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Korean mobile market and Penetration strategy for Chinese developers

Korean mobile market and Penetration strategy for Chinese developers. 2012. 11. 17 NEOWIZ GAMES CHINA ELIOT SHIN. Index 1. Korean Mobile market Overview 2. Korean Mobile Trend 3. Penetration Strategy for Korean market 4. NEOWIZ as Mobile Publisher in Korea Q&A.

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Korean mobile market and Penetration strategy for Chinese developers

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  1. Korean mobile market and Penetration strategy for Chinese developers 2012. 11. 17 NEOWIZ GAMES CHINA ELIOT SHIN

  2. Index 1. Korean Mobile market Overview 2. Korean Mobile Trend 3. Penetration Strategy for Korean market 4. NEOWIZ as Mobile Publisher in Korea Q&A

  3. 1. Korean Mobile market Overview

  4. Korean Mobile Market Overview Numbers million US CHINA ENG KOREA JPN GER FRA CAN SPAIN

  5. Korean Mobile Market Overview

  6. Korean Mobile Market Overview Smartphone Penetration Rate (%) US KOREA ENG FRA GER JPN … AVG of World As of JUL 2012

  7. Korean Mobile Market Overview

  8. Korean Mobile Market Overview

  9. Korean Mobile Market Overview

  10. Korean Mobile Market Overview

  11. Korean Mobile Market Overview

  12. Korean Mobile Market Overview Smart phone Internet access Smart phone Access Network Mobile web Web Wifi Mobile app • Korean mobile users are more ‘MOBILE’ dedicated • Korea has good network infrastructure with ‘Unlimited data service’ * Source : KISA 2012.8

  13. Korean Mobile Market Overview Number of Installed APP Number of Frequently used APP Down loaded mobile apps (multi select, %) Game Comm Music Utility Map Weather News Video Shopping Stock Life TV Education eBook office * Source : KISA 2012.8

  14. Korean Mobile Market Overview 2012.2Q Game contents usage survey Mobile game Online game (client + web) Online game (client only) Online game (web only) Arcade game Console game Board game Web hard/P2P game Software buying Never Have ever played! * Source : Korea Creative Contents Agency 2012.8

  15. Korean Mobile Market Overview 2012.2Q Game playing time (min) Online game (client) Software Online game (web) Board game Video Console game Web hard / P2P game Mobile game Arcade game Others * Source : Korea Creative Contents Agency 2012.8

  16. Korean Mobile Market Overview 2012.2Q Game contents Buying rate Mobile game Online game (client + web) Online game (client) Online game (web) Arcade game Video Console game Software buying Board game Web hard / P2P game Never Have ever bought! * Source : Korea Creative Contents Agency 2012.8

  17. Korean Mobile Market Overview Major Application Usage Time (Min/Day) etc entertainment Insight 1 news • Game + SNS • 48% • Social Game SNS game

  18. Korean Mobile Market Overview Global Game Growth Expectation per Genre Insight 2 Con-sole Arcade PC Mobile ‘Mobile + Web‘ Crossplatform

  19. 2. Korean Mobile Trend

  20. Korean Mobile Trend KAKAO TALK 36,000,000registered users in Korea 63,000,000 registered users worldwide Each users’ average KAKAO friends number 93.5

  21. Korean Mobile Trend KAKAO TALK • iOS Top 30 Download Rank in Game category (2012.10.30)

  22. Korean Mobile Trend KAKAO TALK • Android Top Daily Active User Rank in Game category (2012.10.31) Dragon Flight Any pang Candy pang I love coffee Korean draw something 7. Puzzle zoozoo Casual Killing time Friendly

  23. Korean Mobile Trend KAKAO TALK • Simple & Easy & Playing together & Competition Dragon Flight Any pang • 1heart after 8min • Heart for gift • Ranking among friends • 1min/PLAY • Dragon item with strong force • 5mil RMB/DAY(peak)

  24. Korean Mobile Trend • T store, bigger market share over Apple and Google market T STORE ※ Source: SK estimation

  25. Korean Mobile Trend • Business performance as of October 8, 2012: T STORE Accumulated subscribers Accumulated Downloads Developers 17.3M 988M 33K 0.37M US$ 12M 9M Registered Apps & Contents Monthly Active Users Monthly Transactions

  26. Korean Major Mobile platform • Paid Downloads : Game > VOD > Utilities > Music … • Free Downloads : Utilities > Game > Fun > Education … •  Game (w/ In-Game Purchases) is the most profitable category, whereas utility (w/ In-App Ads) records the most downloads T STORE Paid Downloads Free Downloads

  27. Korean Major Mobile platform T STORE • Game is the most preferred and profitable application. ※ Source: SK Data (Oct 2011)

  28. Examples of Global Games (Sep 18, 2012) Korean Mobile Trend 97,111 D/L 1,200 KRW (U$1) Nov 11, 2010 Strastar 348,064 D/L 3,000 KRW (U$3) March 18, 2011 RealNetworks AP • 2011 Achievement • Stand-alone • - D/L: 183,842 • - Revenue: U$ 568K • In-App Purchase • - D/L: 278,090 • - Revenue: U$ 483K T STORE 649,890 D/L Free July 14, 2011 RealNetworks AP 97,369 D/L 5,000 KRW (U$4) July 28, 2011 Joymoa Carrier-billing 43,608 D/L 5,000 KRW (U$4) May 24, 2012 Gameloft 165,837 D/L 1,000 KRW (U$1) May 22, 2012 Gameloft 141,132 D/L 2,200 KRW (U$2) July 12, 2011 GREE 1,131,684 D/L Free July 25, 2011 GREE 36,341 D/L 5,000 KRW (U$4) Dec 7 2010 Gameloft 14,658 D/L 1,100 KRW (U$1) July 11, 2012 Rovio

  29. 3. Penetration Strategy for Korean market

  30. Penetration Strategy for Korean market 1. Localization • Good brand • Easy to memorize • English is acceptable • Cultural translation • Ordinary expression • Natural feeling • Easy tutorial • User friendly • Detail explain • Local SNS • KAKAO • Facebook • Simple UI • 3D or qualified graphic design • Good network infra • No concern of file size

  31. Penetration Strategy for Korean market 2. Multi Channeling • Apple store • Telecom market • T store • Olleh store • U+ store • Google play • KAKAO TALK Android iOS

  32. Penetration Strategy for Korean market 3. Partnership • Local payment • Different SDKs • Minimized version • Unified payment SDK • Fast update • Frequent communication with users • Cross border issue • Local account • tax • Income transfer • Local Operation • SNS • Promotion / Target marketing • PR • CS • Synergy • User pool • Cross selling

  33. 4. NEOWIZ as mobile publisher in Korea

  34. NEOWIZ as Mobile publisher in Korea

  35. NEOWIZ as Mobile publisher in Korea • Online Game lineup: Develop and publish 45+ titles Expanding both locally and internationally • Game portal Pmang.com : 6 million monthly UV, 25 million RU • #1 Korean game publisher: presence in 49 countries • 2011 revenue: $660 million RPG WEB GAME SHOOTING SPORTS CASUAL

  36. NEOWIZ as Mobile publisher in Korea Representing Products • Mobile Social Platform • High Quality Applications • 10milregistered users • Covering all major platforms

  37. NEOWIZ as Mobile publisher in Korea • Mobile Game lineup: Develop and publish 20+ titlesglobally 欢乐王国 逆转三国

  38. NEOWIZ as Mobile publisher in Korea TOGETHER WE CAN MAKE GREAT SUCCESS STORY THANK YOU eliot@neowiz.com

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