2015/062015/052015/042015/03

2015/022015/012015/122015/11

Mobidays [KM Report] Article & Advertisement Contact : j3y_sj@mobidays.com

Mobidays is a specialized mobile marketing company,making every e�ort 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

Overall Table of Contents

Domestic ISSUE1. Unstoppable Plays of Mobile Videos

2. Mobile Searches exceed PCs

3. Mobile Games, a New Trend on the way?

4. Mobile Banking and Mobile Shopping

5. Leaving in search of New Markets

Global ISSUE1. BRIC, Mobile Game Market’s Cradle

2. China has its eyes on the Wi-Fi Business!

1

Domestic ISSUE

1. Unstoppable Plays of Mobile Videos

2. Mobile Searches exceed PCs

3. Mobile Games, a New Trend on the way?

4. Mobile Banking and Mobile Shopping

5. Leaving in search of New Markets

2

4.8

95.2

5.2

7.7

94.8 92.3

31.7

68.3

Desktop PC& Laptop

Tablet PCSmartphones

49.6mins 48.3mins 46mins

Internet users withonline video view experience

Online video viewing rate per device type

Online Video View Time of Adults

48.5mins per day on average

Yes No Yes No

PC/Laptop

Source: DMC Media, overall on and o�ine internet users(n=1,014) Source: DMC Media, overall online video users(n=966)

Smartphones Tablet PC

Video view timeby device

Unstoppable Plays of Mobile Videos

3

Video platforms preferred by internet users

YouTube

40.3%NaverTVCast

14.1%Facebook

12.8%DaumTVPot

6.2%GomTV

5.7%

4Source: DMC MediaSource : June 17th, 2015. Newsis Average internet video view time per day 48.5 mins

84.5% of online video viewers have

watched video advertisements within 3 months

49.8% of video advertisement viewers

clicked on the advertisements

Video advertisement click rate by devices• smartphone ads : 52.8%• desktop PC/laptop ads : 46.1%• tablet PC ads : 39.8%

Unstoppable Plays of Mobile Videos Accompanied growth of mobile video advertisement

Naver reorganizes mobile main video• Naver newly created a fixed area that presents video contents that signed a partnership with Naver such as ‘Naver Original’, ‘Web Animation’, ‘Web Drama’, and ‘Documentary’ in the mobile home video area.

• According to Naver, after the reorganization of the video area, there was a 6% increase in usage time and 4% increase in times of videos played per user.

*RUBICS, Real-time User Behavior-based Interactive Content recommender SystemA system that automatically recommends various contents that users may like based on

machine learned users preference

DaumKakao releases Kakao TV• DaumKakao released ‘Kakao TV’ that allows its users to view video clips, VOD, and live broadcast using KakaoTalk. • Kakao TV formed a partnership with SMR(Smart Media Representative) and provides the contents of terrestrial broadcast, CJ E&M, and Comprehensive programming channels that are owned by SMR, in video clips. • Kakao TV analyzes user view patterns and recommends(*introduction of RUBICS) videos that users may like, and also firstly exposes videos with comments from users’ friends.

Source : June 17th, 2015. INews24 Video Market, Facebook – Naver TV Cast’s rapid progress

Unstoppable Plays of Mobile Videos Accompanied growth of mobile video advertisement

5

Mobile ads, market size and forecast(Unit: 1 million KRW)

150

100

502012.1 12

110.2

2013.12 2014.12 2015. 5

181.4

2013

415,989

2014

832,870

2015(e)

1,059,573

666,363

393,212

Source : May 29th, 2015. IT Dong A From ‘web’ searches to ‘app’ searches, the unstoppable evolution of Google search June 16th, 2015. Chosun Biz Twice the size of PCs… competition of ‘mobile searches’ ignited in IT business

Source: : November 2014 analysis of mobile advertisement business current state, KISA (Korean Internet & Security Agency)

Naver’s rate of mobile searches compared

with PC searches

(Unit: %)

Source: Naver

• Mobile search size has now exceeded PC search size.

• New mobile search services are being released by various domestic and foreign IT companies.

• As the mobile search market becomes more vitalized, mobile search advertisements are expected to grow rapidly as well.

All mobile ads Display ads Search ads

Mobile Searches Exceed PCs

6

Domestic mobile search query share

자료: 2015년 4월, 코리안클릭

73% 14.5% 12.3%

Sources : June 7th, 2015. Yonhap New "It finds a desire that I never even knew I had” … mobile searches being recommended June 11th, 2015. Digital Daily mobile search competition growing fierce… ‘a focus on winning the fingertips>

DaumKakao releases Kakao TV•REACT(REaltime ReACT) system : When users actively participate in other people’s response about a certain issue, the search results immediately incorporates this

•RED(Realtime Event Detection) system in development Based on various information extracted and analyzed , the general public’s real-time interests are searched and provided more rapidly

•NCKP(Naver Contextual Knowledge Plus) technology imported through big data analysis, users’ next search information is predicted and provided as soon as users type in their first search words

DaumKakao imports search features into KakaoTalk• DaumKakao added a KakaoTalk #(sharp) feature which allows users to search for information while using the KakaoTalk chat rooms.

• By adding a search feature, it is expected that DaumKakao will be able to increase their share in the

mobile search and search advertisement area

Strengthening mobile ads with search servicesMobile Searches Exceed PCs

7

Global Social CasinoMarket size

Global social casino’smobile profit weight

Mobile web board games becoming charged

Domestic socialcasino game’s size

about 2.8 trillion KRWin year 2014

61%2014

$2.8 billion(about 3 trillion KRW)

2015(e)

$3.8 billion(about 3.8 trillion KRW)

10

10

J

J

Q

Q

K

K

A

A

Source : June 4th, 2015. GameChosun Game business, a global casino, direct aim at the mobile market

• Mitigation of government regulation on web board games

• Permission of the Game Rating And Administration Committee to allow and mobile web board games to charge users (payment in mobile web board games become possible)

• With a 300,000 KRW purchase limit per user, charge made possible through either PCs or mobile platforms

Source: Eilers Research

* Web board game? Games played with a board created on the screen through the internet

Web board games’ vitalizationMobiles Games, a New Trend on the way?

8

Source : May 26th, 2015. eDaily PatiGames takes over Dada Soft at 22.7billion KRWJune 17th, 2015. Money Today Web board, social casino… would they be enough to be a breakthrough for game companiestrying to expand their business

• Neowiz released ‘SEASTAR CASINO’, a social casino game, in the Southeast Asian market in April of 2015.

• Netmarble founded a subsidiary company, 1111 (Thousand Hundred and Eleven)’, which mainly consists of the labor force with web board game creation experience, in order to develop social card games.

• 1111 will develop a social card game that targets the foreign market.

• NHN Entertainment released ‘GOLDEN SAND CASINO’ in the North American market in August 2014, through ‘Monarch Gaming Labs’, a North American subsidiary company.

• Pati Games acquired ‘ Dada Soft(founded in 2011)’, a web board game company, at 22.7billion KRW in order to enter the web board games market.

• Due to the eased government regulation on web board games and partner companies’ entrance inquiries, DaumKakao is carefully looking over web board games’ entrance on KakaoTalk

Web board games’ vitalizationMobiles Games, a New Trend on the way?

9

•2014 July, Korean firm Locojoy Entertainment established

•2014 December, raised a 15-billion-won-fund with domestic VC

•2014 sales : 280 billion KRW, Operating profit : 140 billion KRW

• Ranking number 8 in China’s top local sales as of 2014

• Annual sales 300 billion KRW

Source : 2015.06.05 Asia Business Daily Korean Mobile Games, facing risk by takeover of China2015.06.11 INews24 Chinese game companies buying Korean listed companies instead of direct entry, “Why?”

• Locojoy, China’s game developing company that developed the “Master Tanker” series, becomes the largest stockholder of a KOSDAQ listed company ENUStech.,Inc. through paid-in capital increase by a way of third party allotment.

• ENUStech.,Inc. will change its name to Locojoy International and regularize game development and publishing business in Korea.

• It will recruit maximum 100 workers in Korea to equip with game developing skills and operate global publishing business.

• Giant is China’s online/web game specialized company which is seeking change into mobile game company as of 2014.

• Giant is planning to expand its influence in the mobile game market by acquiring and investing in small and medium sized game developing companies in Korea.

• The news that Giant will acquire a KOSDAQ listed company “M Game” turned out to be groundless, but M Game’s stock price rose in anticipation for being acquired by a Chinese enterprise.

Locojoy acquires ‘ENUStech.,Inc.’ , a wireless communication device development company

Giant is in search of a Korean company to strengthenits ability in the mobile games market

Chinese game companies aim for entrance into Korean market!

Mobiles Games, a New Trend on the way?

10

52.4%

2013년

3,700

2014년 1분기

4,000

2015년 1분기

5,223

Transaction amount

2.2 trillion KRWNumber of average daily dealings

40 million

Source :

Source:: Bank of Korea

May 25th, 2015. etnews Smartphone banking users exceed 50 million2015.06.10 Hankyoreh Simplified mobile payment system “00 pay” pouring…aiming of each company varying

Domestic smartphone basedmobile banking users

(Unit: 10 thousand, including overlaps)

weight of mobile bankingout of total internet banking

Performance of smartphone bankingin the 1st quarter of 2015

Banks enhancing smartphone baking business • Banks are trying to provide equal level of service with Internet banking in smartphones. • As self authentication methods diversifies, various security functions are appearing such as smart OTP cards and NFC.• Banks are planning to operate a customized marketing through customer managing program based on big data and mobiles.

Mobile banking becoming more sophisticatedMobile Banking and Mobile Shopping

11

5.06trillion KRW79.2% increase compared to

1st quarter of 2014

40% of Internet usersHave searched about the productusing mobiles before purchasing

37% of users who have searched about the products using mobilesPurchased products using mobiles

62% of Korean populationHave purchased something online within the last month

37% of online shoppersPurchased products using mobile phones

2014

Internet shopping market size (PC+mobile)

PC based internet shopping

Mobile shopping

33.8 trillion KRW

2013

5.91 trillion KRW13.1 trillion KRW

32.0 trillion KRW

(Source: Statistics Korea)Source: KIET (Korea Institute for Industrial Economics & Trade

Source: KISA, 4th quarter of 2014Source : 2015. 6. 15 ZDNET Domestic Mobile Shopping Market, 1st quarter growth by 79.2%2015.06.19 Yonhap News Last year Mobile Shopping 13 trillion 140 billion KRW… 122% increase year on year

Domestic internet shopping size The turnover of mobile shoppingin the 1st quarter of 2015

39.7 trillion KRW

45.1 trillion KRW

- Purchase of products through mobiles without the limit of time and space

- Increase in purchase of daily necessities using mobile during rush hours due to increase of single-person households

- Original distributors also introducing mobile distribution channels (releasing mobile applications, introducing simplified mobile payment system)

Convenience of mobile shoppingMobile Banking and Mobile Shopping

12

(Source : eMarketer)

Source : 2015. 6. 15 ZDNET Domestic Mobile Shopping Market, 1st quarter growth by 79.2%2015.06.19 Yonhap News Last year Mobile Shopping 13 trillion 140 billion KRW… 122% increase year on year

•This year’s 1st quarter MAU of LINE is 26 million • Naver’s messenger LINE is currently holding the 2nd place in Indonesia’s messenger market share

• Yello Mobile took over PriceArea, an Indonesian domestic price comparison website, and AdPlus, a digital marketing company

•KakaoTalk launched into Indonesia 3 years ago and secured 18 million downloads•DaumKakao took over the Indonesian social network service, Path and Path Talk’s partial assets at 22 billion KRW•Path’s MAU is 10 million

Current State of Indonesia

Population253 million

Internet users72.7 million

Social media users72 million

PSmartphone users52 million

Indonesia, land of opportunities!Leaving in search of New Markets

13

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Global ISSUE

1. BRIC, Mobile Game Market’s Cradle

2. China has its eyes on the Wi-Fi Business!

15

•India: $102.9 million

• Brazil: $184.7 million

• Russia: $323.2 million

• China: $4.4 billion

Brazil Russia India China

2014 2015(e) 2016(e)

44.13 39.6

123.2

298.1

48.5242.8

158.7

349.4

51.4146.1

194.3

405.1

Source : May 29th, 2015. Sports Chosun Brazil, Russia, India, China’s mobile games achieve a 91.7% growth

Year 2014 BRIC mobile game market size

Mobile game user forecast in di�erent countries (Unit: 1 million)

Yearly growth rate of mobile games’sales in di�erent countries

Source: Onesky & Newzoo

BRIC, Mobile Game Market’s Cradle

16

Source: 2015.06.08 Aju New China’s BAT focuses on Wi-Fi industry, the new battlefield of “the Age of Internet +”

The 3 major IT companies of China, ‘BAT(Baidu, Alibaba, Tencent)’ run large scale investments

Open free WIFI provided in public areas• The Chinese government plans to provide open free WIFI in all public places in GuangZhou an ShenZhen, China by the end of the year. • This plan will be extended to all of GuangDong Province within 3 years. (The area of GuangDong Province is about 17 times larger than that of GyeongGi Province in Korea.)• Free WIFI zones will be set up in about 15 areas including public transportation, parks, popular tourist sites, exhibition halls, and government buildings.

Baidu participated as the core investor to a funding by 16 Wifi, China’s public transportation Wi-Fi Service Providers and VisionChina Connected.

Alibaba invested in Treebear Networking Co., Ltd., a Wi-Fi service provider in 2014.

Tencent, together with Dazhong Dianping, China’s lifestyle portal site, invested 300 million CNY in WiWide, a Wi-Fi service provider.

Chinese Internet Users649 million

Mobile Internet Users557 million

WIFI users out of mobile internet users75.6% of total

China has its eyes on the Wi-Fi Business!

17

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within the field of Gaming, Ad-tech, Social Media,

Commerce, Start-ups and Venture Capitals gather to

pioneer the path into the future.

Gain insights and maximize your imagination for the

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E-mail : hello@maxsummit.co

Event News

1. KITAS 2015: IT Accessory / Smart Device ShowLocation: COEX C Hall 1,2524, Bongeunsa-ro, Gangnam-gu, Seoul Date: August 20th, 2015. (Thurs) ~ August 22nd (Sat) www.kitas.kr

2. Busan International Advertising FestivalLocation: BEXCO1291, U 1-dong, Haeundae-gu, Busan Date: August 20th, 2015. (Thurs) ~ August 22nd (Sat) www.adstars.org

3. 2015 Global Mobile Vision408, Hallyu world-ro, Ilsanseo-gu, Goyang-si, Gyeonggi-do Date: September 16th, 2015. (Wed) ~ September 18th (Fri) www.gmv.or.kr

19

http://it.donga.com/21314/

http://www.yonhapnews.co.kr/bulletin/2015/06/05/0200000000AKR20150605163500017.HTML?input=1195m

http://www.ddaily.co.kr/news/article.html?no=131349

http://biz.chosun.com/site/data/html_dir/2015/06/15/2015061500053.html

SourcesDomestic ISSUE

1. Unstoppable Plays of Mobile VideosJune 5th, 2015. Digital Daily Portals concentrating on video services… a strong focus on ‘visual services’ that are treats to the eye

June 17th, 2015. Newsis Average internet video view time per day 48.5 mins

June 17th, 2015. INews24 Video Market, Facebook – Naver TV Cast’s rapid progress

May 29th, 2015. IT Dong A From ‘web’ searches to ‘app’ searches, the unstoppable evolution of Google search

June 7th, 2015. Yonhap News "It finds a desire that I never even knew I had” … mobile searches being recommended

June 11th, 2015. Digital Daily mobile search competition growing fierce… ‘a focus on winning the fingertips’

June 16th, 2015. Chosun Biz Twice the size of PCs… competition of ‘mobile searches’ ignited in IT business

2. Mobile Searches Exceed PCs

http://www.ddaily.co.kr/news/article.html?no=131148

http://www.newsis.com/ar_detail/view.html?ar_id=NISX20150617_0013733423&cID=10401&pID=10400

http://news.inews24.com/php/news_view.php?g_serial=903746&g_menu=020310&rrf=nv

20

SourcesDomestic ISSUE

3. Mobile Games, a New Trend on the way?Chinese games companies aim for entrance into Korean market!2015.05.27 Hankyung Gametoc [HOT] China game company Locojoy, acquires KOSDAQ ENUStech.,Inc.

2015.06.05 Asia Business Daily Korean Mobile Games, facing risk by takeover of China

2015.06.11 INews24 Chinese game companies buying Korean listed companies instead of direct entry, “Why?

2015. 6. 15 Digital Times Large Chinese game company, promoting takeover, invest in Korean company

Chinese games companies aim for entrance into Korean market!2015.05.26 . eDaily PatiGames takes over Dada Soft at 22.7billion KRW.

2015.06.04 . GameChosun Game business, a global casino, direct aim at the mobile market

2015. 6. 17 Money Today Web board, social casino… would they be enough to be a breakthrough for game companies trying to expand their business

http://gametoc.hankyung.com/news/articleView.html?idxno=28747

http://view.asiae.co.kr/news/view.htm?idxno=2015060511074124519

http://news.inews24.com/php/news_view.php?g_serial=902620&g_menu=020521&rrf=nv

http://m.media.daum.net/m/media/digital/newsview/20150615154645098

http://m.edaily.co.kr/html/news/news.html#!it-view-01239846609372856-E

http://www.gamechosun.co.kr/article/view.php?no=125001

http://www.mt.co.kr/view/mtview.php?type=1&no=2015061515004492442&outlink=1

21

SourcesDomestic ISSUE

4. Mobile Banking and Mobile ShoppingMobile banking becoming more sophisticatedMay 25th, 2015. etnews Smartphone banking users exceed 50 million

2015.06.09 Digital Daily Banks Smartphone banking keyword…Big data, new security method

2015.06.10 Hankyoreh Simplified mobile payment system “00 pay” pouring…aiming of each company varying

5. Leaving in search of New MarketsJune 1st, 2015. etnews Southeast Asia rises as the new fighting grounds for domestic mobile services

June 17th, 2015. eDaily Korean mobile service gets ahold of 25 million Indonesian users’ fingertips

http://www.venturesquare.net/587800

http://www.edaily.co.kr/news/NewsRead.edy?SCD=JE41&newsid=01210326609403032&DCD=A00504&OutLnkChk=Y

http://www.etnews.com/20150525000140

http://www.ddaily.co.kr/news/article.html?no=131228

http://www.hani.co.kr/arti/economy/economy_general/695418.html

Convenience of mobile shopping2015. 6. 15 ZDNET Domestic Mobile Shopping Market, 1st quarter growth by 79.2%

2015. 6.19 Yonhap News Last year Mobile Shopping 13 trillion 140 billion KRW… 122% increase year on year

http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150615165704

http://www.yonhapnews.co.kr/bulletin/2015/06/19/0200000000AKR20150619057000003.HTML?input=1195m

22

SourcesGlobal ISSUE

1. BRIC, Mobile Game Market’s CradleMay 29th, 2015. Sports Chosun Brazil, Russia, India, China’s mobile games achieve a 91.7% growthhttp://sports.chosun.com/news/ntype.htm?id=201505300100335660023807&servicedate=20150529

2015.06.08 Aju New China’s BAT focuses on Wi-Fi industry, the new battlefield of “the Age of Internet +”http://www.ajunews.com/view/20150608102522615

2. China has its eyes on the WIFI business!

23

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24