Tuesday, May 26, 2009 CONFIDENTIAL by Rajiv Dingra Chief Blogger - WATblog.com Lead WATconsultant – WATconsult.com Social Networking in India

WHAT WILL THIS PRESENTATION COVER? Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL Elements of Social Networking Current Status of Orkut in India Why did Orkut become so Popular in India? Analysis of Indian youth on Orkut Upcoming Indian Social Networks (Their Strategy) Life Cycle of a Social Network

Elements of Social Networking

Current Status of Orkut in India

Why did Orkut become so Popular in India?

Analysis of Indian youth on Orkut

Upcoming Indian Social Networks (Their Strategy)

Life Cycle of a Social Network

ELEMENTS OF SOCIAL NETWORKING Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL INVITE

ELEMENTS OF SOCIAL NETWORKING Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL INTERACT

ELEMENTS OF SOCIAL NETWORKING Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL SEARCH

STATUS OF ORKUT IN INDIA – JULY 2006 Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL PARTICULARS STATISTICS (Millions) Total registered users 23.8 Total Indian registered users 1.4

CURRENT STATUS OF ORKUT IN INDIA Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

CURRENT STATUS OF ORKUT IN INDIA Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL Particulars Statistics (Millions) Total registered users 47 Between age 18-25 years 27 Total Indian registered users 6.3 Indians between age 18-25 3.5

CURRENT STATUS OF ORKUT IN INDIA Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

ORKUT VS HI5 Case Study Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

User Happiness v/s Number of Features Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

ORKUT VS HI5 Case Study Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL HI5 Model Orkut Model

WHY DID ORKUT BECOME SO POPULAR IN INDIA? EXCLUSIVITY SIMPLICITY FREEDOM OF EXPRESSION VOYEURISM Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

EXCLUSIVITY

SIMPLICITY

FREEDOM OF EXPRESSION

VOYEURISM

Analysis of Indian Youth on Orkut: Recently active user statistics Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL Sex Ratio (F:M) Avg Fans Avg Photos Avg Scraps Avg Communities Avg Friends Avg Videos 1:3 16 5 754 26 118 0.2

Analysis of Youth on Orkut: Key Drivers Key driver: Bollywood IDOL WORSHIP Shahrukh Khan - 1000 communities - 2 Lakh members Hrithik Roshan - 1000 communities - 1 Lakh members Aishwarya Rai - 200 communities - 75,000 members Priyanka Chopra - 200 communities - 60,000 members Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Key driver: Bollywood

IDOL WORSHIP

Shahrukh Khan - 1000 communities - 2 Lakh members

Hrithik Roshan - 1000 communities - 1 Lakh members

Aishwarya Rai - 200 communities - 75,000 members

Priyanka Chopra - 200 communities - 60,000 members

Key driver : Cricket Unbelievable no. of communities dedicated to cricket. A lot of activity of late because of the Cricket World Cup. IDOL WORSHIP Tendulkar - 300 communities - over 3,00,000 members Dravid - 200 communities – 2,00,000 members Dhoni - 200 communities - 1,00,000 members Analysis of Youth on Orkut: Key Drivers Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Key driver : Cricket Unbelievable no. of communities dedicated to cricket. A lot of activity of late because of the Cricket World Cup.

IDOL WORSHIP

Tendulkar - 300 communities - over 3,00,000 members

Dravid - 200 communities – 2,00,000 members

Dhoni - 200 communities - 1,00,000 members

Key driver : Football 70,000 general community members IDOL WORSHIP Theiry Henry – 30000+ members Manchester United : 1,45,000 Liverpool : 30,000 Arsenal : 80,000 Chelsea : 30,000 Analysis of Youth on Orkut: Key Drivers Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Key driver : Football

70,000 general community members

IDOL WORSHIP

Theiry Henry – 30000+ members

Manchester United : 1,45,000

Liverpool : 30,000

Arsenal : 80,000

Chelsea : 30,000

Wrestling – As a verb alone commands around 1 lakh members in communities. IDOL WORSHIP John Cena - 70,000 members Undertaker - 30,000 members Rey Mysterio - 10,000 The Rock - 25,000 Austin - 35,000 Shawn Michaels - 20,000 Analysis of Youth on Orkut: Key Drivers Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Wrestling – As a verb alone commands around 1 lakh members in communities.

IDOL WORSHIP

John Cena - 70,000 members

Undertaker - 30,000 members

Rey Mysterio - 10,000

The Rock - 25,000

Austin - 35,000

Shawn Michaels - 20,000

Music: Indian metal and rock music: 20+ communities – 10,000 members IDOL WORSHIP Sonu Nigam - over 200 communities - around 50,000 members AR Rahman - Over 1000 communities - around 2,00,000 members International Music : Korn, Metallica, Linkin Park, Nirvana each command more than 25,000 dedicated Indian fans Analysis of Youth on Orkut: Key Drivers Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Music:

Indian metal and rock music: 20+ communities – 10,000 members

IDOL WORSHIP

Sonu Nigam - over 200 communities - around 50,000 members

AR Rahman - Over 1000 communities - around 2,00,000 members

International Music :

Korn, Metallica, Linkin Park, Nirvana each command more than 25,000 dedicated Indian fans

Gaming fans in India: Ragnarok - 6000 members Age of Empires – 12000 members Warcraft 3 – 12000 members NFS – 20000 members Quake – 10000 members Counter Strike – 25,000 members Analysis of Youth on Orkut: Key Drivers Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Gaming fans in India:

Ragnarok - 6000 members

Age of Empires – 12000 members

Warcraft 3 – 12000 members

NFS – 20000 members

Quake – 10000 members

Counter Strike – 25,000 members

Health and Lifestyle: Body Building - 30000 members Fitness – 15000 members Party-ing – 40000 members Nightlife – 30000 members Looks and Make-Up – 50000 members Analysis of Youth on Orkut: Key Drivers Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Health and Lifestyle:

Body Building - 30000 members

Fitness – 15000 members

Party-ing – 40000 members

Nightlife – 30000 members

Looks and Make-Up – 50000 members

Politics - 60+ communities - 20,000+ members APJ Kalam - 70 communities - 1 Lakh members BJP - 8,000 members Shiv Sena - Around 4,000 members Congress - Around 4,000 members Events like Jessica Lal also garnered communities having around 4,000 members YFE - Youth for equality - anti-reservation has around 40,000 members Analysis of Youth on Orkut: Key Drivers Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Politics - 60+ communities - 20,000+ members

APJ Kalam - 70 communities - 1 Lakh members

BJP - 8,000 members

Shiv Sena - Around 4,000 members

Congress - Around 4,000 members

Events like Jessica Lal also garnered communities having around 4,000 members

YFE - Youth for equality - anti-reservation has around 40,000 members

Are the youth interested in Finance and Investments? Indian mutual funds – 3500 members. Total mutual fund communities - 12 435 Indian communities on finance with most popular community having around 8000 members 106 communities dedicated to the Indian stock exchange with the most popular community having in excess of 50,000 members Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Indian mutual funds – 3500 members. Total mutual fund communities - 12

435 Indian communities on finance with most popular community having around 8000 members

106 communities dedicated to the Indian stock exchange with the most popular community having in excess of 50,000 members

INDIAN SOCIAL NETWORKING SCENE Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Minglebox Analysis Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL Marketing strategy – Scrapping on orkut Management Team – IIM IIT’s UI – Good Features and Product – Good Approximate userbase – 1.5 lakh Rank in top 500 sites in India Recently got funded for 7 Million $ from Sequoia Capital.

Marketing strategy – Scrapping on orkut

Management Team – IIM IIT’s

UI – Good

Features and Product – Good

Approximate userbase – 1.5 lakh

Rank in top 500 sites in India

Recently got funded for 7 Million $ from Sequoia Capital.

INDIAN SOCIAL NETWORKING SCENE Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Yaari Analysis Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL Marketing strategy – Scrapping on orkut & Ipod promotions Management Team – Stanford Returns UI – Very Good Features and Product – Good Approximate userbase – 1.5 lakh Rank in top 1000 sites in India

Marketing strategy – Scrapping on orkut & Ipod promotions

Management Team – Stanford Returns

UI – Very Good

Features and Product – Good

Approximate userbase – 1.5 lakh

Rank in top 1000 sites in India

INDIAN SOCIAL NETWORKING SCENE Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Fropper Analysis Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL Marketing strategy – Online, Radio, search marketing. Management Team – Shaadi.com UI – Much better than before Features and Product – Still confused between dating and social networking. Approximate userbase – 1 million+ Rank in top 1000 sites in India

Marketing strategy – Online, Radio, search marketing.

Management Team – Shaadi.com

UI – Much better than before

Features and Product – Still confused between dating and social networking.

Approximate userbase – 1 million+

Rank in top 1000 sites in India

Smaller Players (in terms of userbase, engagement and traffic) Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Hikut Case Study Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

New entrants Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

VERTICAL/NICHE SOCIAL NETWORKS Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL

Life Cycle of a Social Network Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL 0-1lakh users - 1lakh – 1 million users - 1million – 10million users - FOCUS ON SIMPLE AND VIRAL INVITATION FEATURES FOCUS ON INTERACTIVE FEATURES THAT MAKE COMMUNICATION FUN, COOL AND EASY FOCUS ON EASY AND POWERFUL SEARCH

Contact Us Tuesday, May 26, 2009 | © WATConsult. All Rights Reserved CONFIDENTIAL FOR ANY EXPLANATION OR CLARIFICATION CONTACT US. Rajiv Dingra Chief Blogger - WATblog.com Lead WATconsultant – WATconsult.com (M) - +91-9820761167 Email – [email_address]