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Dancing In The Digital World (China, Japan, Korea)
 

Dancing In The Digital World (China, Japan, Korea)

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This presentation gives a state of the Digital World in China, Korea and Japan as of August 2008 using publicly available content and content from plus8star.com

This presentation gives a state of the Digital World in China, Korea and Japan as of August 2008 using publicly available content and content from plus8star.com

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  • Conversations going on all around us, and we want to cut in We can not just stumble in – it is similar to stumbling into a crowded room, screaming at the top of our lungs and then rushing out. We leave a hell of an impression, but not much of a relationship. Think about dancing – when you approach the person, when you dance with them – no matter how good or bad you are – the fact that you asked, that you tried and that you graciously departed – the person you danced with and all of the others around you – realized it too. That is an impression.

Dancing In The Digital World (China, Japan, Korea) Dancing In The Digital World (China, Japan, Korea) Presentation Transcript

  • Dance as a metaphor
  • How do you make a good impression?
    • She (the Consumer) has a VOICE
      • Easy publishing and search enable reach and collective power
        • google and other search tools enable like thinkers to connect
    • She (the Consumer) has CHOICE
      • Infinite choice (change the URL), infinite aisle, focus on personal choice
    • She (the Consumer) has CONTROL
      • They express/control their own message – brand can suggest, but control is their own
  • Will this work in the Asia Pacific communities?
    • Cultures are different, but human expression is the same
      • Everyone wants to be recognized within specific communities
        • Some like national recognition, some like familial recognition
      • Everyone expresses themselves within constraints
  • How do we ask the consumer to dance?
  • Can we cut into these conversations?
    • In Japan, publicly-visible arguments are not accepted
      • Important to express ones self without offending another
      • mixi offers service with strict privacy guarantees to allow for users to be other than themselves
    • In Korea, online norms have been shaped by dating practices
      • Gifts provided by a boy to a girl (“gift packages”) are used as a social currency
      • Boy gets to connect/contact girl through online channel which is private and does not expose one to embarrassment
    • In China, forums/BBSes are the place for discussion
      • sports discussed on BBSes and blogs
  • Where are they finding their dance partners?
  • Entry points to the Digital World Mobile accounts for the majority of access in all three countries Console gaming primarily in Japan due to piracy concerns in China and Korea PC/Online Games high in all countries either at the home, work or in Internet Game Rooms
  • Accessing the Digital World: both Internet and Mobile
    • In China
      • mobile devices (2.4 phones : 1 PC)
        • 3G just getting rolled out
      • Internet Game Rooms / PC Cafes
        • Average PCs in IGRs = 100
    • In Korea
      • mobile devices (1.2 phones : 1 PC)
        • connection to digital world
      • Internet Game Rooms
      • personal PCs (in the under 30 crowd)
        • 35M Internet access, 43% broadband
    • In Japan
      • mobile devices (1.2 phones : 1 PC)
      • personal PCs (in the under 30 crowd)
        • 90M Internet access, 30% broadband
      • console games
    Mobile users (million) Internet users (million) Note : the size of bubbles represents the online ad market size in billion USD Reference: plus8star
  • When they enter the digital world, they see:
    • Blogs
      • Primarily diaries – not news aggregations (as in the political speech of the US)
      • Also fan sites (celebrity watch) for local actors, actresses, bands, etcetera
    • Microblogs (status)
      • Mini content commentary
      • Found primarily on homepages of walled garden communities (cyworld, mixi) or externally (twitter.co.jp)
    • Forums / BBSes
      • Threaded discussions on various topics – can be celebrity or other topics of interest
      • Rarely discusses political and/or controversial issues
  • When they enter the digital world, they see:
    • Social Networks / Virtual Worlds
      • Ranging from new force to an old mainstay (e.g. cyworld in 1999)
    • MMO Games
      • Primarily PC-based
      • Role-playing with strong fantasy style (e,g. World of Warcraft, Maple Story)
    • Casual Games
      • Connected though the PC and/or mobile
      • Entertainment with simple games
    • Console Games
      • Primarily Japan-based due to piracy
      • Fostered the online gaming style of Korea and China
  • Seeing the Digital World from three points of view
    • Jun in China
      • 26 year old girl from Shanghai
    • Kim in South Korea
      • 28 year old girl from Seoul
    • Joi in Japan
      • 30 year old investor from Osaka
  • A Day in the Life of Jun
    • She start reading directly from her shou-ji (“handset”)
    • Primary use of mobile phone
      • SMS/text and Email for IMing
      • Reading content from Chinese BBSes (forums)
        • Topical, not personal – discussing issues on forums with anyone in the community
        • Discussing topics that are not political – which means issues and brands can be found
      • Accessing Social Networking Services and casual games
    • Mobile Subscribers:
    • 592M subscribers (46% of pop)
    • Normal data service (~80%)
    • 3G just rolling out
    • QQ Stats:
    • 300M+ users (23% of pop)
    • 95% of Chinese Internet users on QQ
    • Expanded from IM to SNS and games
  • A Day in the Life of Jun
    • Forums/BBSes
      • Starting place for opinion and content
      • 75M BBS users (> 35% of Internet pop)
    • Internet Game Rooms (PC Café)
      • Student spend 24/7 in the PC Café doing food, bathroom and network games
      • Network games are team based
        • Team strategy – very social
    • Online Games
      • Casual games
        • Poker, go, etc. with single or multi-player versions
      • Strategy games
        • World of Warcraft or Maple Story have players interacting in teams via VoIP
    • Online Gamers:
    • 60M+ users of online games
    • 61% are aged 16 to 25 yrs old
    • College / Uni students overrepresented
  • A Day in the Life of Jun
    • Blogs and/or microblogs
      • Primarily found in the SNS, forums and portals (e.g. qzone.qq.com)
    • Social network services
      • QQ.com, 51.com, Xiaonei.com
      • Friendster
    • Gaming/IM platforms
      • QQ.com
        • Started as an IM platform, has become the game platform (300M users)
        • Users share QQ numbers, not email
      • Sina.com.cn
        • Portal play w/ search engine, blogs and editorial content
      • US clones
        • Facebook clone: Xiaonei.com
        • Yahoo + Games: MOP.com
  • Asking Jun to dance requires….
    • Understanding she consumes much of her content via the mobile
      • Primary device via forums and friends communicating
    • Understand what she is reading and/or commenting on
      • She will diarize on SNSs and blogs and comment in the forums
    • Be where she is playing
      • Often within a social network (QQ) or virtual world – she chooses to play with anyone
    • Watching what content she records, stores or reads
      • Within the portals or blogs, other content is available for listening to, ready or visually appealing
    9.5 2.5 0.5
  • A Day in the Life of Kim
    • She stays connected to her friends all the time
      • Primarily on mobile devices
        • Tracking friends on mobile SNS / communities
      • Cross connecting via forums, blogs and social network services (SNS)
        • Korea dominates the cultural innovation curve in the region
    • She plays games in many contexts
      • On SNS – flirting with others
      • Casual games on various networks
      • Online strategy games
    Source: white book of game in South Korea in July 2007, KOGIA (Korea Game Industry Agency)
    • Mobile Subscribers:
    • 43M subscribers (89% of pop)
    • Data service usage (> 80%)
    • 3G service usage (50%)
    • Online Gaming:
    • Increase percentage of leisure time of 30 and under population
    • Casual and online gaming also popular
  • Korea’s Digital World User statistics Neighbors View this person’s neighbors Emotional status Content copies (scrapping) Registered number as a favorite Updated contents Visitors Personal URL Add to Favorites My photo Comment Name & Gender Main menu Configured by user (photo album, guestbook, etc.) [Mini-room] Cyber residence of user Music Player Bought by user Comments by neighbors Skin Background, icons, etc Reference: plus8star
    • 22M members (45% of pop)
    • Trusted social network and virtual world
    • Virtual currency (acorns / points)
    • Monthly usage: 10 hours and growing
  • mobile cyworld: SNS connection
    • User figures
      • Launched in March 2004
      • In November 2007, cyworld exceeded 1M unique users
      • 200K users access daily in Nov 2007
      • Average page views are reaching 350M per month.
    • Demographics
      • 50% of mobile cyworld users are age between 19~25 years old.
      • 65% of users are female
    • Revenues
      • In 2005, SK Telecom reported revenues from mobile contents increased 34% in 2005, largely due to the huge success of mobile Cyworld
      • SKT said mobile Cyworld brought an additional 53 million USD in 2006
    Guest book Photo Album Friends List Diary (blog) Plaza BBS (forum) Club My Cy (settings) mobile mini hompy Emotion / status Cyworld Zone: Map, Video service Virtual goods shop Reference: plus8star
  • How Kim crosses online to offline
    • Every day, friends are trying to engage her online through gifting
      • In cyworld and other properties, gifting is the primary means of social interaction
      • Women collect gifts to show status; men “gift” and collect “proof” of gifting
    • For example, one of SK’s properties, Nate-On provides crossover advertising and coupons
      • User goes to Giftcon site and sends virtual gift to friend
      • Friend receives SMS/mobile message on phone, can draw up gift for use at store
  • Asking Kim to dance requires….
    • Understanding she consumes much of her content via the mobile
    • Understand what she is reading and/or commenting on
      • She will diarize on cyworld and comment in the forums
    • Be where she is playing
      • Often within cyworld – she chooses to play
    • Watching what content she records, stores or reads
      • Within the portals or blogs, other content is available for listening to, ready or visually appealing
    6 5 0.5
    • Benefitting from East and West
      • Efficient connection to US Member of the Asian Pacific Region
    • Incredibly fast internet and mobile connectivity
      • lowest cost, highest speeds of connectivity, exceeding Korea
      • Frequent technology innovation and rapid market testing
    • Joi spends his time
      • Connecting via mobile device
        • twittering, emailing, IMing, gaming
      • Gaming
        • via networked console and online games
        • casual games on mobile phone
    A Day in the Life of Joi
    • Mobile Subscribers:
    • 104M subscribers (86% of pop)
    • Data service usage (87%)
    • 3G service usage (78%)
    • Consoles
      • All major players in region
      • Networked services with closed platform
    • Blogs
      • Blogging is tied directly to SNS and/or virtual worlds rather than standalone
      • Microblogging just beginning to break into the mainstream
    • Rich Mobile Email
      • Standard visual email for low fee
    • Social networking services
      • mixi: most popular PC-based SNS
        • diary (blogging) primary
      • mixi mobile: #2 mSNS
    • 4.9M members (#1 PC SNS, #2 mSNS)
    • Diary (blog), pictures, community groups
    • Monthly usage: 2 hrs and 27 min
    • Mobile PVs exceeded PC Aug 2007
    A Day in the Life of Joi
    • Go to My Page
      • Invite a friend
    • New
      • New assets, games
      • Incentive programs (get “gold”)
    • Let’s Play
      • Flash games
      • Decorated email
    • Let’s Gather Together
      • Visit Mobile Game Town
      • Read latest diaries
      • “ Circles” – clubs, communities
    • SNS and mobile gaming
      • Mobile Game Town / Mobage
        • #1 mobile SNS
        • Growth from 3M in Feb 07 to 11M in Aug 08
    • Mobile Phone Novels
      • Keitai Shousetsu
    • 11M members (#1 mSNS)
    • Flash games, avatars, blog, chat, SNS
    • Monthly PVs: 15B mobile page-views
    • Mobile PVs exceeded PC Aug 2007
    A Day in the Life of Joi Reference: plus8star
  • Asking Joi to dance requires…
    • Understanding he is always connected on all devices
      • Mobile acts more like PC
      • PC acts more like console
      • Console acts more like mobile
    • Understanding what he is reading and/or commenting on
      • Tools are easier to find since crossover from the West provides access to mechanisms (e.g. Technorati)
    • Be where he is playing
      • Often within networked console games and/or online games
    8 7 4
  • Lessons about Consumers in Asia Pac
    • Our consumers are consuming more than promoting
      • Watching and listening more, entertainment focus
    • Our consumers are primarily using mobile to consume regularly
      • Easy access, technology available, speeds comparable
    • Access to our consumers can be found in large sites
      • QQ.com, Naver, mixi, cyworld, Mobage, mobile portals, etcetera
    • Focus has been on consumption and expression within the constraints
      • Blogs are about personal lives and what they see / do / feel
    • Where are the touchpoints in this Digital World?
  • Meet at the door: mobile touchpoints
    • Major interface for connecting
      • Mobile is used primarily for communicating with each other one-to-one (email) and one-to-many (posting and reading on forums/BBSes and SNSes/virtual worlds)
    • Mobile touchpoints
      • Mobile ads in the forums/BBSes
      • Placement on network portals
      • Ads on email newsletters
  • Meet at the door : mobile touchpoints
    • Portal placement and advertising is key due to environment
      • Carriers dominate placement
      • Most still use number pad for input
    Carrier Portal Client’s site (landing site) Go over the banner: it goes full screen Reference: plus8star
  • Meet at the door : mobile touchpoints Millions 10 million yen by e-mail lottery! Competitions Blog/Homepage creation つくる!さがす!あそぶ! 魔法の i らんどって? ① つくる②さがす③あそぶ Books The pillow book Free online Japanese comics Games & SNS Mobile Game Town Free game-SNS Portal Yahoo! Mobile Mobile version of Yahoo! News R25- Style Mobile Mobile version of the free mag “R25” Ringtones Melody creation Receive ringtones for free Magic Island Personal mobile sites portal Reference: plus8star
  • Meet on the floor : gaming touchpoints
    • In networked games, the touchpoints are the digital assets and product placements
      • Platforms are walled gardens – access is controlled by the network
    • Touchpoints in network games
      • Product placement in avatar builders
        • Performance enhancers if competitive game allows for improvement of attributes
        • Demand created by artificial scarcity within the digital asset inventory
      • Product placement by the game producers
    Reference: plus8star
  • Meet on the floor : virtual world touchpoints
    • Goal of contact is also found within the digital assets and the components chosen
    • Touchpoints in Virtual Worlds
      • Product placement in avatar builders
        • Demand created by artificial scarcity within the digital asset inventory
      • Product placement by the game producers
      • Groups/Tribes sponsored by brands
        • Allows for branded competitive gaming within the virtual world
    Reference: plus8star
  • Social Network / BBSes (forums) touchpoints
    • Puma in cyworld:
      • Mini-hompy to promote the brand and connect with fans
        • Announce promotional events
        • Publish pictures or short movies about the brand, new models, etc.
        • Open “Q & A” for dialog with customers
    • Sports Enthusiasts:
      • In China, on BBSes and blogs, enthusiasts are beginning to “show off” (shai-ing) their love for brands and teams
      • Discussions on forums are on teams (football and basketball) and brands (Nike,adidas, Lining, etc)
    Reference: plus8star
  • Listen to her - Blogs and microblogs
    • Blogs are personal diaries, not as often aggregation of opinion:
      • In Korea, the movie, “My Sassy Girl” was born out of a blogger’s personal diary
      • Some blogs do express their affection in terms of celebrity and brand
    • Microblogs are beginning to grow beyond status updates:
      • twitter.co.jp and 20+ microblogs starting in these countries
    • Blog / microblog touchpoints:
      • Engage the bloggers via the blog search engines (to find them), connect via comments/email (to connect with them) and express your intention (to win them over).
  • Dancing in the Asian Pacific Digital World
    • The Consumer has a VOICE
      • Easy publishing and search enable reach and collective power
    • The Consumer has CHOICE
      • Infinite choice (change the URL), infinite aisle, focus on personal choice
    • The Consumer has CONTROL
      • They control the message – brand can suggest, but control is hers
  • Engaging the Consumer means
    • Meet her at the door (mobile)
      • Mobile: ads, placement and email newsletters
    • Be on the floor (gaming)
      • Gaming and Virtual Worlds: product placement and/or empowering tools
    • Listen to her authentically (web)
      • Blogs, SNSes and Forums: engage in the discussion within the groups
    • This is how to dance in the Digital World
  • Acknowledgements
    • Hemisphere No Brainer
      • For project development and project initiation
    • plus8star (+8*)
      • For majority of referenced examples and data sets
    • LinkedIn and twitter connections
      • @elliotng, @christinelu, @triploculturado, and others