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1、,Inside Cyworld,Best Practices from South Koreas Leading Online CommunityVersion 1.1Free Distribution to Communities Dominate Brands Blog Readershttp:/communities-,Plus Eight Star Ltd.Mobile&Internet Business ConsultingChina,Japan&South K,DisclaimerOpinionsThough most of this report is of a descript
2、ive nature,opinionated views areexpressed in several chapters.Those should be seen as our opinion or the interviewees opinion according tothe case.ClaimsDue to the nature of this product,all our sales are final.We recommend that you study the information,table of contents and samplepages provided on
3、 our website to determine whether this report fits your needs.We are interested in your feedback!Tell us your opinion and what you would like to see in the next,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Reader
4、s for free distributionhttp:/communities-,2|185,About the AuthorsBenjamin JOFFE,CEOHaving lived for four years in Japan and one in South Korea,working consecutively with a technology-focused consulting company,a large telecom operator and a visionary mobile content provider,I decided tomove to Beiji
5、ng in 2005 to witness the fact that“the American Dream is alive and well in China”After two years of providing independent consulting to Internet and mobile players,I founded Plus Eight StarLtd(+8*)in 2005 and we now regularly work with both Asian and Western companies as a bridge to bringinnovative
6、 service design and business models and help them anticipate markets and accelerate theirbusinessTaesun YEOM,Korean Market AnalystAfter 5 years with the Korean leading portal Daum in charge especially of partnerships with mobile contentproviders,I decided to see the world and went consecutively to l
7、ive,study and work in Beijing,London andTaipeiIn addition to consulting on Koreas mobile and Internet markets,I currently pursue an MBA at LancasterUniversity in the UKWe would like to thank for their contribution and supportMr.Young Joon HYUNG,CEO of E and Cyworld FounderMr.Changwon KIM,Strategic M
8、arketing Team Manager,Samsung Fun Club GroupMr.Dominic LEE,Analyst,Informa Telecoms&MediaMs.Ji Hoon KIM,Lead Strategic Planner,New Platform Division,Daum CommunicationsDr.Jaz Hee-jeong CHOI,Faculty of Creative Industries,Queensland Univ.of TechnologyDr.Carole-Anne RIVIERE,Sociology Laboratory,France
9、 Telecom R&DMr.R.Anders WEST,Marketing Executive,GoMThe numerous users of Cyworld!,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,3|185,4.,9.,Report Outline,Foreword,
10、5,0.,How Cyworld Makes a Difference,7,6.,Service Details,72,Logging In,73,1.,Korean Internet Market OverviewGeneral FiguresKey PlayersCyworld Business ResultsTransition of the Internet Landscape,1213242933,Mini HompyDottori and Payment MethodsBrand HompyMobile CyworldOther Services,86117123129135,2.
11、3.,Cyworld:The OriginsService EvolutionsAcquired!The M&A Process,384654,7.8.,Global ExpansionFuture Developments:C2Interviews of Founder&Experts,148162166,5.,Traffic Data and Demographics,63,10.Key Learning,181,Appendix,184,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This
12、document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,4|185,Foreword,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.,ForewordSocial networking and community sites face very similar challenges in theirdevelopmentHow to build a
13、 community?How to monetize it?What is it users value in the service?How to keep them interested?As we worked closely with Chinese Web 2.0 companies,we realized that:Ideas in the West are easy to access,and success lies in the execution,adaptation to the local environment and improvements leveraging
14、localcharacteristicsBut what happens when not one,but a handful of companies start a very similarservice based on a US concept?Many US-centric models,especially those relying on online advertising,did nottranslate well into less developed markets.Korean models provided powerful alternative models an
15、d services ideasThe current report demonstrates how a South Korean service,Cyworld,notonly triggered a social phenomenon but also created numerous innovativebusiness models that can be replicated and adapted outside Korea,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This do
16、cument is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,6|185,0.How Cyworld makes a difference,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.,What is Cyworld?Key IdeasCyworldCyworld is an online service offering personal spaces
17、for its users and the abilityto connect to other users(mostly their friends)Mini-hompyFree,ready-made homepage available to Cyworld users which combinesfeatures of a personal blog and an interactive multimedia WebsiteAvatarCharacter representing the user and his/her friendsCyworld in South KoreaCywo
18、rld is now one of the conventional modes of communication incontemporary Korean society,placing on the user a social obligation to stayconstantly signed-inJaz Hee-jeong Choi,PhDIn Uses of Blogs(Peter Lang Publishing(June 2006)Chapter 16:Living in Cyworld:Contextualizing Cy-Ties,Mobile&InternetBusine
19、ss Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,8|185,Similarities with other servicesWestern sitesCyworld has a bit of MySpace,Habbo Hotel,Facebook,Youtube and LinkedInCyworld did not nee
20、d to copy them as it appeared first in 1999They did not copy Cyworld either but came up with some similar ideasCyworlds“mini-me”vs.Habbo Hotels HabbosContent and user managementContent lock-in Can users take their content(text,pictures,relationships)out?There might be an opportunity there(as Cyworld
21、 proved in 2002)Relationships lock-in Do you have to re-create your network on another site all over again?DifferencesAs you will see,Cyworld has an original approach on many issues,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Domina
22、te Brands Blog Readers for free distributionhttp:/communities-,9|185,First Reactions,Silly avatars,Can we leave Korea?,Design not only can but has to be localizedAvatars are commonly used in chat rooms,online games,Second Life or Habbo Hotel andhave been introduced in Yahoo!,SkypeAs a result people
23、are getting increasingly familiar with having a virtual selfThis might work in Korea but not hereIt does not mean some of its concepts cannot workBut thinking this certainly prevents looking deeperExamples of applied concepts:Cybermoney is used in virtual casinos,payment systemsMobile blogs are popp
24、ing up in advanced marketsNobody can beat MySpaceNobody could beat FriendsterMySpace is only 3-years-old!MySpace has more freedom than Cyworld in page designIs it more convenient?(do-it-yourself vs.brands)Does it make it any better?,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reser
25、ved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,10|185,Proven Concepts in CyworldBusiness modelsLow reliance on advertisingOver-dependence on advertising usually influences the service structure and content themselves.Eventually,who i
26、s the customer of the service?Sustainable business models at workPersonal customization(page,avatar,room,music,gifts,mobile service)Branded contentReal name policy(see details later on)Increases trust in the servicePrevents abusive behaviors and overall service deterioration when popularity increase
27、sControl over content privacySelf/Friends/PublicPartially avoids leaking private informationWalled gardenProvide varied and quality content for customizationNo need to agree with Koreans design taste,but recognize quality,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This do
28、cument is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,11|185,1.Korean Internet Market Overview,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.,General Figures,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserv
29、ed.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,13|185,Internet PenetrationFully connectedAccording to NIDA(National Internet Development Agency),33 million people(73.5%of the total population)were using the Internet in South Korea as
30、of June 2006Internet users in South KoreaNational Internet Development Agency,2006.7*Percentage does not include users under 5 year old,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionht
31、tp:/communities-,14|185,#,#,1,1,6,4,7,5,Internet PenetrationBroadband leaderDespite its relative small size,South Korea is the 7th country for Internet usersIn addition,South Korea enjoys the highest rate of broadband penetration with 24%of population(76%of households)vs.Taiwans 13%,and Japans 10%,C
32、ountries with the highest number of Internet users,Percentage of Broadband users,Country orregionUnited States,Internet users oflatest data205,326,680,%of wholepopulation68.5%,Country or regionSouth Korea,%of population28.9%,239,ChinaJapanUnited KingdomSouth KoreaFrance,111,000,00086,300,00037,800,0
33、0033,900,00026,214,173,8.5%67.2%62.9%67%43%,236,TaiwanIsraelFinlandBelgiumFrance,24.4%22.9%22.2%21.7%21.1%,Internet World Status,2006.8Broadband includes xDSL,cable modem,apartmentLAN and satellite network.,DSL ForumFirst quarter,2005,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights res
34、erved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,15|185,Also in this ChapterInternet penetration:broadband offersInternet is everywhere:digital government&online educationInternet is everywhere:online bankingInternet is everywhere:on
35、line shoppingGame Korea:Internet Cafes and Game Studios,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,16|185,#,1,2,3,4,5,6,7,8,9,10,11,Internet PortalsDominating the
36、 Internet,NameNaverNDaumYahoo KoreaAuctionSayClubGmarketEmpasParanNetmarblePmang,SectorPortalPortalPortalPortalE-auctionChattingE-commercePortalPortalOnline GameOnline Game,Literally,Internet portals act as gateways toother websites and content.Their role andpresence is dominant in South Korea.From
37、the top 15 Internet sites by traffic,seven are general portals and four areonline game sites.Naver,N(Cyworld)and Daumspositions are almost unbeatable.Yahoo Korea is the only foreign-ownedwebsite in the top 15,highlighting thedifficulty to keep up with the innovation paceof the South Korean Internet
38、market.,12131415,KB BankHangameDreamwizNexon,Online BankingOnline GamePortalOnline Game,Website ranking by traffic,Korean Click,2006.8,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhtt
39、p:/communities-,17|185,Also in this ChapterTough Environment for Foreign Players:examples in different industriesWhy do Google and Yahoo Fail in South Korea?:Keeping up with LocalInnovation,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communitie
40、s Dominate Brands Blog Readers for free distributionhttp:/communities-,18|185,Key Players,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,19|185,Service Coverage of We
41、b PortalsInternet OligopolyMajor services:Search engine,Ji-Sik-In(Man of Knowledge Yahoo adapted this serviceas its Yahoo Answers),Naver blog,News and Hangame(Koreas#1 casual game portal),NHN CDaum Communications,Other services:Local news,Finance,Community,Career,Mobile,Naver desktop,online gameSubs
42、idiary:NHN China,NHN Japan,etc.Major services:Caf(Community),Hanmail(e-mail),Daum shopping,Daum Direct(Insurance)Other services:Search engine,Daum blog,media,finance,Subsidiary:Lycos International(Boston,U.S.),TAON(Japan),Tour express,etc.Major services:Cyworld,Melon(mobile+web music),Cizie(movie),T
43、ong(blog),NateOn messenger(#1 in South Korea,ahead of MSN),SK Communications,Other services:Shopping,media,search engine,communityAffiliation:SK communications is affiliated to SK Telecom(#1 mobile carrier)and SK Group.,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This docu
44、ment is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,20|185,Also in this ChapterNHN Corporation:#1 Portal Site and Strong Gaming OperationsDaum Communications Corp.:#2 Portal SiteSK Communications:#3 Portal Site and Leading IM,Blog Service,Mobile&Inter
45、netBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,21|185,Cyworld Business Results,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to
46、 Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,22|185,SK CommunicationsSales Breakdown in 2005Gross sales in 2005 notched US$154 million,a 74%increase comparedwith 2004s US$115 millionSales from Cyworld were the largest contributor with 43%,followed byonline advert
47、ising with 25%Etc,Cyworld43%,8%,Oursourcing2%,Online Ads25%E-commerce5%B2B sales10%Digitalcontents7%,Korea Financial Supervisory Service,2006.4,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distri
48、butionhttp:/communities-,23|185,Also in this ChapterSK Communications:Sales evolution 2004-2005Total Cyworld-Related Revenues,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/commun
49、ities-,24|185,Transition of the Internet Landscape,Mobile&InternetBusiness Consulting,Copyrights 2006.All rights reserved.This document is licensed to Communities Dominate Brands Blog Readers for free distributionhttp:/communities-,25|185,Transition of Internet Icon,19961998,19992001,20022003,200420
50、06,Yahoo Korea,Daum Cafe,FreeChal,Damoim,Cyworld,Naver,Text Based,Simple search,Open Community,Interactive space,School Network,Personal Resource Planner,Multimedia Portal,1.,2.,Cyworld SyndromeChanges in the Korean Internet LandscapeTransition of Internet Icon,19961998Yahoo KoreaText BasedSimple se
