China Unicom's Wo Store provides a platform for app developers to distribute their apps and monetize through a revenue sharing model. It aggregates over 20,000 apps across multiple operating systems and devices. The Wo Store platform offers features like social sharing integration, vertical search, and embedded advertising to help developers increase exposure and profits. It aims to bridge the global app market by facilitating the sale of overseas apps in China through localization support and partnerships.

1. 丁丁地图 推广方案
China Unicom Wo Store
Make Your Apps Popular in China
Feb 2012 ∣Barcelona

2. Table of Contents
I. China Unicom Wo Store Overview
II. Wo Store Platform Feature Functions
VI. Business Cooperation Mode & Process
2

3. Mobile Internet Industry in China – Market Size
Market Size Trend of China Mobile Internet Industry Between 2006-2015
Source: iResearch Inc.
Market Size(100,000,000 yuan) Growth Rate(%)
2011-Market Size: 39.31 billion; Growth Rate: 97.5%
2012-Market Size: 97.62 billion; Growth Rate: 148.3%
•The mobile e-commerce growth will definitely drive an explosive growth
in China mobile internet industry in 2012.

4. Mobile Internet Industry in China – User Base
User Base and Penetration Rate of
• The number of Chinese
Chinese Citizen
Internet user reached 513
million in the end of Dec., 2011,
among which 55.8 million was
a new growth.
• The internet penetration rate
reached 38.3%, with a year on
year growth of 4%.
Source: CNNIC
User Base of China Mobile Internet in 2008-2015
• The number of Chinese mobile
internet users reached 338
million in 2011, with a year to
year growth of 11.6%.
• The mobile internet user base
will grow in 2012 driven by the
“1,000-yuan-smart-phone” plan.
Source: iResearch Inc.

5. 2011: Fruitful Year of Smart Phone Sales
• In 2010, the sales of smart phones in Chinese market is 27.80 million, occupying a portion
of 16% of the total phone sales. The number rose up to 74 million in 2011, occupying a
portion of 29.6% of the total consumption of phones.
•According to the data of iResearch, the low-price smart phones had an absolute sales
advantage in 4Q 2011, in which the phone under 1,500 yuan occupied a portion of 40.9%.
• Since the end of 2010, telecom operators started to order smart phones
at the price of around 1,000 yuan. Large manufacturers like Huawei, ZTE
and Lenovo joined in soon.
• China Unicom started the contract plan for smart phones around 1,000
yuan in May, 2011, and published an upgraded version in December.
•It’s expected that the phones under 1,000 yuan would reach 90 million
and the ones between 1,000-2,000 yuan would reach 60 million according
to the market capacity in 2012.

6. Network and Users Advantages of China Unicom
WCDMA TD-SCDMA CDMA2000
Carriers
User
43.069 million 53.942 million 38.70 million
Base
Network
21.3Mbps 2.4Mbps 2.8Mbps
Speed
Device
More than 2,000 More than 50 More than 600
Number

7. China Unicom Footprint in Mobile Internet
2011.12
• Announce the
Capability WO+ Strategy on
Sharing the Mobile Internet
2011.5
Forum
Device • Implement the One-Thousand-
Yuan-Smart-Phones Strategy to
2010.11
Control Lower the Threshold for Users
App
• Launched the Official App Store-
Aggregation Wo Store
2009.10
High-speed • Commercial Launch of China Unicom WCDMA network
Network • Introduce iPhone formally

8. 3G Data Traffic Targets of China Unicom in 2012
Fast Growth of : Average APP Downloads per
① 3G Smart Phone User
② Fast Growth of: Average Data Usage per 3G User
③ Fast Growth of: Smart Phone Penetration in 3G Users
④ Fast Growth of: ARPU of 3G Data Traffic

9. Wo Store Product Introduction
Wo Store is China Unicom’s mobile internet portal of
major products and services for users to provide
application aggregation services.
Content Aggregation Business
Billing System Pricing
& Display Model
•Wo Account at present, and Wo •Open to all institutions and
•Developers set the price •China Unicom:
Account and Mobile Phone individuals, free test and
at their own decision Developers=3:7
Account will coexist in May, 2012 distribution service
•Internet Portal: store.wo.com.cn-for desk table users
Three
Portals •Wap Portal: mstore.wo.com.cn-for mobile phone users
•Client Portal-for mobile phone users
Developer •Community-dev.wo.com.cn-Oriented for developers, supplying apps
Community upload, technical support, sales management, development
discussion and other services.

10. China Unicom Wo Store Footprint
 User number more than 5M
 online app over 20,000
 app download quantity larger than100M
Dec. • WoStore credits charge district launched
• Blackberry app district launched
Nov.
• Implement WoStore app auto-match for Symbian system
• Developed app helping for sale system for business hall
Oct.
• Strategy cooperation with Telefonica about “app store in store”
Sep.
Developed SDK service functions including embeded advertisement
SDK, multimode charge, copyright protection, etc
Feb.
Nov. 10 2010
China Unicom WoStore • Internet TV app store launched
launched formally. successfully
• User number more than 1 million

11. Development Strategy of Wo Store in 2012
• Implement WO+ Strategy Based on the Telecom Capability Sharing , to supply App Integration, Channel
Integration, Social Platform Integration and Ads Platform Integration; Establish the Open System of China
Unicom in the Mobile Internet to Work Closely with all Partners in the Industry Chain to Promote the Deep
Integration and Innovative Development in this Industry.
Build an O2O apps
distribute system,
Build the largest occupying 20% of the
mobile apps portal for offline channels
multiple OS and Vast Apps Channels
Devices Integration Integration
Social Ads
Integration Integration Build an advertise
Build the WO+ app aggregation platform
alliance centered with for developers to gain
social sharing more profits
11

12. Application Aggregation：Vertical Search & SinS
 In the past year, Wo Store has cooperated with more than 1,400 developers and
aggregated more than 20,000 applications.
 Wo Store Innovate on the Cooperation Model with Partners to Implement the Vertical
Search Strategy to Aggregate more than 300,000 apps for multiple devices and
operation systems and achieve broad coverage on app number and brands.
 To enhance the quality of applications, Wo Store started to cooperate with some
overseas developers and telecom partners. In 2012, Wo Store will strengthen the
connection with overseas market and to cooperate with more overseas developers.
Stores of Stores of Stores of
Telecom Internet Device Wostore1.0
Carriers Companies Manufacturer
应用搜索、导航、推荐 Wostore2.0

13. Channel Aggregation: Online to Offline System
Online To Offline
Biz halls
VIP
Online Application Offline Customer
content Manager Channels Manager
Shopping
Malls
Cooperative
2D Code Experience Ads Biz Halls
Promotion Promotion Embedded Rate
 Wo Store as a platform, on one hand aggregates rich content from developers all over the world, on the
other hand distribute these apps via social channels and China Unicom channels.
 2D Code Promotion: Push apps to users with easiest methods
 Experience Promotion: Provide direct using experience for users
 Ads Conversion Rate: maximize the profit of developers

14. Social Platform Aggregation: WO+ Sharing Platform
 Based on social communications, this platform will support users experience on the
apps and content, comments, sharing via SMS, MMS, weibo, mail, community and
etc., and at the same time accumulate credits for their sharing behavior.
WO+ Users Sharing
Platform
Share with Users
Join in WO+ Social
Communication Center
3 Social Sharing Models
Online Communities Friends Circles Social Media
14

15. Ads Aggregation: Wo Store Ads Engine
Ads
Platforms
Brands Purchase Embede Display
Wo Store
Ads Engine
Agents
Users
Ads Apps
Platforms published in
Wo Store
Wo Store
Ads Platform
 Platform Aggregation: Wo Store ads engine aggregate many industry ads platforms to provide
one-stop purchase and distribution service for brands.
 Ads Purchase: Brands could choose one or several ads platforms from Wo Store ads menu.
 Ads Display: Developers could use the ads SDK，and choose one or several ads platforms to
connect through Wo store ads engine.

16. Table of Contents
I. China Unicom Wo Store Overview
II. Wo Store Platform Feature Functions
VI. Business Cooperation Mode & Process
16

17. Wo Store Brand & Business
On-Device Portal
Mobile Phone PC IPTV Tablet
APP
Content Tools Theme Music Life Financing
Game Search Reading
Support Instant Search
3G业务平台
Message Engine Support system
System
Mobile Network IP Network Social Network
Network (2G/3G/4G) (IMS/IPTV) (Twitter/Face book)
Storage Email
Partnership Member Community and Revenue sharing
Vendor CP/SPs Developers

18. Four Portals of Wo Store
mstore.wo.com.cn
store.wo.com.cn
IP TV
Mobile Application

19. Wo Store Feature Functions：SinS/Vertical Search
Stores of Overseas
Telecom Carriers
Submit Apps for
each other
In-store Search
Vertical Search
Stores of
OS Providers
App
Aggregation
Stores of Device
Manufacturers
Perfect
Connection
Stores of
with Stores
Internet
Companies
Vertical Search Intelligent
Search
Platform Social Sharing
 Application Search Platform supports multiple devices and cross-platform search.
 Store in Store model attracts more than 5,000 apps and Application Search
Platform covers more than200,000 apps.

20. Wo Store Feature Functions：Credits in-exchange of
Applications
Credits exchange Quality Apps
Users Developers
100% Pay 3:7 revenue share
On Dec 1, 2011, China Unicom Credits Exchange Column was formally launched in
Wo Store. With vast user credit system, expanded payment methods,
developers’ application would be distributed to a broader platform.
WEB/WAP Portals,
SMS & WAP PUSH E-channels, biz halls

21. Wo Store Feature Functions: Vast Covering & Auto Match of
Mainstream Operation Systems
iPhone In Sep. 2011, Wo Store iphone App Column launched
Android
In Oct. 2011, Android apps auto match function launched
Symbian In Nov. 2011, Symbian apps auto match function
launched
沃商
店 Blackberry In Dec. 2011, Wo Store Blackberry App Column launched
Windows Windows Phone Apps would be aggregated in diversified
Phone modes.
Wo Phone In Oct. 2011, China Unicom Wo Phone App store started to
integrate with Wo Store

22. SDK1:Embedded Advertisement
文字链 Full screen
pic＋URL
Banner
pic＋TEL
pic＋URL
FLASH(SWF)
pic＋TEL
text＋URL
FLASH(SWF)
text+TEL
22

23. SDK 2: Multi-mode Payment
Rating Mode Discount Mode Campaign Mode
 Free of charge  Discount by usage  Mix and match
 By times  Discount by subscriber type  Redeem
 Monthly  Discount in special time segment  User credit system
 Duration  Week discount  Buy one get one free
 Volume  Holiday discount  Free trial
 Package  Discount in special time  ……
 By Cycle  Premium discount return
 ……  ……
Rectangular Chart Line Chart Pie Chart Column Chart

24. SDK 3: Copyright Protection
Copyright Protection
• Copyright Protection SDK provides applications authorization
interface, interacting with the server to obtain the copyright
authorization. The result of the copyright authorization determines
whether applications continue running
Copyright Control
Key Managemrnt
Client SDK Server
Key and Code
Copyright Conservation
Local Verify Verify Key and Code
Inquiry
Authorization
Server Verify Code
Authorization
Generation Order
Authorization Authorization
Code Log IMEI
Management Authorization
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25. Table of Contents
I. China Unicom Wo Store Overview
II. Wo Store Platform Feature Functions
VI. Business Cooperation Mode & Process
25

26. Bridge the App Development Industry
In accordance with specific Encourage developers to
platform, developers work develop exclusive
through localized application applications for users of
processing . both sides
Strategic Partnership
Bridge the mobile apps industry
for the territories base on the
aggregation and distribution
platforms of both sides

27. Business Cooperation Mode & Process
Purchase Upload
Wo account 3:7 /4:6 Revenue Share
Users Developers
Covering mobile Internet portal No threshold for access,
Covering individuals, families and independent pricing
industry users open various types of API
Use of the Internet payment models

28. Business Cooperation Mode & Process
Dev Community: industry news, Ads Platform: enable CPs to put
development resources, online advertisement SDK into the app
services and generate income from the
advertisers.
In-app purchase
platform: enable
Copyright
CPs to sell add-
Protection System:
value services
prevent CPs’
in the app.
works from being
piracy.
28

29. Highlights:
Overseas Apps selling in China
How to choose apps How to settle with
for China? China Unicom?
• For Companies • Add muti-language
Registered in sdk to your app by
China • Games/Utilities/mu yourself • Settle only with
• For Companies sic & video • Turn to China contract entity
Unregistered in preferred Unicom for help by • T+1 settlement
China working with period
Chinese partners • Monthly report
How to Contract?
How to localize your
apps?
29

30. Supports for Developers
Developers Service Developers Club Developers Contests
 Non-distance Communication：  Purpose：Build a platform for  Wo Developers Contests：We held
Contact our specialists for all developers to communicate and contests. In the first match, we
supports improve the skills attracted more than 200 developers
and 2,000 apps.
 All Around Service: We provide  Activities：Invite famous experts
supports in all processes in and developers to share experience
registration, test, etc in each month
 Work together to improve your apps：  Services：online communities,
We will give developers the magazines, etc.
feedback of users for apps to
400热线，专业支持
improve their experience
有问必答，响应及时
 National Contests held with
沃商店客服
governments
开发者 宣传、引导、互动 座席
在线客服 7×12小时服务

31. Case Study: How your apps will be sold in Wo Store
Wo Store install app sales systems in business halls nationwide including 2D Barcode
download method. We call it experience-marketing.
Users could download apps conveniently by reading the barcodes on the walls of our business halls.
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32. Sell Your Apps in China with Wo Store
Cooperation Process
Sales
Register Contract App Upload App Test Management
Mail Activation Institutions How to Price? Where to Test? Sales Revenue
Reports
User Account Individuals Get Your Credits Why Test?
When to Where to Test?
Fail to Get Upload Installation
Confirmation/ Package Complete Test?
Forget Password?
More More More More More
Contact:
Victoria Wu
Senior Manager of Strategic Partnership
Tel: +86-21-61588872︱Cell: +86 18601721197
Email: wuyy77@chinaunicom.cn
Wo Store Operation Center, China Unicom
Add: 30F, Building of China Unicom,No.1033 Changning Rd., Shanghai 200050, China
Web: http://store.wo.com.cn/
Developers’ Community: http://dev.wo.com.cn 32

33. Enormous Opportunities Waiting for you!

34. i. Chinese Users behavior study: EU market VS China Market
ii. Localization of APPs in Chinese Market
34