結合，形成「MVE」後，透過MVE創造可傳遞價值的證據，以生態系傳遞的方式吸引合作夥伴加入建設生態系，使生態系在後續成長茁壯；擴張時期中，為使LINE更為接近其「使用戶取得日常生活所需各式資訊及服務」的目標，LINE的策略是成為「智慧入口」，透過In App Web及聊天機器人等技術支持，開放平台予企業及延伸開發者，使用戶經由LINE使用各式生活相關功能、獲取生活相關資訊等。在擴張時期結束前，LINE的事業已發展至足以改變即時通訊軟體傳遞價值的方式，新建立之電商及OMO生態系分別在LINE傳遞價值的過程中提供「購買」以及「行動」的選項，使人與人之間能以不同的方式進行溝通；在跨界整合時期，LINE把握疫情為電商及金融生態系創造的機會，運用通訊軟體優勢，讓各生態系從旁協助，為其電商事業搭建「場景」，金融生態系則配合製造出的場景需求，在其中滿足金流相關需求，透過以上方法使電商及金融生態系持續成長。 近期的LINE除必須面對舊有市場成長速度減緩的挑戰外，還須面對投入之新領域，各種資源及人力尚未準備就緒的現實，以及隨著LINE對個人資料進一步運用所衍伸出的個資疑慮。市場成長方面，本研究建議LINE可在網路使用習慣未建立的開發中國家，試著再次發展其海外市場，以複製LINE在亞洲的成功；新領域拓展部分，本研究建議可在觀察相關技術到位與否後，做出相對應的資源配置，並可思考如何透過目前資源教育消費者並引領用戶進入新領域；最後，關於個資疑慮，本研究認為LINE可透過現有資源盡可能做到公開，如使用官方帳號回應用戶個資相關問題，培養與用戶的互信，鞏固企業基礎。

In the past decade, instant messaging apps have replaced SMS and multimedia messaging as the mainstream mobile communication method. Thanks to the unrestricted communication in terms of time, space, and cost, coupled with the high communication needs of modern individuals, instant messaging app users have shown remarkable loyalty. Among them, LINE, originating from Japan, quickly became a popular communication app within a year of its launch in Taiwan and subsequently built numerous ecosystems based on its messaging platform, creating a competitive advantage that is difficult to replicate for other competitors. This study employs a case study approach to delve into LINE and its business development in Taiwan. It utilizes ecosystem-related research to analyze the process and key factors of attracting partners to construct the ecosystem. It also examines how LINE integrates various services to generate synergistic effects and change the value delivery process. The study also adopts the perspective of platform economy models to analyze how LINE incorporates different partners to develop into a platform that satisfies various life needs. Lastly, the study describes the process of LINE's recent business expansion from a "scenario" perspective, leveraging the advantages of its ecosystem to develop new businesses. The development of LINE in this study is divided into three stages: MVE （Minimum Viable Ecosystem） establishment period（2011-2015）, the expansion period（2016-2019）, and the cross-disciplinary integration period（2020-present）. During the MVE establishment period, LINE evolved from an instant messaging app by introducing more features to attract and better understand its customers, transitioning from a product to an ecosystem. The construction of the ecosystem relied on integrating features such as stickers, games, official accounts, mobile payment services, and communication functions to form the MVE. Through the MVE, LINE created evidence of deliverable value and attracted partners to participate in ecosystem development, leading to the subsequent growth and robustness of the ecosystem. In the expansion period, LINE aimed to become a " Smart Portal" to bring users various information and services needed in their daily lives. LINE achieved this goal by providing technical support such as In App Web and chatbots, and thanks to these new techniques, LINE was able to open its platform to businesses and extended developers, and therefore enabling users to access various life-related functions and information through LINE. By the end of the expansion period, LINE finally were able to change the value delivery process of instant messaging apps. The newly established e-commerce and OMO（Online Merge Offline） ecosystems offered options for "purchasing" and "action" in the value delivery process, enabling communication between people in different ways. In the cross-disciplinary integration period, LINE seized the opportunity created by the pandemic for its e-commerce and financial ecosystems. Leveraging its advantages as a communication app, LINE utilized the support of various ecosystems to create "scenarios" for its e-commerce business. As for the finance-ecosystem, it complemented these scenarios by fulfilling the related financial flow needs, resulting in continuous growth for the e-commerce and finance-ecosystems. In recent times, LINE not only faces the challenge of slower growth in existing markets, but also the need to venture into new fields where resources and manpower are not yet fully prepared. Additionally, concerns related to the further utilization of personal data by LINE have arisen. In terms of market growth, this study suggests that LINE could attempt to replicate its success in Asia by developing its overseas markets in countries where internet usage habits are not yet established. Regarding the expansion into new fields, the study proposes observing the readiness of relevant technologies before allocating corresponding resources and considering how to educate consumers and guide users into new fields using existing resources. Finally, regarding privacy concerns, the study suggests that LINE should strive to be as transparent as possible using its existing resources, such as responding to user inquiries regarding personal data through official accounts, in order to cultivate trust and consolidate the foundation of the company.