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The social app company Line is ramping up its efforts in Thailand.
Thailand is Line’s second biggest market, where it has over 33 million monthly active users.
As the social app struggles to find traction in new markets, it has instead decided to re-double its efforts in markets where it already has a strong presence, to protect against users defecting to newcomers such as Facebook Messenger.
Line opened a research and development (R&D) department in the country last week, the first such department built outside of Line’s native country of Japan.
Last week it also launched Line Giftshop and announced that it would launch another “new mobile app service” in the country next year.
Line Giftshop allows users to send real-world gifts to friends, such as cinema tickets, with users paying for the gifts using the company’s own online payments service Line Pay.
Line has around 212 million monthly active users worldwide, with the majority being based in Japan, Thailand, Indonesia and Taiwan.