1. Thinking Globally
How to Monetize International Audiences
Benjamin Joffe, CEO | Plus Eight Star Ltd.
Inside Social Apps | San Francisco, 2010.04

2. Benjamin Joffe
4 years 1 year 5 years

3. What I Do Now
• CEO, Plus Eight Star | www.plus8star.com
– Digital Strategy & “Innovation Arbitrage”
– Best practices from Asia’s Internet
and mobile scenes
• Founding Partner, Cmune | www.cmune.com
– 3D social games
– Paradise Paintball, first “social shooter”
on Facebook, MySpace, Apple.com
• Mobile Monday Beijing
– Monthly forum for mobile professionals

4. Paradise Paintball | World’s First Social FPS!
www.cmune.com
www.facebook.com/paradisepaintball

5. AWARDED
“BEST NEW
GAME”
ON MYSPACE
(GDC 2010)

6. Introduction

7. Quiz

8. Answers
#2 youngest self-
made billionaire
in the world after
Mark Zuckerberg
Pony Ma, CEO, Tencent Yoshikazu Tanaka, CEO, GREE

9. Asian Social Networks

10. Market Caps
(February 2010)
$34.5B
$3.3B
$2.2B
$800M

11. Mobile Platform since Oct.09
(330 apps as of February 2010)
City Building Harvest Moon Shopkeeper Furauni
By Liveware By Liveware By Geisha Tokyo By Konami

12. Advertising
Gree Home Advertising &
Affiliates | 25%
Avatars & items
B2C virtual
Games goods | 75%
60% avatars
40% games

16. 4Q09
Revenue
81M USD
Profit
50M USD!

17. Panel Discussion

18. Jens Begemann, CEO, Wooga
M.I.A.

19. Thinking Globally:
How to Monetize International Audiences
• Rex Ng, CEO, 6 waves
• Season Xu, Co-founder & COO, Five Minutes
• Patrick Liu, CEO, Rekoo
• Ron Hirson, Co-founder & SVP Product, Boku
• Benjamin Joffe, Founder, +8* (Moderator)
Questions? @benjaminjoffe

20. 1.
What do you do?
What share of your business is FB?

21. 2.
Picking Markets &
Differences Among Platforms

22. 3.
Cultural Differences

23. Fast Following?

24. 4.
What do you know that US
companies don’t?

25. 5.
What are the arbitration
opportunities?

26. 6.
Futures trends

27. Q&A
@benjaminjoffe

28. Thanks!

29. +8* | Plus Eight Star Ltd
Company Introduction Plus Eight Star Ltd
Mobile & Internet Innovation Arbitrage
China, Japan & South Korea
www.plus8star.com

30. About +8*
• Innovation Arbitrage
– “Bringing proven best practices and business models from Asia”
– +8* (Plus Eight Star) is the leading cross-market consultancy on mobile, telecom and Internet
in China, Japan and Korea.
– We work with large companies, SMEs, investment firms and governments worldwide to bring
them strategic advice and the best practices from advanced Asian markets.
• Our expertise
– Internet: our work covers
social media, communities,
ecommerce, online gaming
and virtual worlds.
– Telecom: we have extensive
experience with mobile and
telecom services (e.g. mobile
marketing and advertising,
mobile commerce, mobile TV
and mobile communities).
There are more ideas
outside of your country
than inside.
Tom Kelley
Author, The Art of Innovation
Mobile & Internet © Copyright 2010. All rights reserved. www.plus8star.com
Innovation Arbitrage 30 | 8

31. Our Clients
EUROPE
USA
ASIA
Mobile & Internet © Copyright 2010. All rights reserved. www.plus8star.com
Innovation Arbitrage 31 | 8

32. Selected References
• Adidas | E-commerce and mobile commerce market analysis and strategic
recommendations 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
• EU-China Information Society | Research on e-commerce and virtual worlds to
support the regulatory dialogue between the EU and Chinese authorities
• Microsoft | Analysis of Japan’s key players and market catalysts for mobile
commerce market positioning in China
• DeNA | Benchmark of leading SNS in China and South Korea (DeNA operates
Japan’s leading mobile social network)
• China Mobile | Benchmark of Korean leading online communities
• Sands Capital Management | Evaluation of investment opportunities in social
networks in China
• MIH / NASPERS | Analysis of leading online verticals in China (MIH is the largest
shareholder in Tencent, China’s leading online community)
• IMVU | Benchmark of monetization and engagement best practices in Asian virtual
worlds & SNS (IMVU is a leading US-based 3D virtual world & chat)
Mobile & Internet © Copyright 2010. All rights reserved. www.plus8star.com
Innovation Arbitrage 32 | 8

33. Customer Testimonial | IMVU Inc.
COMPANY: IMVU Inc.
Lee Clancy, VP Product Management & GM of Direct Revenue
August 2009
Q Has the service performed by +8* met your expectations?
A The consulting services provided by +8* met IMVU's expectations. Benjamin and his team showed a deep
understanding of major Asian virtual worlds and gaming companies, as well as their potential implications
for IMVU. In our communications with them, they were very responsive to our follow-up questions and
completed their final deliverables on-time.
Q How have you used or plan to use this research within your company?
A Only a few weeks after +8* delivered their findings to IMVU, we had already identified and roadmapped
various product enhancements that were a direct result of our learnings from the +8* study. What is more,
we have since launched pilot versions of those new features that have received extremely positive feedback
from IMVU users (e.g., "My Pets" mode). Additionally, +8*'s comprehensive report is an invaluable
reference that I consult often when considering new product enhancements.
Q What decided you to hire +8* for this project?
A We chose to hire +8* for this project because 1) they had a strong professional track record, which we
confirmed with representatives from several blue chip clients of theirs prior to the study; and 2) we felt that
their area of expertise and past studies were strongly aligned with our research needs.
Mobile & Internet © Copyright 2010. All rights reserved. www.plus8star.com
Innovation Arbitrage 33 | 8

34. Speaking Engagements
• Speaking Engagements
– Regular keynote speaker & moderator in IT,
Media & Investment events.
– Engagements in 2008/09/10
• CHINICT (Beijing, Upcoming) • Graphing Social Patterns (Washington, D.C.)
• Global Mobile Internet Conf. (Beijing , Upcoming) • iGaming Asia (Macau)
• Echelon 2010 (Singapore , Upcoming) • Unite Conference (San Francisco)
• Mobile Social Networking Asia (Hong Kong , Upcoming) • China Mobility International Summit (Beijing)
• Virtual Goods Forum (London) • 3G Summit (Kunshan, China)
• Stanford University (Entrepreneurship) • Red Herring Asia (Hong Kong)
• Berkeley University (MBA) • China Internet Forum (Beijing)
• SXSW Interactive (Austin) • Media’08 (Sydney)
• PICNIC (Amsterdam) • China Internet Forum (Beijing)
• Virtual Goods Summit (San Francisco) • Wireless Developer Forum (Beijing)
• Inside Social Apps (San Francisco) • Open Web Asia (Seoul)
• eComm (San Francisco) • XMediaLab: Virtual Worlds (Seoul)
• Ad:Tech (Beijing) • Mobile Monday Global Summit (Helsinki)
• Ad:Tech (Shanghai) • Mobile Monday Global Summit (Kuala Lumpur)
• Ignite (Amsterdam) • EU-China Virtual Worlds Conference (Beijing)
• Ignite (Beijing) • EU-China eCommerce Regulatory Workshop (Beijing)
• Ignite (Paris) • Startonomics (Beijing)
• Mobile Asia Congress (Hong Kong) • UnConference (Singapore)
• Lift Asia (Jeju, Korea) • BarCamp (Shanghai)
• ITU Asia (Bangkok) • La Cantine (Paris)
• Infinity Ventures Summit (Sapporo, Japan) • Mobile Focus (Stockholm)
• LeMobile 2.0 (Paris)
• Asia Venture Capital Forum (Hong Kong) More information at www.plus8star.com/presentations/
Mobile & Internet © Copyright 2010. All rights reserved. www.plus8star.com
Innovation Arbitrage 34 | 8

35. Media Coverage
• Media Coverage
– Our research and views have been quoted by numerous media outlets on topics ranging
from Telecom and E-Commerce to Social Networks, Gaming and Virtual Goods.
– Selected media: Forbes, The Economist, The New York Times, International Herald Tribune,
The Guardian, Advertising Age, VentureBeat, TechCrunch, ReadWriteWeb, Gamasutra, etc.
More information at www.plus8star.com/press/
Mobile & Internet © Copyright 2010. All rights reserved. www.plus8star.com
Innovation Arbitrage 35 | 8

36. Event Organizer & Advisor
• Founder & Organizer: Mobile Monday Beijing
– Mobile Monday is the leading network of mobile industry
professionals, counting over 50 chapters around the world.
– We founded the Beijing chapter of in 2006 to support the ecosystem.
– Results: 35 events, 125 speakers, 3,000+ participants (avg.100).
• Co-Organizer
– Startonomics (Beijing, May 2009)
– Startup2Startup (Beijing, May 2009)
– Open Web Asia (Seoul, October 2008)
• Advisor
– TEDxBeijing (November 2009)
Mobile & Internet © Copyright 2010. All rights reserved. www.plus8star.com
Innovation Arbitrage 36 | 8

37. Contact
• Benjamin Joffe, Founder & CEO
– 10 years experience with Telecom & Internet in Asia.
– “China’s Top 100 mobile industry influencers” in 2007 & 2008.
– Senior Expert for the EU Delegation to China.
– Regular speaker at events on mobile and Internet in Asia.
– Fluent in English, Japanese, French with working knowledge
of Mandarin, Korean and Spanish.
+81 | Japan
• Contacts
– benjamin@plus8star.com +82 | Korea
– benjamin0123
+86 | China
– http://twitter.com/plus8star
– www.linkedin.com/in/benjaminjoffe Telecom & Internet
– www.slideshare.net/plus8star
+ Added Value
* High quality
Beijing Office (HQ) Tokyo Office
Oriental Kenzo, Tower A-20D Flat Hagiwara 2D
48, Dongzhimenwai, Dongcheng District Setagaya-ku 6-36-8
100027 Beijing, P.R. China Tokyo, Japan
Tel: +86 (0)10 8447 7985 info@plus8star.com
Mobile & Internet © Copyright 2010. All rights reserved. www.plus8star.com
Innovation Arbitrage 37 | 8