the dragon loves online video - why online video is big now..but will become colossal in china
TRANSCRIPT
Pivot Adapt And Improvise
ldquoAdapt what is useful
reject what is useless
and add what is
specifically your ownrdquo
-Bruce LeeRichard MatsumotoVP of Regional Business Development APACJ and Greater China Telstra Software Group (TSG)
The Dragon Loves Online Video
Why Online Video Is Big NowBut Will Become
Colossal In China
10486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629
Online Video
In China Is
How
Big
Total Addressable Market of
Chinarsquos Online Video Market
$1 Billion USD by 2020
$76M USD
Beach HeadTAM by
2020 (Representing Projected
TAM In 2015)
Assumptions
bull Subscription model will be 30 size of Ad funded Excludes
bull Excludes traditional IPTV market
bull Online Video Only
bull Long run platforming will be 8 of revenues
$1B USD $740M USD $468M USD
TAM by
2018TAM in
2010
Chinarsquos Online Video Market Quarterly Revenue
Surging 832 YoY Revenue Approached 682 Billion Yuan
(USD 111 Billion) in Q3 2014
Source iResearch
7
Number of online video users in China from December 2007 to December
2013 (in millions)
Number of online video users in China in 2013
Source CNNIC
16149
202
24044
28398
32531
37183
4282
0
50
100
150
200
250
300
350
400
450
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Users
in m
illio
ns
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
The Dragon Loves Online Video
Why Online Video Is Big NowBut Will Become
Colossal In China
10486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629104862910486291048629
Online Video
In China Is
How
Big
Total Addressable Market of
Chinarsquos Online Video Market
$1 Billion USD by 2020
$76M USD
Beach HeadTAM by
2020 (Representing Projected
TAM In 2015)
Assumptions
bull Subscription model will be 30 size of Ad funded Excludes
bull Excludes traditional IPTV market
bull Online Video Only
bull Long run platforming will be 8 of revenues
$1B USD $740M USD $468M USD
TAM by
2018TAM in
2010
Chinarsquos Online Video Market Quarterly Revenue
Surging 832 YoY Revenue Approached 682 Billion Yuan
(USD 111 Billion) in Q3 2014
Source iResearch
7
Number of online video users in China from December 2007 to December
2013 (in millions)
Number of online video users in China in 2013
Source CNNIC
16149
202
24044
28398
32531
37183
4282
0
50
100
150
200
250
300
350
400
450
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Users
in m
illio
ns
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Online Video
In China Is
How
Big
Total Addressable Market of
Chinarsquos Online Video Market
$1 Billion USD by 2020
$76M USD
Beach HeadTAM by
2020 (Representing Projected
TAM In 2015)
Assumptions
bull Subscription model will be 30 size of Ad funded Excludes
bull Excludes traditional IPTV market
bull Online Video Only
bull Long run platforming will be 8 of revenues
$1B USD $740M USD $468M USD
TAM by
2018TAM in
2010
Chinarsquos Online Video Market Quarterly Revenue
Surging 832 YoY Revenue Approached 682 Billion Yuan
(USD 111 Billion) in Q3 2014
Source iResearch
7
Number of online video users in China from December 2007 to December
2013 (in millions)
Number of online video users in China in 2013
Source CNNIC
16149
202
24044
28398
32531
37183
4282
0
50
100
150
200
250
300
350
400
450
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Users
in m
illio
ns
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
How
Big
Total Addressable Market of
Chinarsquos Online Video Market
$1 Billion USD by 2020
$76M USD
Beach HeadTAM by
2020 (Representing Projected
TAM In 2015)
Assumptions
bull Subscription model will be 30 size of Ad funded Excludes
bull Excludes traditional IPTV market
bull Online Video Only
bull Long run platforming will be 8 of revenues
$1B USD $740M USD $468M USD
TAM by
2018TAM in
2010
Chinarsquos Online Video Market Quarterly Revenue
Surging 832 YoY Revenue Approached 682 Billion Yuan
(USD 111 Billion) in Q3 2014
Source iResearch
7
Number of online video users in China from December 2007 to December
2013 (in millions)
Number of online video users in China in 2013
Source CNNIC
16149
202
24044
28398
32531
37183
4282
0
50
100
150
200
250
300
350
400
450
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Users
in m
illio
ns
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Big
Total Addressable Market of
Chinarsquos Online Video Market
$1 Billion USD by 2020
$76M USD
Beach HeadTAM by
2020 (Representing Projected
TAM In 2015)
Assumptions
bull Subscription model will be 30 size of Ad funded Excludes
bull Excludes traditional IPTV market
bull Online Video Only
bull Long run platforming will be 8 of revenues
$1B USD $740M USD $468M USD
TAM by
2018TAM in
2010
Chinarsquos Online Video Market Quarterly Revenue
Surging 832 YoY Revenue Approached 682 Billion Yuan
(USD 111 Billion) in Q3 2014
Source iResearch
7
Number of online video users in China from December 2007 to December
2013 (in millions)
Number of online video users in China in 2013
Source CNNIC
16149
202
24044
28398
32531
37183
4282
0
50
100
150
200
250
300
350
400
450
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Users
in m
illio
ns
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Total Addressable Market of
Chinarsquos Online Video Market
$1 Billion USD by 2020
$76M USD
Beach HeadTAM by
2020 (Representing Projected
TAM In 2015)
Assumptions
bull Subscription model will be 30 size of Ad funded Excludes
bull Excludes traditional IPTV market
bull Online Video Only
bull Long run platforming will be 8 of revenues
$1B USD $740M USD $468M USD
TAM by
2018TAM in
2010
Chinarsquos Online Video Market Quarterly Revenue
Surging 832 YoY Revenue Approached 682 Billion Yuan
(USD 111 Billion) in Q3 2014
Source iResearch
7
Number of online video users in China from December 2007 to December
2013 (in millions)
Number of online video users in China in 2013
Source CNNIC
16149
202
24044
28398
32531
37183
4282
0
50
100
150
200
250
300
350
400
450
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Users
in m
illio
ns
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Chinarsquos Online Video Market Quarterly Revenue
Surging 832 YoY Revenue Approached 682 Billion Yuan
(USD 111 Billion) in Q3 2014
Source iResearch
7
Number of online video users in China from December 2007 to December
2013 (in millions)
Number of online video users in China in 2013
Source CNNIC
16149
202
24044
28398
32531
37183
4282
0
50
100
150
200
250
300
350
400
450
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Users
in m
illio
ns
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
7
Number of online video users in China from December 2007 to December
2013 (in millions)
Number of online video users in China in 2013
Source CNNIC
16149
202
24044
28398
32531
37183
4282
0
50
100
150
200
250
300
350
400
450
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Users
in m
illio
ns
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
8
Penetration rate of online video use in China from December 2007 to
December 2013
Penetration rate of online video use in China 2007-2013
Source CNNIC
769
677
626 621634
659
693
00
100
200
300
400
500
600
700
800
900
Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013
Share
of
inte
rnet
users
watc
hin
g o
nlin
e v
ideos
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Possible China Strategies
1 Strategic partnerships with global online ad agency amp digital marketing
ecosystem in China
2 Global consumer brands seeking to harness the power of online video
3 Strategic partnerships with film and TV content
creatorsownersproducers (Chinese and westernforeign)
4 Strategic partnership between Ooyala and Autohome (Chinarsquos largest
e-commerce site for buying amp selling cars
(Note Autohome is a 100 wholly owned subsidiary of Telstra)
5 Chinese smart phonetablet manufacturers
6 Chinese telecom amp mobile operators
7 Chinese private equity (PE) firms
8 Chinarsquos Tier 2 TV Broadcasters
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
A Match Made In
Heaven andhellip
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Why Ooyala + Autohome
lsquoTHE PATH OF LEAST RESISTANCErsquo
IS ALSO THE PATH OF BEST SYNERGY
What Makes This
A Very Special And
Strategic Partnership
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Note
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Strategic Partnerships In
Chinarsquos Booming
Content Ecosystem
Content is Not King
Itrsquos Empress
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull Online video has become a major battleground in China as the main platforms race to acquire top content expand the usability of their platforms and become marketing and promotional tools alongside the theatrical business
bull Time Warners HBO and Chinese Internet giant Tencent on Nov 25 2014 Tuesday a content deal that will make the latters streaming video service the official online home of HBO films and series in China
bull Under the deal Tencent Video will be the exclusive Chinese online provider of HBO series including Game of Thrones True Detective The Newsroom and Boardwalk Empire The firm will also show HBO films
bull Chinese online video players such as Tencent Youku Tudou (backed by e-commerce giant Ali Baba Group which has also struck content deals) Baidus iQiyi and Sohucom have all announced they will spend more on international content
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
This partnership with Tencent Video ensures that Chinese fans will now be able to enjoy our dramas at the
high level of quality they were meant to be experiencedrdquo
- Charles Schreger HBOrsquos president of programming sales
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
ldquoThis partnership enables us to distribute some of the most ground-breaking programming in the world
through our robust technology platform to the benefit of Chinese Internet usersrdquo
- Martin Lau President of Tencent Holdings
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Pattern A - Inbound
Strategic Partnerships Between Foreign
Content Producers Seeking amp
Chinese Online Video Companies
bull AliBaba Group Holding Ltd (BABA) teamed with Lions Gate Entertainment Corp (LGF) to stream Hollywood movies and television shows as Chinarsquos biggest e-commerce operator expands its video content
bull Alibaba which filed for an IPO in May 2014 and has a valuation of $168 billion is adding content as consumer living rooms turn into a new battleground for technology companies In April 2014 Ali Baba led a $122 billion investment in online video siteYouku Tudou (YOKU) after agreeing in March to pay HK$624 billion ($805 million) for a 60 percent stake in ChinaVision Media Group (1060)
bull ldquoItrsquos another way for us to get content into the China market with a great partner Wersquore always exploring opportunities in China itrsquos a growing content market itrsquos a content market you have to be inrdquo
- Jim Packer Lions Gate president of worldwide television and digital distribution
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Strategic
Partnerships In Chinarsquos
Online amp Mobile
Advertising
Ecosystem
Mad Men in China
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Online advertising revenue in China 2012
Online advertising revenue in China from 2006 to 2015 (in billion US
dollars)
Source iResearch
096168
269 328
515
81
1252
1695
2259
2965
0
5
10
15
20
25
30
35
2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Ad
ve
rtis
ing
re
ve
nu
e in
bill
ion
US
d
olla
rs
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Number of views for advertisement on comprehensive online video
websites in China in the 2nd quarter 2012 by product
Number of views of ads on comprehensive online video websites in China 2012 by product
Source iResearch
8461
8461
8397
8202
6498
6180
6007
5771
5347
5203
0 1000 2000 3000 4000 5000 6000 7000 8000 9000
Passenger car
Shampoohair care article
Supplements for medical use
Milk beverage
Face cleansingskin care product
Mens products
Oral hygience product
Online shopping
Juice
Medicine
Number of views
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Partner Network
amp Profiles
Value for Partner
PartnerRelationshipManagement
PartnerSelectionCriteria
Partnering
Go to Market Strategy - Partnering
Understand the
industry network
and the value chain
to build
relationships
How does the
relationship help
achieve win-win goals
Create a checklist to
assess the value of a
partnership
Provide significant value
Manage the relationship and partnership for
mutual success
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Go to Market Strategy ndash The Partner Process
Identify areas for
partnering
Define partner
capabilities
Identify potential
partner profiles
by using partner
selection criteria
Create interest
among the
potetnial
partners
Apply partner
selection criteria
for value of
partner
Develop a
winwin value
propostion
Develop a
mutual
agreement on
technology
sales
marketing
implementation
and support
Define Identify Market Screen Propose Plan amp Agree
A living process driven by a strategic agreement that is lead and managed for
mutual long term win-win relationships which is crucial in China
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
Conclusion
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
ldquoEmpty your mind
Be formless shapeless
Like water You put water
into a cup it becomes the
cup Put it in a teapot it
becomes the teapot Water
can flow or creep
or drip or crash
Be water my friendrdquo
-Bruce Lee
