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  • 1. Analysis and Future Prospect of E-Business Market in Korea - Focused on Portal Business Model - Kang Yoo Lee & Shin Sang Ook June 29, 2004
  • 2. Table of Contents
    • Introduction
    • Korean E-Business Market
      • E-Business Market in Korea
      • Portal Sites in Korea
    • Analysis of Korean Portal Sites
      • NHN
      • SK Communications
    • Future Prospect of Korean Portal Model
      • Mobilization
      • Personalization
      • Presentation of Future Portal Business Model
  • 3. Introduction
    • Business Model
      • An architecture for the product, service and information flow, including a description of the various business actors and their roles
      • A description of the potential benefits for the various business actors
      • A description of the sources of revenues
        • (Timmers)
  • 4. Introduction
    • E-Business Model
  • 5. Korean E-Business Market
    • E-Business Market in Korea
      • Fast Growth ($47.97 billion in 2000  $195.85 billion in 2003)
        • Customer
        • Company
        • Government
      • Significant in B2B
      • Poor in SMEs
  • 6. Korean E-Business Market
    • Portal Sites in Korea
      • Dominance of Native Company
      • Profit Structure
      • High Catch Up Effect
      • M&A and strategic alliance
  • 7. Analysis of Korean Portal Sites
  • 8. Analysis of Korean Portal Sites
    • Corporative Identity
    Home Page Ads Directory & Channel Ads Member service Ads Junior Naver Ads Total mall (18) Special mall (15) SOHO Keyword shop Plus registration Registration screen Business screen 7 genre games (40) Wireless game (14) Revenue(02 1H) : 6,684M Revenue(’02.1H) : 1,722M Revenue(’02.1H) : 20,621M SITE Business Model REVENUE Business Model NHN Online Ads, Cooperation Premium Game E-Commerce Search /Registration
  • 9. Analysis of Korean Portal Sites
    • NHN Digital Product: Naver.com
      • Beginning with a daughter firm of Samsung SDS
      • Domestic search engine
      • First mover of launching knowledge search service called “KnowledgeiN”
    Naver Development Process Search Service Communication Service Customized Service Community Service Search engine Homepage Stock information Mail Messenger Naver Café Knowledge community Life information Yellow page Cross lingual
  • 10. Analysis of Korean Portal Sites
    • NHN Digital Product: Naver.com
    The portion of knowledge search in total search ’ 03,11 Knowledge Search: Search->Information Other Search Engines: Search->Search Result->Information Source:Metrix
  • 11. Analysis of Korean Portal Sites
    • NHN Digital Product: Hangame
    Game service unique visitor Hangame Development Process ’ 04,05 Source:Metrix Entertainment Casual Games Publishing Game Avatar Items Wireless Games 40+ Titles in service Casual games & MMORPG Publishing 14+ Game Items Avatar Items 16+ Titles to SKT 4+ Titles to KTF Comics, VOD (Movies, Cartoons) etc.
  • 12. Analysis of Korean Portal Sites
    • Value Chain Analysis
    Contents Owner Contents Provider NHN (Contents Aggregator) Infrastructure Provider End-Users
  • 13. Analysis of Korean Portal Sites
    • SWOT Analysis
    S W O T -Fierce entrance competition among late movers -Strengthen industry competition -Lower community power than competitors -Legal issues related to knowledge market -Hold proprietary search engine technology -Easy to launch services based on own technology -High customer loyalty -Profitable business model -Continuous rise of brand image -Pioneer on-line game -Successful M&A -Enter foreign market -Broaden into wireless Internet market -Synergy effect through M&A
  • 14. Analysis of Korean Portal Sites
    • 5C Analysis
    Wireless mobile contents, SMS, Hancion Coordination Shopping mall, Avatar shop, Item shop Commerce CaféiN, Blog, Community KnowledgeiN, Hangame, Hancine, Entoi, Financial information, News, Keyword ads, Local information Contents Avatar, Chatting Communication Coordination Community Contents Communication Commerce Community Contents Communication Coordination Commerce
  • 15. Analysis of Korean Portal Sites
    • Critical Success Factor
    Differentiation, Professionalization Business model High loyalty On-going R&D Multi-media portal site New service area
      • *Differentiated and specialized service base
    • *Customer attraction
    *Develop profitable business model *Keep customer loyal *Continuous development of core technology *Enter wireless contents market *Provide various contents
  • 16. Analysis of Korean Portal Sites
    • Financial Analysis(1)
    The structure of NHN revenue Revenue Diversification
  • 17. Analysis of Korean Portal Sites
    • Financial Analysis(2)
  • 18. Analysis of Korean Portal Sites
    • Business Area
    Searching Site Game Site Community Site Portal Site
  • 19. Analysis of Korean Portal Sites
    • Brief History
  • 20. Analysis of Korean Portal Sites
    • Value Chain Analysis
    Contents Owner Contents Provider SK Comm. (Contents Aggregator) Infrastructure Provider End-Users
  • 21. Analysis of Korean Portal Sites
    • SWOT Analysis
    S W O T - Possibility of temporary trend or bandwagon (CYWORLD) - Competitor’s chase - Depending on CYWORLD too much (traffic, sales, etc.) - Not very stable operation of their server and services - Serving integration service of fixed and mobile - Marketing with over 18 million subscribers of SK Telecom - High technology and accumulated know-how - Integrating various contents by M&A (killer app.) - Creating new business model - Fast growth of wireless Internet market - Fast development of digital device (digital camera, handset, etc.) - Fast growth of IMT-2000(3G) service market
  • 22. Analysis of Korean Portal Sites
    • 5C Analysis
    Interoperation of NATE-On and CYWORLD, Mobile CYWORLD, SMS Notice Coordination NATE Mall, Gift Shop, Avatar Shop Commerce Minihompy(Blog), Club(Community) Community Portal: Searching Service(LYCOS), News, Finance, Entertainment, Game Mobile: Decoration of Mobile Handset, NATE-Drive, Multimedia contents(Music, Movie) Contents NATE-On(Mail, SMS, Chatting), Phone Number Mail, Avatar Communication Communication Coordination Community Content Communication Commerce Content Coordination Commerce Community
  • 23. Analysis of Korean Portal Sites
    • Critical Success Factor
      • M&A Strategy
      • Integration of Fixed and Mobile Strategy
      • Blog, as a Relational Community, Strategy
  • 24. Future Prospect of Korean Portal Model
    • Mobilization
      • Integration of Fixed and Mobile
      • Open up Wireless Networks
      • The change of Market Situation
      • The Evolution of Mobile Handset
        • Digital camera
        • Game device
        • Gateway to the real world
  • 25. Future Prospect of Korean Portal Model
    • Personalization
      • Blog, Next Community
      • Location Based Service (LBS)
      • Private Secretary
  • 26. Future Prospect of Korean Portal Model
    • Presentation of Future Portal Business Model
    • Value Chain Analysis
    Contents Owner Contents Provider Mobile Portal (Contents Aggregator) Infrastructure Provider End-Users
  • 27. Future Prospect of Korean Portal Model
    • Presentation of Future Portal Business Model
    • SWOT Analysis
    S W O T - Resistance of existing mobile carrier - High entry barrier due to over saturated fixed portal market - Continuous creation of qualified contents - First Mover Position; Winner-Take-All - Personalized and Just In time Service - Prospective for technology integration - High expectation for mobile device development - Increase in customer needs for mobile contents
  • 28. Future Prospect of Korean Portal Model
    • Presentation of Future Portal Business Model
    • 5C Analysis
    Community Mobile community, Mobile blog Commerce m-Shopping mall, Avatar, Mobile adapted contents Coordination Contents provider, Operator, Handset provider Personalized news, Mobile broadcasting, m-Finance, LBS, Entertainment Contents SMS, MMS, Mobile mail Communication
  • 29. Future Prospect of Korean Portal Model
    • Presentation of Future Portal Business Model
  • 30. Conclusion
    • In the future…
    • Thank You !