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Line如何用聊天機器人挑戰全球消息應用對手? vincent0326  • 2016-07-14 10:09 – Line how to use the chat robot challenge global messaging applications?

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今年4月份,扎克伯格在facebook的F8大會上,推出了新的聊天機器人,職場通訊工具Slack,社交應用Kik等都在發力聊天機器人。那麼亞洲最受歡迎的社交應用之一Line在該領域是如何布局的?《金融時報》駐東京記者Kana Inagaki近日撰文表達了她的見解。
In April this year, Zuckerberg in the F8 facebook conference, launched a new chat robot, workplace communication tools Slack, social applications Kik and so on in force chat robot. One of Asia’s most popular social applications of Line in the field is how the layout? “Financial Times” in Tokyo reporter Inagaki Kana recently wrote to express her opinion.

日本消息應用Line將於今年晚些時候成立基於人工智能機器人的智能手機呼叫中心。在消息應用大戰中,Line正試圖提供包括支付、快遞和娛樂在內的一站式服務,挑戰facebook和騰訊旗下的WeChat。
Japan news application Line will be set up later this year, based on the artificial intelligence robot intelligent mobile phone call center. In the messaging application, Line is trying to provide a one-stop service, including payment, courier and entertainment, the challenge facebook and Tencent’s WeChat.

Line屬於韓國最大互聯網門戶運營商Naver。與全球多家科技公司一起,Line正試圖借力人工智能技術,推動企業通過消息應用用戶互動。這樣的技術可用於打車。Line CEO出澤剛表示:“在新的世界里,人們希望所有一切都能在聊天界面中完成。”
Line belongs to South Korea’s largest Internet portal operator Naver. With global technology company together, line is trying to leveraging the artificial intelligence technology, promote enterprise through messaging applications interact with the user. This technology can be used in a taxi. CEO Line just said: “in the new world, people want everything to be done in the chat interface.”

他表示,Line的新服務要求智能手機上的聊天機器人學習如何回復特定的用戶請求。如果機器無法自動完成某些複雜任務,那麼人工將會介入。
He said Line’s new service requires a chat robot on a smartphone to learn how to respond to a specific user request. If the machine does not automatically complete some complex tasks, then the human will intervene.

近期,facebook基於Messenger應用推出了新的聊天機器人平台。微軟CEO薩蒂亞·納德拉(Satya Nadella)則提出計劃,將聊天機器人置於微軟未來發展的中心。而加拿大聊天應用Kik本月早些時候推出了應用中的“聊天機器人商店”。這些舉措加速了聊天機器人的發展。
Recently, Messenger based facebook application launched a new chat robot platform. Microsoft CEO Sadia Nadella (Nadella Satya) is proposed plan, the robot will be placed in the center of Microsoft’s future development. While the Canadian chat application Kik launched earlier this month in the application of the chat robot store”. These measures speed up the development of chat robot.

出澤剛表示:“如果你關注全球,那麼所有人都在採取類似舉措。從公司規模和人力資源來看,毫無疑問我們處於挑戰者的位置。”
De Sawatake said: if you are concerned about the world, then everyone is taking similar measures. From the company size and human resources, there is no doubt that we are in the challenger position.”

亞洲消息應用,例如微信和Line,在利用聊天機器人擴大服務方面領先於美國競爭對手。微信目前是中國社交網絡和電商的核心支柱,月活躍用戶數達到6.5億。除了即時消息和免費通話以外,Line的2.15億月活用戶還可以進行支付、訂購披薩、玩遊戲,及找工作。
Asia News applications, such as WeChat and Line, in the use of chat robots to expand services ahead of U.S. competitors. WeChat is currently the core pillar of China’s social networks and electricity suppliers, the number of monthly active users reached 6.5. In addition to instant messaging and free calls, Line’s 2.15 month living users can also pay, order pizza, play games, and find a job.

然而分析師表示,Line最新的聊天機器人項目不太可能成為該公司開拓亞洲以外市場的跳板。在歐美,Line在挑戰Whatsapp等大型競爭對手時一直存在困難。近幾年,該公司低調地擱置了此前的目標,即成為全球最大的互聯網公司。
However, analysts said the latest Line chat robot project is unlikely to become a springboard for the company to open up the market in asia. In Europe and the United States, Line in the challenge of Whatsapp and other large competitors have been difficult. In recent years, the company has set aside the previous target, that is, to become the world’s largest Internet Co.

出澤剛表示:“與其同時進軍世界的每個角落,我們希望首先專註於亞洲。下個階段是成為全球第一。”
De Sawatake said: “instead of entering every corner of the world at the same time, we want to focus on asia. The next stage is to become the world’s first.”

Line的2/3活躍用戶來自日本、泰國、印尼台灣地區。表情包和移動遊戲是推動Line發展的主要動力。最近一個季度,Line的月活躍用戶數只增長了300萬。在上述4大關鍵市場,Line新增了770萬活躍用戶,但在其他地區,由於營銷成本的削減,Line的活躍用戶數有所下降
2/3 Line active users from Japan, Thailand, Indonesia and the Taiwan region. Facial expressions and mobile games are the main driving force for the development of Line. In the last quarter, Line’s monthly active users grew by just 300. In the above 4 key markets, Line added 770 million active users, but in other areas, due to the reduction of marketing costs, the number of active users of Line has declined.

諮詢公司Ovum高級分析師內哈·達利亞(Neha Dharia)表示:“Line善於開發關聯至消息應用服務,但所有這些服務都是本地化的,符合本地的文化。這樣的成功並不一定能複製到全球。”
Dharia Ovum, a senior analyst at consulting firm Neha, said: “Line is good at developing services that are related to messaging applications, but all of these services are localized and conform to local cultures. Such success is not necessarily replicated in the world.”

儘管在亞洲以外市場遇到了困難,但Line的商業化模式仍非常有效。從2014年至2015年,Line營收增長了40%,至1207億日元(約合11億美元),而廣告佔總營收的近1/3。
Despite the difficulties in the market outside of Asia, but Line’s business model is still very effective. From 2014 to 2015, Line revenue grew by 40% to 1207 yen (about $11), while advertising accounted for nearly 1/3 of total revenue.

用戶數據來看,Line與facebook相比存在劣勢。該公司缺乏社交媒體平台去觸達用戶。不過分析師認為,聊天機器人將成為Line彌補這一差距,拓展廣告業務的工具之一。
From the user data, Line and facebook compared to the disadvantage. The company’s lack of social media platforms to reach users. But analysts believe that the chat robot will become Line to make up for this gap, one of the tools to expand the advertising business.

巴黎銀行分析師賈斯汀·李(Justin Lee)表示:“由於移動即時消息服務一個封閉的生態系統,Line掌握的特定用戶信息要落後於facebook的水平。從這種意義來看,Line瞄準用戶的能力落後於facebook。通過集成聊天機器人,Line試圖引入更多訂製的服務,拉近用戶廣告主的距離。”
Paris bank analyst Justin Lee (Lee Justin) said: “because of the mobile instant messaging service is a closed ecosystem, Line to master the specific user information to be behind the level of facebook. From this point of view, the ability to target users facebook behind Line. Through the integration of chat robots, Line trying to introduce more customized services, to narrow the distance between users and advertisers.”

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