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What Asia can tell us about mobile social networks
Benjamin Joffe, CEO | Plus Eight Star
the mobile professionals community
     Agenda

1. Some history
2. It works (in Asia first)


3. It’s not about technology
4. We are safe
5. Barriers and catalysts
the mobile professionals community




Quick survey
the mobile professionals community
Mobile Social Networks Best Practices from Asia
Mobile?
the mobile professionals community




Some history
the mobile professionals community




Mobile SNS are not new
the mobile professionals community
the mobile professionals community




Mogi
the mobile professionals community




Launched: 2003
Mobile
        the mobile professionals community


  Massively
  Multiplayer
  Ubiquitous
Location-Based
    Social
  Networking
   Service
the mobile professionals community




(MMMULBSNS?)
the mobile professionals community
the mobile professionals community
the mobile professionals community




Acquired in 2004
the mobile professionals community




What changed?
the mobile professionals community




 1. Infrastructure
   2. Numbers
3. Mobile = media
the mobile professionals community




It works (in Asia first)
100%


           80%

                                           USA
3G users




           60%


           40%

                       Chin         Japa
           20%         a            n

                                                 Source: +8* | www.plus8star.com
            0%
                  0%          20%            40%             60%             80%

           % of Internet connections measured above 5Mbps
#2 economy, #1 mobile society

#1 mobile & Internet population

#1 digital society
“Social
    Networking
Is Not a Business”

   MIT Technology
       Review
  July/August 2008
Mobile Social Networks Best Practices from Asia
Starting date



2004   1997   1999   2004   2006
Registered users




60 mln   500 mln   20 mln   14 mln   10 mln
Country’s Internet users




60 mln    500 mln   20 mln   14 mln    n.a.
200 mln   220 mln   35 mln   90 mln   90 mln
Starting date (mobile)



2007    2000   2004   2006   2006
Mobile users (est.)




3 mln   50 mln   6 mln   10 mln   10 mln
Country’s mobile users




 3 mln    50 mln    6 mln    10 mln    10 mln
255 mln   580 mln   45 mln   100 mln   100 mln
Revenues 2007 (USD)




150 mln   520 mln ~200 mln 100 mln 150 mln
Profit 2007 (USD)




(50 mln)   225 mln ~100 mln   35 mln   ~60 mln
Average Revenue From Users



~0%   87%   80%   5%   50%
Pageviews
       PV (PC)              5.48 billion
       PV (mobile)          8.31 billion
       # of users           14 million




April 2005           April 2006            April 2007   May 2008
Impression unit price

                                           PC




                                           Mobile




April 2005       April 2006   April 2007   May 2008
the mobile professionals community




Community = Media
the mobile professionals community




It’s not about technology
the mobile professionals community




XHTML, Flash, Java
Chat room


WAP Brower                         Game




Info: finance,
                                Music player
 book, news




  E-mail                           Movie




                 Qzone (blog)
Cyworld Zone:
         Mini hompy      Map, Video service
                         Item shop

            My picture     1.Guest book
                           2.Photo album
Emotion expression         3.Friends list
                           4.Diary
About service fees
                           5.Plaza
Find subscribers
                           6.BBS
Registering for fixed
payment                    7.Club
                           8.’My Cy’ (settings)
Ad banner
Reminders: new “add to my friends” request;
“new message from a friend”, “new comment on
your diary from a friend”
- Main photo (here: Mixi’s CEO)
- Message box,
- Latest diary entries,
- Write an entry (from PC or mobile)
- My photo album
My favorite friends, “Foot-prints” (who visited
my profile page), Search function
My mixi friends’ list (here: 580 friends)
My communities’ list (here: 70 communities)
My profile / My introductions (what friends
wrote about me)
Invite a friend (using mobile email)
Latest diary entries by my friends
18 billion PV / month

                        Go to “my page”
                        Invite a friend

                        “New!”
                        - New avatar items release
                        - New game (golf game)
                        - Get new items by inviting friends
                        - Get Moba Gold by registering to the site

                        “Let’s play”
                        - Games: visual and text on the latest game release
                        - Decoration mail: animated illustration in your emails

                        “Let’s gather together”
                        - Visit MGT town
                        - Read latest diaries
                        - Search for new friends
                        - “Circles” (equivalent of communities)
                        - Q&A “the Questions market, let’s ask!”
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
Many other lesser-known mobile SNS around!
the mobile professionals community




Business models
       &
  Ecosystems
the mobile professionals community




Social   Social
Network Network
DNA      DNA
SNS = SNS?
   Key aspects      China          Korea                          Japan
                      1        2           3       4          5            6       7
PC                   O         O           O       O          X            X       X
Mobile               O         O           O       O          O            O       O

Real name display    X         O           O       O          X            O       X

Openness            Open     Semi-     Closed    Closed    Closed         Close   Close
(non-members can             closed
see profile)
Degrees of            1        1           6       1          1            1       1
connection
Invitation only      X         X           X       O          X            X       X
Main Audience       12~25    10~30         n/a   20~30    10s~20s         20~30   10s
                                                          Source: +8* | www.plus8star.com
And there is more!
Search functions        1   2   3   4       5          6         7
People search
Search engine
Job listings
                                        Source: +8* | www.plus8star.com



Privacy settings        1   2   3   4       5          6         7
Blog content view
Block search engine
Profile view
Black list
                                        Source: +8* | www.plus8star.com
Mobile SNS = Mobile SNS?
Mobile functions   1   2   3   4     5          6          7
Blog service
Visitors History
Groups
Photo upload
Video upload
Chat or IM
Games
News
Q&A
Music playlist
Ring-tone/tune
E-commerce
Virtual currency
Avatar
Mobile Pet
Map - LBS
                                   Source: +8* | www.plus8star.com
Identity and “friends” origin
 Real name                               Source: +8* | www.plus8star.com
                 22       17

                      ?

                           50            12
      Identity




                                                                           Online
                                                                           friends
                                         3         270

                                                               8

                                                               200

Anonymous
                                                          4

     Mostly offline            Friends origin                 Mostly online
Platform and revenue sources
                                         Source: +8* | www.plus8star.com
Mobile
               20                                                  ?



                           ?
  Platform




                                                       ?



                     25

                                                             136
                                                      272

               136        35             170
  PC

             B2B               Revenue sources                     B2C
(from advertising)                                            (from users)
Services


Profile page   Profile page    Profile page   Profile page       Profile page

                 Avatars         Avatars                           Avatars

               Paid Games         BGM                           Free Games

    IM             IM              IM

  Groups         Groups          Groups         Groups             Groups
                                                  Source: +8* | www.plus8star.com
Sticky features & critical infra



Applications         IM           “Real” friends     Footprints       Free Games

               Digital currency   Digital currency                  Digital currency

               Payment systems Payment systems                       Affiliate system
                                                        Source: +8* | www.plus8star.com
Main business models

    Ads              Ads             Ads            Ads                 Ads
Brand pages      Brand pages     Brand pages     Brand pages      Brand pages


Digital goods    Digital goods   Digital goods   Freemium         Digital goods
                 Paid Games         Music


                 Mobile VAS      Mobile VAS      Mobile VAS



                                                    Jobs             Affiliates

                                                      Source: +8* | www.plus8star.com
the mobile professionals community




Why we are safe
Mobile Social Networks Best Practices from Asia
Mobile Social Networks Best Practices from Asia
1
Busy at home
2
Lack cross-market expertise
3
Lack cross-cultural expertise
the mobile professionals community




Result: challenges ahead

   Facebook, MySpace (US)
        Cyworld (Korea)
Mixi, Mobile Game Town (Japan)
the mobile professionals community




Catalysts
1
High speed & Flat fee
2
Payment systems
3
Girls
4
Companies & Schools!
the mobile professionals community




About +8*
There are more ideas professionals community
              the mobile

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
   –   Regular speaker at events on mobile and Internet in Asia
   –   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 Work
• Mobile Monday
   – Founder of the Mobile Monday forum in Beijing since 2006
     (3,000+ members, 23 events, over 80 presentations).


• Media
   – Monthly column on Asian innovation for Asian Business Leaders
     (one of the leading Chinese business magazines), numerous
     interviews in international media.


• Events
   – Regular keynote speaker and moderator at Internet, Telecom,
     Media and Investment events
     e.g. 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.)
Contact Us

www.plus8star.com

benjamin@plus8star.com

benjamin0123                           +81 | Japan

                                       +82 | Korea
http://twitter.com/plus8star           +86 | China

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

                                      * High quality
www.slideshare.net/plus8star

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Mobile Social Networks Best Practices from Asia

  • 1. What Asia can tell us about mobile social networks Benjamin Joffe, CEO | Plus Eight Star
  • 2. the mobile professionals community Agenda 1. Some history 2. It works (in Asia first) 3. It’s not about technology 4. We are safe 5. Barriers and catalysts
  • 3. the mobile professionals community Quick survey
  • 7. the mobile professionals community Some history
  • 8. the mobile professionals community Mobile SNS are not new
  • 10. the mobile professionals community Mogi
  • 11. the mobile professionals community Launched: 2003
  • 12. Mobile the mobile professionals community Massively Multiplayer Ubiquitous Location-Based Social Networking Service
  • 13. the mobile professionals community (MMMULBSNS?)
  • 16. the mobile professionals community Acquired in 2004
  • 17. the mobile professionals community What changed?
  • 18. the mobile professionals community 1. Infrastructure 2. Numbers 3. Mobile = media
  • 19. the mobile professionals community It works (in Asia first)
  • 20. 100% 80% USA 3G users 60% 40% Chin Japa 20% a n Source: +8* | www.plus8star.com 0% 0% 20% 40% 60% 80% % of Internet connections measured above 5Mbps
  • 21. #2 economy, #1 mobile society #1 mobile & Internet population #1 digital society
  • 22. “Social Networking Is Not a Business” MIT Technology Review July/August 2008
  • 24. Starting date 2004 1997 1999 2004 2006
  • 25. Registered users 60 mln 500 mln 20 mln 14 mln 10 mln
  • 26. Country’s Internet users 60 mln 500 mln 20 mln 14 mln n.a. 200 mln 220 mln 35 mln 90 mln 90 mln
  • 27. Starting date (mobile) 2007 2000 2004 2006 2006
  • 28. Mobile users (est.) 3 mln 50 mln 6 mln 10 mln 10 mln
  • 29. Country’s mobile users 3 mln 50 mln 6 mln 10 mln 10 mln 255 mln 580 mln 45 mln 100 mln 100 mln
  • 30. Revenues 2007 (USD) 150 mln 520 mln ~200 mln 100 mln 150 mln
  • 31. Profit 2007 (USD) (50 mln) 225 mln ~100 mln 35 mln ~60 mln
  • 32. Average Revenue From Users ~0% 87% 80% 5% 50%
  • 33. Pageviews PV (PC) 5.48 billion PV (mobile) 8.31 billion # of users 14 million April 2005 April 2006 April 2007 May 2008
  • 34. Impression unit price PC Mobile April 2005 April 2006 April 2007 May 2008
  • 35. the mobile professionals community Community = Media
  • 36. the mobile professionals community It’s not about technology
  • 37. the mobile professionals community XHTML, Flash, Java
  • 38. Chat room WAP Brower Game Info: finance, Music player book, news E-mail Movie Qzone (blog)
  • 39. Cyworld Zone: Mini hompy Map, Video service Item shop My picture 1.Guest book 2.Photo album Emotion expression 3.Friends list 4.Diary About service fees 5.Plaza Find subscribers 6.BBS Registering for fixed payment 7.Club 8.’My Cy’ (settings)
  • 40. Ad banner Reminders: new “add to my friends” request; “new message from a friend”, “new comment on your diary from a friend” - Main photo (here: Mixi’s CEO) - Message box, - Latest diary entries, - Write an entry (from PC or mobile) - My photo album My favorite friends, “Foot-prints” (who visited my profile page), Search function My mixi friends’ list (here: 580 friends) My communities’ list (here: 70 communities) My profile / My introductions (what friends wrote about me) Invite a friend (using mobile email) Latest diary entries by my friends
  • 41. 18 billion PV / month Go to “my page” Invite a friend “New!” - New avatar items release - New game (golf game) - Get new items by inviting friends - Get Moba Gold by registering to the site “Let’s play” - Games: visual and text on the latest game release - Decoration mail: animated illustration in your emails “Let’s gather together” - Visit MGT town - Read latest diaries - Search for new friends - “Circles” (equivalent of communities) - Q&A “the Questions market, let’s ask!”
  • 45. Many other lesser-known mobile SNS around!
  • 46. the mobile professionals community Business models & Ecosystems
  • 47. the mobile professionals community Social Social Network Network DNA DNA
  • 48. SNS = SNS? Key aspects China Korea Japan 1 2 3 4 5 6 7 PC O O O O X X X Mobile O O O O O O O Real name display X O O O X O X Openness Open Semi- Closed Closed Closed Close Close (non-members can closed see profile) Degrees of 1 1 6 1 1 1 1 connection Invitation only X X X O X X X Main Audience 12~25 10~30 n/a 20~30 10s~20s 20~30 10s Source: +8* | www.plus8star.com
  • 49. And there is more! Search functions 1 2 3 4 5 6 7 People search Search engine Job listings Source: +8* | www.plus8star.com Privacy settings 1 2 3 4 5 6 7 Blog content view Block search engine Profile view Black list Source: +8* | www.plus8star.com
  • 50. Mobile SNS = Mobile SNS? Mobile functions 1 2 3 4 5 6 7 Blog service Visitors History Groups Photo upload Video upload Chat or IM Games News Q&A Music playlist Ring-tone/tune E-commerce Virtual currency Avatar Mobile Pet Map - LBS Source: +8* | www.plus8star.com
  • 51. Identity and “friends” origin Real name Source: +8* | www.plus8star.com 22 17 ? 50 12 Identity Online friends 3 270 8 200 Anonymous 4 Mostly offline Friends origin Mostly online
  • 52. Platform and revenue sources Source: +8* | www.plus8star.com Mobile 20 ? ? Platform ? 25 136 272 136 35 170 PC B2B Revenue sources B2C (from advertising) (from users)
  • 53. Services Profile page Profile page Profile page Profile page Profile page Avatars Avatars Avatars Paid Games BGM Free Games IM IM IM Groups Groups Groups Groups Groups Source: +8* | www.plus8star.com
  • 54. Sticky features & critical infra Applications IM “Real” friends Footprints Free Games Digital currency Digital currency Digital currency Payment systems Payment systems Affiliate system Source: +8* | www.plus8star.com
  • 55. Main business models Ads Ads Ads Ads Ads Brand pages Brand pages Brand pages Brand pages Brand pages Digital goods Digital goods Digital goods Freemium Digital goods Paid Games Music Mobile VAS Mobile VAS Mobile VAS Jobs Affiliates Source: +8* | www.plus8star.com
  • 56. the mobile professionals community Why we are safe
  • 62. the mobile professionals community Result: challenges ahead Facebook, MySpace (US) Cyworld (Korea) Mixi, Mobile Game Town (Japan)
  • 63. the mobile professionals community Catalysts
  • 64. 1 High speed & Flat fee
  • 68. the mobile professionals community About +8*
  • 69. There are more ideas professionals community the mobile outside your country than inside Tom Kelley CEO, IDEO The 10 faces of Innovation
  • 70. “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 – Regular speaker at events on mobile and Internet in Asia – Fluent in English, Japanese, French with working knowledge of Mandarin, Korean and Spanish
  • 71. 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
  • 72. Social Work • Mobile Monday – Founder of the Mobile Monday forum in Beijing since 2006 (3,000+ members, 23 events, over 80 presentations). • Media – Monthly column on Asian innovation for Asian Business Leaders (one of the leading Chinese business magazines), numerous interviews in international media. • Events – Regular keynote speaker and moderator at Internet, Telecom, Media and Investment events e.g. 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.)
  • 73. Contact Us www.plus8star.com benjamin@plus8star.com benjamin0123 +81 | Japan +82 | Korea http://twitter.com/plus8star +86 | China Telecom & Internet www.linkedin.com/in/benjaminjoffe + Added Value * High quality www.slideshare.net/plus8star