1) Smart pad sales grew rapidly from 2010 to 2013, with global sales projected to reach 154 million units by 2013. 2) The iPad dominated the smart pad market in its first year, capturing 60% of the connected device market in 2011. 3) Successful business models for smart pads have involved paid apps and in-app purchases, which accounted for 71% and 14-15% of iPad revenue respectively in late 2010.

1. Smart Pad In 10 Months
2011.2.16
mobizen

2. iPad Goes On Sale In April 3rd

3. 15 Million iPad In Last Year

4. Yes, We Have Galaxy Tab, Too.

8. Motorola Xoom

9. Global Smart Pad Market Size
200
(Unit : Million)
154.2
150
134
103.4
101
100
64
54.8
61 50
19.5 45
15 15 30
2010
2011 0
2012
2013
Gartner Display Bank

10. ‘Very Interested’ In Developing For Each Platform
0% 25% 50% 75% 100%
iPhone 92%
Android Phone
87%
iPad
87%
Android Tablet
74%
PlayBook
28%
WebOS Tablet 16%
- Source : IDC(2011.01)

11. 2011 Connected Device
Other
0.86%
e-Book Reader
2.60%
Internet TV
8.23%
Smart Phone
28.14%
Smart Pad
60.17%
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12. Smart Pad Rush

16. Is It A Rich Echo System?

17. e-Book Players

37. #1. It Is A Luxury Goods

38. #2. Mobile? or PC?

39. #2. Mobile? or PC?

40. #2. Mobile? or PC?

43. #3. Different Usage

44. iPad’s Major Usage
0% 10% 20% 30% 40%
Web Surfing 37.7%
E-mail & SNS
23.6%
Video
11.5%
Game
10.2%
Others
17.0%
- Source : Business Insider

45. Device For Web Surfing
40%
36.2%
31.1%
30%
22.0%
20%
10.7% 10%
Desktop
Laptop 0%
iPad
- Source : Business Insider Smart Phone

46. Method For Online News In iPad
37.0%
37%
34.7%
28.3%
28%
19%
9%
Browser
Application 0%
- Source : Business Insider Reader

47. Is Pad Web Necessary?

48. Is Pad Web Necessary?

51. #4. The Market Size Does Matter

52. #5. Local Color Is Important

53. #5. Local Color Is Important
1 Web Surfing 1 Web Surfing 1 Web Surfing
2 E-Mail 2 eBook 2 Game
3 Application 3 E-Mail 3 Video
4 Video 4 Video 4 eBook
5 eBook 5 Game 5 Magazine
-Source : Chang Wave -Source : Macromill -Source : KT

54. Where Is The Chance?

55. Restructuring Based on Selection and Concentration

56. If You Are Big Brother
Web
Game
Video & Music
eBook

57. Revenue Shift Advertising To Virtual Good Sales
$10
9
8
7
6
5
4
3
2
1
0
2009.9 10 11 12 2010.1 2 3 4 5 6 7 8 9
Advertising Revenue Virtual Good Sales - Source : Flurry

58. iPad, Revenue Share By Monetization Type
0% 25% 50% 75% 100%
2010. 06 88% 5% 7%
2010. 12
71%
14% 15%
Paid App
Paid App With In-App Purchases
Free App With In-App Purchases
- Source : Distimo

59. Business Model Ranking
2010 2011
59%
60%
43%
40% 42% 45%
34%
27% 30%
27%
30%
26%
26%
18%
14% 15%
10%
App Store Sales
Advertising 6%
In-App Purchase 0%
Brand Loyalty
Mobile Commerce
Saas
- Source : IDC Coupon

60. Use The Value Chain

61. Use The Value Chain

62. Use The Value Chain

63. Use The Value Chain

64. 25% of Smart Pad Will Be Bought By Enterprises.

65. N-Screen Strategy

66. Online Is Not Stand-Aline Activity.
66% Of User Do Multi-Tasking In Online.
Creation 77%, Transaction 74%, Information 73%
- Source : Microsoft

71. Thanks For Listening.
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