Asian	  Eye	                for	  the	             Slovene	  Guy	  Mobile	  Monday	  Slovenia	  |	  2011.01	             @...
“Digital	  Asia	  Guy”	  
ZDRAVO!  MY NAME IS@benjaminjoffe
4	  years	     1	  year	     5	  years	  
•  Mobile	  Monday	  Beijing	  |	  Co-­‐Founder	  •  37	  events,	  130	  speakers,	  3,000+	  parKcipants	  
•  CEO,	  Plus	  Eight	  Star	  |	  www.plus8star.com	     –  Best	  pracKces	  from	  Asia’s	  digital	  space	     –  Re...
IT	  MNCs	  Startups	   Non-­‐IT	  
Angel	  Investor,	  Advisor,	  Keynote	  Speaker	               •  Speaker	                     	  100+	  talks	  in	  16	...
My	  Interests	  •  Mix	  Technology,	  Psychology	  &	  Sociology	      –  Virtual	  economies	      –  Digital	  third	 ...
Asia	  vs.	  The	  World	  
Common	  AssumpKon	  #1	  Everything	  from	  USA	  is	  great
Common	  AssumpKon	  #2	  Everything	  from	  Asia	  is	  strange
Common	  AssumpKon	  #2	  Everything	  from	  Asia	  is	  strange            (and	  someKmes	  funny)
Western	  Framing	   of	  InnovaKon	  
Kimba	  the	  White	  Lion	                    The	  Lion	  King	      (Japan,	  1965)	                               (US,...
5C’s	  of	  InnovaKon	  
3	  Stages	  for	  InnovaKon	                                                             Entrepreneur                    ...
“Techno-­‐Darwinism”	  Digital	  EvoluKonary	  Theory	          a)  ReplicaKon	          b)  MutaKon	          c)  Natural...
5C’s	  of	  InnovaKon™	  Ecosystem	  Factors	  for	  Survival	          1.    Copy	          2.    CompeKKon	          3. ...
Broadband	  Ecosystems	                          Countries	                                          CiOes	  #1	   	     	...
Peak	  Speed	  	  What	  was	  it	  you	  called	      broadband,	  again?	  
Japan	  
Japan	  Overview	  •  98%	  3G	  (114	  million	  3G	  subs)	      –  2/3	  flat	  rate	      –  NTT	  DoCoMo	  launched	  ...
Pricing	  InnovaKon	     (About	  50	  EUR	  /	  month	  for	  full	  flat)	  
Toward	  Behavior	  Assistance	  
3G	  Success?	  •  NOT	  video	  phones	  •  Small	  data	      –  Social	  networks	      –  Casual	  games	      –  Mobi...
Content	  as	  a	  Service	  •  Not	  simply	  paid	  apps	  •  Sustainable	  revenues	  •  Paid	  by	  users	  
Content	  vs.	  Commerce	  •  Commerce	  $9.6B	  ($90/user/year)	      –  eBay	  =	  $2B	  in	  2010	  (from	  $600M	  in	...
Mobile	  Services	  •  Full	  songs,	  games,	  SNS,	  Avatars,	  etc.	                       	                           ...
Mobile	  Social	  Networks	  •  3	  Mobile	  SNS	  listed	  on	  stock	  market	      –  DeNA	  (Mobage	  =	  “Mobile	  Ga...
Mobile	  Social	  Gaming	  •  Self-­‐published	  +	  Open	  plavorms	                                                     ...
Revenue	  Model	  •  Digital	  goods	  80%	      –  Casual	  Games	      –  Avatars	  •  Open	  plavorm	      –  Third	  p...
Impact	  •  2000	  |	  First	  wave	  (2G)	  •  2004	  |	  Second	  wave	  (2.5G)	      –  (I	  helped	  an	  M&A	  in	  E...
Zappallas	                    “The	  Spirit	  inside	  You”	  •  WTF?	  •  Service	      –  $3/month	      –  2.2M	  payin...
Eki-­‐Tan	                        Mobile	  NavigaKon	  •  Started	  in	  1997	  as	  spin-­‐off	  of	  Toshiba	  •  1,500	 ...
Tonchidot	  •  “Look	  up!	  Not	  down.”	  •  AR	  as	  a	  service	  •  Campaigns	  •  Funding:	  $16M	      –  KDDI,	  ...
Korea:	  Quiz!	  
Korea	  |	  Missed	  Opportunity	  •  1994:	  First	  CMDA	  network	  •  2001:	  CDMA	  1x	  deployed	  •  Now	  transiKo...
Korea	  |	  IT	  Exports	  •  $140bln	  in	  2010	      –  Source:	  Ministry	  of	  Knowledge	  Economy	  (MKE)	  •  iPad...
Korea	  surfing	  Apple’s	  Success	  
China	  
China	  Market	  Overview	  •  China	  Mobile	     –  584M	  users	  (=	  Facebook,	  but	  different	  users!)	     –  25	...
Mobile	  Services	  •  Operators	  •  Content	  providers	  ups	  ands	  downs	  •  Fragmented	  app	  stores	  market	   ...
(Internet)	  •  Tencent	  |	  World’s	  #3	  Internet	  company	      –  $2.5B	  revenue	      –  42%	  net	  profit	      ...
Mobile	  Couponing	  |	  Huicard	  •  Usual	  story:	  stores	  pay	  •  Would	  users	  pay	  for	  coupons?	  •  Lower	 ...
(Mystery	  Startup)	  •  Lots	  of	  content	  providers	  •  Lots	  of	  websites	  who	  can’t	  moneKze	  •  What	  do	...
Shanzhai	  InnovaKon:	  Mass	  customizaKon	  
InnovaKon	  Awareness	  Test	  
PHOTO:	  MOBILE	  PHONE,	  BEIJING,	  APRIL	  2010	  ©	  Benjamin	  Joffe	  /	  Plus	  Eight	  Star	  Ltd.	  
Hardware	  InnovaOon:	  “Shanzhai”	  (              )	  PHOTO:	  MOBILE	  PHONE,	  BEIJING,	  APRIL	  2010	  ©	  Benjamin	...
PHOTO:	  MOBILE	  PHONE,	  BEIJING,	  APRIL	  2010	  ©	  Benjamin	  Joffe	  /	  Plus	  Eight	  Star	  Ltd.	  
QQ	  Farm	  
“Shanzhai”	  Spirit?	  •    Cheap	  •    Fun	  •    Flashy	  •    Fast	  
Design	  Your	  Own	  Mobile!	  •  Design	  teams	  <	  10	  people	  •  Factories	  take	  orders	  from	  5,000	  units	...
Hardware	  commodiKzaKon	  •  Change	  your	  iPod	  into	  a	  phone!	  
How	  could	  you…?	  
1.	  …	  leverage	  proven	  models?	  
2.	  …	  make	  use	  of	  the	  “Shanzhai”	  spirit?	  
3.	  …	  and	  create	  your	  own	  success!	  
Cmune	  in	  Beijing	  Seeks	  Talent!	  •  #1	  FPS	  on	  Facebook	      –  InternaKonal	  team	      –  Top	  Unity	  g...
Hvala!	  www.plus8star.com	  benjamin@plus8star.com	  	                                                  +81	  |	  Japan	 ...
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Asian Eye for the Slovene Guy

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Presentation about Asia's mobile industry at Mobile Monday Slovenia in January 2011

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Asian Eye for the Slovene Guy

  1. 1. Asian  Eye   for  the   Slovene  Guy  Mobile  Monday  Slovenia  |  2011.01   @benjaminjoffe  
  2. 2. “Digital  Asia  Guy”  
  3. 3. ZDRAVO! MY NAME IS@benjaminjoffe
  4. 4. 4  years   1  year   5  years  
  5. 5. •  Mobile  Monday  Beijing  |  Co-­‐Founder  •  37  events,  130  speakers,  3,000+  parKcipants  
  6. 6. •  CEO,  Plus  Eight  Star  |  www.plus8star.com   –  Best  pracKces  from  Asia’s  digital  space   –  Research,  Strategy  &  “InnovaKon  Arbitrage”  
  7. 7. IT  MNCs  Startups   Non-­‐IT  
  8. 8. Angel  Investor,  Advisor,  Keynote  Speaker   •  Speaker    100+  talks  in  16  countries   •  Advisor   •  Investor  in  Asia-­‐based  global  companies  
  9. 9. My  Interests  •  Mix  Technology,  Psychology  &  Sociology   –  Virtual  economies   –  Digital  third  places   –  Online  social  dynamics   –  ArKficial  arKficial  intelligence  (AAI)  •  (And  also)   –  Languages,  MarKal  arts,  Drawing  
  10. 10. Asia  vs.  The  World  
  11. 11. Common  AssumpKon  #1  Everything  from  USA  is  great
  12. 12. Common  AssumpKon  #2  Everything  from  Asia  is  strange
  13. 13. Common  AssumpKon  #2  Everything  from  Asia  is  strange (and  someKmes  funny)
  14. 14. Western  Framing   of  InnovaKon  
  15. 15. Kimba  the  White  Lion   The  Lion  King   (Japan,  1965)   (US,  1994)  “Even  our  lawyers  are  not  that  good”   –  a  Disney  animator  (rumor)  
  16. 16. 5C’s  of  InnovaKon  
  17. 17. 3  Stages  for  InnovaKon   Entrepreneur   Inventor   (Business)   Idea   (Prototype)  (Bacteria  +  3D  +  iPhone)  
  18. 18. “Techno-­‐Darwinism”  Digital  EvoluKonary  Theory   a)  ReplicaKon   b)  MutaKon   c)  Natural  SelecKon   d)  Luck!   Dodo (extinct)
  19. 19. 5C’s  of  InnovaKon™  Ecosystem  Factors  for  Survival   1.  Copy   2.  CompeKKon   3.  CombinaKon   4.  Constraints   5.  Context  
  20. 20. Broadband  Ecosystems   Countries   CiOes  #1      Korea    14  Mbps   #1      Taegu  (KR)    18.3M  #2      HongKong  9.2  Mbps   #2-­‐11  Korea  #3      Japan    8.5  Mbps   #12-­‐45  Korea  &  Japan  …   …  #12    US      5.0  Mbps   #46  Hong  Kong   #48  Constanta  (Romania)   #52  Asnieres  (France)   #57  San  Jose  (US)  8.3Mbps  
  21. 21. Peak  Speed    What  was  it  you  called   broadband,  again?  
  22. 22. Japan  
  23. 23. Japan  Overview  •  98%  3G  (114  million  3G  subs)   –  2/3  flat  rate   –  NTT  DoCoMo  launched  LTE  in  2010.12  •  Devices   –  Flash  on  most  phones   –  Foreign  phones  <10%  market   –  IC  Cards  
  24. 24. Pricing  InnovaKon   (About  50  EUR  /  month  for  full  flat)  
  25. 25. Toward  Behavior  Assistance  
  26. 26. 3G  Success?  •  NOT  video  phones  •  Small  data   –  Social  networks   –  Casual  games   –  Mobile  commerce   –  Entertainment   –  NavigaKon  
  27. 27. Content  as  a  Service  •  Not  simply  paid  apps  •  Sustainable  revenues  •  Paid  by  users  
  28. 28. Content  vs.  Commerce  •  Commerce  $9.6B  ($90/user/year)   –  eBay  =  $2B  in  2010  (from  $600M  in  2009).   TOTAL   15,2    billion  USD   Million  USD   Commerce  =  Content   9,681   8,869   7,329   5,641   4,139   2,634   1,736   5,525   1,212   4,272   4,835   3,200   3,666   1,822   2,167   2,645   Source:  Japan  Mobile  Content  Forum,  2010  
  29. 29. Mobile  Services  •  Full  songs,  games,  SNS,  Avatars,  etc.   Million  USD   Source:  Japan  Mobile  Content  Forum,  2010  
  30. 30. Mobile  Social  Networks  •  3  Mobile  SNS  listed  on  stock  market   –  DeNA  (Mobage  =  “Mobile  Game  Town”)   –  GREE  (from  “Six  DeGREEs”)   –  Mixi  (iniKally  a  Friendster  adaptaKon)  •  20M  users  each  (some  in  common)  
  31. 31. Mobile  Social  Gaming  •  Self-­‐published  +  Open  plavorms        Some  ads   SNS   +   Free  games   +   Homepage   Virtual  goods  
  32. 32. Revenue  Model  •  Digital  goods  80%   –  Casual  Games   –  Avatars  •  Open  plavorm   –  Third  party  content  •  AdverKsing  <20%  
  33. 33. Impact  •  2000  |  First  wave  (2G)  •  2004  |  Second  wave  (2.5G)   –  (I  helped  an  M&A  in  Europe  for  18MEUR)  •  2010  |  Third  wave  (3G)   –  Revenue  2010:  $1.2B  for  Mobage,  $600M  for  GREE   –  DeNA  buys  ngmoco  in  US  ($400M)   •  Another  $500M  to  spend  next  year!   –  GREE  has  $250M  in  the  bank  
  34. 34. Zappallas   “The  Spirit  inside  You”  •  WTF?  •  Service   –  $3/month   –  2.2M  paying  users  •  Revenue   –  50  MEUR  in  6  months  (net  profit:  8.5  MEUR)   –  Listed  on  stock  market  (150  MEUR)  
  35. 35. Eki-­‐Tan   Mobile  NavigaKon  •  Started  in  1997  as  spin-­‐off  of  Toshiba  •  1,500  staKons,  weather  forecast,  flights  and  hotel   booking,  etc.  •  850,000  subs.  pay  $3/month  (20%  margin)  •  IPO  in  March  2011  
  36. 36. Tonchidot  •  “Look  up!  Not  down.”  •  AR  as  a  service  •  Campaigns  •  Funding:  $16M   –  KDDI,  DCM,  JAFCO,  etc.  
  37. 37. Korea:  Quiz!  
  38. 38. Korea  |  Missed  Opportunity  •  1994:  First  CMDA  network  •  2001:  CDMA  1x  deployed  •  Now  transiKoning  to  HSPA  •  Korean  mobile  startups??  
  39. 39. Korea  |  IT  Exports  •  $140bln  in  2010   –  Source:  Ministry  of  Knowledge  Economy  (MKE)  •  iPad  +  iPhone  4   –  Designed  in  California   –  Assembled  in  China   –  Parts  made  in  Korea  
  40. 40. Korea  surfing  Apple’s  Success  
  41. 41. China  
  42. 42. China  Market  Overview  •  China  Mobile   –  584M  users  (=  Facebook,  but  different  users!)   –  25  Bln  EUR  in  6  months  (6.5B  net  profit)   –  Monthly  Net  adds:      
  43. 43. Mobile  Services  •  Operators  •  Content  providers  ups  ands  downs  •  Fragmented  app  stores  market   –  China  Mobile,  China  Unicom,  China  Telecom   –  Nokia,  Motorola,  Samsung,  …   –  Local  phones  using  MediaTek  plavorm  
  44. 44. (Internet)  •  Tencent  |  World’s  #3  Internet  company   –  $2.5B  revenue   –  42%  net  profit   –  $45B  market  cap  •  10  Online  game  companies  listed  •  Youku  (“YouTube  of  China”)  and  DangDang   (“Amazon  of  China”)  just  listed  too  for  billions.  
  45. 45. Mobile  Couponing  |  Huicard  •  Usual  story:  stores  pay  •  Would  users  pay  for  coupons?  •  Lower  entry  barrier  •  Combine  with  search  +  large  directory  •  Charge  10  cents  per  coupon  
  46. 46. (Mystery  Startup)  •  Lots  of  content  providers  •  Lots  of  websites  who  can’t  moneKze  •  What  do  you  do?  
  47. 47. Shanzhai  InnovaKon:  Mass  customizaKon  
  48. 48. InnovaKon  Awareness  Test  
  49. 49. PHOTO:  MOBILE  PHONE,  BEIJING,  APRIL  2010  ©  Benjamin  Joffe  /  Plus  Eight  Star  Ltd.  
  50. 50. Hardware  InnovaOon:  “Shanzhai”  ( )  PHOTO:  MOBILE  PHONE,  BEIJING,  APRIL  2010  ©  Benjamin  Joffe  /  Plus  Eight  Star  Ltd.  
  51. 51. PHOTO:  MOBILE  PHONE,  BEIJING,  APRIL  2010  ©  Benjamin  Joffe  /  Plus  Eight  Star  Ltd.  
  52. 52. QQ  Farm  
  53. 53. “Shanzhai”  Spirit?  •  Cheap  •  Fun  •  Flashy  •  Fast  
  54. 54. Design  Your  Own  Mobile!  •  Design  teams  <  10  people  •  Factories  take  orders  from  5,000  units  •  Cost  <  50  EUR  
  55. 55. Hardware  commodiKzaKon  •  Change  your  iPod  into  a  phone!  
  56. 56. How  could  you…?  
  57. 57. 1.  …  leverage  proven  models?  
  58. 58. 2.  …  make  use  of  the  “Shanzhai”  spirit?  
  59. 59. 3.  …  and  create  your  own  success!  
  60. 60. Cmune  in  Beijing  Seeks  Talent!  •  #1  FPS  on  Facebook   –  InternaKonal  team   –  Top  Unity  game  on  FB   –  More  Ktles  to  come!  •  Check  it  out!   –  www.facebook.com/uberstrike   –  www.uberstrike.com    
  61. 61. Hvala!  www.plus8star.com  benjamin@plus8star.com     +81  |  Japan  benjaminjoffe   +82  |  Korea   +86  |  China  @benjaminjoffe     Telecom  &  Internet  www.linkedin.com/in/benjaminjoffe     +  Added  Value   *  High  quality  www.slideshare.net/plus8star    
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