[Mobidays] KM-Report APR, 2015

Mobidays [ KM report ]
Article & Advertisement Inquiry: j3y_sj@mobidays.com
2014/08 2014/09 2014/10 2014/11
2014/12 2015/01 2015/02
Mobidays is a specialized mobile marketing company,
making every effort to have proper understanding of mobile market and to activate mobile eco-system.
In order to do so, Mobidays established [Mobile Advertisement Research Institute: MARI] in August 2014
(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‘KM report’a monthly trend report.
KM 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 will keep working our best to release various and interesting news about mobile market in succession.
Thank you.
Mobidays Team
2015/03

1
1. Korea is Mobile-Holic
2. Korean Smartphones in Crisis
3. Mobile Pays for Everyone
4. No One Remains No.1 Forever
Domestic Issue
Mobile Conferences

Korea is Mobile-Holic
Mobile/Wire Phone Subscription State
Mobile Phone
Subscription
Wire Phone
Subscription
54,681,000
57,208,000
17,620,000
Year 2013 Year 2014
16,939,000
Factors Considered to be Important when Purchasing Smartphones
Source Feb. 24. 2015. zdnet“Smartphones, Designs are more important than Price when purchasing“
Mar. 19. 2015. etnews 57,200,000 mobile phone subscribers, 70% are‘Smartphones’
2
Out of all mobile phone subscribers of 2014,
40,560,000 people use Smartphones
이동전화 가입자 중
70%
Exterior Design
of the Device
21.4% 13.5%
Price of the device Operatng System Recommendation
Data: Source: 2014 mobile internet usage condition research final report
(Research based on 6,000 people)
Data: Statistics Korea,‘2014 Korea’s Social Indicator’
72.4% 52.4%
Mobile Phone Subscription
70%

Forecast of the Korean mobile internet
economy size
Daily Average Mobile Internet Usage Time is 1 hour 36 min
3
Data: KISA, 2014 mobile internet usage condition research final report
Data: Boston Consulting Group
28 billion USD
(about 31.07 trillion KRW)
Mobile Internet Users
40 billion USD
(About 44.039 trillion KRW)
Consumer surplus per person for
mobile internet
$4,400(about 4,880,000KRW)
※ Consumer surplus refers to additional value earned by
consumers from paying for devices, apps, services etc
Mobile Internets are important to to 75% of all Koreans
75% of Korean population answered they would rather give up
newspapers, chocolate, and fast-food rather than mobile internets
year 2013 year 2017
Mobile Internets Cannot Be Given Up!
Prefer mobile internet at home/work
even if wired internet is available
Use mobile internet more often
than wired internet65.6%72.5%

Mobile Contents Usage State
Mobile Advertisement
Expenses Progress
(Unit: Hundred Million KRW)
Weight of Advertisement in Each Medium
(Based on 2015 Observation Value, Unit %)
Mobile Video Watching Patterns
4
Data: Cheil, 2014 Korean total advertisement fee balance and observation
Data: GomTV, video streaming usage state research report
Mobile Video Watching Time
20s 48%
Daily average View OVER 30 min
30s 62%, 40s 60%
Daily average view UNDER 30 minVideo
45%
Webtoons
19%
Games
17%
Music
16%
e-books
3%
Free Views
70%
Fixed
payment
19%
Payment
per Video
11%
2013
1 trillion 700
2014 2015(e)
8,391
4,600
Broadcast
36.3
Print
18.9
Internet
18.3
Mobile
10.8
Others
15.8
Mobile market’s next generation target

Year 2014 Global Smartphone
Sales Share Percentage
Samsung Electronics’smartphone sales share fell to h
2nd place since Apple’s release of iPhone 6
Samsung Electronics are having a hard time in
emerging markets such as India and China due to
low-prices of local companies
Korean Smartphone
Growth Progress
(Unit %)
Source Feb.24.2015. etnews Samsung’s smartphone sales market share fall down to 10% range…. Falling behind Apple
Mar.09.2015. etnews domestic smartphones having a hard time in foreign markets 5
Data: Strategic Analytics
- Decline of Korean smartphone growth
in emerging markets since 3rd quarter
of 2014
- Local smartphone brands such as Xiaomi,
Lenovo, and Micromax are showing
strength in homeland markets
Product innovation, differentiation,
cost competitiveness
needed to regain market share
2013 Q1 2013 Q3 2014 Q1 2014 Q3
Others
22.2%
LG Electronics
4.3%
Huawei
3.8%
Sony
3.7%
Xiaomi
3.7%
Samsung
Electronics
25.1%
Apple
37.6%
81.8
69.2 73.7
62
38.3
3.9
-4.8
-14.5
44.5 48.5 24.1
0.9 1.7
-8.3 -5.8
-0.8
Advanced Market
Emerging Market
Korean Smartphones in Crisis

Korean Smartphones in Crisis
- Samsung Electronics’market share in the Vietnam Smartphone market fell from 54% in 2012, to 38% in 2013, and to
26% in 2014.
- Samsung Electronics’market share, fell from 1st and ranked 2nd, falling from 17.9% to 12.9% in the India Tablet market.
- During the fourth quarter of 2014, the Chinese smartphone market share ranked 5th, falling to 7.9% from 11% in the
previous quarter.
Brand Mobile Devices’Share Percentage in the Emerging Market
2014
Vietnam Smartphone
Market Share Percentage
2014 Q4
Indian Tablet
2014 Q4
Chinese Smartphone
Source Feb.24.2015. zdnet Samsung, 印 No longer 1st in the Tablet market
Feb.24.2015. News1 Samsung declined to 5th place in the
Chinese Smartphone market
Mar.16.2015. etnews Vietnamese Smartphone market’s rise… Samsung facing difficulties due to low-priced phones
6
Data: IDC
Oppo (China)
8%
Asus (Taiwan)
6%
Others
36%
Micromax
(인도)
25.1%
Samsung
Electronics
(Korea)
26%
Lenovo
(China)
9.4%
HP
(USA)
8.7%
Others
43.8%
Datawind
(India)
9.6%
Samsung Electronics(Korea)
12.9%
iBall
(India)
15.6%
Others
45.6%
Samsung
Electronics
(Korea)
7.9%
Huawei
(China)
11%
Apple
(USA)
12.3%
Xiaomi
(China)
13.7%
Lenovo
(China)
9.5%

Mobile Pays for Everyone
- Ticket Monster released‘Tmon Pay’service which applied LG U+’s easy payment service Pay Now.
- WeMakePrice plans to release an easy payment service in the fist half of the year through partnerships with external payment agency(PG).
- According to the press, Coupang is also expected to release an easy payment service through partnerships with external payment agencies.
- Naver Pay completes payments using a virtual card number mapped with Naver IDs.
- Naver plans to run Naver Pay based on the over 40,000 online franchises and experience of managing 15 million users
from‘Check-out payments’since 2009.
Naver’s‘Naver Pay’to be released in June
Domestic Social Commerce industry regularize introduction of easy payment services
Combination of existing
easy pay services
+
Partnership
settled
Partnership in
processing
원클릭 결제
Wire
Transfer
Function
Source Mar.08.2015. zdnet Social Commerce Easy Pay… is it truly easy for consumers
Mar.12.2015. zdnet Naver’s easy payment system,‘Naver Pay’, to be released in June 7
Naver Checkout
Naver Mileage
Naver Cash
KB Card
BC Card
Samsung Card
Shinhan Card
Hyundai Card
KB Bank
IBK Bank
NH Bank
Shinhan Bank
Woori Bank
Fingerprint recognition
Payment password
Non-confirm (One-click)
Using Naver ID
Using cellphone numbers
Using past remittance history
SMS
Confirmation
Social Commerce
External
Payments
Agency
- Saving external payments commission
- Simplifying the process of consumer payment methods
- Decreasing rate of consumer dropout during payments by 5~10%
- Increasing amount of transactions and profits
Intention of decreasing payment accident dangers through partnerships with
security confirmed companies
Introduction of easy payment service
for own company

Samsung Electronics’‘Samsung Pay’to be commercialized in July
App Card
Consultative Group
- Samsung Pay uses NFC and MST(Magnetic Secure Transmission) technologies which allows
consumers to complete payments on smartphones without extra equipment, installations, or changes.
- Payments can be complete through one-hand operation fingerprint recognition.
- Card numbers can be replaced with coded tokens and saved in secure areas in smartphones,
thus preventing financial fraud even in case of smartphone losses.
- Various additional services including card life cycle management and transaction records management
are to be added.
- They are to be released this summer in USA and Korea through Samsung Electronics’smartphones
Galaxy S6 and Galaxy S6 Edge.
Credit Card Company
Value Added Services
network operators
Application of app card,
a one-time use virtual card
Source Mar.04.2015. etnews Samsung will release‘Samsung Pay’this summer…. Available for usage in over 30million stores worldwide
8
Samsung Card,
Shinhan Card
KB Card,
Hyundai Card
Lotte Card
NH Card
BC Card
Hana Card
Woori Card
Global Card Company
Master Card
Visa American Express
Global Financial Corporation
Bank of America City,
JP Morgan Chase,
US Bank
NICE I&T
KICC
KIS IC
Daou Data
+ + APP
KARD

Even Mobile Payments Can Be Done Through Beacon
Source Feb.26.2015. etnews Card companies show interest in Beacon through Fintech
9
Release of‘ZEP(Zero Effort Payment)’, easy payment service app that uses Beacon
Payment POS
approach
Payment complete when the manager
confirms customer then presses
payment button
Customer payment
information revealed on
Payment POS screen
Preparing for mobile marketing and payment service using Beacon,
in partnership with BC Card
- In some areas,‘Giga Beacon Platform’, which utilizes KT’s Near Field Communication technologies, is used
to provide customers passing by the area with information about nearby franchise stores, events, coupons etc.
Aggressive approaches using affiliates
- Lotte Card presented a location footing service using Beacon at the Jarasum International Jazz Festival last year.
- Lotte is expected to pursue various marketing methods using Beacon through its affiliate, Lotte Members,
such as installing Beacon terminals in 300 franchise stores in the Lotte World Mall
What is Beacon?
Beacon, a wireless sensor for short-ranges, can provide various information
and services to smartphone users making use of bluetooth functions
Mobiday’s Mo.I.E‘Beacon, the future of mobile advertisements’http://goo.gl/GRlXxI

No One Remains No 1 Forever
Naver turns the table in the mobile games market
Data: AppRanker
Souce Feb.24.2015. etnews Naver plans to start up‘Line’using games… partnership with Netmarble complete
Mar.17.2015. zdnet‘Raven‘ ranks 1st on highest sales in major markets 10
February 2015, Naver and Netmarble Games form a Games Co-Marketing Alliance
Netmarble releases new mobile RPG Game‘Raven’in March 2015!
WAU: 821,100 Avg. Run Count: 11/Day Avg. Play Time: 2HR 59Min 22Sec/per run
New mobile games‘Raven’and‘Chrono Blade’under co-marketing
- Total directional marketing to be unfolded using Naver’s marketing platform
- Pursuing marketing methods using Naver’s online marketing knowledge and
developing marketing methods for PC and mobiles
- Planning to enhance awareness and interest for Netmarble Games
Apple App Store
within 2 days of release
Highest Sales
1st Place
Google Play
within 5 days of release
Highest Sales
1st Place
Download number
at 800,000 overall
Highest DAU over 500,000
Entering
Kakao Games
About 500,000
subscribers secured
using pre-registeration
Large-scale marketing
such as Naver banner, TV,
outdoor billboards etc
*DAU: Daily Active User
*WAU: Weekly Active User
2015.03.23 ~ 2015.03.29

Source 2015.03.10 zdnet 이통3사 앱 개발규격 통합…판매는 별도 11
Game companies exit Kakao
Three Major Mobile Communication Companies unite the app store registration standards!
- Game companies are exiting Kakao as more foreign-made games and cases of Netmarble’s
Raven are raking high in sales without entering the Kakao Games platform.
- Daum Kakao is said to have considered taking over T Store to link it with Kakao Games in order
to lower commission fees.
- Main domestic game companies such as Netmarble Games are getting ready for releasing their
independent game platforms by showing efforts such as releasing‘Netmarble Store’trademark
registrations.
- The app stores of the 3 major domestic mobile communications companies, T Store, Olleh Market,
and U+ Store, will have a unified registration standard.
- A unified developing center will be founded in April for app stores run individually in the 3 companies,
meanwhile being maintained.
- Apps that have been released by existing app stores of mobile communications companies will have
to be changed according to the new standards of the unified developing center.
Develops
app program for
each app stores
Development and registration of
app meeting the unified standards
Developer Developer
T Store
U+ Store
Olleh Market
SDK
SDK
SDK
No One Remains No 1 Forever
Exiting Kakao, to individual platform formation

Mobile Conferences
12
Date: 2015 APR 7th (TUE) 14:00~18:00
Place: Ferrumtower, 5-19 Elgiro, Jung-gu, Seoul
http://conference.etnews.com/fintech
1. Views on Fintech security from experts of security and finance
2. Connected World 2015
Date: 2015 APR 8th (WED) 09:00~17:30
Place: Grand ballroom Ritzcaltonseoul, 602 Yeoksam-dong, Gangnam-gu, Seoul
http://conference.etnews.com/fintech
3. UNITE SEOUL 2015
Date: 2015 APR 16th (TUR) ~ APR 17th (FRI) 10:00~18:00
Place: Grand Intercontinental Seoul Parnas, 159-8 Samsung-dong, Gangnam-gu, Seoul
http://unity3dkorea.com/uniteseoul2015/

Source Domestic Issue
13
2015.02.24 zdnet“Smartphones, Designs are more important than Price when purchasing“
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150224083145
2015.02.28 머니투데이 Korea is‘into’mobiles
http://www.mt.co.kr/view/mtview.php?type=1&no=2015022409484925419&outlink=1
2015.03.19 etnews 57,200,000 mobile phone subscribers, 70% are‘Smartphones’
http://www.etnews.com/20150319000111
1. Korea is Mobile-Holic
2015.03.09 etnews domestic smartphones having a hard time in foreign markets
2015.02.24 etnews Samsung’s smartphone sales market share fall down to 10% range…. Falling behind Apple
2015.02.24 zdnet Samsung, No longer 1st in the India Tablet market
2015.02.24 뉴스1 Samsung declined to 5th place in the Chinese Smartphone market
http://news1.kr/articles/?2106286
2015.03.16 etnews Vietnamese Smartphone market’s rise…Samsung facing difficulties due to low-priced phones
2. Korean Smartphones in Crisis

Source Domestic Issue
14
2015.02.26 etnews Card companies show interest in Beacon through Fintech
2015.03.04 etnews Samsung will release ‘Samsung Pay’ this summer…available for usage in over 30million
stores worldwide
2015.03.08 zdnet Social Commerce Easy Pay… is it truly easy for consumers
2015.03.12 zdnet Naver’s easy payment system, ‘Naver Pay’, to be released in June
3. Mobile Pays for Everyone
2015.02.24 etnews Naver plans to start up ‘Line’ using games… partnership with Netmarble complete
2015.03.10 zdnet mobile communications companies unite app development standards…. Sales are seperate
4. No One Remains No.1 Forever

[Mobidays] KM-Report APR, 2015

[Mobidays] KM-Report APR, 2015

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[Mobidays] KM-Report APR, 2015