Presentation for the 3G Summit in Kunshan, China examining the current business cases for mobile SNS - already quite a big fish :-) It was followed by a panel discussion.

1. Benjamin Joffe | CEO, Plus Eight Star | 3G Summit, Kunshan | 2009.10
Mobile  Social  Networks
A Giant Fish?

2. ベンジャミン
本杰明
벤자민
Benjamin Joffe

4. 4 years
1 year
4 years

5. Consulting | Startups | Community

6. | Plus Eight Star
• “Innovation Arbitrage”
• Internet & Mobile Digital strategy
• Best practices from China, Japan & Korea
• Published reports
• Inside Cyworld
• Inside Tencent
• Inside Alibaba (upcoming)
• Contact
• www.plus8star.com

7. References
EUROPE USA
ASIA

8. 30 events
107 speakers
3,500 members
1,500 companies
Mobile Monday Beijing

9. Startups
• Newt Games
• Mobile SNS in 2003
• Japan, 3G, GPS
• Too early!
• Cmune
• Social Web Games Developer
• First 3D FPS on Facebook!
• #1 Widget on Apple.com
• Virtual Goods
• www.cmune.com
• Looking for funding!

10. You are on the wrong panel!

11. “Social Networking
Is Not a Business”
MIT Technology Review
(July/August 2008)

12. TIME (April 2009)

13. How about mobile?

14. Questions
1. Is it all so new?
2. Does it make money?
3. What exactly makes money?
4. What are the market catalysts?
5. The way ahead: Panel

15. 1. Is it all so new?

16. ImaHima (Japan)
(“are you free now?”)
250,000 users in 2001

17. Mogi
(Japan, 2003)

19. Book | Mobile Social Networking
• Author: Tomi Ahonen
• 50 Case Studies!
– Published: 2009
– 10 EUR / 100 RMB 

22. It’s not about technology

23. XHTML, Flash, Java

24. WAP Brower
Chat room
Game
Info: finance,
book, news
Music player
E-mail
Qzone (blog)
Movie
Source: Inside Tencent Report 2009
www.plus8star.com

25. 1.Guest book
2.Photo album
3.Friends list
4.Diary
5.Plaza
6.BBS
7.Club
8.’My Cy’ (settings)
About service fees
Find subscribers
Registering for fixed
payment
My picture
Mini hompy
Emotion expression
Cyworld Zone:
Map, Video service
Item shop
Source: www.plus8star.com

26. Ad banner
Reminders: new “add to my friends” request;
“new message from a friend”, “new comment on
your diary from a friend”
- Main photo (here: Mixi’s CEO)
- Message box,
- Latest diary entries,
- Write an entry (from PC or mobile)
- My photo album
My favorite friends, “Foot-prints” (who visited
my profile page), Search function
My mixi friends’ list (here: 580 friends)
My communities’ list (here: 70 communities)
My profile / My introductions (what friends
wrote about me)
Invite a friend (using mobile email)
Latest diary entries by my friends
Source: www.plus8star.com

27. Go to “my page”
Invite a friend
“New!”
- New avatar items release
- New game (golf game)
- Get new items by inviting friends
- Get Moba Gold by registering to the site
“Let’s play”
- Games: visual and text on the latest game release
- Decoration mail: animated illustration in your emails
“Let’s gather together”
- Visit MGT town
- Read latest diaries
- Search for new friends
- “Circles” (equivalent of communities)
- Q&A “the Questions market, let’s ask!”
Source: www.plus8star.com

28. Mobile Game Town

29. Source: DeNA

30. Source: DeNA

31. Business models
&
Ecosystems

32. Does it make money?
Going back in time
Conference in Washington D.C.
June 2008

33. Mobile users 2008 (estimate)
3 mln 50 mln 6 mln 10 mln 10 mln

34. Profit 2007 (USD)
(50 mln) 225 mln ~100 mln 35 mln ~60 mln

35. Mobile Social Networks in Japan
Company Mixi DeNA GREE
Usage 2/3 mobile 100% mobile 100% mobile
Revenue 2008 $120 mln $320 mln $60 mln
Profit margin 31% 40% 63%
From users 5% 80% 75%
www.plus8star.com

36. Mobile Facebook
• 2009.06 | 3 million users?
• 2009.01 | 20 million users
• 2009.09 | 65 million users
• Revenue = 0?

37. 4. Catalysts

38. 1
High speed & Flat fee

39. 2
Payment systems

40. 3
Girls

41. 4
Companies & Schools!

42. Panel Discussion

43. Mobile SNS | Panel Discussion
• Panelists
– Yong Wang CEO, DeNA China / TX.cn
– Akio Tanaka Founding Partner, Infinity Ventures
– Richard Robinson Co-Founder & President, Kooky Panda
– Christopher Kahler Founder, Urbian.org
– Eduardo Sciammarella Founder, Protohaus.com
– Stephen Bell Managing Director, Trilogy Ventures
– Shintarou Yamada Founder & CEO, UNOH.inc
• Moderator
– Benjamin Joffe CEO, +8*
Partner, Cmune
Co-Founder, Mobile Monday Beijing

44. Topics
1. Introduction
1. Mobile SNS and You
2. Mobile SNS Business
1. Successes, Barriers, Catalysts
2. Growth, Engagement, Monetization
3. Opportunities
1. Concepts
2. Local vs. Foreign

45. Conclusion
(from Wikipedia)

46. Learn more about “Innovation Arbitrage”
Thanks!
www.plus8star.com
benjamin@plus8star.com
benjamin0123
http://twitter.com/plus8star
www.linkedin.com/in/benjaminjoffe
www.slideshare.net/plus8star
+81 | Japan
+82 | Korea
+86 | China
Telecom & Internet
+ Added Value
* High quality