Comparison of leading SNS

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Our presentation at Media'08 event in Sydney in March 2008. A world premiere comparing Facebook with Cyworld, Mixi and QQ. Result: Facebook is #4.

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Comparison of leading SNS

  1. New business models in online communities Benjamin Joffe Managing Director | Plus Eight Star Ltd
  2. Innovation in Asia?
  3. General assumption #1 Everything from USA is great
  4. General assumption #2 Everything from Asia is weird (and sometimes funny)
  5. Japanese like texting on mobile Because they have small fingers Anonymous manager at a telecom company in 2000
  6. Asians like avatars Because they read mangas and watch animes Anonymous manager at an Internet company in 2005
  7. Chinese like ring-back tones Because they go to karaoke a lot Anonymous manager at a foreign media company in 2006
  8. Giving the wrong explanation to the right question
  9. Not-invented-here spiral of oblivion
  10. Make fun Oblivion Stereo type Self- Re-invent evident Adopt
  11. Why look at Asia?
  12. 1 Because some Asian markets are strategically important
  13. #2 economy #1 population #1 digital society
  14. Broadband connections in Japan and Korea are up to 10 times faster than the OECD average. Japan also had the lowest relative monthly broadband charges/Mbps OECD Report, July 2007
  15. Consequence #1 Internet penetration and speed
  16. Consequence #2 Internet literacy
  17. 2 Because some great ideas have already been proven there
  18. 2002 2005 2005
  19. 1999 2003+
  20. How about those concepts? Meta-blogging Content scrapping Trust-based information sharing Personal Resource Planning (PRP)
  21. Alexa School of Investment Quiz
  22. Global China Japan South Korea 1 Yahoo! 2 Google 3 YouTube 4 MSN 5 Windows Live 6 MySpace 7 Facebook 8 Wikipedia 9 Hi5 10 Orkut
  23. Global China Japan South Korea 1 Yahoo! Yahoo Japan 2 Google Yahoo 3 YouTube Google Japan 4 MSN Google YouTube 5 Windows Live 6 MySpace Google 7 Facebook YouTube 8 Wikipedia 9 Hi5 Yahoo Wikipedia 10 Orkut
  24. Global China Japan South Korea 1 Yahoo! Baidu Yahoo Japan Naver 2 Google QQ FC2 Yahoo 3 YouTube Sina Google Japan Daum 4 MSN Google YouTube Cyworld 5 Windows Live Netease Mixi Nate 6 MySpace Taobao Rakuten Google 7 Facebook Sohu Nicovideo YouTube 8 Wikipedia Tom Livedoor Empas 9 Hi5 Yahoo Wikipedia Gmarket 10 Orkut 56.com Goo Auction
  25. Global China Japan South Korea 1 Yahoo! Baidu Yahoo Japan Naver 2 Google QQ FC2 Yahoo 3 YouTube Sina Google Japan Daum 4 MSN Google YouTube Cyworld 5 Windows Live Netease Mixi Nate 6 MySpace Taobao Rakuten Google 7 Facebook Sohu Nicovideo YouTube 8 Wikipedia Tom Livedoor Empas 9 Hi5 Yahoo Wikipedia Gmarket 10 Orkut 56.com Goo Auction
  26. SNS are a new media
  27. Genetics of SNS
  28. Parameters Visitors Personal URL These figures reflect / Add to my favorite Today / Total user’s various statistics Updated contents - Content copies Emotional (scrapping) status - Registered number as a My photo favorite Music Player Bought by user Comment Name & [Main menu] Gender Configured by user [Neighbors] View this person’s neighbors Skin [Mini-room] Comment by Purchase new skins for a Cyber residence of user neighbors coordinated background, icons, etc.
  29. Q Bi: cyber $ Secretary E-mail Multi-person chat Online status Game/Music QQ buddy list SMS/MMS Weather File transfer Online disk Voice/Video Friend name: Wireless service Cathy Mini portal Ad Music Chatting with Cathy Game Cathy’s QQ Show Interaction Take a group photo with Panel admin Cathy’s QQ Show Making friends Cathy’s QQ Zone E-magazine Background Screen shoot C2C e-commerce Send pic Stock info Active emotion Address list Emotion Group list Font Last contacts My QQ Show Input area SMS Main menu Tencent browser History IPTV Chat rooms Search QQ Pet
  30. Metrics Pageviews Number of users Revenues
  31. Social Network DNA
  32. Starting date 2004 1999 2004 1997
  33. Active accounts 60 mln 20 mln 14 mln 300 mln
  34. Reach (Internet users) 200 mln? 35 mln 90 mln 200 mln!
  35. Revenues 2007 (USD) 150 mln {200 mln} 100 mln 520 mln
  36. Operating Profit 2007 (USD) (50 mln) {100 mln} 35 mln 224 mln
  37. Valuation (USD) ? MSSE TSE HKSE 15 bln? n.a. 1.8 bln 11 bln
  38. Main business models Ads (Ads) Ads (Ads) (Digital goods) Digital goods Digital goods Games Mobile VAS Mobile VAS Jobs
  39. Ads or Digital goods? 1. Who is the client? 2. Not incompatible 3. There is more!
  40. Other business models Targeted Ads Storage Monthly fee Personalization Alerts…
  41. Key features Invitation system Closed/Open/Semi-closed Sticky features Payment solutions Mobile Online/Offline connection
  42. Social design Focus Values Atmosphere Demographics
  43. Psychological design Identity / Identities Trust
  44. The missing blocks
  45. 1 Payment infrastructure
  46. 2 Trust system
  47. 3 New value chains
  48. To remember
  49. 1 Are you the target?
  50. 2 Resist the temptation to stereotype
  51. 3 Look for concepts Adapt the rest
  52. Thanks! benjamin@plus8star.com Published research Inside Cyworld Inside QQ Free sample | www.plus8star.com
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