Comparison of Mobile Social Networks

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Presentation at the Graphing Social Patterns East conference (June 2008). See how leading Asian mobile SNS are faring compared to Facebook, and learn how they do it.

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Comparison of Mobile Social Networks

  1. What Asia can tell us about mobile social networks Benjamin Joffe, Managing Director | Plus Eight Star
  2. the mobile professionals community There are more ideas outside your country than inside Tom Kelley The 10 faces of Innovation
  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
  4. the mobile professionals community Who uses mobile SNS?
  5. the mobile professionals community Some history
  6. the mobile professionals community Mobile SNS are not new
  7. 250,000 people / day 1,500 / light change
  8. the mobile professionals community ImaHima (“are you free now?”) Fall of 2001 – 250,000 users
  9. the mobile professionals community
  10. the mobile professionals community Mogi
  11. the mobile professionals community Launched: 2003
  12. Mobile the mobile professionals community Massively Multiplayer Ubiquitous Location-Based Social Networking Service
  13. the mobile professionals community (MMMULBSNS?)
  14. the mobile professionals community
  15. the mobile professionals community
  16. the mobile professionals community Acquired in 2004
  17. the mobile professionals community What changed?
  18. the mobile professionals community 1. Numbers 2. Mobile = media
  19. the mobile professionals community It works (in Asia first)
  20. #2 economy, #1 mobile society #1 mobile & Internet population #1 digital society
  21. Starting date 2004 1997 1999 2004 2006
  22. Registered users 60 mln 500 mln 20 mln 10 mln 14 mln
  23. Reach (Internet users) 220 mln 200 mln 35 mln 90 mln 90 mln
  24. Starting date (mobile) 2007 2000 2004 2006 2006
  25. Mobile users (est.) 3 mln 50 mln 6 mln 10 mln 10 mln
  26. Reach (mobile users) 255 mln 580 mln 45 mln 100 mln 100 mln
  27. Revenues 2007 (USD) 150 mln 520 mln ~200 mln 100 mln 150 mln
  28. Profit 2007 (USD) (50 mln) 225 mln ~100 mln ~60 mln 35 mln
  29. 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
  30. 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
  31. 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
  32. Revenue mix: ARFU 0%? 87% 80% 5% 50%
  33. Pageviews PV (PC) 5.48 billion PV (mobile) 8.31 billion # of users 14 million April 2005 April 2006 April 2007 May 2008
  34. Impression unit price PC Mobile April 2005 April 2006 April 2007 May 2008
  35. the mobile professionals community Community = Media
  36. the mobile professionals community It’s not about technology
  37. the mobile professionals community XHTML, Flash, Java
  38. Chat room Game WAP Brower Info: finance, Music player book, news E-mail Movie Qzone (blog)
  39. 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)
  40. 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
  41. 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!”
  42. the mobile professionals community Business models & Ecosystems
  43. the mobile professionals community Why we are safe
  44. 1 Busy at home
  45. 2 Lack cross-market expertise
  46. 3 Lack cross-cultural expertise
  47. the mobile professionals community Result: failed or poised to Cyworld (Europe, Japan, US, China) Mixi (China) Mobile Game Town (China)
  48. the mobile professionals community Other way also a challenge MySpace (China? Japan? Korea?) Facebook (?)
  49. the mobile professionals community Catalysts
  50. 1 High speed & Flat fee
  51. 2 Payment systems
  52. 3 Girls
  53. 4 Companies & Schools!
  54. benjamin@plus8star.com www.slideshare.net/plus8star/ Skype: benjamin0123
  55. Clients selection the mobile professionals community Published research Inside Cyworld Inside QQ Free sample | www.plus8star.com

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