Skype marketing final

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  • I learned a lot in your presentation. I learn japanese with skype free at http://preply.com/en/japanese-by-skype and I have applied your marketing strategies in my business in Japan
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  • Hello! Thank you for your video. I’d like to try to compare it to my previous experience of learning Japanese through Skype on online classes. I did around 10 conversations over Skype with a native speaker from http://preply.com/en/japanese-by-skype. And I was pretty satisfied with their Quality. I think they have a strong teaching quality. Following their course curriculum now I can speak Japanese like a native. But I Want to try another option.
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  • Really great presentation. I've been learning japanese via skype free at http://preply.com/en/japanese-by-skype and my teacher recommended this for me to see and i'm grateful. Thank you!
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Skype marketing final

  1. 1. University of Tsukuba MBA-IB Marketing I Skype HOMEpage 2 March 2013 Final Presentation
  2. 2. Target Segmenting in Consumer Mass Market TARGET SEGMENT Highly Connected Families PSYCHOGRAPHICS Highly Committed Highly Communicative Express Appreciation SOCIOGRAPHICS Internet/ SNS Users USE PURPOSE Regular Updates Urgent Notification Special Occasions EXPECTATIONS Accessibility Quality GEO-DEMOGRAPHICS Diverse Locality within the Family CONCERNS MASS MARKET Time Zone Cost General Families & Friends
  3. 3. Customer Insights Want to make sure that my family is doing well regardless any time zone any where!! Want to know emergency situation quickly because I can’t come and help soon… I want to get in touch with my family , see how my grand children are growing up abroad
  4. 4. Enhanced Offline Accessibility Forward calls & messages Skype Secretary While your contact is offline, calls & SMS messages can be forwarded to your contact’s mobile Voice mail While you are not able to get your contact on mobile, voice messages can be recorded & received Auto reply messages While you are engaged and not able to come online, you can personalise auto reply message that will notify your contact of your current status
  5. 5. A Vibrant Shared Bulletin Board Family Celebrations Child growth tracker Making your own cards Clock Time zone Uploading videos & photos Reality Visit Last Notification Last visit at 20:17 p.m.
  6. 6. We proudly present to you Skype HOMEpage http://sabirova.osh.kg
  7. 7. Family needs a home to get together . . . Now you have real “HOMEpage” to be connected with family located internationally Skype HOMEpage offers continuous family connectivity!
  8. 8. Skype HOMEpage is for Everyone! Skype HOMEpage apps are simple and easy even for grandparents to update comments and pictures instantly! From your grandparents Nicole: Mar20,1987 Growing very fast…congratulatio n joining elementary! Take Photo & Update Send Message Call Skype LifeBook! Happy Baby Shower Create a LifeBook and send it as a present for your loved ones on special occasions such as baby showers, birthdays or anniversaries! Sign up now for just $30! What you get: 1 hardcopy of lifebook, reserved delivery up to 25years in the future, automated 200 pictures & 50-page editing *Get $20 discount certificate with monthly membership of Skype HOMEpage for as low as $1.00/month
  9. 9. Family needs a home to get together . . . Now you have real “HOMEpage” to be connected with family located internationally Family account (3–ID package) NOW! you got everything you need to stay close with your family even when they are at different parts of the globe! Skype HOMEpage offers a comprehensive tool to trace if your family is doing okay, exchange video messages when they are offline and many more features! Widget services (Family bulletin board, e-cards, videos & photos upload, etc.) Forward calls & SMS messages Voicemail & auto reply messages High quality headset From $4.49 per month* (Unlimited IDs) You can even track the growth of your grandchildren and make life history books as future birthday gifts! This great family package at only $1.00 per month per ID! $3 per month ($1 per ID)
  10. 10. Back up-2 Questions & Answers Supporting Data
  11. 11. We proudly present to you Skype HOMEpage http://sabirova.osh.kg
  12. 12. Back up-2 Target Segment & Positioning Supporting Data Back up
  13. 13. Skype Fast Facts Technology & Products Internet-based peer-to-peer network(P2P) Low cost structure Free products 94% users Paid premium products 6% users Business Approaches: Continually drive new users Better promote paid products Increase revenue per paying user User Base & Market Share 46% -> 40% 40% -> 38% 26% -> 19% Growth rate compared to the same date in the previous year Over 500M registered users Aim to grow towards 1B registered users Slowing down trend of all users (registered, connected, paying) Second in Instant Messenger Market Share 18% (after MSN 64%) Largest in VoIP Market Share (in mobile broadband) 82%
  14. 14. Target Customer Segment Emotional Engagement CONSUMER Blue Oceans General Families & Friends Highly Connected Families Infrequent (Irregular) BUSINESS Frequent (Regular) General Professionals/ Business Users Highly Communicative Professionals/ Business Users Transactional Engagement
  15. 15. Positioning Statement To highly connected families that are located internationally, SKYPE is a brand of communications solution that provides quality, easy and cost-saving means of intimate connection with all family members even when they are offline Target Segment Frame of Reference Point of Difference Highly connected families with members located internationally who want to regularly touch base with one another (young & old); not restricted by time zones & internet status (online or offline) Product Category: Communications Solution Essence of Value Propositions: Skype enables families to stay connected more effectively What Customers need: Effective communication (even when offline); channel for intimate updates beyond calling and messaging regardless of time difference Product Features: Offline accessibility (Secretary); integrated platform for regular & intimate updates Cost: Low cost package
  16. 16. Competitive Positioning in Target Segment (A) *Based on general sentiment and perception, not actual statistics • Line Smart- • Whatsapp phone • Facetime HIGH Apps Continuous Connectivity (Offline accessibility) LOW Skype Social • Facebook Network • Twitter Sites • Google+ VoIP • Vonage • Phone.com • Lingo LOW Compute • MSN r • Google Talk Mediated Comm. • Yahoo! Messenger HIGH Intimate Family Connection (Integrative features)
  17. 17. Competitive Positioning in Target Segment (B) *Based on general sentiment and perception, not actual statistics HIGH Revenue Potential (Profit margin) • Vonage • Phone.com VoIP • Lingo Smartphone Apps • Line • Whatsapp • Facetime Skype Social • Facebook Network • Twitter Sites • Google+ Compute • MSN r • Google Talk Mediated Comm. • Yahoo! Messenger LOW LOW HIGH Customer Loyalty (Retention rate)
  18. 18. Potential Market Size– International Families More than half of the families have relatives living outside their home country! 7 billion world population = at least 1 billion families 51 million 49 million 50% of 1 billion families = 0.5 billion families to reach! 16 million 54% 35 million Research demographics: 1,600 people from 54 different countries Source: http://kindo.com/blog/2008/02/28/this-is-how-international-todays-families-really-are/en/
  19. 19. Potential Market Size – International Migrant Stock Percentage of International Migrant Stock 49 million 32.00% 51 million 33.00% Asia Latin America North America 16 million 10.00% 2.50% 4 million 35 million Oceania 7.00% Africa Europe 28.00% Source: United Nations, Population Division/ DESA, 2012 http://esa.un.org/MigOrigin/
  20. 20. ROI of Family Package Customers Per month basis Current Potential Time spent with family (virtually) 0.5 to 1 times a week 2.5 to 5 times a week Estimate 5 times more Percent of 60% participation by family members 100% Dollars spent on online video calls/ IM Increased frequency of communications Fixed 0$ Dollars spent on $0.11 x 20 SMS = urgent SMS messages $2.20 Fixed Based on global rate at $0.11 Dollars spent on $20 Fixed urgent calls (landlines/ Estimate based on payas-you-go VoIP mobile) Total expenses 22.20$ 3.00$ Increased percent of participation including elderly members Fixed monthly expenses (predictable) 80% reduction of expenses (cost-saving)
  21. 21. BackCase Use up-2 Supporting Data Back up
  22. 22. 47,7% of interviewed international families wish for urgent connections Always stay connected Urgent calls Urgent messages Any time no matter even it is offline
  23. 23. New “Family Package” If your contact is offline Calls & messages are forwarded To your contact’s cell-phone
  24. 24. New “Family Package” Shared Bulletin Board & Room 18,2 % of interviewees are to have it to keep up with their family
  25. 25. New “Family Package” Family Celebrations 20,5% interviewees are to celebrate occasions together online Child growth tracker 18,2% interviewees are to measure up child’s growth and share with other family members
  26. 26. New “Family Package” Making your own cards Make unique cards online for your loved ones, 6,8% interviewees preference Clock Time zone Check the time zone directly on your shared room, 27,3% interviewees preference
  27. 27. New “Family Package” Family Bulletin Board Last Visit Notification Uploading videos & photos Last visit at 20:17 p.m. Last visit is fixed for members awareness, 15,9% interviewees preference Upload videos, photos directly in your online shared room, 38,6% interviewees preference
  28. 28. Back Insights Customerup-2 Supporting Data Back up
  29. 29. How Skype meets and doesn’t meet customer insight Video Call; Great! I can see his face and tell that he is happy without any problem! That’s why I love Skyping!! Besides, it is far cheaper than fixed line  It would be better if I could his photos and videos taken outside somehow… Offline can do nothing; Why is he not online? Is he sick? Or does he have some trouble on the way home? Want to send him message immediately. Actually it is hard to be online always because of time difference. Wish to have communication tool even works offline so that easier to keep in touch. Skype is very good tool to communicate but restrict the communication among family forcing the both sides to be online in the same time! It is very hard for internationally located family living in a different time zone!!
  30. 30. In order to meet customer insight, we would like to have Tight Family even closer; Enhance Offline Communication; • Clock time zone • Shared bulletin board • Child growth tracker • Making your own cards • Urgent messaging notification • Last visit notification • Uploading videos and photos • Birthday alert
  31. 31. Customer Insight from our questionnaire (1/4) Precondition Target segment: families in Japan with family members located internationally Period: 4th February – 11th February Tool: Survey Monkey questionnaire distributed to target segment through email or Facebook Valid reply: 44 Q1. What tools do you mostly use to contact your family in abroad for voice talk ? Line 0.00% Google talk 0.00% 13.60% Facetime 75.00% Skype 11.40% Fixed line 0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 Skype is the most popular tool to contact for internationally located families
  32. 32. Customer Insight from our questionnaire (2/4) Q2. How often do you contact them? Q3. What is main purpose for you to call your family? 0.00% Less than once a year Once a year 6.80% Once a month 20.50% Celebrating occasions 4.50% 25.00% Tell some urgent news 2 to 3 times a month 22.70% Once a week 22.70% 20.50% 2 to 3 times a week 15.90% 4 to 6 times a week 6.80% Everyday 0 0.05 0.1 Make sure that the other side is doing well 50.00% Just talking about what happened recently 47.70% 68.20% Keep updated 0.15 0.2 0.25 0 More than half people contact very often, more than once a week. 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 People want to know the updated situation of family members and make sure they are doing well
  33. 33. Customer Insight from our questionnaire (3/4) Q4. What is your difficulty to contact your family in abroad with the tool you currently use, if any? Technical Issues • • • • • • • Quality of voice Sometimes there is some difficulty to hear the voice clearly I sometimes cannot here the other side clearly Not everyone has iPad or Apple products so that's when we switch to Skype, but the quality isn't always very good. Sometimes the call quality is not the best Unclear voice and noise. Quality Delay in sending/receiving message on Skype via smart phone sometimes. • • • • • • • • • • my country doesn't have a good internet service. sometimes the internet connection is not good Everything needs good internet connection at both ends. Internet The internet connection in NZ is very poor therefore the video qaulity is poor Poor reception/ quality of connection Internet poor connection or drops out, video freezing, audio distorted or static-y connection is not stable, the call gets disconnected at times. And mostly, while talking, there's always lagging. Connection with only wifi Poor connection Dependant on my internet connection, which is extremely unstable. • • • My parents have difficulties to use computer things. technical difficulties, such as mic problems Hardware Limitations call Connectivity Hard ware difficulties
  34. 34. Customer Insight from our questionnaire (3/4) Q4. What is your difficulty to contact your family in abroad with the tool you currently use, if any? Unique Issues for internationally located families/ Skype functionality • • • time difference Internet connection speed Time zone difference Don't know what time it is in the country where they are; don't know their schedule; don't know their international number to start a connection • • unable to contact anytime anywhere because my parents do not use smart phones. skype does not always show me when somebody comes online. it worked well with the old version, but not with the new one. also i would like to get the function back for sending files via skype • Japanese culture is my only obstacle really. Using phones here and there is considered impolite by the social norms -_-'‘ no problem, I am using Mobile VOIP, its convenient. buying credits online and using it from internet, its cheap too cost for fixed line, utilize phone card • • Time difference Can’t reach the other side Culture, cost etc…
  35. 35. Customer Insight from our questionnaire (4/4) Q5. What kind of service do you wish to have to connect with your family closely? 15.90% Last visit notification 27.30% Clock time zone 47.70% Urgent messaging notification Shared bulletin board 18.20% Child growth tracker 18.20% 38.60% Uploading videos and photos 6.80% Making your own cards 20.50% Birthday alert 0 0.1 0.2 0.3 0.4 0.5 0.6 • Urgent messaging service would be most appreciated • People also want to upload videos/photos and share with family members. We could utilize these service in a “family bulletin board” • Time zone clock is to solve common difficulties for internationally located families
  36. 36. Pricing & Back up-2 Model Commercial Supporting Data Back up
  37. 37. Pricing and Commercial Model 2010 Net revenues (thousands) 2013 $859,815 $1,597,344 $97.7 $96.0 Cost of net revenues (thousands) $415,702 $713,100 Cost of net revenues / connected users $2.9 $3.0 $423,464 $713,100 Net revenues / paying users Operating expenses Operating expenses / connected users $2.9 6% to (per 3 IDs) $171,144 Keep free users Increase paying users Skype secretary Premium package Entitled 3 IDs 1% 7% Key Business Drivers: Increase paying users through Family Package subscriptions 1 Family Package potentially brings in additional 3-5 users Headset 1-month free trial $3.0 $20,649 Income $3 Family bulletin board Acquire family package users We want family package! High benefit Keep low cost structure Key Advantages: Viral marketing Low cost tech (P2P) Low cost resources
  38. 38. Appendix 4 The projection of future growth with current model Lift up to 7% 238 million connected users in 2013 10 237,700,000 # of connected users 250,000,000 (level of 2009) The relationship between # and % of paid users 9 200,000,000 y = 3E+07x + 2E+07 150,000,000 8 145,000,000 7 105,000,000 100,000,000 6 75,000,000 52,000,000 50,000,000 y = 10.632 e(0.000)x 5 4 0 2007 2008 2009 2010 2011 18,000,000 2012 2013 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 16,639,000 # of paid users 16,000,000 14,000,000 16 million paid users in 2013 12,000,000 10,000,000 8,800,000 7,300,000 8,000,000 5,800,000 6,000,000 4,600,000 4,000,000 2,000,000 0 2007 2008 2009 2010 2011 2012 2013
  39. 39. Appendix 8 Customer lifetime value Lifetime of Skype family package Yearly revenue of Skype family package 25 years Skype lifebook max. delivery period 36 $ =3 $ * 12 months 6 $ =same as the cost for current paid users Retention cost Gross margin of Skype family package 30 $ =36 $ – 6 $ 3.08 % =30Yr daily treasury yield curve rates (as Discount rate of 02/26/13) 4.5 % =estimated churn rate Churn rate Acquisition cost 241 $/user http://www.markusgrundmann.de/category/b usiness-models/#.US2mjFdPh8F Lifetime Value (=NPV): 103.3$ 50 Discounted cash flow 0 50 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 -50 -50 -150 -100 -200 -150 -250 -200 17 16 15 14 13 12 11 10 9 9 8 7 7 6 6 5 5 5 0 -100 27 25 23 21 20 18 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 Yearly revenue incl. churn rate Acquisition cost -205 -250
  40. 40. Appendix 1 Concept Offering charged family package including family bulletin board, Skype secretary, headset present as well as current premium package functions with limited number of family location (within three IDs) and one month complimentary trial. 6% Skype out paid users and low cost structure have supported 94% free Skype users. Skype users have high e-commerce literacy and high income relatively. • 22.7% has a household income of $100K+ • 78.3% has shopped online in the past 30 days
  41. 41. Appendix 2 Current business model 663 M registered users 145 M active users 8.8 M paid users (6% in active users)
  42. 42. Appendix 2 Current business model
  43. 43. Appendix 2 Current business model
  44. 44. Appendix 2 Current business model - Highly competitive Internet and software companies Lack of focus on voice and video communications. Lack of scale in community of voice and video communication users Limitations on voice/video quality and ease of use Telecommunication companies Higher-cost products Higher customer acquisition cost Regional services with limited geographic reach Single mode of communication
  45. 45. Appendix 2 Current business model - Technology – P2P peer-to-peer network allows Skype to operate at significant scale and to manage the integrity of a network that at peak times can include approximately 29 million concurrent users, each of which is considered a “node” in the network. In this peer-to-peer model, peers can be both suppliers and consumers of resources, in contrast to the traditional client-server or web model where only servers supply and clients consume.
  46. 46. Appendix 2 Current business model – Low cost marketing As one of the largest global communication platforms with a well-known brand, we have benefitted from significant user growth through “viral” marketing, by which we mean high levels of word-of-mouth and free media coverage for our products that is driven by, and drives, the size of our global network of users. We believe that a significant number of our users have registered for our products based on positive word-of-mouth recommendations from other users.
  47. 47. Appendix 2 Current business model – Low cost resources Country / Region Estonia United Kingdom United States Luxembourg Sweden Czech Republic Asia Pacific Total Number of e Primary function mployees 368 Product Development 225 Sales and Marketing Sales and Marketing and 139 Product Development 72 42 41 24 911 Facilities Lease in Tartu Lease in London Lease in Palo Alto Headquarter, lease in General and administration Luxembourg Product Development Lease in Stockholm Product Development Lease in Prague Lease in Tokyo, Hong Kong, Sales and Marketing and Manama
  48. 48. Appendix 6 A simple P/L 2008 2009 2010 $551,364 $718,903 $859,815 $1,597,344 $95.1 $98.5 $97.7 $96.0 $293,201 $343,981 $415,702 $3.9 $3.3 $2.9 Operating expenses $235,301 $395,715 $423,464 $713,100 Operating expenses / connected users $3.1 $3.8 $2.9 $3.0 $22,862 -$20,793 $20,649 $171,144 Net revenues (thousands) Net revenues / paid users Cost of net revenues (thousands) Cost of net revenues / connected users Income 2013 •Profit of $90 per a new paid user $713,100 $3.0
  49. 49. Appendix 7 Headset information Skype currently has the Skype shop for headset and some materials. They have enough stocks and effective sales channel.
  50. 50. Back up-2 Promotion Supporting Data Back up
  51. 51. Effective Promotion through social media & “viral” Co-create value with Skype Facebook fans Detailed information on Skype’s blog A family needs a home to get together... now you have a real "HOMEpage" to be connected with family located internationally. Skype's new family plan is ready to launch! To celebrate, we're giving away a free year membership to one lucky family. To enter, post your most creative family portait here. We'll hold a a vote with our Facebook followers and staff vote with our Facebook followers and staff next week, and the winner and their family will get a free year of Skype's new family plan! #SkypeFamilyPlan Details: http://spr.ly/6034nzno Skype's Family Plan Many opportunities for word-of-mouth Allow users to make their own content on Twitter In-obtrusive advertising in Skype
  52. 52. Word-of-Mouth Advertising proven effective From Skype's own shareholder's report: As one of the largest global communication platforms with a wellknown brand, we have benefitted from significant user growth through “viral” marketing, by which we mean high levels of wordof-mouth and free media coverage for our products that is driven by, and drives, the size of our global network of users. We believe that a significant number of our users have registered for our products based on positive word-of-mouth recommendations from other users.
  53. 53. Increase Visibility upon registration Share special moments with your family any time, any place. Click here for more information on the Skype Family Plan. Use the Skype log-in screen to enhance current customers' experience. They will bring in their own family members using the plan. Share special moments with your family any time, any place. Click here for more information on the Skype Family Plan.
  54. 54. Costs of Promotion Plan The main cost is the money not received by giving away free Family Plans. The 1-year membership is $36, so, with each free customer, the cost is $36. We are planning monthly birthday contests and contests for major holidays, so 20 contests a year. 20 contests x $36 cost = $720 for the first year
  55. 55. Family Portrait Campaigns Cost per campaign 36$ 1 winner of free 1-year membership 3$ x 12 months = 36$ No. of campaigns per year Total cost per year No. of packages to sell per year Target customers to get per campaign Target outreach per campaign Viral marketing (word of mouth) success rate 20 For first year only 720 $ 36$ x 20 = 720$ 25,000 Based on projected growth 1250 25,000/ 20 = 1250 125,000 Assumed conversion rate at 1% 12% Out of more than 25mil registered users, 3mil+ users were persuaded by word of mouth (2005) With 660mil registered users (2010), the campaign outreach success rate is likely to be high and achievable
  56. 56. Use Skype's resources to keep promotion simple but effective Using Skype's media outlets provide: low cost word-of-mouth opportunities the easiest way to reach Skype users
  57. 57. Reach potential users with advertisements on the home page A family needs a home to get together... now you have a real "HOMEpage" to be connected with family located internationally Interested? Start signing up your family now, and get free Skype gift cards! Learn more A family needs a home to get together... now you have a real "HOMEpage" to be connected with family located internationally Interested? Start signing up your family now, and get free Skype gift cards! Learn more
  58. 58. Detail new features with Skype's official blog Announcing our new Family Plan!
  59. 59. Co-create value with users on the Skype Facebook page A family needs a home to get together... now you have a real "HOMEpage" to be connected with family located internationally. Happy birthday to all the February babies out there! We're starting a new birthday tradition with our Skype family for our new family plan! Skype's new family plan is ready to launch! To celebrate, we're giving away a free year membership to one lucky family. To enter, post your most creative family portait here. We'll hold a vote with our Facebook followers and staff next week, and the winner and their family will get a free year of Skype's new family plan! Details: http://spr.ly/6034nzno We offer a huge selection of greeting cards to celebrate birthdays and all other special moments, but why don't you help us create one that truly shows your good wishes? Post your best birthday card design here, and we'll hold a vote at the end of the month! The winners will receive a free year of Skype's family plan! Details: http://spr.ly/6031nDrv
  60. 60. Promote small, personal points with Skype's Twitter A Valentine's Day Skype call to your mom has less calories than chocolate #qualitytime #SkypeFamilyPlan
  61. 61. Back up-2 Sales Pitch Supporting Data Back up
  62. 62. Skype Overview Skype Statistics Total number of Skype users as of Jan. 2012 Average time spent on a Skype conversation Number of time that active Skype users spend on Skype per month Total percentage of small businesses that use Skype as primary communication service Number Skype enabled television sets Number of iphone Skype downloads in 2010 Number of people who have ever used Skype Total percentage of Skype calls that are video to video Average spent yearly by a paying Skype user Skype revenue in 2010 Number of monthly log-ins to Skype Number of monthly paying Skype users Amount of money spent by Microsoft to acquire Skype 31 million 27 minutes 100 minutes 35% 50 million 7 million 560 million 40% $96 $406.2 million 124 million 8.1 million $8.5 billion Objective for further biz growth: 1. Increase Skype registered user => Improving customer awareness of Skype and develop pipeline for Skype future paying user 2. Increase Skype active user => Maintain active customer base to advance the products and services => Strengthen customer loyalty to Skype products & servicesç
  63. 63. The number of total social network user Understanding the market current market size WHY? -> estimate addressable / potential market size Worldwide population of internet user = 7billion x 35% =2.45billion Worldwide population of social network user = 1.43billion (2012)
  64. 64. Skype user Understanding the Skype current users size by segmentation WHY? -> understand current customer for reference by different perspective The growth rate of Registered user is @ average 38% The growth rate of connected user is @ average 34% The growth rate of paying user is @ 21% There is trend of slowing down the growth rate of registered user, connected user and paying user Estimated registered user in 2012 is: 560 million x (1+38%)^2 = 1066 million = 1.066 bilion Estimated paying user in 2012 is : 8.1 million x (1+0.21)^2 = 11.8 million
  65. 65. Age Distribution of Social Network User Understanding the Age distribution of social network user WHY? -> understand current market of social network Social networks & online community are not popular for ages between 0~17, 55~64 and 65+ Which could be considered as potential market for Skype Ages 55~64 and 65+ are considered as adult which is relatively lower risk for business
  66. 66. Population Growth by Age Group in Japan Understanding the Age distribution of social network user WHY? -> compare w/ population trend and assess future biz potential to develop use case to capture the biz and penetrate into new market for further biz growth High population growth rate is expected in JPN 20+% of population will be over 65 years old Population of 0~14 years old will be declining Population of 15~64 years old will be slowly declining
  67. 67. Consumption of seniors in Japan Assume JPN as advanced country for aged population, develop use case targeting aged 55+ and develop emotional meaning to customer. Assess consumption trend of aged 55+, and develop use case hypothesis meeting consumption trend Medical and health related Traveling Consumption of senior in Japan Senior consumption ratio to total consumption Children and grandchildren Housing related Ceremonial functions Entertainment expenses, such as friend Consumer elec & Elec appliance Trillion Automotive related Self Enlightenment and Study Clothes Furniture Telecommunication and internet Others total consumption 40+% of 100 trillion yen is consumed by seniors in JPN 29% of senior consumption is spent on children and grandchildren 100 x 40% x 29% = 11.6trillion JPY
  68. 68. Japanese traveler and residing abroad Assess JPN number of people who is often located internationally, whom could be the potential target customer for online based family bulletin board to be connected Japanese traveler and residing abroad (10000) Traveler Residing

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