index 1. korean mobile market overview 2. korean mobile trend 3. penetration strategy for korean...
TRANSCRIPT
2012. 11. 17NEOWIZ GAMES CHINA
ELIOT SHIN
Index
1. Korean Mobile market Overview
2. Korean Mobile Trend
3. Penetration Strategy for Korean market
4. NEOWIZ as Mobile Publisher in Korea
Q&A
1. Korean Mobile market Overview
Korean Mobile Market Overview
US CHINA ENG KOREA JPN GER FRA CAN SPAIN
million
Numbers
Korean Mobile Market Overview
Korean Mobile Market Overview
US KOREA ENG FRA GER JPN … AVG of World
(%)
Smartphone Penetration Rate
As of JUL 2012
Korean Mobile Market Overview
Korean Mobile Market Overview
Korean Mobile Market Overview
Korean Mobile Market Overview
Korean Mobile Market Overview
Korean Mobile Market Overview
Smart phone Internet access
Mobile web
Mobile app
Web
Wifi
Korean mobile users are more ‘MOBILE’ dedicated Korea has good network infrastructure with ‘Unlimited data
service’
* Source : KISA 2012.8
Smart phone Access Network
Korean Mobile Market Overview
* Source : KISA 2012.8
Down loaded mobile apps (multi select, %)
Number of Installed APP
Number of Frequently used APP
Game Comm Music Utility Map Weather News Video Shopping Stock Life TV Education eBook office
Korean Mobile Market Overview
2012.2Q Game contents usage survey
Mobile game
Online game (client + web)
Online game (client only)
Online game (web only)
Arcade game
Console game
Board game
Web hard/P2P game
Software buying
Never
* Source : Korea Creative Contents Agency 2012.8
Have ever played!
Korean Mobile Market Overview
* Source : Korea Creative Contents Agency 2012.8
2012.2Q Game playing time (min)
Online game (client)
Software
Online game (web)
Board game
Video Console game
Web hard / P2P game
Mobile game
Arcade game
Others
Korean Mobile Market Overview
* Source : Korea Creative Contents Agency 2012.8
2012.2Q Game contents Buying rate
Mobile game
Online game (client + web)
Online game (client)
Online game (web)
Arcade game
Video Console game
Software buying
Board game
Web hard / P2P game
Never
Have ever bought!
Korean Mobile Market Overview
Major Application Usage Time (Min/Day)
game
SNS
news
entertainment
etc
Game + SNS
48% Social
Game
Insight 1
Korean Mobile Market Overview
‘Mobile + Web‘
Cross platform
Arcade PC Con-sole
Mobile
Global Game Growth Expectation per Genre
Insight 2
2. Korean Mobile Trend
Korean Mobile Trend
KAKAO TALK
36,000,000 registered users in Korea63,000,000 registered users worldwide
Each users’ average KAKAO friends number 93.5
KAKAO TALK
iOS Top 30 Download Rank in Game category (2012.10.30)
Korean Mobile Trend
KAKAO TALK
Android Top Daily Active User Rank in Game category (2012.10.31)
1. Dragon Flight
2. Any pang
3. Candy pang
4. I love coffee
5. Korean draw
something
7. Puzzle zoozoo
CasualKilling time
Friendly
Korean Mobile Trend
KAKAO TALK
Simple & Easy & Playing together & Competition
Korean Mobile Trend
• 1heart after 8min
• Heart for gift• Ranking
among friends• 1min/PLAY
• Dragon item with strong force
• 5mil RMB/DAY(peak)
Any pang Dragon Flight
T STORE
T store, bigger market share over Apple and Google market
Monthly Revenue Share of Korean App Market
※ Source: SK estimation
Korean Mobile Trend
T STORE
17.3M
Accumulated subscribers
Accumulated Downloads Developers
Business performance as of October 8, 2012:
988M 33K
Registered Apps & Contents
0.37M
Monthly Transactions
US$ 12M
Monthly Active Users
9M
Korean Mobile Trend
Korean Major Mobile platform
T STORE
Paid Downloads : Game > VOD > Utilities > Music …
Free Downloads : Utilities > Game > Fun > Education …
Game (w/ In-Game Purchases) is the most profitable category, whereas utility (w/ In-App Ads) records the most downloads
Game29%
Fun6%
Utilities14%
Music12%
Edu-cation
4%
VOD26%
E-book8%
Game31%
Fun18%Utilities
45%
Music2%
Education3%
VOD0%
E-book1%
Paid Downloads Free Downloads
Korean Major Mobile platform
T STORE
Game is the most preferred and profitable application.
※ Source: SK Data (Oct 2011)
T STORE
Carrier-billing
2011 Achievement
Stand-alone
- D/L: 183,842
- Revenue: U$ 568K
In-App Purchase
- D/L: 278,090
- Revenue: U$ 483K
Examples of Global Games (Sep 18, 2012)
165,837 D/L
1,000 KRW (U$1)
May 22, 2012
Gameloft
348,064 D/L
3,000 KRW (U$3)
March 18, 2011
RealNetworks AP
649,890 D/L
Free
July 14, 2011
RealNetworks AP
141,132 D/L
2,200 KRW (U$2)
July 12, 2011
GREE
1,131,684 D/L
Free
July 25, 2011
GREE
14,658 D/L
1,100 KRW (U$1)
July 11, 2012
Rovio
97,111 D/L
1,200 KRW (U$1)
Nov 11, 2010
Strastar
97,369 D/L
5,000 KRW (U$4)
July 28, 2011
Joymoa
43,608 D/L
5,000 KRW (U$4)
May 24, 2012
Gameloft
36,341 D/L
5,000 KRW (U$4)
Dec 7 2010
Gameloft
Korean Mobile Trend
3. Penetration Strategy for Korean market
Penetration Strategy for Korean market
Good brandEasy to memorizeEnglish is acceptable
Cultural translationOrdinary expressionNatural feeling
Easy tutorialUser friendlyDetail explain
Local SNSKAKAOFacebook
Simple UI
3D or qualified graphic designGood network infraNo concern of file size
1. Localization
Penetration Strategy for Korean market
Apple store
Telecom market
T store
Olleh store
U+ store
Google play
KAKAO TALK
2. Multi Channeling
iOS
Android
Penetration Strategy for Korean market
Local paymentDifferent SDKs
Minimized versionUnified payment SDKFast updateFrequent communication with users
Cross border issueLocal accounttaxIncome transfer
Local OperationSNSPromotion / Target marketingPRCS
Synergy User pool Cross selling
3. Partnership
4. NEOWIZ as mobile publisher in Korea
NEOWIZ as Mobile publisher in Korea
NEOWIZ as Mobile publisher in Korea
RPG
SH
OO
TIN
G
CASUAL
WEB
GA
ME
SPOR
TS
Online Game lineup: Develop and publish 45+ titles Expanding both locally and internationally Game portal Pmang.com : 6 million monthly UV, 25 million RU #1 Korean game publisher: presence in 49 countries 2011 revenue: $660 million
NEOWIZ as Mobile publisher in Korea
Representing Products
Mobile Social Platform High Quality Applications 10mil registered users Covering all major platforms
NEOWIZ as Mobile publisher in Korea
Mobile Game lineup: Develop and publish 20+ titles globally
欢乐王国 逆转三国
NEOWIZ as Mobile publisher in Korea
TOGETHER WE CAN MAKE GREAT SUCCESS STORY
THANK YOU