Social media in china different than you thinkPresentation Transcript
Social Media in China: Different Than You ThinkBenjamin Joffe, CEO | Plus Eight Star Ltd. | SXSW, Austin, 2010.04
Benjamin Joffe本杰明 벤자민 ベンジャミン5 years 1 year 4 years
• Plus Eight Star – “Innovation Arbitrage” – Best practices from Asia’s Internet and mobile scenes• Cmune – 3D social games – Paradise Paintball, first “social shooter” on Facebook, MySpace, Apple.com• Mobile Monday Beijing – Monthly forum for mobile professionals
Are We So Different?
Common Assumptions1. Social media in China? Isn’t it all censored?2. China is all about copy3. Chinese users are very different from US users4. What happens in China stays in China
Demographics & Users• Young – 70% of Internet users in China < 30 y.o. – Urban white collars (have PC) – University students – Many women!• Average income – Avg. salary 500 USD / month
SOCIAL NETWORKS APPLICATION PLATFORMVIRTUALGOODSONLINEGAMES MOBILE
ONLINE + SOCIAL GAMESONLINE + SOCIAL GAMES
China’s Virtual Goods Market Estimate for 20095 Billion Dollars! (5 times USA!)
Tencent• Revenue: >1.5bln USD – (3 times Facebook) – 90% from digital goods • (35% from games) – 10% from ads• Net margin: 40%
China Full of Happy Farmers! • First farm game was made in China! – by company 5 Minutes – “Because there are lots of farmers there” – Inspired by Japanese game • Zynga copied shamelessly … and now everyone thinks Zynga was first
This is a seen as a dating game
5C of Chinese Innovation “On the shoulders of giants”1. Copy2. Combination3. Competition “Survival of the fittest”4. Constraints5. China
Will it blend?
What do wewant online?
Zhenai | Match.com Reengineering
Looking more closely Zhenai.com vs. Match.com• “On the shoulders of giants” – Started as Match.com – Raised capital – Business model issue• “Each new user costs us money!”• Develop new model – 350 people call center – VIP service – Metrics & analysis
Lihua | Food Delivery by IM
BabyTree | SNS for Parents
P1 | SNS for the Affluent Class• Innovative recruitment (shopping malls)• Innovative revenue models
Thanks! More about “Innovation Arbitrage”email@example.com +81 | Japanbenjamin0123 +82 | Korea +86 | Chinahttp://twitter.com/plus8star Telecom & Internetwww.linkedin.com/in/benjaminjoffe + Added Value * High qualitywww.slideshare.net/plus8star