Comparison of leading SNS

New business models in online communities Benjamin Joffe Managing Director | Plus Eight Star Ltd

Innovation in Asia?

General assumption #1 Everything from USA is great

General assumption #2 Everything from Asia is weird (and sometimes funny)

Japanese like texting on mobile Because they have small fingers Anonymous manager at a telecom company in 2000

Asians like avatars Because they read mangas and watch animes Anonymous manager at an Internet company in 2005

Chinese like ring-back tones Because they go to karaoke a lot Anonymous manager at a foreign media company in 2006

Giving the wrong explanation to the right question

Not-invented-here spiral of oblivion

Make fun Oblivion Stereo type Self- Re-invent evident Adopt

Why look at Asia?

1 Because some Asian markets are strategically important

#2 economy #1 population #1 digital society

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

Consequence #1 Internet penetration and speed

Consequence #2 Internet literacy

2 Because some great ideas have already been proven there

2002 2005 2005

1999 2003+

How about those concepts? Meta-blogging Content scrapping Trust-based information sharing Personal Resource Planning (PRP)

Alexa School of Investment Quiz

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

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

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

SNS are a new media

Genetics of SNS

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.

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

Metrics Pageviews Number of users Revenues

Social Network DNA

Starting date 2004 1999 2004 1997

Active accounts 60 mln 20 mln 14 mln 300 mln

Reach (Internet users) 200 mln? 35 mln 90 mln 200 mln!

Revenues 2007 (USD) 150 mln {200 mln} 100 mln 520 mln

Operating Profit 2007 (USD) (50 mln) {100 mln} 35 mln 224 mln

Valuation (USD) ? MSSE TSE HKSE 15 bln? n.a. 1.8 bln 11 bln

Main business models Ads (Ads) Ads (Ads) (Digital goods) Digital goods Digital goods Games Mobile VAS Mobile VAS Jobs

Ads or Digital goods? 1. Who is the client? 2. Not incompatible 3. There is more!

Other business models Targeted Ads Storage Monthly fee Personalization Alerts…

Key features Invitation system Closed/Open/Semi-closed Sticky features Payment solutions Mobile Online/Offline connection

Social design Focus Values Atmosphere Demographics

Psychological design Identity / Identities Trust

The missing blocks

1 Payment infrastructure

2 Trust system

3 New value chains

To remember

1 Are you the target?

2 Resist the temptation to stereotype

3 Look for concepts Adapt the rest

Thanks! benjamin@plus8star.com Published research Inside Cyworld Inside QQ Free sample | www.plus8star.com

http://www.readwriteweb.com	8363
http://takeme2japan.wordpress.com	1420
http://readwrite.com	893
http://www.web20asia.com	592
http://adscriptum.blogspot.com	484
http://qooop.kr	284
http://www.yugatech.com	264
http://andrewchen.typepad.com	254
http://www.webyantra.net	228
http://adscriptum.blogspot.fr	128
http://www.boemarket.com	116
http://communities-dominate.blogs.com	114
http://www.fusu.ro	100
http://www.shoob.com	98
http://cnreviews.com	93
http://www.slideshare.net	93
http://rhodin.wordpress.com	89
http://technokimchi.com	88
http://web20asia.com	85
http://www.24per7.pl	83
http://www.plus8star.com	81
http://www.bangkokspace.com	75
http://www.adrianeden.com	68
http://translate.googleusercontent.com	68
http://www.viralblog.com	64
http://www.hanrss.com	42
http://dc.tumblr.com	38
http://e23things.blogspot.com	36
http://www.technokimchi.com	33
http://webyantra.net	33
http://adscriptum.blogspot.ca	30
http://mobiko.blogs.com	28
http://poorbuthappy.com	26
http://www.mreload.com	26
http://andrewchenblog.com	22
http://www.kuqin.com	22
http://www.trendbird.co.kr	22
http://exdgroup.com	22
http://www.31o5.com	20
http://www.techgig.com	20
http://adscriptum.blogspot.be	20
http://techgainblog.blogspot.com	19
http://a5.vox-data.com	16
http://www.silencewolf.com	16
http://feeds.feedburner.com	15
http://fusu.ro	15
http://weareindia.blogspot.com	15
http://project.cmi.hro.nl	13
http://tempxyp2440ym0wn.blogspot.com	13
http://www.360doc.com	12
http://www.paidcontentisback.com	12

Comparison of leading SNS

by Benjamin Joffe

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