Monetizing Mobile Social Networks

Slide 1: Monetizing Mobile Social Networks Christopher Billich, Infinita Inc. Social Networking Conference Tokyo, May 8, 2008

Slide 2: Japan Mobile Market Key Differences Same cost for On- and “Free” 80% 3G ★ User Experience Level Off-Deck Messaging penetration access Operators Operators control All handsets ★ Operator-Handset Maker handset SIM-locked pay handset Relationship Level makers makers Operator ★ Operator Business Model Email, not Revenue (Open) Level SMS Share favors Standards CPs ★ Regulatory/Government Competition on Network Technologies Level No spectrum license costs © 2008 Infinita Inc.

Slide 3: Mobile Social Networking Awareness and Adoption among Mobile Users (in %) No Awareness Awareness, but no Adoption Adoption Source: Impress R&D, September 2006/2007 © 2008 Infinita Inc.

Slide 4: Mobile Social Networking mixi ★ Operated by mixi Inc. ★ On-deck on 2 of 3 carriers ★ Mobile and PC Social Networking Site ★ Business Model: Advertising (>90%), Premium features (<10%) ★ #1 service in Japan SNS market ★ More than 13 million users ★ 15-20 billion PV/month ★ More than 60% of traffic generated via mobile (up from under 20% 15 months ago) ★ Key Points ★ Invitation-only ★ Clear mobile/PC differentiation Source: mixi Inc. © 2008 Infinita Inc.

Slide 5: Mobile Social Networking mobagetown ★ Operated by DeNA Co., Ltd. ★ Off-portal site ★ Free, mobile-only site combining games + social networking + avatars + mobile commerce (and more) ★ Goal: #1 mobile portal in JP ★ Business Model: Advertising/mobile commerce ★ More than 6m users in 18 months (now more than 10 million) ★ ca. 18 billion page views/month ★ Core Enabler: Virtual currency “MobaGold” Source: DeNA Co., Ltd. © 2008 Infinita Inc.

Slide 6: Mobile Social Networking mobagetown © 2008 Infinita Inc.

Slide 7: Mobile Social Networking mobagetown: Business Model Source: DeNA Co., Ltd. © 2008 Infinita Inc.

Slide 8: Mobile Social Networking mobagetown: Revenues, Registered Members, Page Views Revenues in Reg. Members in 9.87 Page Views in 17,924 6,000 10 9.43 18,000 ¥ million million million 9.03 5,162 9 8.65 16,000 8.13 14,927 5,000 7.79 4,628 8 7.43 14,000 13,383 6.89 7 6.44 4,000 12,000 6.03 10,793 6 5.46 3,135 10,000 9,239 5 4.84 3,000 2,507 8,000 4 2,000 6,000 1,562 3 2 4,000 1,000 1 2,000 0 0 0 FY06 Q4FY07 Q1FY07 Q2FY07 Q3FY07 Q4 Jun 07 Sep 07 Dec 07 Mar 08 Apr 07 Jun 07 Sep 07 Dec 07 Mar 08 Source: DeNA Co., Ltd. © 2008 Infinita Inc.

Slide 9: Japan Advertising Market Advertising Expenditures across Major Media 2007 and YoY Changes 2006/(2005) +21.3% (+28.6%) Mobile: only 1% +3% (+0.9%) share, but +59.2% (+35.4%) growth -5.2% (-3.8%) -4% (-1.3%) -4.2% (-1.9%) +10.8% (+11.7%) -0.9% (-1.2%) Sources: Dentsu Communication Institute, February 2008; Production Costs + Media Spendings © 2008 Infinita Inc.

Slide 10: Mobile Content vs. Mobile Advertising Revenues 2003-2007 (in US$ billion) Mobile Advertising ★ Mobile Content revenues growing at Mobile Content average annual rate of +17.3% and slowing (last: +10%, est.) ★ Mobile Advertising increasing +56.5% yearly and accelerating (last: +59%) ★ Advertising/Content Revenues Ratio shifted from less than 1:20 to more than 1:6 within past 5 years * Mobile Content and Mobile Advertising Revenues in US$ billion Source: Mobile Content Forum (July 2007), *Infinita Estimate (May 2008) © 2008 Infinita Inc.

Slide 11: Mobile Advertising Market Mobile Advertising Revenues, 2000-2011 (US$ million) ★ Mobile Advertising revenues to almost double again within next 4 2007 actual figures exceeded years Dentsu’s own previous estimate ★ Crossing the US$ 1 billion threshold (US$ 556 million) by 12% by 2010 ★ Mobile still undervalued as an advertising medium by a factor of 4 (2006) • Media Usage Share 4% • Advertising Expenditures Share 1% Sources: Dentsu Communication Institute (April 2007, estimates) (February 2008, historical data) © 2008 Infinita Inc.

Slide 12: Mobile Advertising on mobagetown and mixi Mobile Examples: Banner Advertising ★ Compensation model: CPM, weekly ★ Pricing: US$ 3,000 to US$ 9,000 ★ Av. CPM: US$ 3-6 ★ Targeting: Operator, Gender ★ CTR (mixi): 0.2-0.4% Sources: DeNA Co., Ltd., mixi Inc. © 2008 Infinita Inc.

Slide 13: Mobile Advertising on mobagetown and mixi Mobile Examples: Exit Screens ★ Compensation model: CPM, weekly ★ Pricing: US$ 4,500 to US$ 7,000 ★ Av. CPM: US$ 4.5-7 ★ Targeting: Operator, Gender ★ CTR (mixi): 0.7% Sources: DeNA Co., Ltd., mixi Inc. © 2008 Infinita Inc.

Slide 14: Mobile Advertising on mobagetown and mixi Mobile Examples: Mobile Email Advertising (Newsletters) ★ Compensation model: CPM ★ Av. CPM: US$ 10 (Newsletter) to 120 (Standalone Messages) ★ Targeting: Operator; Gender, Age, Region (at premium) © 2008 Infinita Inc.

Slide 15: Mobile Advertising on mobagetown and mixi Mobile mobagetown x Coca Cola Tie-up ★ Advertiser: Coca Cola ★ Campaign Date: 05/07-06/07 ★ Campaign Outline • DeNA created special Coca Cola- branded version of mobagetown, accessible only to double-registered users of mobagetown and Coca Cola Mobile • Reach top scores on Coca Cola-branded games to receive branded avatar items • Coca Cola-branded Decomail graphics to use in mobile emails to friends, thus spreading awareness for the campaign • “Coke Character” with avatar and blog Coca Cola/mobagetown Tie-up Site • Campaign extensively promoted via tie-in Source: Nikkei with Coca Cola “The Coke Side of Life” TV campaign © 2008 Infinita Inc.

Slide 16: Mobile Advertising on mobagetown and mixi Mobile mobagetown x Coca Cola Tie-up ★ Results (first four weeks of campaign) • Almost 1 million sign-ups for Coca Coca mobile site • 185 million page views • 5.6 million page views on Coke character blog page alone • 350,000 users connected with Coca Cola character as friends • 190,000 comments posted to the Coke character blog ★ ...and the campaign lives on one year later Coca Cola-branded version of mobagetown (above), branded games (top right), branded Decomail (left) Source: DeNA Co., Ltd. © 2008 Infinita Inc.

Slide 17: Mobile Advertising on mobagetown and mixi Mobile mobagetown x UNIQLO Tie-up ★ Advertiser: UNIQLO ★ Campaign Date: April 2008 ★ Campaign Outline • Download coupons for apparel retailer UNIQLO and redeem for discounts on relevant items at participating UNIQLO stores • Exclusive avatar items corresponding to the goods purchased via entering the unique product ID from price tag on mobagetown • Branded game, goal: “try on” the outfits that are being promoted as part of the campaign by jumping up to catch clothes flying out of a clothes dryer UNIQLO-outfitted Avatars and Branded Game Source: DeNA Co., Ltd. © 2008 Infinita Inc.

Slide 18: Mobile Advertising on mobagetown and mixi Mobile mixi x CC Lemon Tie-up ★ Advertiser: CC Lemon (Softdrink) ★ Campaign Date: May 2008 ★ Campaign Outline • CC Lemon “Corner” set up on mixi Mobile • Branded games (Flash Lite) • Branded profile backgrounds (“mixi Collection”) • “Keitai Soap Opera” (mobile novel) published in daily installments Source: mixi Inc. © 2008 Infinita Inc.

Slide 19: Mobile Advertising on mobagetown and mixi Mobile mixi: “Login Jacks” and Promotions ★ Login Jacks: Fully branded versions of mixi Mobile login Page linked to promotions within the site (sweepstakes etc.) ★ Promotional campaigns that feature limited-edition products and branded content mixi Login Screen Jacks (left) and LAWSON promotion (right) Source: mixi Inc. © 2008 Infinita Inc.

Slide 20: mobagetown Revenues Breakdown by Segment Banner/Email Advertising Revenues from <18 yrs segment Pay-per-performance Advertising Avatar Item/Virtual Currency Sales 21% 100% 30% 70% 32% 47% 16% 84% Source: DeNA Co., Ltd. FY2007 Q4 © 2008 Infinita Inc.

Slide 21: Avatar Items/Virtual Currency Sales mobacasino ★ Launched in early April 2008 ★ Virtual casino featuring multi-player Roulette, Black Jack and Poker ★ To play, users need “Casino Coins” which can be obtained in exchange for Moba Gold ★ User rank rises with play frequency, enables access to higher, more exclusive floors of the casino ★ Goals • Deliver gaming content more appealing to adult audience • Create additional “outlet” for MobaGold currency beyond avatar items Source: DeNA Co., Ltd. © 2008 Infinita Inc.

Slide 22: Avatar Items/Virtual Currency Sales mobacasino “Insert MobaGold” Source: DeNA Co., Ltd. © 2008 Infinita Inc.

Slide 23: Avatar Items/Virtual Currency Sales Freemium Games ★ From late April 2008, DeNA will release exclusive mobile games developed in cooperation with top- tier games publishers ★ Adopted from well-known role- playing and simulation titles from other platforms ★ Basic play is free - MobaGold necessary to unlock multi-player mode, buy in-game weapons and tools ★ Proceeds from sales shared with publishers (rather than licensing) ★ Goals • Deepen games portfolio • Create additional “outlet” for MobaGold currency beyond Source: DeNA Co., Ltd. avatar items © 2008 Infinita Inc.

Slide 24: Mobile Advergaming Dentsu/Robot “TsuiTsui” Source: Dentsu © 2008 Infinita Inc.

Slide 25: mobagetown Evolution from Social Networking/Games Site to Mobile Portal... Source: DeNA © 2008 Infinita Inc.

Slide 26: mobagetown ...and Mobile Search Engine “For search, too: mobagetown.” “A new experience in mobile search.” © 2008 Infinita Inc.

Slide 27: Mobile Search/Content-Matched Advertising Search-related vs. Non-search-related Mobile Advertising Revenues, 2007-2011 (US$ million) Search ★ Mobile search-related revenues Non-search accounted for 16% of mobile advertising last year... ★ ...and will increase 5-fold to reach more than 60% of all mobile advertising revenues by 2011 Source: Dentsu Communication Institute (April 2007) *Note: graph based on 2007 estimate (US$ 556 million), actual Search-/Non-search data for 2007 (US$ 621 million) not released yet © 2008 Infinita Inc.

Slide 28: Mobile Search/Content-Matched Advertising ...on mobagetown and mixi Mobile ★ Format: Text ads ★ Compensation model: CPC ★ Pricing: bidding mechanism (price set by advertiser) ★ mobagetown • Search: proprietary solution • Content-matched ads: Overture ★ mixi Mobile • Search: Google • Content-matched ads: Overture Overture-delivered content-matched ads on mixi Mobile communities Top of page (left), bottom of page with Text Ad (right) © 2008 Infinita Inc.

Slide 29: Mobile Search/Content-Matched Advertising Local Search Advertising on mobagetown ★ Formats: Text ads relevant to search area ★ Compensation model: CPC ★ Pricing: bidding mechanism ★ Location-based advertising network “AdLocal” service provided by Cirius Technologies, Inc. ★ Advertisers can specify proximity (during an address- or map-based search) ★ Targeting: genre/product category, time of day, day of the week, area radius (1 to 10 km), weather (e.g. “show my advertising only if it is raining”) Source: Cirius Technologies © 2008 Infinita Inc.

Slide 30: Key Points ★ Mobile Social Networking • Still lots of room for growth, but latecomers facing strong lock-in effects • MoSNS rapidly becoming a feature, not a service • Users gravitating towards using MoSNS as search resource ★ Mobile Advertising • Baby steps along a rocky road - but great potential • Moving towards deep tie-ups and branded content • Shifting from CPM to Pay-for-performance • Search and Content-Matched Advertising gaining significance ★ Revenue Streams beyond Mobile Advertising • “Freemium” content and services outside core SNS functionalities © 2008 Infinita Inc.

Slide 31: Infinita Scope of Services Non-domestic Clients ★ Mobile and PC sites/apps ★ Outbound market intelligence production and consulting (foreign clients for JP market) Technical Research and Development Consulting ★ Inbound market intelligence ★ Mobile and PC sites/apps and consulting productions ★ Domestic market intelligence (domestic JP market) and consulting Domestic Clients © 2008 Infinita Inc.

Slide 32: Infinita Selected Clients © 2008 Infinita Inc.

Slide 33: Thank you! www.infinita.co.jp/research billich@infinita.co.jp © 2008 Infinita Inc.