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
1. Korean Mobile market Overview
Korean Mobile Market Overview
Numbers
million
US
CHINA ENG
KOREA JPN
GER
FRA
CAN
SPAIN
Korean Mobile Market Overview
Korean Mobile Market Overview
Smartphone Penetration Rate
(%)
US
KOREA
As of JUL 2012
ENG
FRA
GER
JPN
…
AVG of World
Korean Mobile Market Overview
Korean Mobile Market Overview
Korean Mobile Market Overview
Korean Mobile Market Overview
Korean Mobile Market Overview
Korean Mobile Market Overview
Smart phone Internet access
Web
Smart phone Access Network
Mobile
web
Wifi
Mobile
app
 Korean mobile users are more ‘MOBILE’ dedicated
 Korea has good network infrastructure with ‘Unlimited data
service’
* Source : KISA 2012.8
Korean Mobile Market Overview
Number of
Installed APP
Number of
Frequently used APP
Down loaded mobile apps (multi select, %)
Game Comm Music Utility
* Source : KISA 2012.8
Map Weather News Video Shopping Stock
Life
TV
Education eBook office
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
* Source : Korea Creative Contents Agency 2012.8
Have ever played!
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
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
* Source : Korea Creative Contents Agency 2012.8
Have ever bought!
Korean Mobile Market Overview
Major Application Usage Time (Min/Day)
etc
entertainment
news
SNS
game
Insight 1
Game +
SNS
 48%
 Social
Game
Korean Mobile Market Overview
Global Game Growth Expectation per Genre
Arcade
PC
Console
Mobile
Insight 2
‘Mobile +
Web‘
 Cross
platform
2. Korean Mobile Trend
Korean Mobile Trend
KAKAO TALK
36,000,000 registered users in Korea
63,000,000 registered users worldwide
Each users’ average KAKAO friends number 93.5
Korean Mobile Trend
KAKAO TALK
 iOS Top 30 Download Rank in Game category (2012.10.30)
Korean Mobile Trend
KAKAO TALK
 Android Top Daily Active User Rank in Game category (2012.10.31)
1. Dragon Flight
2. Any pang
3. Candy pang
4. I love coffee
5. Korean draw
something
7. Puzzle zoozoo
Casual
Killing time
Friendly
Korean Mobile Trend
KAKAO TALK
 Simple & Easy & Playing together & Competition
Any pang
• 1heart after
8min
• Heart for gift
• Ranking
among friends
• 1min/PLAY
Dragon Flight
• Dragon item
with strong
force
• 5mil RMB/DAY
(peak)
Korean Mobile Trend
T STORE
 T store, bigger market share over Apple and Google market
Monthly Revenue Share of
Korean App Market
※ Source: SK estimation
Korean Mobile Trend
T STORE
Business performance as of October 8, 2012:
Accumulated
subscribers
Accumulated
Downloads
Developers
17.3M
988M
33K
Registered Apps
& Contents
Monthly Active Users
Monthly Transactions
0.37M
9M
US$ 12M
Korean Major Mobile platform
T STORE
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
Paid Downloads
E-book
Free Downloads
Game
8%
29%
VOD
Education
Music 3%
VOD
E-book
0%
1%
2%
Game
31%
26%
Education
4%
Music Utilities
14%
12%
Fun
Utilities
Fun
6%
45%
18%
Korean Major Mobile platform
T STORE
 Game is the most preferred and profitable application.
※ Source: SK Data (Oct 2011)
Korean Mobile Trend
T STORE
Examples of Global Games (Sep 18, 2012)
2011 Achievement
348,064 D/L
3,000 KRW (U$3)
March 18, 2011

RealNetworks AP
97,111 D/L
1,200 KRW (U$1)
Stand-alone
Nov 11, 2010
- D/L: 183,842
Strastar
- Revenue: U$ 568K
649,890 D/L
Free
Carrier-billing
July 14, 2011
RealNetworks AP

In-App Purchase
- D/L: 278,090
- Revenue: U$ 483K
97,369 D/L
5,000 KRW (U$4)
July 28, 2011
Joymoa
141,132 D/L
43,608 D/L
165,837 D/L
2,200 KRW (U$2)
5,000 KRW (U$4)
1,000 KRW (U$1)
July 12, 2011
May 24, 2012
May 22, 2012
GREE
Gameloft
Gameloft
1,131,684 D/L
36,341 D/L
14,658 D/L
Free
5,000 KRW (U$4)
1,100 KRW (U$1)
July 25, 2011
Dec 7 2010
July 11, 2012
GREE
Gameloft
Rovio
3. Penetration Strategy for Korean market
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
Penetration Strategy for Korean market
2. Multi Channeling
Android
 Apple store
 Telecom market
 T store
 Olleh store
 U+ store
 Google play
 KAKAO TALK
iOS
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
4. NEOWIZ as mobile publisher in Korea
NEOWIZ as Mobile publisher in Korea
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
NEOWIZ as Mobile publisher in Korea
Representing Products
 Mobile Social Platform
 High Quality Applications
 10mil registered users
 Covering all major platforms
NEOWIZ as Mobile publisher in Korea
 Mobile Game lineup:
Develop and publish 20+ titles globally
欢乐王国
逆转三国
NEOWIZ as Mobile publisher in Korea
TOGETHER WE CAN MAKE GREAT SUCCESS STORY
THANK YOU
eliot@neowiz.com