What Asia can tell us about mobile social networks
Benjamin Joffe, CEO | Plus Eight Star
the mobile professionals community
     Agenda

1. Some history
2. It works (in Asia first)


3. It’s not about technology...
the mobile professionals community




Quick survey
the mobile professionals community
Mobile?
the mobile professionals community




Some history
the mobile professionals community




Mobile SNS are not new
the mobile professionals community
the mobile professionals community




Mogi
the mobile professionals community




Launched: 2003
Mobile
        the mobile professionals community


  Massively
  Multiplayer
  Ubiquitous
Location-Based
    Social
  Net...
the mobile professionals community




(MMMULBSNS?)
the mobile professionals community
the mobile professionals community
the mobile professionals community




Acquired in 2004
the mobile professionals community




What changed?
the mobile professionals community




 1. Infrastructure
   2. Numbers
3. Mobile = media
the mobile professionals community




It works (in Asia first)
100%


           80%

                                           USA
3G users




           60%


           40%

      ...
#2 economy, #1 mobile society

#1 mobile & Internet population

#1 digital society
“Social
    Networking
Is Not a Business”

   MIT Technology
       Review
  July/August 2008
Starting date



2004   1997   1999   2004   2006
Registered users




60 mln   500 mln   20 mln   14 mln   10 mln
Country’s Internet users




60 mln    500 mln   20 mln   14 mln    n.a.
200 mln   220 mln   35 mln   90 mln   90 mln
Starting date (mobile)



2007    2000   2004   2006   2006
Mobile users (est.)




3 mln   50 mln   6 mln   10 mln   10 mln
Country’s mobile users




 3 mln    50 mln    6 mln    10 mln    10 mln
255 mln   580 mln   45 mln   100 mln   100 mln
Revenues 2007 (USD)




150 mln   520 mln ~200 mln 100 mln 150 mln
Profit 2007 (USD)




(50 mln)   225 mln ~100 mln   35 mln   ~60 mln
Average Revenue From Users



~0%   87%   80%   5%   50%
Pageviews
       PV (PC)              5.48 billion
       PV (mobile)          8.31 billion
       # of users           14...
Impression unit price

                                           PC




                                           Mobile...
the mobile professionals community




Community = Media
the mobile professionals community




It’s not about technology
the mobile professionals community




XHTML, Flash, Java
Chat room


WAP Brower                         Game




Info: finance,
                                Music player
 book,...
Cyworld Zone:
         Mini hompy      Map, Video service
                         Item shop

            My picture     1...
Ad banner
Reminders: new “add to my friends” request;
“new message from a friend”, “new comment on
your diary from a frien...
18 billion PV / month

                        Go to “my page”
                        Invite a friend

                  ...
Many other lesser-known mobile SNS around!
the mobile professionals community




Business models
       &
  Ecosystems
the mobile professionals community




Social   Social
Network Network
DNA      DNA
SNS = SNS?
   Key aspects      China          Korea                          Japan
                      1        2       ...
And there is more!
Search functions        1   2   3   4       5          6         7
People search
Search engine
Job list...
Mobile SNS = Mobile SNS?
Mobile functions   1   2   3   4     5          6          7
Blog service
Visitors History
Groups...
Identity and “friends” origin
 Real name                               Source: +8* | www.plus8star.com
                 22...
Platform and revenue sources
                                         Source: +8* | www.plus8star.com
Mobile
             ...
Services


Profile page   Profile page    Profile page   Profile page       Profile page

                 Avatars        ...
Sticky features & critical infra



Applications         IM           “Real” friends     Footprints       Free Games

    ...
Main business models

    Ads              Ads             Ads            Ads                 Ads
Brand pages      Brand p...
the mobile professionals community




Why we are safe
1
Busy at home
2
Lack cross-market expertise
3
Lack cross-cultural expertise
the mobile professionals community




Result: challenges ahead

   Facebook, MySpace (US)
        Cyworld (Korea)
Mixi, M...
the mobile professionals community




Catalysts
1
High speed & Flat fee
2
Payment systems
3
Girls
4
Companies & Schools!
the mobile professionals community




About +8*
There are more ideas professionals community
              the mobile

outside your country
          than inside




    ...
“Innovation Arbitrage”
• About us
   – +8* | Plus Eight Star is the leading cross-market and cross-cultural
     consultan...
Selected References
•   Adidas | E-commerce strategy for China, Japan & Korea

•   Bouygues Telecom | Cases studies of lea...
Social Work
• Mobile Monday
   – Founder of the Mobile Monday forum in Beijing since 2006
     (3,000+ members, 23 events,...
Contact Us

www.plus8star.com

benjamin@plus8star.com

benjamin0123                           +81 | Japan

               ...
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
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Mobile Social Networks Best Practices from Asia

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October update for Mobile Monday Beijing of our popular presentation at O\'Reilly\'s \"Graphing Social Patterns" conference in June 2008. See how leading Asian mobile SNS are faring compared to Facebook, and learn how they do it.

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Mobile Social Networks Best Practices from Asia

  1. 1. What Asia can tell us about mobile social networks Benjamin Joffe, CEO | Plus Eight Star
  2. 2. 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
  3. 3. the mobile professionals community Quick survey
  4. 4. the mobile professionals community
  5. 5. Mobile?
  6. 6. the mobile professionals community Some history
  7. 7. the mobile professionals community Mobile SNS are not new
  8. 8. the mobile professionals community
  9. 9. the mobile professionals community Mogi
  10. 10. the mobile professionals community Launched: 2003
  11. 11. Mobile the mobile professionals community Massively Multiplayer Ubiquitous Location-Based Social Networking Service
  12. 12. the mobile professionals community (MMMULBSNS?)
  13. 13. the mobile professionals community
  14. 14. the mobile professionals community
  15. 15. the mobile professionals community Acquired in 2004
  16. 16. the mobile professionals community What changed?
  17. 17. the mobile professionals community 1. Infrastructure 2. Numbers 3. Mobile = media
  18. 18. the mobile professionals community It works (in Asia first)
  19. 19. 100% 80% USA 3G users 60% 40% Chin Japa 20% a n Source: +8* | www.plus8star.com 0% 0% 20% 40% 60% 80% % of Internet connections measured above 5Mbps
  20. 20. #2 economy, #1 mobile society #1 mobile & Internet population #1 digital society
  21. 21. “Social Networking Is Not a Business” MIT Technology Review July/August 2008
  22. 22. Starting date 2004 1997 1999 2004 2006
  23. 23. Registered users 60 mln 500 mln 20 mln 14 mln 10 mln
  24. 24. Country’s Internet users 60 mln 500 mln 20 mln 14 mln n.a. 200 mln 220 mln 35 mln 90 mln 90 mln
  25. 25. Starting date (mobile) 2007 2000 2004 2006 2006
  26. 26. Mobile users (est.) 3 mln 50 mln 6 mln 10 mln 10 mln
  27. 27. Country’s mobile users 3 mln 50 mln 6 mln 10 mln 10 mln 255 mln 580 mln 45 mln 100 mln 100 mln
  28. 28. Revenues 2007 (USD) 150 mln 520 mln ~200 mln 100 mln 150 mln
  29. 29. Profit 2007 (USD) (50 mln) 225 mln ~100 mln 35 mln ~60 mln
  30. 30. Average Revenue From Users ~0% 87% 80% 5% 50%
  31. 31. Pageviews PV (PC) 5.48 billion PV (mobile) 8.31 billion # of users 14 million April 2005 April 2006 April 2007 May 2008
  32. 32. Impression unit price PC Mobile April 2005 April 2006 April 2007 May 2008
  33. 33. the mobile professionals community Community = Media
  34. 34. the mobile professionals community It’s not about technology
  35. 35. the mobile professionals community XHTML, Flash, Java
  36. 36. Chat room WAP Brower Game Info: finance, Music player book, news E-mail Movie Qzone (blog)
  37. 37. Cyworld Zone: Mini hompy Map, Video service 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 payment 7.Club 8.’My Cy’ (settings)
  38. 38. 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
  39. 39. 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!”
  40. 40. Many other lesser-known mobile SNS around!
  41. 41. the mobile professionals community Business models & Ecosystems
  42. 42. the mobile professionals community Social Social Network Network DNA DNA
  43. 43. SNS = SNS? Key aspects China Korea Japan 1 2 3 4 5 6 7 PC O O O O X X X Mobile O O O O O O O Real name display X O O O X O X Openness Open Semi- Closed Closed Closed Close Close (non-members can closed see profile) Degrees of 1 1 6 1 1 1 1 connection Invitation only X X X O X X X Main Audience 12~25 10~30 n/a 20~30 10s~20s 20~30 10s Source: +8* | www.plus8star.com
  44. 44. And there is more! Search functions 1 2 3 4 5 6 7 People search Search engine Job listings Source: +8* | www.plus8star.com Privacy settings 1 2 3 4 5 6 7 Blog content view Block search engine Profile view Black list Source: +8* | www.plus8star.com
  45. 45. Mobile SNS = Mobile SNS? Mobile functions 1 2 3 4 5 6 7 Blog service Visitors History Groups Photo upload Video upload Chat or IM Games News Q&A Music playlist Ring-tone/tune E-commerce Virtual currency Avatar Mobile Pet Map - LBS Source: +8* | www.plus8star.com
  46. 46. Identity and “friends” origin Real name Source: +8* | www.plus8star.com 22 17 ? 50 12 Identity Online friends 3 270 8 200 Anonymous 4 Mostly offline Friends origin Mostly online
  47. 47. Platform and revenue sources Source: +8* | www.plus8star.com Mobile 20 ? ? Platform ? 25 136 272 136 35 170 PC B2B Revenue sources B2C (from advertising) (from users)
  48. 48. Services Profile page Profile page Profile page Profile page Profile page Avatars Avatars Avatars Paid Games BGM Free Games IM IM IM Groups Groups Groups Groups Groups Source: +8* | www.plus8star.com
  49. 49. Sticky features & critical infra Applications IM “Real” friends Footprints Free Games Digital currency Digital currency Digital currency Payment systems Payment systems Affiliate system Source: +8* | www.plus8star.com
  50. 50. 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 Jobs Affiliates Source: +8* | www.plus8star.com
  51. 51. the mobile professionals community Why we are safe
  52. 52. 1 Busy at home
  53. 53. 2 Lack cross-market expertise
  54. 54. 3 Lack cross-cultural expertise
  55. 55. the mobile professionals community Result: challenges ahead Facebook, MySpace (US) Cyworld (Korea) Mixi, Mobile Game Town (Japan)
  56. 56. the mobile professionals community Catalysts
  57. 57. 1 High speed & Flat fee
  58. 58. 2 Payment systems
  59. 59. 3 Girls
  60. 60. 4 Companies & Schools!
  61. 61. the mobile professionals community About +8*
  62. 62. There are more ideas professionals community the mobile outside your country than inside Tom Kelley CEO, IDEO The 10 faces of Innovation
  63. 63. “Innovation Arbitrage” • About us – +8* | Plus Eight Star is the leading cross-market and cross-cultural consultancy in Asia. – We provide local expertise & global perspective on mobile and Internet innovation from China, Japan and South Korea to add value to and accelerate the development of our clients’ businesses. • Our services – Analysis of proven best practices and business models from Asia – Other services: executive study trips, market entry strategy, M&A advisory, partners identification, negotiation support. • Founder & CEO: Benjamin Joffe – 9 years experience with mobile & Internet in Asia – Selected among “China’s Top 100 mobile industry influencers” in 2007 – Regular speaker at events on mobile and Internet in Asia – Fluent in English, Japanese, French with working knowledge of Mandarin, Korean and Spanish
  64. 64. Selected References • Adidas | E-commerce strategy for China, Japan & Korea • Bouygues Telecom | Cases studies of leading Asian Web 2.0 services and virtual worlds • Deutsche Telekom / T-Online | Benchmark of Korean mobile & Internet convergence strategies • Hemisphere | Analysis of mobile marketing best practices in Japan and South Korea (Hemisphere is a leading digital advertising agency), analysis of leading social platforms (SNS, virtual worlds, online games). • Microsoft | Analysis of Japan’s key players and market catalysts for mobile commerce market positioning in China • DeNA | Case studies of the best practices of leading social networks in China and South Korea (DeNA operates Mobile Game Town, Japan’s leading mobile SNS service) • China Mobile | Benchmark of Korean leading online communities • Sands Capital Management | Evaluation of China’s investment opportunities in social networks in China
  65. 65. Social Work • Mobile Monday – Founder of the Mobile Monday forum in Beijing since 2006 (3,000+ members, 23 events, over 80 presentations). • Media – Monthly column on Asian innovation for Asian Business Leaders (one of the leading Chinese business magazines), numerous interviews in international media. • Events – Regular keynote speaker and moderator at Internet, Telecom, Media and Investment events e.g. ITU Asia, Asia Venture Capital Forum, China Mobility International Summit, O’Reilly’s Graphing Social Patterns, Red Herring Asia, Media 08 Conference, Wireless Developer Forum, Open Web Asia, XMediaLab, Mobile Monday Global Summit, etc.)
  66. 66. Contact Us www.plus8star.com benjamin@plus8star.com benjamin0123 +81 | Japan +82 | Korea http://twitter.com/plus8star +86 | China Telecom & Internet www.linkedin.com/in/benjaminjoffe + Added Value * High quality www.slideshare.net/plus8star
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