12 Billion Dollars Worth of Mobile Social Networking in Asia
1. US$ 12 billion in Market Cap
Learning from Mobile SNS in Asia
Benjamin Joffe, CEO | Plus Eight Star Ltd.
Mobile Social Networking Asia
Hong Kong | 2010.05
2. Let’s go home
“Social Networking
Is Not a Business…”
MIT Technology Review
(July/August 2008)
10. What I Do Now
• CEO, Plus Eight Star | www.plus8star.com
– Digital Strategy & “Innovation Arbitrage”
– Best practices from Asia’s web and mobile
• Partner, Cmune | www.cmune.com
– World’s First 3D game on social networks
– On Facebook, MySpace and Apple.com
• Mobile Monday Beijing
– Monthly forum for mobile professionals
– 35 events, 120 speakers, 3,000 participants
• Angel Investor, Advisor, Speaker
11. Paradise Paintball | World’s First Social FPS!
AWARDED
“BEST NEW
GAME”
ON MYSPACE
(GDC 2010)
www.cmune.com
www.facebook.com/paradisepaintball
20. Our Real Challenges
1. We are old
2. We are not users
3. We are from a different place
4. We have a lot of preconceptions
21. Questions
• Why are mobile SNS only successful in Asia?
• Why are GREE and MBGT worth more than Mixi?
• How does Tencent succeeds on mobile?
• What are the key factors for mobile SNS success?
• What’s ahead?
23. Digital Populations
Country USA China Japan Korea
Population 300 mln 1,300 mln 130 mln 50 mln
Internet users 225 mln 380 mln 100 mln 35 mln
Mobile users 260 mln 700 mln 100 mln 45 mln
www.plus8star.com
24. IT Infrastructures
100% 3G: 95%
Web: 59%
Avg. 7.6 Mbps
80% 3G: 72%
Web: 68%
Avg. 11.7 Mbps
60%
3G users
C
hi
40%
n 3G: 25%
Web: 25%
a Avg. 4 Mbps
20%
3G: 2.5% www.plus8star.com
0% Web: >1%
0% 20% 40% 60% 80%
% of Internet connections measured above 5Mbps
(Source: Akamai, 4Q09)
35. Mobile Game Town
(Evolution)
• Mobile only
• Simple Flash Games
• Avatars
• Advertising (pageviews)
• Affiliate (“offers”)
• Direct Sales
• Partnerships with Game Publishers
• Open Application Platform
• Partnership with Yahoo Japan
38. Mobile Open Platform
• Launched January 2010
– 40 partners
– 92 games
– Virtual goods, ads, avatars
– Leverage expertise from in-
house games
– Some games also released
on Mixi Mobile!
• Target: Become the #1
Social Entertainment
Platform
39. Mobile App Platform (Oct.09)
(330 apps as of February 2010)
City Building Harvest Moon Shopkeeper Furauni
By Liveware By Liveware By Geisha Tokyo By Konami
43. Gree
(Initial Model)
• Web-based
• Real name
• Advertising
• Competing with Mixi!
44. Gree
Model Change!
• Web-based > Mobile > Mobile + Web
• Real name > Nickname
• Advertising > Digital goods
• Competing with Mixi! > With MBGT!
• Partnership with Mobile Operator KDDI
52. Mixi: From PC to Mobile
Unit: 100M PV Unit: 10K Users
Application platform
introduced
PV (mobile) PV (PC) Users
Monthly PV 27.6B
– Mobile (80%) 22.5B
– PC (20%) 5.1B
2007.12 2008.12 2009.12
53. Tencent
• #3 Internet Company in the world
– After Google, Amazon
• 570 million active IM accounts
• 428 million active SNS accounts
• 23 million paying subs. for mobile services
55. Chat room
WAP Brower Game
Info: finance,
Music player
book, news
E-mail Movie
Qzone (blog) Source: Inside Tencent Report 2009
www.plus8star.com
56. PC-Mobile Connection
Cross-platform gaming
QQ Show service
available on PC and
mobile
57. Tencent IR, May 2010
• “Increase in subscription to our bundled SMS packages
as we enriched the privileges and features”
• “WAP portal traffic increase, reinforcing leading
position in the free WAP portal industry.”
• “Growth of MVAS business dampened by the
suspension of billing for WAP services by China Mobile
since 30 November 2009 and decline in legacy mobile
voice value-added services.”
• “Visibility of our MVAS business remains low as
industry continues to face significant regulatory
uncertainties”
58. Sticking to it
Tencent
#1 SNS in China
US$1 bln in 2008
90% From Virtual Goods
(40% Net Margin) Market cap
US$35 bln
(more than eBay)
IM was not making money and our
competitors moved to other
ventures. I did not have other ideas
Pony Ma
so I stuck to it. Founder & CEO
Tencent (QQ)
60. One Mobile SNS to Rule Them All?
• Cyworld Mobile • Disney Wonder Days
• N-Plugs • Eki-Moba
• Dear Profile • Helpers Network
• Face Check • World Camera
61. Cyworld Mobile
Mini hompy/ Cyworld Zone: Map, Video
Item shop
My picture 1.Guest book
2.Photo album
3.Friends list
Emotion expression
4.Diary
About service fees 5.Plaza
Find subscribers 6.BBS
Registering for fixed payment 7.Club
8.’My Cy’ (settings)
63. Main Screen
① Alert List
② Find People
③ Mobile Home Page
④ Social Query
⑤ Search Engine
⑥ Sharing folder
⑦ Friend list
⑧ Online hard drive
⑨ Option
⑩ Customer center
64. “Dear Profile” by Rakuten
• Craze among junior high-
school students.
– Launched in April 2002
– 85% brand awareness for
users between 13-15 y/o
– 9 million accounts (2008)
Profile page
• Simple Friends-matching - Display photo
SNS - Gender, age, blood
type
- Email address for
• Very low privacy & trust contact: real mobile
email display (no
levels messaging function)
65. Face Check
• FSE (Face Sensing Engine)
by Oki Electric
• Start in April 2007
• 30 million by end of June
• 100 million by Nov 2009
• Then what?
66. Disney Wonder Days
Toon Town
Disney Hills Disney
Where users characters’
have their residence
home area.
Select an area
Market Place Central Park
Buy items Meeting
area
68. “Eki Moba” by Excite
• Launched by portal Excite in February 2007
• Targets train commuters
• Originality
– 3D Flash avatars Advertising in Tokyo train
– Virtual currency can be exchanged for real station
money in banks and post-offices
• Eki Moba offers the following services
– “Circle” community function
– Chat / Smileys
– Casual flash games / Ring-tunes
– Shopping
– Diary / Forum / Calendar
– Translation / Fortune telling / Weather
forecast Buying items & Profile
playing games page
69. Job market SNS “O-Tetsudai Networks”
Partner
Registration Contract
Work Partner
demander User who can
@ Need a helper for a
short period in a
confirm the skills of
another user to
precise place establish trust
• Location-based Registration
I just had some time
Part-time jobs My plan cancelled
today, I have time…
Worker
Want to use free
between my shifts! I’m
so lucky!
The girl at the
time in an efficient
register caught a way. Want to use
cold today. How to one’s skills
replace her? How to find
• Skills / location
someone to take
care of my baby for
just an hour?
/ time-slots convenience
store
Student ex-worker
Convenience Restaurant
Store manager manager
Freelancer Housewife
75. Why do users care?
• Time-filler
– Day breaks
– Entertainment
• Social value
– Social capital
– Serendipity
– New encounters
• “Real” (as in “measurable”) value
– Business, jobs, discounts, etc.
76. The Value of Freeloaders
• A bar with only 10% of patrons?
– Spend for all others + profit
– Fortunately, servers and pixels are cheap
• Contribution of freeloaders
– Virality
– Social Proof
– Engagement
– Re-engagement
78. It depends…
• On your acquisition costs
• On your maintenance costs
• How many people call her
• How happy she is
• How many new users she recruits
• How many services she uses & introduces around
• How famous she is
• Etc.
79. What to do now?
• Understand psychology and sociology
• Understand the “real” and perceived value created
• Reinforce social graph
• Make payments painless
– “Micro-transactions on iPhone” – Inside Social Apps, 2010.04
• Sell data plans
80. Thanks!
More about “Innovation Arbitrage”
www.plus8star.com
benjamin@plus8star.com
+81 | Japan
benjamin0123 +82 | Korea
+86 | China
http://twitter.com/plus8star
Telecom & Internet
www.linkedin.com/in/benjaminjoffe + Added Value
* High quality
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