KM-Report may-2015

2014/08 2014/09 2014/10 2014/11
2014/12 2014/01 2015/02 2015/03
Mobidays [KM Report]
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
Article & Advertisement Contact : j3y_sj@mobidays.com

2
Domestic Issue
1. The Golden Era of Mobile Shopping
2. Call Taxi App Market, Too Much or the More the Merrier?
3. Smartphones Become the New TV
4. Korean Smartphone Users’ Usage Patterns
5. The Privacy of Smartphones
Global Issue
1. The Strength of Mobile Game IPs!
2. Chinese IT Companies dream to be Heroes!

3
Domestic Issue

339,600 337,600 319,600
297,900
224,620
132,300
59,070
18,170
2012 2013 2014 2015(e)
4
The Golden Era of Mobile Shopping The Reason for Increase in Mobile Shopping
Online, Mobile Shopping Sales Mobile Shopping, high rate of usage from 30s!
Year 2014
40’s
11% 40’s
22%
20’s
35%
20’s
21%
30’s
46%
30’s
50%
Online
Mobile
(Unit: hundred million KRW)
Source: April 13th, 2015. Digital Daily. Mobile Shopping, usage rate of 40~50s ... 2nd War Expected
April 13th, 2015. Digital Daily. Decrease exiting customers... Easy-pay may be key
Source : Understanding and predicting online shopping trends (2014)
11st Usage Rate
per Age group
WeMakePrice
Usage Rate
per Age group
March, 2015
G-Market and Auction’s Smile Pay
TMon’s TMon Pay
11st’s Syrup Pay
The Reason for increase in mobile shopping
- Daily use of smartphones
- Advances in mobile search and mobile payment features
- Convenient payments made possible thanks to mobile easy-pays

72.5%
5
Convenient Mobile Easy-Pays
The Golden Era of Mobile Shopping
What is a
mobile
easy-pay?
It is a service that allows payments to be made simply by conﬁrming IDs, passwords,
cell-phone information, SMS, etc, after once you have registered the card informtaion.
Reason for using mobile easy-pay services
3.4 Times72.1%97.9%
110,000
KRW
Recognition rate of
mobile easy-pay
services
Have used mobile
easy-pay services
Monthly average
mobile easy-pay
services usage
Average
purchaseamount for
mobile easy-pay
services
Convenience 45.7% Payment beneﬁts 24.2%
Association with existing
services 17.5% Curiosity 11.3%
Source: April 23rd, 2015. Daily Korea: Online shoppers 70% respond that they “have made purchase with mobile easy-pay”
Source: Mobile easy-pay service usage state, DMC Media
(Ages 19~59 total of 948 people sample survey)

6
Social Commerce Wars
Foreign private equity funds are showing interest in Korean mobile payment markets
and are trying to take over Korean social commerce companies such as TMon.
It seems to be due to their interest in targeting Chinese consumers who are interested in
Korean popular culture.
- Ticket Monster’s representative Hyun-Sung Shin and US private equity fund KKR’s consortium
took over the control of Ticket Monster and 59% of the share from Groupon.
- Anchor Equity Partners and TMon management team were included in the consortium organized by
KKR and the consortium estimated Ticket Monster’s business value to be about
$7 billion 82 million (about 860 million KRW).
- After this takeover, Hyun-Sung Shin became the major stockholder of Ticket Monster.
Who is the new owner of TMon?
What is the course of Social Commerce in 2015?
Wall Street
Journal
Performance of the three major social commerce companies in 2014 (Unit: 100 million KRW)
- Coupang had the highest sales out of the 3 major Social Commerce companies.
- Distribution industries seem to be more interested in social commerce’s poor proﬁtability
rather than the sales rankings.
Sales: 348,497
Business Loss: 1,215
Sales: 184,321
Business Loss: 290
Sales: 157,498
Business Loss: 246
Source: March 31st, 2015. zdnet Will the private equity fund KKR become the new owner of Ticket Monster?
April 15th, 2015. YonHap News. TMon and WeMake Price ﬁght over who will come 2nd in Social Commerce

7
Social Commerce Wars
AliPay infrastructure constructed in over 20,000 domestic convenience stores
Source: April 9th, 2015. news1 China’s AliPay can be used for payments in April 21st, 2015.
Financial News. Danal, together with TenPay releases offline domestic stores payment services across countries
April 16th, 2015. Mobile credit card that allows payments both in China zand Korea to be released in July
- AliPay, a Chinese electronic payment service, will construct barcode payment
infrastructures that use AliPay wallets in over 20,000 convenience stores in
Korea such as GS25 and CU.
- In the long run, AliPay plans to provide user experience not only to Chinese but also to
Korean customers by changing the mobile payment patterns with its own system.
TenPay attempting barcode payments across countries
- The mobile payment company Danal will provide barcode payment services
across countries together with TenPay.
- When visiting Korea, Chinese tourists can use ‘WeChat barcode payment service’ that they
have been using in China without having to exchange currency or be
issued an international credit card.
- WeChat barcode payment can be used in Danal’s barcode payment service ‘BarTong’s’
franchise stores and will be further expanded to many other franchises in major cities
with lots of tourists later on.
Release of mobile credit card that allows payments both in Korea-China
- LG U+, China Union Pay, Union Pay International, KB Financial Group, and KB Card signed
a business cooperation contract for mobile card isses and payment services.
- Union Pay mobile credit cards will be issued to existing customers.
- Payments can be made both in Korea and China with this mobile credit card.
- This service is to be fully implemented starting from this coming July.

8
Call Taxi App Market, Too Much or the More the Merrier?
Kakao Taxi signs a linkage with Kimgisa, a popular domestic navigation app
- Kakao Taxi added LOC&ALL’s navigation app ‘Kimgisa’s navigation features’ to its
drivers’ purpose app.
- After the taxi driver accepts a call from the customer, they can get directions to the customer’s
location by pressing the ‘navigation with Kimgisa’ button. Moreover, Kimgisa’s features can be
used to ﬁnd directions to the customer’s destination.
- SK Planet offers a TMap service which is its own map service app ‘TMap’ with
call taxi services added on.
- TMap plans to cooperate with public transportation services to provide customers with
information about alternative means of transportation when they fail to get a taxi.
- They are also considering about linking its mobile payment service ‘Syrup Pay’ with ‘TMap Taxi’.
- Naver signed a contract with Korean Transportation Safety Authority and provides
‘national taxi call service’ information through Naver and Naver Map. The service is being
carried out by the Authority and the Ministry of Land, Infrastructure and Transport.
- Naver plans to reveal the call taxi information through Naver search or map service to allow
convenience for users.
- Hyundai-MNSoft signed a contract with Star Soft, a call-taxi control software company, and
linked the call taxi app ‘Narmi’ and smartphone navigation app ‘Mappy’.
- When the call taxi operator sends the customer’s destination, Mappy, linked with the
call taxi app, will be launched and will automatically give directions to the taxi driver
until destination
Kakao Taxi KimGisa
Syrup PayTmap Taxi
Naver MapNaver
MappyNarmi

9
Call Taxi App Market, Too Much or the More the Merrier?
Limits of Call taxi apps
• Similar services are oﬀered by most of call taxi apps such as expected time required, and safety return services.
• It is not guaranteed whether the taxi drivers would continue to use the call taxi apps even after the incentive promotions expire.
• There are lots of technological weaknesses such as diﬃculty in pinpointing exact locations.
• There is a limit to usage during the hours when there are a lot of taxi users (in case of rain, dawn etc).
Limo Taxi signs MOU with Premium Pass International
- Limo Taxi is a call-taxi app service company that was founded in July, 2014.
- It provides regular taxi calling service ‘Limo’ and model/luxury taxi reserving service ‘Limo Royal’.
- It signed a business agreement with ‘Premium Pass International’, an international taxi
commission company, on April 15th in order to promote Seoul tourist taxis.
Baekgisa signs MOU with Sheraton Grand Walkerhill Academy
- Baekgisa is a call taxi app service provided by Three Line Technologies.
- Only Seoul private taxi drivers can sign up yet and it is run only in Seoul.
- A business agreement was signed with Sheraton Grand Walkerhill Academy on April 1st
about service education. Drivers enlisted in Baekgisa are given kindness education at 6 star hotels.
Korean Smart Card releases T Money Taxi
- Korean Smart Card, which issues the transportation card ‘T Money’, launched ‘T Money Taxi’ app.
- Various services such as driver’s name revelation, driver evaluation, and safety return
home service are provided.
- Education and information for and about taxi drivers are offered through cooperation with
professional call companies (Seoul Call, Coco Taxi, Eastern NTS etc).
Limo Taxi
Baekgisa
T Money Taxi

10
42.3
59.4
37.9
50.2
29.9
42.3
28.2
31.1
19.3
22.3
16.1
21.1
15.6
10.3
16.117.1
19.7
10.3
15.715.3
8.4
6.9
12.2
8
6.7
4.6
6.8
5.7 4.4
1.9
6.4
4.6
1.9 2.2
4.1
2.3
Smartphones become the New TV
Contents usage through smartphones by age
Smartphone Contents Usage Rate by Age
(Monthly usage rate of at least once a day, Unit: %) Other
TV Contents
View with smartphones
rather than TV
View all at once
VOD rather than
real time view
View while travelling
Teens 20s 30s 40s 50s 60s
Teens 20s 30s 40s 50s 60s
Active viewing patterns of media programs by age
(Degree of agreement measured on a 5 point scale. Percentage of agree+strongly agree. Unit: %)
Source: Spread of smartphone supplies and changes in media usage patterns between generations. Korea Information Development Society Institute

11
Daum Kakao launches Kakao TV
Smartphones become the New TV
Mobile TV is the Future of Media Contents
Kakao Talk
Users: 37,000,000 people
Kakao TV app to be
launchedBroadcast Contents
Se-Hoon Choi
Daum Kakao co-CEO
Masuda Joon
Line Upper Executive
As video services related business are growing in mobiles,
ways to maximize user values are being pursued.
Various video services will be released this year. Users are already
used to expressing with videos.
Line, video platform business
- Last February, Line invested in ‘3minute’, an online video contents company.
- 3minute is a company that creates 3 minutes long product advertisement videos with
models, posting them on YouTube for worldwide supply.
- Line is developing a ‘LineTV’ service in Thailand and Taiwan. Moreover, Line is providing real time
video streaming services through its official account.
Source: April 20th, 2015. New Daily Economics. ‘Kakao TV’ to be released in May. Linkage of app-KakaoTalk separate
April 10th, 2015. zdnet Naver Japan Line. Focus on video business
KAKAO
TV

12
Korean Smartphone Users’ Usage Patterns
40.1
6 seconds
87.9
65%75%
Factors that affect usage and purchase of application
27%
17.3
11.4
28.4
App
survivability
rate
Average Number of
Apps installed in smartphone
per a Korean user
Consumers’ perception
of appropriate loading time
for applications
Responded that they would leave the
app if its loading time was longer than
6 seconds
Responded that they would leave the
brand for good if a security-related
problem occurred
Number of Apps used
in the last month
Korean
Consumers
Features that are
easy to use
Convenience Recommendation
from others
Source: Software: Brand loyalty’s new battleﬁeld, KoreanCATechnologies

13
81.7
78.1
75.5
70.2
73.7
71.2
The Privacy of Smartphones
Leak of various
information to outside
Impersonation as
Financial app
Device management
registration
SendsSMS
April 5th, 2015. zdnet 70% of mobile app users ‘worried about privacy’
April 19th, 2015. etnews First quarter smishing vicious apps.... ‘not all were revealed’
Percentage of responds on
‘I think my personal information
might be exposed’
Malicious apps going around safety barriers
Percentage of respondents worried
about their usage information being sold
to a third party without notice(Unit: %)
Navigation apps
Restaurant
recommendation
apps
Health care apps
- According to Korean Internet Security Agency, there were 367 new malicious apps collected in th
first quarter of 2015.
- The smishing malicious apps collected in the first quarter are responsible for about 10 different malicious
actions such as information leakage, impersonation as finanacial apps, and sending SMS messages.
- It was studied that cyber criminals used servers such as Amazon, Dropbox and Cloud to avoid investigation.
Navigation apps
Restaurant
recommendation
apps
Health care apps
(Unit: %)
Info
Leakage
Impersonation as
Financial app
Sends SMS
Device
management
registration
Source :

14
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15
Global Issue
2. Chinese IT Companies dream to be Heroes!

16
The Strength of Mobile Game IPs! Movements to secure IP
Source: March 30th, 2015. newsway Game companies plan to target China with mobile games that make use of popular IPs
April 6th, 2015. zdnet Games secuing IP.... A ‘silent-war” has begun
Joint business and strategic partnership of NC Soft and Netmarble Games
- Netmarble is developing a mobile game that makes use of NC Soft’s Global IP(Blade&Soul,
Lineage, Aion).
- Both companies plan to enter the global mobile games market together.
Nexon proceeds partnership and investment with domestic and
foreign companies
- Nexon announced they will work on a mobile game version of ‘Final Fantasy 11’ together with
Japan’s Square Enix.
- It signed a monopoly license contract with KOEI Techmo Games regarding the classic game
‘Samgukji Jojo war’ which was released in 1998.
- It signed a license contract with TT Games that posses the worldwide digital publication
right of ‘Lego’, in order to develop a mobile RPG that makes use of Lego.
Targeting Chinese market with mobile games that make use of
online game IPs
- Gravity and WeMade Entertainment will soon be entering the Chinese market with mobile
games that make use of the IP of games such as ‘Ragnarok’, and ‘Legend of Mir 2’.
- Possibility of failure is expected to be signiﬁcantly lowered if a popular online game’s brand
awareness is used.
-Even if it shows poor performances in Korea, a rise in proﬁts can still be hoped for as long as
it is successful in China.

17Source: April 10th, 2015. zdnet Rising Popularity of animation IP in the global games market
April 22nd, 2015. zdnet Blizzard and Nintendo’s late entry to mobile. What’s the possiblity of their success?
The Strength of Mobile Game IPs! Development of mobile games
using popular foreign IPs
Nintendo enters mobile games market through strategic partnership with DeNA
- Nintendo’s Wii, Nintendo 3DS etc are facing stagnations in sales in the console games market.
- It plans to overcome its stagnation with new profits by entering the mobile games market with
IPs such as Super Mario and Pocket Monsters.
Blizzard releases first mobile game that makes use of IP
- Blizzard, that possesses a high level of technology in PC Games, released its first
mobile game ‘Hearth Stone’.l
- It ranked 2nd for popularity and 9th for sales on Google Play as soon as it was released which
seemed to show the brand awareness strength of Blizzard.
EA releases games that make use of animations
- ‘Simpson’s: Springfield’ ranked 1st in app stores of over 20 different countries worldwide
after its first release in 2013.
- The game above which made use of the animations Simpon’s is known to have raised over
$100 million until April of 2015.
-EA signed a multi title contract with Universal Pictures and Illumination Entertainment that
possess the IP for ‘Super bad’ and plans to develop mobile games that makes use of the
characters in Illumination Entertainment’s next projects.

18
Founded by Ma Huateng in Shenzhen,
China Online Messenger QQ Service
Exceeded break-even point
HK Exchanges – first Chinese Internet company to be listed
Contents business including online games
Takeover of Riot Games, developer of the game ʻLeague of Legendsʼ
Release of mobile messenger WeChat (currently 600 confirmed)
Expand of business to mobile games
Foundation of the Korean branch, Tencent Korea
Year 2012 Investment of 72 billion KRW to Kakao
Takeover of Unreal Engine and Epic Gamesʼ share
Investment of 20 billion KRW to Pati Games
Chinese IT Avengers Tencent, the scary penguin’s business walking
Source: April 14th, 2015. etnews Attention! This company <9th> Tecent
Year 1998
Year 2000
Year 2006
Year 2011
Year 2012
Chinese Online games & SNS company
- Year 2014 Sales 78.9 billion CNY(about 13 trillion 900 billion KRW)
- Year 2014 Profits 23.8 billion CNY(about 4 trillion 200 billion KRW)
- April 13th, 2015 Aggregate market value
206 billion USD(about 226 trillion KRW)

19
20142013
$5.3
$7.2
$4.7(e)
$6.0(e)
$4.9(e)
$5.0(e)
$3.7
$4.5 $4.6
$4.4
$2.4(e)
$3.2(e)
$1.4(e)
$2.6(e)
$1.3
$2.3 $2.4
$2.1
$1.4
$1.8
Tencent Sony Microsoft EA Blizzard Apple Google King Nintendo Ubisoft
Source: April 22nd, 2015. Digital Daily: ‘Scary Tencent’, world greatest not only in size but also in growth rate
Source : Newzoo
(Unit: billion USD)Global Games Sales Size TOP10
- It is analyzed that Tencentʼs growth was possible due to the takeover of the Chinese games
market which has a large domestic demand.
- Tencent not only rose in the online games market but also in the mobile games market using WeChat,
a mobile messenger.

20
Source: April 29th, 2015. zdnet Tencent releases ‘TOS’, a smart device OS
April 30th, 2015. Asia Economy Daily. IT Dinosaur Tencent aims for the US games market as well
Release of smart equipment operating systems(OS)
- Tencent released ‘TOS’ (Tencent Operating System) which is an OS for smart devices.
- TOS is an open-source OS and will be offered for free to the OS developers and
manufacturing companies for a shared proﬁt.
- TOS services smart devices such as TVs and smart watches and will interlock
QQ Messenger, a service offered by Tencent, and offer a mobile payment system.
Continuous investments in the games market
- Tencent will be taking over 14.6% of the US games developer ‘Glu Mobile’s’
share at $126 million (about 134 billion KRW).
- Over 4 trillion KRW are being invested to over 40 different games companies
in the last 2 years.
- Tencent plans to increase their inﬂuence in the US market through Glu Mobile
and Glu Mobile plans to enter the Chinese and Middle Eastern markets through Tencent.

21
Chinese IT Avengers
Source: April 13th, 2015. Digital Daily. Mobile Shopping, usage rate of 40~50s ... 2nd War Expected
April 13th, 2015. Digital Daily. Decrease exiting customers... Easy-pay may be key
Other
30.3%
Lenovo
8% Vivo
9%
Samsung
10%
Apple
11%
Huawei
11%
Source : IHS
- Rise of middle-low priced phones such as Xiaomi
- Trend of increasing Chinese local business companies
First quarter of 2015
Chinese smartphones’ market share
First quarter of
2015 Xiaomi’s Sales
about
Xiaomi ranks 1st of
Chinese smartphones share
LongTu Games’ Success
- LongTu Games is a Chinese mobile games company that published ‘Soul Clash’, a mobile action card game.
- LongTu Games took over I-net school, a Korean education business, in February 2015. The company’s
name was changed to LongTu Korea in April 2015 and they proceeded with the games business.
- LongTu Korea, which was taken over by LongTu Games, saw an increase in their stock price from 1,835 KRW per
dividend on December 30th, 2014 to 20,450 KRW per dividend in early March 2015.
- LongTu Games signed a strategic alliance with Kabam in April 2015 and plans to publish
‘Marble Contest of Champions’ in China by the end of the year, which will become Kabam’s ﬁrst production
in the Chinese market.
14,200,000 pieces
Xiaomi
14%

22
2012 2014
15% 30%
Chinese IT Avengers
Source: March. 31st, 2015. eNews Today: Huawei, last year’s global sales increase by 20%
April 2nd, 2015. Ajunews: Chinese smartphones, where comes next after China and India? Huawei, ‘let’s head to Africa!’
Huawei turns its eyes to Africa
Chinese smartphones’ African market share
Ken Hu
Year 2014 Global Sales
$46.5 billion
(about 50 trillion KRW)
Year 2014 Global Net Proﬁt
$4.5 billion
(about 40 trillion KRW)
Huawei’s vice
president
Revealed that they will seek new business opportunities in 2015 by investing in the
ICT area such as cloud computing, big data, 5G, and IoT(Internet of Things).
Year 2014 Huawei cellphone section
35% of its sales are from the
Middle East and African markets
Year 2014 Huawei
Expand rate of Middle East and
African markets at 300%
- fast growth of smartphone markets (yearly growth rate 108%)
- African consumers trust Chines brands’ quality and ability
- Suﬃcient room for development and capability display due to
mobile communication infrastructure shortage

23
2015.03.31, zdnet. Will the private equity fund KKR become the new owner of Ticket Monster?
2015.04.09, news1. China’s AliPay can be used for payments in domestic stores
2015.04.13, Digital Daily. Mobile Shopping, usage rate of 40~50s ... 2nd War Expected
2015.04.13, Digital Daily. Decrease exiting customers... Easy-pay may be key
2015.04.15, YonHap News. TMon and WeMake Price ﬁght over who will come 2nd in Social Commerce
2015.04.21, Financial News. Danal, together with TenPay releases offline payment services across countries
2015.04.23, Daily Korea. Online shoppers 70% respond that they “have made payments with mobile easy-pay”
Source Domestic Issue
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150331122557
http://news1.kr/articles/?2177637
http://www.ddaily.co.kr/news/article.html?no=129151
http://www.yonhapnews.co.kr/bulletin/2015/04/15/0200000000AKR20150415091100030.HTML?input=1195m
http://www.etnews.com/20150416000176
http://www.fnnews.com/news/201504210911439205
http://daily.hankooki.com/lpage/economy/201504/dh20150423081403138090.htm

24
2015.03.30, Hankyoreh. Match for Mobile Call Taxi
2015.03.31, etnew. Kakao Taxi launches at 31st...War has begun for Mobile Taxi
2015.04.03, zdnet. Kakao Taxi, Navigates through “Popular Domestic Navigation App Kimgisa”
2015.04.03, inews24. Call Taxi App Baekgisa, signs MOU with Sheraton Grand Walkerhill.
2015.04.09, Donailbo. After Uber leaves, competition for ‘Call Taxi App’ begins.
2015.04.10, zdnet. Naver Japan Line. Focus on video business
2015.04.20, inews. ‘Smartphones Become the New TV’ Monthly view for more then once rates 30%
2015.04.20, New Daily Economics. ‘Kakao TV’ to be released in May. Linkage of app-KakaoTalk separate
http://www.hani.co.kr/arti/economy/economy_general/684901.html
http://news.inews24.com/php/news_view.php?g_menu=020310&g_serial=891246
http://news.donga.com/3/all/20150408/70599327/1
http://news.inews24.com/php/news_view.php?g_serial=893971&g_menu=020310
http://biz.newdaily.co.kr/news/article.html?no=10071559

25
2015.04.08, znet. App survival rates 28.4%...what is the secret to ‘Winner App’?
2015.04.16, znet “88% of Korean Customer can’t wait on app loading for more then 6 seconds”
2015.04.05, zdnet. 70% of mobile app users ‘worried about privacy’
2015.04.19, etnews. First quarter smishing vicious apps.... ‘not all were revealed’

26
2015.03.30, newsway Game companies plan to target China with mobile games that make use of popular IPs
2015.04.06, zdnet Games secuing IP.... A ‘silent-war” has begun
2015.04.10, znet. Rising Popularity of animation IP in the global games market
2015.04.22, znet Blizzard and Nintendo’s late entry to mobile. What’s the possiblity of their success?
2015.04.14, etnews Attention! This company <9th> Tecent
2015.04.22, Digital Daily: ‘Scary Tencent’, world greatest not only in size but also in growth rate
2015.04.20, MK Business News: LongTu Korea, sudden rise to upper limit price of stocks for 2 days in a row
2015.04.29, hangukkyungjae. Longtu Games, partnership with global games company Kabam!
2015.04.29, EInfoMax. Low-priced Xiaomi to premium Apple.... Samsung lost a place in China
2015.03.31, eNews Today: Huawei, last year’s global sales increase by 20%
http://m.newsway.co.kr/view.php?tp=1&ud=2015033014525402199
http://game.mk.co.kr/main/gamenews_detail.php?NO=201500374556
http://www.hankyung.com/news/app/newsview.php?aid=201504297016v
http://news.einfomax.co.kr/news/articleView.html?idxno=152255
http://www.enewstoday.co.kr/news/articleView.html?idxno=379242

27
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