Apidays New York 2024 - The Good, the Bad and the Governed by David O'Neill, ...
Cyworld
1. Syndicate 5
1. Rangga Tri Raeros
2. Joseph Enrico
3. Ria Agustriana
4. Agung Mahendra
5. Karina Soedjati
2. The Early Era Acquisition by SK Post Acquisition
(1999-2003) Telecom (2003) (2003-2006)
Started in 1999 by a group of Synergistic relationship with
Sales from virtual item wasn’t instant messenger service Nate
MBA student from the Korean enough for cover operating
Institute of Science and On, linking buddy list with
expense Cyworld
Technology
Connecting mobile service and Offered up to 100 free SMS per
Building virtual concept of real
social networking month from computer to mobile
world activities. Positioned itself
phone
as “a small clean community”
Offer minihompy, a place for write
diaries and invite their friends to visit
and leave comment. Cyworld grew
rapidly after developed the concepts
of minihompy
3. User Motivation User Satisfaction User Segments
• Affiliation needs • 64% users • Late teen and early
• Self Expression decreased because twenty
function not have enough • Based on their level
• School activity time, getting bored, of activity and
only have a few engagement
• Upload and enjoy
friends, and privacy • ABC segmentation
multimedia
problem (Active users,
• Chat history archive
Buyers, and
• Keep in touch with
Connectors)
friends
7. Paid Items Mobile Networking Advertising
• Revenue from • Mobile Cyworld • Represented only 16%
minihompy ’s had the potential to Cyworld’s revenue but
had the largest growth
virtual items increase customer potential.
• Music loyalty from SK • The revenue from
• Decoration Telecom and had advertising expected to
accounted 15% of grow even more
• Avatar
Cyworld’s revenue. • Advertising could be
• virtual items the future of the
• Expanding it
accounted for 32% company
operation of both
of the paid items
SK Telecom and
revenue.
Cyworld to
penetrate another
country
8. • What will Cyworld become?
• How could the company make an
additional revenues?
•Decide wether to use advertising, paid items, connect to mobile
networking, or find any other revenue streams
• Consider how each options would
influence:
– Customer Target
– Service Offered
– Capabilities Needed
– Competition Faced
13. Segmenting Targeting Positioning
• Life stages • Age Median 17-25
• Provide virtual
• Demographic • College Student gifts
• Young Student • Flexible customize
user profile
• Social Class • Middle low-middle up
• Real name social
network
• Geographical • Focus in Pacific Asia
• User Friendly
• International social
network
14. Customer Target
• All people around the world could be connected each other
with different culture
Service Offered
• Provide user friendly GUI (Graphic User Interface)
• Support multi-languages services.
• Provided uniform service in all countries to create
international networks between users in different countries.
• Adapted with the global culture.
15. Capabilities Needed
• Hire people with good English skill
• Research on global difference on culture
Competition faced:
•
– Easy to use
– Linked to all over the world
– Universal Language
•
– Known worldwide
– Many features
Editor's Notes
PDI : At a score of 60, South Korea is a hierarchical society. This means that people accept a hierarchical order in which everybody has a place and which needs no further justification. Hierarchy in an organization is seen as reflecting inherent inequalities, centralization is popular, subordinates expect to be told what to do and the ideal boss is a benevolent autocratIDV: South Korea, with a score of 18 is considered a collectivistic society. This is manifest in a close long-term commitment to the member 'group', be that a family, extended family, or extended relationships. Loyalty in a collectivist culture is paramount, and over-rides most other societal rules and regulations. The society fosters strong relationships where everyone takes responsibility for fellow members of their group. In collectivist societies offence leads to shame and loss of face, employer/employee relationships are perceived in moral terms (like a family link), hiring and promotion decisions take account of the employee’s in-group, management is the management of groups.MAS: South Korea scores 39 on this dimension and is thus considered a feminine society. In feminine countries the focus is on “working in order to live”, managers strive for consensus, people value equality, solidarity and quality in their working lives. Conflicts are resolved by compromise and negotiation. Incentives such as free time and flexibility are favoured. Focus is on well-being, status is not shown. An effective manager is a supportive one, and decision making is achieved through involvement.UAI: At 85 South Korea is one of the most uncertainty avoiding countries in the world. Countries exhibiting high uncertainty avoidence maintain rigid codes of belief and behaviour and are intolerant of unorthodox behaviour and ideas. In these cultures there is an emotional need for rules (even if the rules never seem to work) time is money, people have an inner urge to be busy and work hard, precision and punctuality are the norm, innovation may be resisted, security is an important element in individual motivation.LTO: At 75 South Korea scores as one of the long term oriented societies. Notion of the one and only almighty God is not familiar to South Koreans. People live their lives guided by virtues and practical good examples. In corporate South Korea, you see long term orientation in the, higher own capital rate, priority to steady growth of market share rather than to a quarterly profit, and so on. They all serve the durability of the companies. The idea behind it is that the companies are not here to make money every quarter for the share holders, but to serve the stake holders and society at large for many generations to come.
