Comparison of Mobile Social Networks

Slide 1: What Asia can tell us about mobile social networks Benjamin Joffe, Managing Director | Plus Eight Star

Slide 2: the mobile professionals community There are more ideas outside your country than inside Tom Kelley The 10 faces of Innovation

Slide 3: the mobile professionals community Agenda 1. Some history 2. It works (in Asia first) 3. It’s not about technology 4. We are safe 5. Barriers and catalysts

Slide 4: the mobile professionals community Who uses mobile SNS?

Slide 5: the mobile professionals community Some history

Slide 6: the mobile professionals community Mobile SNS are not new

Slide 7: 250,000 people / day 1,500 / light change

Slide 8: the mobile professionals community ImaHima (“are you free now?”) Fall of 2001 – 250,000 users

Slide 9: the mobile professionals community

Slide 10: the mobile professionals community Mogi

Slide 11: the mobile professionals community Launched: 2003

Slide 12: Mobile the mobile professionals community Massively Multiplayer Ubiquitous Location-Based Social Networking Service

Slide 13: the mobile professionals community (MMMULBSNS?)

Slide 16: the mobile professionals community Acquired in 2004

Slide 17: the mobile professionals community What changed?

Slide 18: the mobile professionals community 1. Numbers 2. Mobile = media

Slide 19: the mobile professionals community It works (in Asia first)

Slide 20: #2 economy, #1 mobile society #1 mobile & Internet population #1 digital society

Slide 22: Starting date 2004 1997 1999 2004 2006

Slide 23: Registered users 60 mln 500 mln 20 mln 10 mln 14 mln

Slide 24: Reach (Internet users) 220 mln 200 mln 35 mln 90 mln 90 mln

Slide 25: Starting date (mobile) 2007 2000 2004 2006 2006

Slide 26: Mobile users (est.) 3 mln 50 mln 6 mln 10 mln 10 mln

Slide 27: Reach (mobile users) 255 mln 580 mln 45 mln 100 mln 100 mln

Slide 28: Revenues 2007 (USD) 150 mln 520 mln ~200 mln 100 mln 150 mln

Slide 29: Profit 2007 (USD) (50 mln) 225 mln ~100 mln ~60 mln 35 mln

Slide 30: Services Profile page Profile page Profile page Profile page Profile page Avatars Avatars Avatars BGM Paid Games Free Games IM IM IM Groups Groups Groups Groups Groups

Slide 31: Sticky features & critical infra Profile page Profile page Profile page Profile page Profile page Avatars Avatars Avatars BGM Paid Games Free Games IM IM IM Groups Groups Groups Groups Groups “Real” friends IM Footprints Free Games Applications Digital currency Digital currency Digital currency Payment systems Payment systems Affiliate system

Slide 32: Main business models Ads Ads Ads Ads Ads Brand pages Brand pages Brand pages Brand pages Brand pages Digital goods Digital goods Digital goods Freemium Digital goods Paid Games Music Mobile VAS Mobile VAS Mobile VAS Affiliates Jobs

Slide 33: Revenue mix: ARFU 0%? 87% 80% 5% 50%

Slide 34: Pageviews PV (PC) 5.48 billion PV (mobile) 8.31 billion # of users 14 million April 2005 April 2006 April 2007 May 2008

Slide 35: Impression unit price PC Mobile April 2005 April 2006 April 2007 May 2008

Slide 36: the mobile professionals community Community = Media

Slide 37: the mobile professionals community It’s not about technology

Slide 38: the mobile professionals community XHTML, Flash, Java

Slide 39: Chat room Game WAP Brower Info: finance, Music player book, news E-mail Movie Qzone (blog)

Slide 40: Cyworld Zone: Map, Video service Mini hompy Item shop My picture 1.Guest book 2.Photo album Emotion expression 3.Friends list 4.Diary About service fees 5.Plaza Find subscribers 6.BBS Registering for fixed 7.Club payment 8.’My Cy’ (settings)

Slide 41: Ad banner Reminders: new “add to my friends” request; “new message from a friend”, “new comment on your diary from a friend” - Main photo (here: Mixi’s CEO) - Message box, - Latest diary entries, - Write an entry (from PC or mobile) - My photo album My favorite friends, “Foot-prints” (who visited my profile page), Search function My mixi friends’ list (here: 580 friends) My communities’ list (here: 70 communities) My profile / My introductions (what friends wrote about me) Invite a friend (using mobile email) Latest diary entries by my friends

Slide 42: 18 billion PV / month Go to “my page” Invite a friend “New!” - New avatar items release - New game (golf game) - Get new items by inviting friends - Get Moba Gold by registering to the site “Let’s play” - Games: visual and text on the latest game release - Decoration mail: animated illustration in your emails “Let’s gather together” - Visit MGT town - Read latest diaries - Search for new friends - “Circles” (equivalent of communities) - Q&A “the Questions market, let’s ask!”

Slide 46: the mobile professionals community Business models & Ecosystems

Slide 47: the mobile professionals community Why we are safe

Slide 50: 1 Busy at home

Slide 51: 2 Lack cross-market expertise

Slide 52: 3 Lack cross-cultural expertise

Slide 53: the mobile professionals community Result: failed or poised to Cyworld (Europe, Japan, US, China) Mixi (China) Mobile Game Town (China)

Slide 54: the mobile professionals community Other way also a challenge MySpace (China? Japan? Korea?) Facebook (?)

Slide 55: the mobile professionals community Catalysts

Slide 56: 1 High speed & Flat fee

Slide 57: 2 Payment systems

Slide 58: 3 Girls

Slide 59: 4 Companies & Schools!

Slide 60: benjamin@plus8star.com www.slideshare.net/plus8star/ Skype: benjamin0123

Slide 61: Clients selection the mobile professionals community Published research Inside Cyworld Inside QQ Free sample | www.plus8star.com

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