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Innovation Models in China



          [ The 5C™ of Innovation ]


Benjamin Joffe, CEO | Plus Eight Star | Beijing, 2009.06
Benjamin Joffe
4 years

          1 year
                   4 years
www.plus8star.com
Innovation Arbitrage
  China | Japan | Korea
+8* and Me
– Worked in mobile SNS in Japan in 2003
  • With avatars, virtual goods and GPS!

– Advise leading companies worldwide
  • MIH (China/S.Africa | Largest shareholder of Tencent)
  • DeNA (Japan | Mobile Game Town)
  • IMVU (US | 3D chat / virtual world)

– First commercial report on Tencent “Inside QQ”

– Work with China-based 3D social gaming
  startup

– Co-Founded Mobile Monday in Beijing
Here is the plan

1.  Exogenous innovation
2.  What is innovation?
3.  The 5C™ of Innovation
4.  Some things we think are
   cool
5. What if all this was
   irrelevant?
1.
Exogenous Innovation
When was it invented?
Europe
Gutemberg | ~1450

     Korea
  Metal | ~1230

    China
 Wooden | ~1040
Who came first?
Where do you get inspiration
          from?
Innovations are bound to
         happen
2.
What is innovation?
Technology?
e.g. LAMP stack
(Linux / Apache / MySQL / PHP)
    + HTML / Flash / AJAX…
Largely commoditized…
Makes money?
Tons of users?
Most start with zero
(is innovation a popular vote?)
Speak English?
Some things
    going on
      here


 And             There
there             too
Some things
    going on
      here


 And                  There
there                  too




         And of course in a lot
             more places
“News is anything that happens to
  or near publishers and their
            friends”
Alternative
Live in Silicon Valley
Internet           Mobile
1.3 billion        3.3 billion




     (Asia = US + Europe)
                        Source: Morgan Stanley, 2007
English-speaking LAN
3.
“5Cs of Innovation”
                  ™
a. Copy
“Benchmarking”
              “Inspiration”
             “Best practice”

“If I have seen farther it is only by standing
          on the shoulders of Giants.”




              (Isaac Newton)
Pragmatic Entrepreneurs &
        Investors


      Innovation ROI?

       “Blue oceans”
Entry barriers

     Technology?
       Capital?
        Talent?
Intellectual Property?
     Censorship?
The Underpants Gnomes
Business Plan
Copy can backfire!
Japan: Mayonnaise
China: Whipped Cream
Copycats often die


• Market not sustainable

• Business model does not work
b. China
Already in 2007               ...$1 billion do not
(We even published a report…)    appear overnight
Attention Threshold
          =
 1 billion dollars?
Scale / Geography / Demography
  make some services viable
Maybe the West is simply
    not looking?




        Happy life in a fish
              bowl
c. Combination
Will it blend?
Tencent (1998)
Registered users




200 mln   856 mln
Revenues 2008 (E)




                    1 BILLION DOLLAR
                      COMPANY YOU
                    NEVER HEARD OF?




 350 mln   1 bln!
Profit margin



- X?     40%

          ~400 MILLION
            DOLLAR
           NET PROFIT
Market Capitalization
       (June 2009)




   3-15 bln? 21 bln

                 REAL MARKET
                     CAP
Our estimates for 2009 (roughly)


    Revenue | $1.5 bln
    Net Profit | $600 mln
     (Let’s buy   MySpace this year?)
d. Competition
“Survival of the fittest”




  (Herbert Spencer)
What happens when you have
         4 Facebook
        20 YouTube
        10 MySpace
        5 Match.com
           3 Yahoo
          4 Twitter

            ?
Hard spots
“Concepts”
   Sociology
  Psychology

“Execution”
   Marketing
Business models
   Payment
e. Constraints
“Necessity is the mother of invention”
                (Plato)
Low GDP/capita
Small transactions / making millions from
                 cents
Limited advertising
Alternative business models / B2B to B2C
No credit cards
Alternative payment systems,
  mobile, virtual currencies
No legacy industry
  (is it a constraint?)
4.
Some things we think are cool
Lihua | Order food over IM
Alimama | Ad exchange + Micro-
            retail
Babytree | Vertical for young
          parents
Huica | Mobile coupons
PPLive | P2P Internet TV
iNezha | RSS-to-IM
Digu | Twitter + Pics + Celebs
5.
What if all this was irrelevant?
Many ways to work with China

     Develop in China
    Operate from China
      Build for China
Innovation does not have a
        nationality
From China to the World?

1.“Global” idea

2.Multi-cultural team

3.Leverage resources globally
One example: Cmune
• What is it?
  – Next-generation social gaming platform
  – 3D MMO: Browser / SNS / Widgets / Download
  – Virtual goods


• Team
  – Based in Beijing
  – 7 nationalities
  – Most speak 2+ languages & lived in several
    countries
Early Results
• 1 million installations

• Microsoft BizSpark

• Facebook Fund

• Facebook gaming campaign
Being Global?
                           Partners
Founders



  Team
Learn from the proven models
        of yesterday
Tomorrow’s models
  are born today
Contact Us

www.plus8star.com

benjamin@plus8star.com
                                  ers!      +81 | Japan
benjamin0123                   Che
                                            +82 | Korea

http://twitter.com/plus8star                +86 | China

                                         Telecom & Internet
www.linkedin.com/in/benjaminjoffe
                                          + Added Value

www.slideshare.net/plus8star               * High quality
About +8*
There are more ideas
outside your country
          than inside
                  Tom Kelley
                  CEO, IDEO
    The 10 faces of Innovation
“Innovation Arbitrage”
• About us
   – +8* | Plus Eight Star is the leading cross-market and cross-cultural
     consultancy in Asia.
   – We provide local expertise & global perspective on mobile and Internet
     innovation from China, Japan and South Korea to add value to and accelerate
     the development of our clients’ businesses.

• Our services
   – Analysis of proven best practices and business models from Asia
   – Other services: executive study trips, market entry strategy, M&A advisory,
     partners identification, negotiation support.

• Founder & CEO: Benjamin Joffe
   – 9 years experience with mobile & Internet in Asia
   – Selected among “China’s Top 100 mobile industry influencers” in 2007 and 2008
   – Regularly quoted in international press and keynote speaker at numerous
     telecom and Internet events
   – Fluent in English, Japanese, French with working knowledge of Mandarin,
     Korean and Spanish
Selected References
•   Adidas | E-commerce strategy for China, Japan & Korea

•   Bouygues Telecom | Cases studies of leading Asian Web 2.0
    services and virtual worlds

•   Deutsche Telekom / T-Online | Benchmark of Korean mobile &
    Internet convergence strategies

•   Hemisphere | Analysis of mobile marketing best practices in
    Japan and South Korea (Hemisphere is a leading digital
    advertising agency), analysis of leading social platforms (SNS,
    virtual worlds, online games).

•   Microsoft | Analysis of Japan’s key players and market catalysts
    for mobile commerce market positioning in China

•   DeNA | Case studies of the best practices of leading social
    networks in China and South Korea (DeNA operates Mobile
    Game Town, Japan’s leading mobile SNS service)

•   China Mobile | Benchmark of Korean leading online communities

•   Sands Capital Management | Evaluation of China’s investment
    opportunities in social networks in China
Social Contribution
• Mobile Monday
   – Founder of the Mobile Monday forum in Beijing since 2006
     (3,000+ members, 28 events, over 100 presentations).

• Media
   – Monthly column on Asian innovation for Asian Business Leaders
     (one of the leading Chinese business magazines), numerous
     interviews in international media such as The Economist,
     CNN.com, etc.


• Events
   – Regular keynote speaker and moderator at Internet, Telecom,
     Media and Investment events
     e.g. eComm, ITU Asia, Asia Venture Capital Forum, China Mobility
     International Summit, O’Reilly’s Graphing Social Patterns, Red Herring Asia,
     Media 08 Conference, Wireless Developer Forum, Open Web Asia,
     XMediaLab, Mobile Monday Global Summit, etc.)

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