1. AppStore Overview
August 2009

2. Service Model Overview
SKcomms OPEN
Reposition NATE/CYWORLD with innovative Open Social Platform technology
for providing new user experiences on NATE/CYWORLD
NATEconnect AppStore
1 NATE ID Application (Apps)
3
Expand application of Nate ID & Applications developed by
Billing System 3rd party developers
2 Open API
Attract external contents,
notification from external
services

3. AppStore Overview
AppStore is an open market application platform on which (1) SK
Communications shares Apps API, (2) developers provide Apps, and (3) users
selectively add and use Apps
Developers Develop & provide
Apps
Distribution of Apps on NATE
AppStore
SK Comms
API for Apps
development
Select & use
Apps
Users
Share Apps with 1-chons on
Minihompy

4. AppStore Key Differentiator
Distribution + Payment Solution
•Mass
•Distribution structure utilizing Social Graph
•Real Identity
•High Trust
•Digital Economy Infrastructure

5. AppStore Development Platform– OpenSocial APIs
OpenSocial API+ SK Comms’ Customized API
OpenSocial SK Comms’ Custom API
Maximize collaboration with
existing Apps providers and
marketing impact by adopting
+ Develop customized API that fits
domestic usage patterns
(Scrap, Payment API, etc.)
OpenSocial

6. AppStore Apps – Social Apps
Apps that interact with Cyworld platform & 1-chon’s
Let’s compete!
My pet will
I just
grow bigger!
adopted a
pet on Apps
Engaging
Conversational
Participatory

7. AppStore User Scenario
Where can I get
Something fun that I
can enjoy with my 1-chon’s,
Convenient features
that didn’t exist before?
Visit
Users Select

8. AppStore Composition
For Apps Developers For Apps Users
•Apps developer registration •Apps Directory
•Apps development guide & test •Apps introduction & usage guide
environment •Apps installation, execution,
•Apps registration & management reviews

9. Apps Developer Flow
Apps test & registration on Dev.Square
1. Register as a developer 4. Display Apps upon
verification by admin.
2. Read development document 3. Develop & register Apps

10. Apps User Flow
Select Apps on AppStore and add to Minihompy
1. Apps Directory 5. NateOn Buddy
Notifications
MiniRacing Apps Item has been
updated
[Setting]
2. Apps Introduction 4. My Cyworld 1-
chon Notifications
3. Add to Minihompy

11. AppStore Framework – 1) Structure
IntroPreview Use Mgmt Verification
Mgmt Stats Registration
Stats
1. 2. AppStore 6. Admin 5. Dev. Square
Apps
3. Minihompy 4. My Cyworld
AppStory MyApps
Notification
(Display) (Gateway)
Service Name Definition
Applications developed based on OpenSocial API; Can be developed by anyone following the
1. Apps
API, create interactions among 1-chon’s
2. AppStore Place where Apps are stored and introduced
3. Minihompy Results of my Apps are displayed; Apps in use are stored (Gateway to AppStore)
4. My Cyworld Feeds on Apps activities are received
All process required by 3rd party developers to develop and register Apps are executed &
5. Dev. Square
supported
6. Admin. Place where Apps are verified and generated keys are managed

12. AppStore Framework – 2) Working Flow
● User Process
● Developer Process
Admin Dev.Square
AppStore
Apps
Verification
Registration
Home
Minihompy Nate
Apps
AppStory My Apps
Short
Apps Introduction < cut > Apps
Apps News Introducti
on
Save as Posts
Review / Community
Notification
Canvas View
My Cyworld
AD Apps News
Apps Play
NateOn

13. AppStore Framework – 3) Apps
Apps Basic Composition
Item Role Guide
Apps Name Apps Name • Maximum 20 letters
Apps Introduction Text that describes Apps • Minimum 100 ~ Maximum 500 letters
• Size : 16x16 px
Icon Icon displayed before Apps’ name • File format: jpg, gif ; Animated / semi-
transparent images not permitted
• Size : 75x75 px
Thumbnail Apps image displayed on Apps list, etc. • File format: jpg, gif ; Animated / semi-
transparent images not permitted
• Size : 221x221 px
Representative Image displayed on AppStore introduction • File format: jpg, gif, semi-transparent images not
Image
page permitted
• Number: At least 1, Maximum 3
Decoration | Quiz/Test | Friends | Chat |
• Select 1 category
Message | Photo | Music | Video | Travel |
Category • Game / Entertainment Apps: Must be rated by the
Food | Book | Game/Entertainment |
Game Rating Board of Korea
Fashion | Business | Event | Utility

14. AppStore Framework – 3) Apps
Apps Source Registration
Only source registration is supported; areas described in OpenSocial will be adapted to fit the
service in Nate AppStore
OpenSocial
Features in Nate AppStore Guide
Views
Core operation page for Apps
Canvas Size: Width max. 760 px
AppStore > Source rendered in Apps Canvas View
Minihompy > AppStory > Source rendered in Shortcut area
Profile When clicked by Apps user, directed to Apps Canvas view Size : 274x155 px
When clicked by Apps non-user, directed to Apps Introduction page
AppStore > Source rendered in pop-up window when clicking “Preview” on
Preview Apps Introduction page
“Preview” button will be displayed only when preview option is checked
Home Not available in Nate AppStore: Inactive

15. AppStore Framework – 4) AppStore
AppStore Home
All registered Apps,
Apps added by 1-
chon’s
Apps registered by
service admin.
Apps added by
logged-in 1-chon’s

16. AppStore Framework – 4) AppStore
Apps List
Verified Apps
sorted by
Apps Name popularity & date
Apps Thumbnail
Apps Introduction
Developer name
Review stars
# of members / 1-
chon’s who added
the Apps

17. AppStore Framework – 4) AppStore
Apps added
by 1-chon’s
Displayed from 1-
chon who has most
recently added an
Apps – profile picture
& name

18. AppStore Framework – 4) AppStore
Apps Introduction
Page
Copy URL
Representative
Image - Max. 3
1-chons’ who
Common added the
Features Apps
- Add Apps
Developer info. - Recommend
- Preview
Other Apps by
the same
developer
User feedback /
replies

19. AppStore Framework – 4) AppStore
Canvas View
Common Features
- Boast
- Recommend
Apps execution
- Width max. 760px
- Height no restriction
Developer info.

20. AppStore Framework – 5) Minihompy
AppStory
MyApps
AppStory
- Shortcut to each
Apps

21. AppStore Framework – 5) Minihompy
MyApps
MyApps
Added apps are
displayed; sorted by
recent use & added
date

22. AppStore Framework – 6) Distribution
01 Cyworld
Alerts
Recommend Minihompy > Visitors’ log
| Max 50 people / alert, 300 people / day
Add Apps
My Cyworld Cyworld / Nate Main
Apps News News area
NateOn Alert
02 3rd party
Feeds CreateActivity
My Cyworld
Happy Replies
03 AppStore Replies
> Leave reviews Notification
on Intro. page
04 Apps – Save as posts
Minihompy > Posted (Scrapped)
to Bulletin Boards

23. AppStore Framework – 6) Distribution
Minihompy> Recommendations
Recommend Apps on Visitors’ Log
Messages automatically
Apps Intro. Page generated
Recommend to 1-chon’s
Home – My Cyworld
Notifications
NateOn Alerts
Canvas View XXX has
recommended XXXX
Aoos!

24. AppStore Framework – 6) Distribution
Save as Post
“Save As Post” feature is one of the APIs provided by Nate AppStore
Refer to the platform guideline on Dev.Square for more details
Canvas Example of Saved
Save as Post layer
View (“Scrapped”) post
오늘 회원님의 뮤직은~
마우스만으로 쉽고 재미있게 만드는 음악
UCC "뮤직쉐이크" 위젯으로 락,
힙합, 발라드등 다양한 장르의 음악을 "직
접" 만들어 보세요. 쉐이크 버튼만 클릭하
면 한 곡이 뚝딱!
알록달록 블록만 클릭하면 나만의 곡이 뚝
딱! 여러분이 직접 만든 음악은 MP3로 무
료 다운을 받을 수 있어요

25. AppStore Framework – 6) Distribution
Added Apps Notification
When a user add an App and choose to notify close 1-chon’s, notifications will sent to 1-chons’ My Cyworld
Home – My Cyworld
Notifications
Boast on My Minihompy’s AppStory
Notify Close 1-chons’ of your new Apps
V
V
박지성 has added How I met your mother
NateOn Alert
XXX has added XXXX

26. AppStore Framework – 6) Distribution
Apps info. feeds
3rd Party Feeds
1. Provide Title, Title ID
( OpenSocial Activity ; http://code.google.com/intl/ko/apis/opensocial/docs/0.8/reference/#opensocial.Activity.Field)
Home – My Cyworld
Notifications
5 new interests are using How I met your mother
“My interests : Born before 1980, Male, Korea”
카세료 sent you a How I met your mother challenge.
“ Let’s meet at five on 9th “

27. AppStore Policy
Anyone who’s interested can participate for free
Available for use to all current members
•Major developers
•Internet service providers All Cyworld
•Ventures / Start-ups Members
•Individual developers All NATE
Members
All newly registered
members

28. AppStore Policy
Game, self-expression, shared interests,
communication, utilities, etc.
All kinds of Apps created from
unlimited imagination
Game Self-expression Shared interests Communication
Community Commerce Life Info. Utilities / Tool

29. AppStore Policy
Apps that contain associations with adult / sexual,
gambling, etc. and may harm SK Comms’ image &
business are not allowed
Apps that are against Apps that may deteriorate Apps that may harm service
law or public morals usability and rights values and business
E.g. Adults / sexual, E.g. Spam, phishing, etc. E.g. Minihompy visitor number
gambling, etc. manipulation

30. AppStore Policy
Apps in the category of Games / Entertainment have to
be approved by Game Rating Board before Registration
• Approval by Game Rating Board required before
registration
• All, 12 or over, 15 or over
• Should be registered as Game developer or publisher
• SK Comms will carry out the process as proxy for
foreign developers / individuals
• Individual developers will be able to apply from
September (GRB)

31. AppStore Policy
AppStore Privacy Policy
No personal information will be provided to 3rd party
• Member information can only be “viewed” through Personal
information API
• Public API can be viewed in approved Apps only
• Viewed personal information is not stored (Code will be verified)
• Personal information will be available upon acceptance of Personal
information API use
• All Apps that use personal information API needs to acquire approval
from members
• Personal information collected by members’ approval must also be
destroyed when Apps are deleted

32. Apps Developer Business Model
Developers can monetize from advertisement and
digital item sales

33. Apps Developer Business Model
All profits from in-Apps advertisement following
advertisement guideline will belong to Apps developers
Advertisement in Apps execution area
are for developers
• Advertisement / Sponsor link can be
added to Apps
• Apps developer can decide the
arrangement of advertisement
Apps Execution Area Advertisement Guideline
(Canvas View)
∨ Content: Adults, gambling,
alcohols, tobacco, guns, credit,
religion, etc.
∨ Size: Smaller than 20% of Apps
∨ Format: Too many pop-ups,
twinkling effects, etc.

34. Apps Developer Business Model
Developers can sell digital items inside Apps through
Dotori payment system
Dotori payment API
+
All profits from Item sales except 30% of Dotori payment commission will be
paid to Apps developers

35. Schedule
July 7 Announcement Conference
Developer Registration Open on
Dev.Square
devsquare.nate.com
Recruit foreign/domestic
developers & develop Apps
September 30 AppStore Beta Open
Dotori payment Open

36. Thank you.