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1. Global Digital Goods Opportunities
Sam Kwong, PayPal APAC Product Management
December 12, 2011
PeaceSoft Conference

2. OUR AGENDA
• Global Highlights
• Look at the numbers
• Segment deep dive
Global Digital Goods Opportunities Confidential and Proprietary 2

3. Highlights
• Books and magazines on reading devices will see significant growth
rates, tripling from $5.6B to $18.7B in 2015. Led mainly by North
America consumers.
• Other media, mainly video from TV streaming subscriptions and movie
downloads will almost double to 2015, also due to North America
consumers.
• Digital Mobile(devices and smartphones) is expected to double from
$22.5B to $48.4B. Majority of the growth is in reading devices followed
by mobile gaming.
• APAC has expected to be the second biggest digital market at $53.3B
in 2015. North America is forecast to be $82.9B and EMEA is $41.8B in
2015.
• Online gaming in APAC represents 1/3 of total digital revenues at $10B
in 2011 and doubles to $19.2B in 2015.
• Mobile is significant in APAC too with games and music being the
biggest. South Korea leads the way at $2.7B for 2015 in mobile gaming,
followed by Japan ($2.1B) and China ($1.3B).
Source: PWC Global Media and Entertainment Outlook 2011.
Global Digital Goods Opportunities Confidential and Proprietary 3

4. Highlights
• EMEA digital market growths are mostly led by Germany, UK,
France, Italy and Netherlands. The growths and market size are
smaller than the US but will also focus on significant growths in
media (music and video), devices (books & magazines), followed
by mobile.
• The growth rates in Latin America for online media and games will
not be much.
• Digital mobile will see the greatest growth in Latin America which
has 100% mobile penetration. Devices is not expected to grow
much in this market.
• Mexico and Brazil will lead the way mostly in mobile gaming.
• In Emerging markets where income brackets are lower, Android
smartphones will see exponential growths and this is where PayPal
can offer a solution for microtransactions and digital media.
Source: PWC Global Media and Entertainment Outlook 2011.
Global Digital Goods Opportunities Confidential and Proprietary 4

5. OUR AGENDA
• Global Highlights
• Look at the numbers
• Segment deep dive
Global Digital Goods Opportunities Confidential and Proprietary 5

6. Digital Goods North America
$90.0
Market Opportunity by Vertical
US$ billions 2011-15
CAGR
$80.0
$11.1 Mobile -
Games, Music, 19.1%
$70.0 Video, Software
$9.0
$9.5 Devices - Books
$60.0 & Magazines 26.5%
$7.3 $30
$8.2
$20.8
$50.0 $26 Media -
$6.8 $5.8 10.2%
Newspaper,
$5.5 $4.6 $19.1 Music & Video
$23
$40.0
$3.5
$4.3 $20 $17.3 Software - SaaS 28.1%*
$2.5 $18 $15.8 $63 and Downloads
$30.0 $15 $14.1
$54 $26.3
$12.4 $46 $20.1
$42 $15.3
Games - Online 6.9%
$20.0 $37 $12.3
$32 $9.8
$7.5
$3.0 $3.2
$2.3 $2.5 $2.7 $2.9
$10.0 Games - 4.7%
$10.3 $10.5 $10.7 $10.9 $11.4 $12.3 Console
$-
2010 2011 2012 2013 2014 2015 TOTAL 15.9%
$39.3B $45.9B $52.9B $60.4B $70.4B $82.9B
Source: PWC Global Media and Entertainment Outlook 2011, Juniper Research 2011 and PayPal analysis.
* Software forecasts are based on Renta Software analysis in 2010.
Note: Numbers might not add up due to rounding.
Global Digital Goods Opportunities Confidential and Proprietary 6

7. Digital Goods EMEA
Market Opportunity by Vertical 2011-15
US$
$45.0 billions
CAGR
Mobile - Games,
$40.0
$6.3 Music, Video, 15.4%
Software
$35.0
$5.8 Devices - Books &
$5.2
Magazines 65.4%
$30.0
$5.2 $3.7
$15
Media -
$4.3 $2.3 $11 $9.3
$25.0 Newspaper, 23.2%
$1.3 $9
$7.7 Music & Video
$3.5
$6.1
$0.7 $6
$20.0 $2.7 $5.0 Software - SaaS
$3.3
$5
$4
$0.4 $4.0
$3.1
$3.3 and Downloads 6.1%
$3.4 $2.9 $30
$15.0 $2.6 $5.7
$1.7 $5.2 $27
$4.7 $25 Games - Online
$3.6 $4.1 $22
$10.0
$3.3 $20 12.3%
$18
$10.6 $11.1 $11.9 Games - Console
$5.0 $9.5 $9.8 $10.2
5.1%
$-
2010 2011 2012 2013 2014 2015 TOTAL 14.5%
$20.9B $24.3B $27.9B $32.0B $36.7B $41.8B
Source: PWC Global Media and Entertainment Outlook 2011, Juniper Research 2011 and PayPal analysis.
Note: Numbers might not add up due to rounding.
Global Digital Goods Opportunities Confidential and Proprietary 7

8. Digital Goods APAC
$60.0 Market Opportunity by Vertical 2011-15
US$ billions CAGR
Mobile - Games,
$50.0 Music, Video, 12.1%
$11.4 Software
$10.6
Devices - Books &
$40.0 Magazines 32.2%
$4.3
$9.6 $10
$3.4 $6.1
$8 Media -
$8.4
$2.6 $5.1 Newspaper, Music 19.6%
$30.0 $2.4
$7.2 $7 & Video
$1.9 $4.1 $2.5
$6
$6.0 $3.6 $2.5 Software - SaaS
$1.4
$4
$1.2 $3.0 $2.6 and Downloads -0.7%
$20.0 $4 $2.7 $19.2 $38
$2.5
$1.8 $16.8 $34
$14.3
$12.0 $26 $30 Games - Online
$10.1 17.4%
$8.6 $23
$10.0 $21
$9.1 $9.8 Games - Console
$7.7 $7.7 $8.1 $8.6 6.2%
$-
2010 2011 2012 2013 2014 2015
TOTAL 13.6%
$28.0B $31.9B $36.7B $41.8B $47.5B $53.3B
Source: PWC Global Media and Entertainment Outlook 2011, Juniper Research 2011 and PayPal analysis.
Note: Numbers might not add up due to rounding.
Global Digital Goods Opportunities Confidential and Proprietary 8

9. Digital Goods Latin America
Market Opportunity by Vertical 2011-15
US$ billions
$2.5 CAGR
Mobile - Games,
Music, Video, 12.3%
Software
$2.0
$0.9 Devices - Books
& Magazines N/A
$0.8
$1.5 $0.7
$0.1
Media -
$0.6
Newspaper, 20.9%
$0.5 $0.0
$0.3 Music & Video
$0.5 $0.0 $0.2
$0.0 $0.2
$1.0 $- $0.2 $0.1 Software - SaaS
$- $0.1 $0.1
$0.1 and Downloads 2.2%
$0.1 $0.1 $0.2
$0.1 $0.2 $0.2
$0.1 $0.1
$0.1 $1.4
$0.1
$1.2 Games - Online
$1.1 $1.1
$0.5 $1.0 12.0%
$0.9
$0.7 $0.7 $0.8
$0.6 $0.7 $0.7
Games - Console
4.2%
$-
2010 2011 2012 2013 2014 2015
$1.4B $1.6B $1.7B $1.9B $2.1B $2.3B
TOTAL 10.6%
Source: PWC Global Media and Entertainment Outlook 2011, Juniper Research 2011 and PayPal analysis.
Note: Numbers might not add up due to rounding.
Global Digital Goods Opportunities Confidential and Proprietary 9

10. Global Mobile Market Opportunity
Market Opportunity by Vertical
2011-15
US$
$50.0 billions CAGR
$45.0 Devices - Books &
Magazines 34.9%
$40.0
$18.7
$35.0 Mobile - Video
$14.4 27.9%
$30.0
$10.8
$3.4
$25.0 $2.7 Mobile - Music**
$7.9 $5.5 15.4%
$2.0
$5.2
$20.0 $5.6 $1.6 $5.0
$1.3 $4.0 $8.2
$15.0 $4.0 $7.0 Mobile - Software
$3.1 $6.0 19.5%
$1.1
$1.9 $5.0
$10.0 $4.0
$2.9
$11.7 $12.7 Mobile - Games
$5.0
$8.5 $9.6 $10.7 10.6%
$7.5
$-
2010 2011 2012 2013 2014
$41.0B*
2015
$48.4B*
TOTAL 21.1%
$17.6B* $22.5B* $28.0B* $34.4B*
* Global Mobile includes both Mobile and Devices (e.g. electronic reading devices) ** Mobile Music is extrapolated based on Juniper Research numbers and PWC Online music growth.
Source: PWC Global Media and Entertainment Outlook 2011, Juniper Research 2011 and PayPal analysis.
Note: Numbers might not add up due to rounding.
Global Digital Goods Opportunities Confidential and Proprietary 10

11. OUR AGENDA
• Global Highlights
• Look at the numbers
• Segment deep dive
Global Digital Goods Opportunities Confidential and Proprietary 11

12. Gaming
• PC game will continue to deteriorate due to competitions from other
sectors
•Console market will be sustained by gamers into new titles
•Online gaming market driven by increase in broadband penetration and
continuing growth of micro transactions
•Mobile gaming is exploding due to the rapid adoption of smartphones.
Asia (Japan and Korea) leads in spending on mobile games
•For the Facebook penetrated markets, Zynga has generally won the
war on social games
•IP owners are starting to crack down on gold farming and 3rd party
resellers
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13. Publishing
•Online and eReader channels are seriously eroding newspaper and
magazine print revenue in North America
•Online channels are gradually putting up pay walls to offset the loses in
print revenue
•Other markets are forecasted to follow a similar path as North America,
but on a delayed timeline
•eBooks market currently has a small base, but is the segment
forecasted to grow the fastest
•Expanding eBook markets -> increase accessibility for consumer eBooks
•Educational eBook is an emerging segment that warrants significant
opportunities
Global Digital Goods Opportunities Confidential and Proprietary 13

14. Music/Video
•Physical distribution is declining rapidly as the industry shifts to digital
delivery
•Anti piracy efforts are starting to see results
•Pay per track/download model is thriving
•Subscription model is emerging, but minimal payout to artists in this
model is starting to see backlash
Global Digital Goods Opportunities Confidential and Proprietary 14

15. OUR AGENDA
• Global Highlights
• Look at the numbers
• Segment deep dive
Sam Kwong
skwong@paypal.com
Global Digital Goods Opportunities Confidential and Proprietary 15