Sse vw currency in asia group 7b


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Sse vw currency in asia group 7b

  1. 1. Virtual World Currency in Asia Course 2304 Media Management Group 7b X iqing Deng [email_address] Ender Yunus [email_address] Jonatan Schwamberg [email_address] Live Case Study in Teacher: Robin Teigland Associate Professor Stockholm School of Economics Sponsor: Christian Bjorkman Chief Marketing Officer MindArk PE AB
  2. 2. Agenda
  3. 3. Executive Summary
  4. 4. MindArk Analysis: Core Competence
  5. 5. MindArk Analysis: Resources
  6. 6. MindArk Analysis: Capabilities
  7. 7. Five Forces Analysis: Rivalry Competitors Hipihi Meet-Me Frenzoo Country/Region China Mainland Japan Hong Kong Business Focus 3D Digital World as rich and complex as the Real World Online Interactive Virtual Tokyo Virtual World of Style Business Model <ul><li>Land Sales </li></ul><ul><li>Ad in public Area </li></ul><ul><li>Transaction Commission </li></ul><ul><li>Land Sales </li></ul><ul><li>Cooperation with varied outside product providers </li></ul><ul><li>(Figure 1) </li></ul><ul><li>Virtual Currency </li></ul><ul><li>VIP Subscription </li></ul><ul><li>Ad/Sponsorship by real fashion brand </li></ul>Virtual Currency N.A: Hipihi is paying efforts to build one <ul><li>Cocore </li></ul><ul><li>MMP </li></ul><ul><li>Gold Coin </li></ul><ul><li>Silver Coin </li></ul>
  8. 8. Virtual Currency of Competitors Meet-Me Frenzoo VC MMP Cocore ( ココア ) Gold Coin Silver Coin Gaining <ul><li>Land Purchase by credit card /WebCurrency </li></ul><ul><li>Earning through certain events </li></ul><ul><li>Earning while playing (fishing; catching insects, etc.) </li></ul><ul><li>Gaining through recycling no-use items </li></ul><ul><li>Purchasing by credit card/PayPal </li></ul><ul><li>Earning by doing surveys/ 3 rd party offers </li></ul><ul><li>Being Active in the VW (Chart 1: Standards of gaining silver coins) </li></ul>Price Chart 2: Prices of virtual currencies in Meet-me & Frenzoo Feature <ul><li>MMP & Cocore cannot exchanged </li></ul><ul><li>Both could only purchase part of goods </li></ul><ul><li>MMP could be exchanged into purchase points used in other online commerce (Figure 1:Circulation of MMP in / outside Meet-me ) </li></ul><ul><li>Gold Coin: Transferable & Buy gift & Cash out to real money </li></ul><ul><li>Silver Coin: Non-transferable & No gift for friends </li></ul><ul><li>1 Gold Coin = 1 Silver Coin </li></ul>
  9. 9. Five Forces Analysis: Bargaining Power
  10. 10. Five Forces Analysis: Potential Entrants & Substitutes
  11. 11. S TEEP A nalysis
  12. 12. S TE EP A nalysis
  13. 13. STE EP A nalysis
  14. 15. Bibliography I <ul><li>MindArk PE AB, Semi-Annual Report January – June 2010. </li></ul><ul><li>Virtual World Developer MindArk to Use Latest HP Server Technology for CryENGINE 2 Upgrade. </li></ul><ul><li>MindArk PE AB’s Official Site. </li></ul><ul><li>Offer to subscribe to shares in MindArk PE AB (Publ). </li></ul><ul><li>Interxion Selected by MindArk to enable Entropia Universe. </li></ul><ul><li>Business model of Entropia Platform. </li></ul><ul><li>Entropia Platform. </li></ul>
  15. 16. Bibliography II <ul><li>Hipihi’s Official English Site. </li></ul><ul><li>Interview with Hui Xu, CEO of Hipihi. </li></ul><ul><li>Meet-me’s Official Site. / </li></ul><ul><li>Meet-me’s Virtual Currency. </li></ul><ul><li>Frenzoo’s Official Site. </li></ul><ul><li>Interview with Simon Newstead, Founder of Frenzoo. </li></ul><ul><li>Michael E. Porter. Harvard Business Review. January 2008. The Five Competitive Forces That Shape Strategy. </li></ul><ul><li>Interview with Christian Bjorkman, Chief Marketing Officer, MindArk PE AB </li></ul>
  16. 17. Backup Materials - I <ul><li>Figure 1: Circulation of MMP in / outside Meet-me </li></ul>Gain/Consume MMP inside Meet-me Exchange MMP into outside POINTS Use outside POINTS to buy real goods
  17. 18. Backup Materials - II Chart 1: Standards of gaining silver coins in Frenzoo Event Invite Friends First Join Login Confirm Email Post on walls Gain 100 for both Free Coins 5/Day 200 5/Day Limitation Max 500/Month Event Rate Item Win Medal Enter/win Contest Be a volunteer mentor Gain 5/Day Limitation Check Detail Experienced members only
  18. 19. Backup Materials - III <ul><li>Chart 2: Prices of virtual currencies in Meet-me & Frenzoo </li></ul>Meet-me MMP Cocore 20% of how much YEN you pay 1000% of how much YEN you pay Frenzoo 500 Gold Coins 1000 Gold Coins 2000 Gold Coins 5000 Gold Coins $ 3.95 USD $ 6.95 USD $ 11.95 USD $ 27.95 USD
  19. 20. Backup Materials - IV Snapshot of Hipihi Snapshot of Meet-me Snapshot of Frenzoo