Steady Progress on User Engagement Will Drive LINE’s Ad Revenue in the Future; Shares Undervalued
Our impression of LINE’s March quarter results is mixed. On the positive side, we believe that LINE’s improving indicators suggest the strength of its ecosystem, to which we cannot find any competitors in Japan. On the negative side, the revenue growth of ad business is slightly lower than our expectation. However, we are not concerned about the long-term growth of the company, as we are impressed with LINE’s strategy to expand its ad revenue by leveraging its ecosystem. We thus retain our view ...Line is a global platform for mobile messaging and communication services, as well as provides communication and content and advertising services. Communication and content are primarily provided to end users via various communication and content. Communication mainly includes LINE Stickers. Content includes LINE Games and LINE PLAY. Others within Communication and Contents include LINE Friends service. Advertising services are provided via LINE advertising, livedoor blog and NAVER Matome. LINE advertising includes "messenger ads" such as LINE Official Accounts, LINE Sponsored Stickers and LINE Point Ads and "performance ads" on services such as Timeline and LINE NEWS.
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