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Mobidays is a specialized mobile marketing company
making every effort to have proper understanding of mobile market and to activate mobile eco-system.
Mobidays established [Mobile Advertisement Research Institute: MARI] in August 2014
to provide professional information of mobile market in line with the grzowth of mobile market
(blog.naver.com/mobidays01)
[Mobile Advertisement Research Institute: MARI] collects and studies domestic and overseas mobile related information
and issues‘VEUM’(Very easy understanding of mobile) a main column, and‘M report’a monthly trend report.
M report is a report based on insight and information articles such as domestic / overseas mobile related investment news
and market issues which provides mobile eco-system trend and issues.
We hope that you may have easy and comfortable understanding of mobile advertisement
through M report published at [Mobile Advertisement Research Institute: MARI].
모비데이즈 일동
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2014/08 2014/09 2014/10 2014/11 2014/12 2015/01
Mobidays

1. New year's key words - attraction of investment & globalization
2. SK Planet, vigorous overseas expansion
3. Yellow Mobile having ahead listing, inexorable performance
4. Bright mobile AD market forecasting
5. Internet of things, pay attention to smart home market!
6. Ever expanding mobile payment market
1
Domestic Issue

User Story Lab, attracted investment from Daumkakao
- User Story Lab providing SNS service such as Otgit, Petloves.me
succeeded in attracting investment from Daumkakao.
- While no accurate investment amount is disclosed, Daumkakao announced that
User Story Lab came to possess more share than that of YD Online (7.5%),
the 3rd shareholder of User Story Lab .
Otgit (Dating App)
MAU Jan. : 23,302
Download: 100,000 - 500,000
Petloves.me (Pet SNS App)
Download: 10,000 - 50,000
New year's key words - attraction of investment & globalization Daumkakao, busy in new year
Source 22014.12.29 zdnet - User Story Lab, attracted investment from Daumkakao
2015.01.05 etnews -Daumkakao, incorporating Kidsnote as a subsidiary … Interlock with Kakao
Kidsnote, incorporated as a subsidiary of Daumkakao
- Kidsnote provides a service for parents to check on daily life,
meal menu and notice of children at real-time basis when a teacher registers
In April 2012, Kidsnote released
14,000 infant and childcare facilities like kindergarten and nursery use
MAU Jan.: 151,679 / Download: 100,000 - 500,000
Data: App Ranker, Google Play
Data: App Ranker, Google Play
Younghoon Ju
In charge of
Daumkakao investment
We will provide more convenient services to childcare institutions
and parents through the interlocking between Daumkakao’s
communication platform and O2O business.

Source 3
Jobplanet, attracted 9 billion investment
Healthcare Start-up‘Noom’, attracted $15 million investment
- Jobplanet is a company providing corporate assessment platform service and attracted 9 billion won investment
from investors such as Qualcomm Ventures, Altos Ventures and Bon Angels.
- It has more than 350,000 reviews and salary information of 20,000 domestic companies.
Noom Coach (diet menu, Pace counter app)
Download: 10,000,000 - 50,000,000
MAU Jan.: 151,374
Noom Walk (Social Pace counter app)
Download: 5,000,000 - 10,000,000
MAU Jan.: 139,555
2015.01.07 platum – Healthcare start-up Noom, attracted $15 million investment
2015.01.14 etnews - Jobplanet, attracted 9 billion won investment from Qualcomm, Altos and Bon Angels … Accumulated investment amount of 11.3 billion won
Seju Jeong
CEO, Noom
This technical alliance will give more benefit to Misfit members who need help to their
diet habit change for healthy life and to Noom Coach members who need to measure
their diverse activities in a stylish manner.
- Noom succeeded in investment of $ 15 million (16.4 billion won) from Global Venture Capitals such as
Translink Capital, RRE Ventures and Hansing Hi-tech Investment association
-‘Noom coach’a health care app of Noom that has 28 million downloads record worldwide, and was appointed as
the partner app of Google Fit and Apple’s HealthKits in June 2014.
- In Jan. 2015, Noom announced to develop cooperation relation with‘Misfit’a wearable manufacturer
and to provide integrated data information of Noom coach app and Misfit in New York, US.
Attract investment and expand to overseas!
Data: App Ranker, Google Play
Heeseung Hwang
CEO, Jobplanet
We will develop Jobplanet service and make every effort to expand to 5 Southeast
Asian countries such as Thailand, Indonesia, Taiwan, Malaysia and Philippines.
New year's key words - attraction of investment & globalization

Source
SK Planet, vigorous overseas expansion
4
In 2015, SK Planet plans to promote various mobile based platform and commerce services in overseas
such as O2O commerce, location recommendation service and giftcon through‘Shopkick’acquired last year.
- SK Planet integrated overseas businesses operated by corporation and business into
‘Global Integration’
- CEO Jinwoo Seo of SK Planet holds the representative position in Global Integration
to make widespread promotion of overseas business
2015.01.06 zdnet - SK Planet investment company‘Frankli’, listed in Canada
2015.01.09 i-news24 - Jinwoo Seo, CEO of SK Planet in direct management of Global
Frankli is an investment company established in 2012 in the US by SK Planet. It recruited more than
2 million people in the US and in January 2015, it was listed to Toronto Venture Exchange in Canada.
11ST in SK Planet successfully launched an open market ‘Numara Onbir’ in Turkey in 2013,
and launched ‘Elevenia’ in Indonesia in 2014. In 2015, it will launch a new open market in Malaysia.
Open market‘Numara Onbir’
launched in Turkey in 2013
Open market to be
launched at Malaysia in 2015
Open market‘Elevenia’
launched in Indonesia in 2014
Local information service‘Picket’
launched in Singapore in 2013
US investment corporation‘Frankli’listed in
Canadian stock market in 2015

Yellow Mobile having ahead listing, inexorable performance
Source 5
Expansion to mobile payment market
- Founded in 1993, JTNet is a card approval agency engaging in financial services such as credit approval,
direct debit and mobile payment service and POS product and payment related wired/wireless device business
- Yellow Mobile plans to expand to Fin-tech business by reinforcing O2O(Online to Offline) business
- Dokyun Kwon, CEO of‘Primer’a start-up incubating company and Jungtae Kim (ex-CEO of Inisis)
jointly participate in JTNet management as investor and director and as representative director respectively.
Yellow Mobile acquired‘JTNet’a company specializing in credit card approval
2014.12.30 etnews – Dokyun Kwon, founder of Inisis, jointed Yellow Mobile
Sanghyuk Lee
CEO, Yellow Mobile
Based on experience, insight and network of CEO Dokyun Kwon and CEO Jungtae Kim
who are in the core of domestic e-payment business, we will plan to grow Yellow
O20 Group’s payment business to be the best in Asia.
Dokyun Kwon
CEO, Primer
1st venture generation in Korea!
1990, Dacom Research Institute
1997, founded Initech, a security company
1998, founded Inisis, an e-payment company
2000, CEO of Korea Mobile Payment Service
Initech & Inisis listed to Kosdaq
2010, CEO of Primer
Pay attention to this person!

Source 6
- Yellow Mobile reorganized the share structure in order to create synergy between subsidiary companies for mobile
contents and community business.
- Yellow Mobile sold 1KM, a subsidiary company to Malang Studio to make it the sub-subsidiary company.
To the contrary, share of Malang Studio was sold to Pikicast, another subsidiary company.
In doing so, it is planned to operate Pikicast as an intermediary holding company .
- Yellow Mobile sent Request For Proposal (RFP) to select the listing contractor to major securities companies such as
NH Investment Securities, KDB Daewoo Securities and Korea Investment & Securities.
- Yellow Mobile sets 2015 as the‘first year for Asian expansion’, preoccupies Southeast Asian market and expands to
South America, China and Japan. Due to active overseas market expansion business in 2015, the Kosdaq listing plan at
the end of the year was realistically cancelled.
- A spokesperson of Yellow Mobile remarked that‘IPO for listing in the securities market is expected to be done in mid-2016,
and we are considering about listing it to the US securities market to reinforce the position as a global market’.
Yellow Mobile, active in promotion for listing
2015.01.19 the bell - Yellow Mobile, changed mobile contents business structure‘totally’.
2015.01.19 etnews -‘Dinosaur venture' Yellow Mobile active in promotion for listing
Malang studio share
sold to Pikicast
1KM share 100%(80,000 shares)
transferred to malang Studio at
2,930 million won
Yellow Mobile, reorganization of business structureYellow Mobile having ahead listing, inexorable performance

Source
7
Bright mobile AD market forecasting
2014.12.30 KBS - Mobile AD 52% rapid increase…terrestrial TV AD tends to decrease
2014.12.29 Money Today – Rising‘Mobile AD’… terrestrial TV and printing media continue to decrease
Average use time per media
Mobile AD market in 2015, expected to be 1 trillion and 60.6 billion won
Data: Media Today, ⓒKISDI
Data: Korea Broadcast Advertising Corporation,
2014 Broadcasting AD cost survey
2014 mobile AD sales
725 billion won
(52.4% increase over last year)
2014 outdoor AD sales
87 7.2 billion won (0.7% increase over last year)
2014 broadcasting AD sales
4 trillion and 228.1 billion won
(similar to last year)
2014 printing AD sales
2 trillion and 64 billion won
(4.8% decrease over last year)
Mobile AD Outdoor AD
Broadcasting AD Printing AD
Phone
Computer
TV
Printing
Media
1hr 13m 8s
1hr 16m 6s
3hr 8m 22s
52m 59s
1hr 20m 7s
1hr 10m 16s
3hr 2m 53s
53m 35s
1hr 25m 40s
1hr 6m 47s
3hr 6m
52m 14s
1hr 31m 43s
59m 58s
3hr 6m 30s
46m 5s
2011 2012 2013 2014
19.5
48.2
13.6
18.7
18.2
47.3
13.9
20.7
17.1
47.6
13.4
21.9
15.6
48.5
12.0
23.9

출처 8
3 major telecom companies pay attention to smart home market
- SK Telecom, KT and LG U+ release 30 smart home products in cooperation with manufacturers.
2015.01.13 etnews 통신사, 홈IoT에 화력 집중…IoT 첫 성공사례 경쟁 점화
- In 2014, SK Telecom entered agreements with 13 companies in 10 product groups
and plans to commercialize products in sequence.
- In April,‘Home IoT Platform’will be released, which can applied to home appliances
such as dehumidifier, door lock and air-conditioner.
- Home IoT Platform will be opened for any manufacturers and telecom companies to use.
- LG U+ selects Home IoT as the key business of the year and plans to release
maximum 18 new products to secure material superiority .
- At the end of 2014,‘U+ Gas Lock’was released to control gas valve with smart phone.
This year, Home IoT Platform will be developed using Z Wave, a near-field
communication technology
- KT focuses on platform development rather than Home IoT products.
- KT plans to release a platform that controls home IoT products through one app,
in the first half of 2015 .
In particular, this Platform uses Giga Internet distributed by KT nationwide as network
infrastructure and uses IPTV as the control center.
Internet of things, pay attention to smart home market!

Image: Smart Things
Source 9
Internet of things, pay attention to smart home market!
Samsung Electronics, actively engaged in preoccupying IoT market in 2015!
- Samsung Electronics is active in smart things products and platform expansion for IoT market.
- Samsung Electronics acquired IoT start-up, SmartThings, in August 2014 to expand to IoT market.
- The open platform of SmartThings can monitor, control and automate house devices remotely through
one mobile application. It supports more than 1,000 devices and more than 8,000 applications.
- Samsung Electronics plans to invest $100 million dollar (110 billion won) for developer support
in order to expand IoT market. By 2020, they plan to develop service infrastructure in which all
products are connected to IoT.
2015.01.07 Digital Daily – Samsung Electronics preparing the era of‘super-connected’ready for SmartThings Global roll-out

Data: e-Marketer
Source 10
Domestic e-commerce market size
E-payment company KG Inisis, 10 trillion and 400 billion won transaction record in 2014
7th in the world!
3rd in Asia-Pacific area
11% increase over 2014
Background of mobile
payment growth
- Increase of smart phone
- Popularization of mobile payment
- Increase of rational consumers
- large scale discount event of
Social Commerce
2015.01.02 zdnet – KG Inisis achieved 10 trillion won of transaction last year … thanks to mobile
2015.01.08 zdnet – Korea’s internet e-commerce size - 7th in the world
Ever expanding mobile payment market
$29,030 million dollar
(31 trillion 400 billion won)
2013 2014 2015(E)
$33,110 million dollar
(36 trillion 300 billion won)
$36,760 million dollar
(40 trillion 400 billion won)
9.8% out of total retail sales
Expected to increase 12% in 2018
Travel/ booking
16.7%
Cloth/ Fashion
16.3%
Life / Motor
11.1%
Electronic product
10.6%
Food and beverage
8.4%
Data: National Statistical Office
24% Out of total transactions, 24% transacted in mobile
2 trillion and 470 billion won (201% growth over 2013)
9.8%
Most frequently transacted products in e-commerce in 2013

Source 11
Ever expanding mobile payment market
Despite its complex process, is certificate the safest?
- Korea Security Institute surveyed on‘smart phone e-banking
use and security awareness’to 1,000 university students.
- Out of authentication methods used for initial user registration
in smart phone payment service, certificate was selected as
the most secure method for authentication.
Certificate
authentication
Card information
authentication
(Card info., CVC etc.)
SMS
authentication
64 finance institutions, set to develop smart OTP
- OTP committee, having 64 domestic finance institutions as members, sets to develop smart OTP using NFC.
- Product commercialization will be done in July 2015 after 6 months of feedback period.
- Banks, where OTP are issued the most, review to introduce smart OTP not only for smart banking authentication
but also for other various payment means.
Touch
NFC
2015.01.04 etnews - 64 finance institutions, create smart phone + IC chip interlocking‘smart OTP’using NFC
2015.01.04 etnews – The safest authentication mean is‘Certificate’despite the termination of its mandatory use.
Awareness on security of smart phone
payment authentication method
Finance IC card with OTP OTP number displayed
on mobile screen
67%
30%
26%
NFC function supporting
smart phone
235875

Data Source
1. New year's key words - attraction of investment & globalization
2014.12.29 zdnet User Story Lab, attracted investment from Daumkakao
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20141229135049
2015.01.05 etnews Kidsnote, incorporated as a subsidiary of Daumkakao
http://www.etnews.com/20150105000088
2015.01.07 platum Healthcare Start-up ‘Noom’, attracted $15 million investment
http://platum.kr/archives/32815
2015.01.14 etnews Jobplanet, attracted 9 billion investment
http://platum.kr/archives/33094
2. SK Planet, vigorous overseas expansion
2015.01.06 zdnet SK Planet investment company ‘Frankli’, listed in Canada
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150106082806
2015.01.09 i-news24 - Jinwoo Seo, CEO of SK Planet in direct management of Global
http://news.inews24.com/php/news_view.php?g_menu=020310&g_serial=876035
3. Yellow Mobile having ahead listing, inexorable performance
2014.12.30 etnews – Dokyun Kwon, founder of Inisis, jointed Yellow Mobile
http://www.etnews.com/20141230000099
2015.01.19 the bell - Yellow Mobile, changed mobile contents business structure ‘totally’.
http://www.thebell.co.kr/front/free/contents/news/article_view.asp?key=201501150100028710001878
2015.01.19 etnews - ‘Dinosaur venture' Yellow Mobile active in promotion for listing
http://www.hankyung.com/news/app/newsview.php?aid=2015011935271
Domestic Issue
12

4. Bright mobile AD market forecasting
2014.12.30 KBS - Mobile AD 52% rapid increase…terrestrial TV AD tends to decrease
http://www.mt.co.kr/view/mtview.php?type=1&no=2014122910290366521&outlink=1
2014.12.29 Money Today – Rising ‘Mobile AD’ … terrestrial TV and printing media continue to decrease
http://news.kbs.co.kr/news/NewsView.do?SEARCH_NEWS_CODE=2993035&ref=A
5. Internet of things, pay attention to smart home market!
2015.01.13 etnews – Telecom companies focus on Home IoT … First success case of IoT promoting competition
http://www.ddaily.co.kr/news/article.html?no=126219
2015.01.07 Digital Daily – Samsung Electronics preparing the era of ‘super-connected’ ready for
SmartThings Global roll-out
http://www.etnews.com/20150112000220
6. Ever expanding mobile payment market
2015.01.02 zdnet – KG Inisis achieved 10 trillion won of transaction last year … thanks to mobile
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150102122019
2015.01.08 zdnet – Korea’s internet e-commerce size - 7th in the world
http://www.etnews.com/20150105000002
2015.01.04 etnews - 64 finance institutions, create smart phone + IC chip interlocking ‘smart OTP’ using NFC
http://www.etnews.com/20141231000264
2015.01.04 etnews – The safest authentication mean is ‘Certificate’ despite the termination of its mandatory use.
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150108094441
Data Source Domestic Issue
13

Thank You
Contact us
Webpage www.mobidays.com
Blog http://blog.naver.com/mobidays01
Editor Shim, Sang Yong (sy.shim@mobidays.com)
Design Lim, Won (wlim@mobidays.com)
Kim, Min Kyu (minkyu@mobidays.com)