Headquater : 4F Pyunhwa bld. 166-1 SamsungDong,
GangnamGu, Seoul, South Korea
Tel : +82-2-564-0744 / Fax: +82-53-326-0745
Lab : 5F Mobile Techno Bldg., 573-13 BokhyungDong,
BukGu, Daegu, South Korea
Tel) +82-53-326-0744 / Fax: +82-53-326-0745
The next generation multimedia sales system which is able to sell
demaded contents by clients not through PC but through the
kiosk of the vending machine type easily.
2009. 5
Agenda
Introduction
Market Trend
Necessity of Business
Business Outline
Business Strategy
Product Outline
Major Business Model
Characteristics of Product
Business Plan
Intellectual Property
Service Expansion Strategy
Product and Service Roadmap
Reference : Overseas Case
Contacts
2
Introduction : Organization Chart
CEO
Strategy Marketing
Administration
Planning Group
TouchDown Group
BROWSER Group
DRM Group
Research Institute
Administrion Support
Team
TouchDown Team
WEB Browser Team
OMA DRM Team
Service Development
Team
GVM Team
Web Runtime
Platform Tea,m
BCAST Team
Prior Technology
Research Team
Company
Address
Main
Business
No. of
Employee
MOBILUS CO., LTD.
CEO
Cho, Byung-Ho
Date of
Establishme
nt
January, 2005
(July, 2000)
Software Development (Browser and DRM)
Capital
2 million won
50 in total (2 Doctor’s degree, 10 Master’s Degree)
Main
Products
Seoul : PyungHwa bld. 4th floor, 166-1,
Samseong-dong, Gangnam-gu, Seoul
Daegu : Mobile Techno bld. 5th floor, 573-3,
Bokhyun-dong, Buk-gu, Daegu
3
TouchDownTM, Mobile Full Browser &
Widget, OMA DRM Server & Client,
WMDRM-PD, Internet Service Solution
Introduction : Technical Capacity
Service Supplier of Contents Vending
Machine for Multimedia
(expected due : 09.09)
Contents Vending Machine
Service for various multimedia such as music and movies
Ensured marketing networks such as Korail and Shinsegae I&C
Prior Occupation of newly emerging market by
sharing ETRI technology patent
Leading Company of Latest technology of
Browser Solution
Possesses Browser Solution using WebKit browser engine
Possesses Web Runtime Platform Solution based on WebKit
Applied Netfront browser to SAMSUNG GSM terminals
Maintain and repair TSS, Netfront browser applied models
Possesses unique experience of self browser development
Possesses unique User Interface Technology
Movie
Drama
Music Video
AD
WebKit adopted Browser
Leading Company of Latest technology of
DRM Solution
Possess all tech. from OMA DRM v1.0 to v2.1
Provides the tech to SAMSUNG Handset Platform
through license contract
Completed compatibility test with DRM Server of Vodafone
and Core Media
MOBILUS
MUSICAL Browser
ANDROID Nokia S60 iPhone
MOBILUS’s MUSICAL DRM applied models (OMA DRM 2.1)
Discovering International Market
and Promoting New business
Efficiently adopt to new tech. through OMA standardization
Participated in 3GSMA Mobile World Congress 2009
Participated in CTIA Wireless 2008
Discovering new tech. for technical changes of Web 2.0
and mobile terminals
SGH-760v SGH-I400v
4
SGH-ZV60 SGH-J200 SGH-F700v
Market Trend: Digital Contents Distribution Market Scale
Contents trade and distribution market is expected to reach the scale of 2.5 zillion won through over 10% growth
annually.
26,589
23,882
35,000
30,000
17,945
16,226
19,772
17,214
15,417
25,000
20,541
32,997
30,978
28,745
25,012
23,124
24,082
21,887
24,595
20,567
16,867
13,698
11,314
20,000
11,442
10,188
8,890
13,379
12,592
Game
15,000
7,930
7,128
10,000
3,294
5,000
0
2006년
2,445
552
2007년
Contents trade and
intermediation
8,773
Solution
8,971
Digital Broadcasts
3,559
Information Contents
3,848
2,471
473
8,518
3,983
2,613
2,945
503
2008년
522
2009년
5
Information Contents
4,046
Digital Music
3,404
Digital Image
536
2010년
E-book
Market Trend: Market Scales according to Distributing Media
Actual digital contents distributing media shows that the scale of the off-line media is 50% of that of the online
media, which concludes off-line media hold a great deal of importance compared to other contents market scales.
Capacity of success of new off-line distributing media
25,000
20,000
15,000
11,557
10,000
6,388
5,000
0
6
Market Trend: Characteristic of Digital Contents Media Usage
Considering that users usually use MP3 player, cellular phones and PMPs as the contents playing terminals, search
for new business model is vital to reduce the inconvenience of purchasing and using contents and hence increase
the usability.
Terminals for
Digital Contents
Usage
7
Necessity of Business: Problems of Contents Distribution through Mobile Terminals
When buying contents using mobile terminals, users need to pay for data call fee, which is higher than the cost of
the contents. This is the reason for why users try to avoid buying contents through their mobile terminals.
NO Charge
SKT (23.2%)
KTF (15.2)
LGT (9.4)
8
for Data Usage
Business Outline: Supplying New Contents Distribution Channel
Automatic Contents Providing Service for fast and east downloads of desired drama and broadcasts to cellular
phones and laptops which could be provided to the customers any where such as streets, shops and airport,
at any time.
1
2
At airport, before going on his business trip, Mr. Kim downloaded episode 21 of “Sejong, the great
king’ from contents providing machine to his laptop and watched it during the flight. He was
enjoying it so much that he didn’t even realize time flying.
Mr. Lee’s family went on a picnic on a weekend. Their way back home was full of traffic jam and his
children were getting bored. He decided to download episode 3 of “Pororo” from the automatic
contents providing machine to the navigation terminal at near resting place and play them for his
children.
Despite high number of multimedia terminal owners
such as cellular phones, PMPs and game consoles,
methods to obtain contents are limited, and
furthermore, mobile contents are provided only by
communication companies, causing closed market
structure, resulting necessity of new solutions
New Contents Distribution Channel
9
Business Strategy: Focusing on Activation of Contents Distribution
In order to activate contents distribution, various contents need to be available and widely distributed through
various distributing channels, based on new service system. Reliable supply of new service system by MOBILUS.
Metro
Corp.
Shinsegae
I&C
Various Contents
Easy Payment Processor
User Interface
Various Terminal Supply
Movies
Music
Edu.
E-book
DRM
Image
Converter
Operation Kiosk
Manage- System
ment
New Service System
10
Patent
Korail
Various Distribution Channel
……
Main Business Model : Contents Distribution
Direct sales of music, movies, broadcasting contents, music videos, education(e-learning), e-books and many more
Movie, TV Contents
E-book
Newspaper
Comic
11
Music Video
UCC
11
Advertisement
Business Plan
2009. 2. 16 MOU of ETRI and Shinsegae I&C
Transfer of technology between ETRI-Shinsegae I&C and ETRI-Korail is due in mid May, 2009
Attempts to preoccupy newly emerging market of various business
Terminal andServer System Supply
12
Business Plan: Contents Service by Business
Contents Outsourcing by
companies
service business through cooperation with contents providing service
Main Business: Korail(Distribution), Shinsegae I&C, Metropolitan Rapid Transit Corporation
Maintain service compatibility by cooperating with preexisting service business
and allow sole contents sourcing by forming Open Market or Customizing Market
Music
MP3 :
Music Portal(Bugs, Melon) and music possessing sites such as Soribada
Phone Bell : Provided by SVC
Moving
Picture
Drama, News : Cooperation with Broadcasts(iMBC, SBSi )
Movie : Movie site owners
Image
Cooperation with communication companies with rights
Game
Cooperation with Communication company or
Well known game developing company
Cooperation with Game Publishing business
Cooperation of bundling products with KT(Mega TV) and
Hanaro Communication(Hanaro TV)
13
Service Expansion Strategy
Phase 1 : Specific Target Location
Metro Corporation: Specific location(subway station) and its neighboring location
Korail(Distribution): Cooperation marketing according to specific location(airport, rail)
Ebridge Co. Ltd. (airport), Korail(rail and subway), Phoenix Vending(nationwide)
Shinsegae I&C : Distributor targeted cooperation marketing
Able to run simultaneously with PMP rental business
Seoul Metro 243
Airport 15
Rail Station 406
14
Expressway Resting Place 119
Service Expansion Strategy
Phase 2 : Contents Distributor
Cooperation with communication and online service companies that contemporarily
provide contents service
Development of bundling goods with terminal possessing company(comm. Companies)
and wired comm. business(CATV, IPTV business)
Phase 3 : Recruiting Branches
Local position securing marketing for service market expansion established based
on step 1 and 2.
Main Sales Locations : School, Academy, Coffee shop, Salon etc.
7200 24hr Convenient Stores(2003)
232 Starbucks, 116 Coffee Beans, 500 Dunkin Donuts (2007,12)
15
175 Universities
Product Outline: User Centered TouchDownTM System
Various fees are not necessary unlike registration fees and usage cost of existing mobile service and the
contents are easy and convenient to use – it can be used anywhere at any time just like purchasing a canned drink
Contents Search
Contents Selection
Target Device
Selection
Any Contents
Downloading
Playable in various mobile players
Automatic Contents
Providing Machine
16
Payment for
Contents
Characteristics of Product : Usability considered Kiosk System
Provides easy-to-use system to provide successful service to customers
Various Inputs and Outputs(Wire, Wireless) and Payment Interface
(T-money, Cellular Phone Payment, Credit Card)
Bluetooth
USB
Cellular 24 PIN
Mini 5pin USB
I-pod/touch
USB
Herb
Serial
USB
SD Card
Mini SD Card
17
MSR Reader
RF Reader
Characteristics of Product : DRM Solution for Contents Protection
Appropriate DRM Solution is applied depending on the device and perfectly secure the contents
Application of MOBILUS’s sole DRM Solution and common DRM Solution
PMP
Phone
TransCoder:
Mobilus Chameleon
DRM Packager:
T-Sync Module Tech.
Cooperation
TransCoder:
Mobilus Chameleon
DRM Packager:
Provide same service as PC
TransCoder :
Mobilus Chameleon
DRM Packager :
-SKT : MelonDRM Module Tech.
-KTF : DosirakDRM Module Tech.
-LGT : MUSIC onDRM Module Tech.
PDA
etc
18
Intellectul Property: Technical Improvements through I.P.
Secure stable business based on business and technology patents
Secure stable business based on business and technology patents
Registered Patent :
Customized Contents Supply and related Equipments based on
terminal information
CI related approach
(10-0779089), Electronics and Telecommunications Research Institute
Registered Patent :
Moving Picture Converting System and its Method using publicized
API
(10-0781310), MOBILUS
Patent Pending:
Moving picture converting
system (Chameleon) related
approach
DRM related approach
DRM Contents Playing Device and its Method
(10-2007-0082948), MOBILUS
Patent Pending:
User Interface Management System and Method for Wired and
Wireless Information Device and Wired and Wireless Information
Device possessing User Interface Management Function
CI UI Management and
Operation related approach
(10-2007-0084819), MOBILUS
New Patent, Utiliy Model Patent, Trademark :
Accumulation of Know-How on Intellectual Property and Operation/Management
19
Various Designs
20
Product and Service Roadmap
2009 3Q: Development of TouchDownTM for digital contents and wired kiosk
2009 4Q: Development of GVM(game vending machine) for digital games and wireless kiosk 2010
Development of contents platform for mobile devices to activate integrated kiosk
and wireless service and independent execution of contents service
Service Infrastructure
Expulsion
3
2
 Digital GVM
 GVM Terminal
 Kiosk + Docking Station
1
 Integrated TouchDownTM
 Kiosk + wireless AP +
Contents Launcher
 Contents Platform
 Advertisement,
Independent Service Operation
 Digital TouchDownTM
 Wired Kiosk
2009. 2Q
2009. 4Q
21
:
2010
Reference: Overseas Case
Media Distribution Kiosk for Apple i-Pod
-Recognized the importance of off-line in distributing contents
-Shows Apple’s courage to take the initiative of off-line service
Media distribution kiosk :
It is installed in many public places. The system
allows i-pod users to download various music,
moving pictures and applications from i-tunes
and app-store without using PC. Patent pending
in USA intellectual property office.
Virtual connector for interfacing :
It is the interface technology to connect i-Pod to media
kiosk system that allows downloading contents by
connecting wirelessly, using close-range connecting
communication technology such Wi-Fi and Bluetooth.
22
Reference: Overseas Case
SonyEricsson Playnow
Instant Entertainment 24/7
- Service provided in 80 branches in Asia such as
Indonesia, Malaysia and Singapore by SonyEricsson
- By paying fixed price, people using SonyEricsson cell
phones can easily download latest DRM-free music,
movies and TV dramas.
- No additional communication fee is needed and
download can be executed easily by connecting to
kiosk equipment
- Brand ‘PoP’, Sony and Universal jointly developed
vending machine with the brand called ‘PoP’. The
vending machine that sells music, moving pictures
and games
- DVD, Blu-ray Disk, PS3 GAME download.
- MP3 and MP4 download using SD merory card.
23
Contacts
Headquarter
Research
Institute
PyungHwa bld. 4th floor, 166-1,Samseong-dong, Gangnam-gu, Seoul (Across Trad Club)
Tel : 02) 564-0744
Mobile Techno bld. 5th floor, 573-3, Bokhyun-dong, Buk-gu, Daegu
Tel : 053) 326-0744 / Fax: 053) 326-0745
Related
Inquiries
Park, Moon-Keun, Director (010-2778-6904)
E-mail
: jmchae@mobilus.co.kr
Bae, Jae-Hyung, Vice Director (010-9328-3958)
E-mail :
bezant@mobilus.co.kr
Kim, Don-Hwan, Section Chief (010-9940-7007)
E-mail :
paerang@mobilus.co.kr
24