KM Report. Sept. 2015.

2. 2015/082015/06 2015/072015/05
2015/032015/022015/01 2015/04
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3. 1. Mobile Era and the Closing Ranks of Three Mobile Carrier Companies
2. War of 0% Commission Fee, Who Is It for?
3. Capturing the Domestic O2O Market
4. NCsoft Focuses On Mobile Games
5. Online Shopping, Mobiles Are Catching Up On PCs?!
1. Xiaomi Creating a New Legend
2. Mobile Messenger, SNS Trend
3. The Boss Ruling Over the Mobile Advertising Market
Index
Domestic Issues
Global Issues
1

4. Mobile Era and the Closing Ranks of Three Mobile Carrier Companies
War of 0% Commission Fee, Who Is It for?
Capturing the Domestic O2O Market
NCsoft Focuses On Mobile Games
Online Shopping, Mobiles Are Catching Up On PCs?!
1
2
3
4
5
Domestic Issues
2

5. 1 Mobile Era and the Closing Ranks of Three Mobile Communication Companies!
Source : August 9th, 2015. etnews, 3 Mobile communication companies that lost Joyn plans to make a standard messaging platform
August 9th 2015. Seoul Economic Daily ‘One Store’ download exceeds 150 million
‘'Joyn’ is Korea’s first messenger platform following the global standards of
messenger platforms set by the GSM Association (Groupe Speciale Mobile Association, GSMA).
The three mobile communication companies of Korea(SK Telecom, KT, LG U+) provided
Joyn services but as they
The three companies plan to terminate Joyn services and will develop ‘standard messengerplatforms’,
carrying out the originally intended roles of messages, and release them by the first half of 2016.
SK Telecom, KT, and LG U+ combined each of their app stores to create and release a combined
application market ‘One Store’ last July.
The 3 companies revealed that within two months of releasing ‘One Store’, downloads reached
150 million, and buyers 11 million. Compared with before One Store’s release, downloads
increased by 60% and buyers by 44%.
‘Joyn’ terminates its services and creates new messaging platform!
Three mobile communication companies reveal One Store results
3

6. 2 0% Commission Fee War, Who Is It for? Securing customers than sales
Source : July 28th, 2015. ZDNET Baedal Minjok, commission fee ‘zero’... Gives up on 30% of sales
* Immediate payment is payment made within the delivery app through credit cards or mobiles.
WooWa Brothers running the food delivery app ‘Baedal Minjok’ decreased their
*immediatepayment partial commission fee to 0%.
The immediate payment commission fees take up about 30% of Baedal Minjok’s total sales and
thus this announcement showed their determination for securing customers rather than increasing sales.
Some workers believe that the zero commission fee policy of Baedal Minjok will bring effects such as
‘increase of franchise stores and users’, ‘decrease of government regulation risks’, and ‘check of large
internet companies’ delivery market entrance’.
30%
29.1 billion
KRW
8.73 billion
KRW
Immediate payment
commission fees
Total Sales
Baedal Minjok announces 0% commission fees for immediate payment
1. Diversification of Baedal Minjok ad products
2. Starting a new business
Customer relations management system
(push alarms/re-orders)
Baemin Fresh: fresh food regular delivery service
Baemin Riders: restaurant food delivery service
Baemin Cook: half-cooked food delivery service
[Baedal Minjok Sales in 2014]
Business loss
15 billion KRW
[Efforts to prevent decreasing sales]
Commission fees
down to 0%!
4

7. 2 0% Commission Fee War, Who Is It for? Securing customers than sales
Against the ‘0% commission fees of immediate payments’ of Baedal Minjok, food order/delivery app Yogiyo
released a product with 0% commission fee on order intermediation and external payments.
Small traders and enterprisers using Yogiyo only need to a pay a certain amount of monthly fixed payments
and then can use Yogiyo at a 0% commission fee regardless of their payment methods or number of orders.
Frugal shopping service: delivery expendables discounts
Popular restaurant delivery service provided through partnerships with
‘FoodFly’ and ‘Bootake’
Baedal Minjok announces 0% commission fees for immediate payment
[Efforts to prevent decreasing sales]
Monthly fixed payments
Commission fees
down to 0%!
Small traders
and enterprisers Yogiyo
Can choose between intermediation
commission fee or
monthly fixed payments
Intermediation commission fees 12.5%
External payment commission fees 3.5%
Source : July 29th 2015. ZDNET Yogiyo rids of all commission fees and 'BaeMin' head-ontakes 5

8. 3 Capturing the Domestic O2O Market
SK Planet invested in and signed a strategic partnership with indoor location information technology company
‘Indoor Atlas’ to target the global O2O market.
Indoor Atlas uses the earth’s magnetic field to inform users about indoor locations. This technology allows searching for indoor
locations that GPS cannot reach, using sensors in smartphones to overcome distortion of the magnetic fields due to metal
constructions of buildings.
Through this investment, SK Planet plans to strengthen its domestic and global O2O business technical skills as well as improve the
competence of its ‘Syrup’ services.
Since June of 2015, DaumKakao has been conducting the beta tests of pre-order service ‘KakaoOrder’ on 4 domestic
universities and expanded the range to the Pangyo area.
Users can pre-order their food through KakaoOrder without having to visit the stores.
‘KakaoOrder’ will be officially released in the coming October and its services are similar to ‘SyrupOrder’ of SK Planet.
Both companies plan to add their easy-payment services ‘KakaoPay’ and ‘SyrupPay’.
SK Planet invests 3 million dollars in ‘IndoorAtlas’ and signs a partnership
DaumKakao preparing the release of KakaoOrder
KakaoOrder
Order through app without having to visit the stores
Receive products without having to wait
6

9. 3 Capturing the Domestic O2O Market
New World Group DS Investment Consulting Group,
Daesung Private Equity, Inc.,
Smilegate InvestmentGoogle Play download: 1~5 million
July MAU(based on App ranker): 141,493
Yap Company that provides O2O commerce platform attracted about 22 billion KRW worth of investment
from an offline distribution group ‘New World Group’ in China and Hong Kong.
Yap Company also additionally revealed about the 20 billion KRW investment attracted from
INNOPOLIS Fund, co-run by DS Investment Consulting Group, Daesung Private Equity, Inc., Smilegate Investment.
Through this investment, Yap Company plans to confirm mobile coupon services based on beacon in
China and Hong Kong.
According to Yap Company, the mobile discount coupon O2O service ‘Yap’s beta service tests
were completed and will officially begin their service in the Korean market from August 26th.
220억원 200억원
Source : July 26th, 2015. ZDNET O2O Commerce ‘Yap’ 42 billion KRW investment attraction
[O2O Commerce platform ‘Yap’ attracts 42 billion investment]
7

10. 4 NCsoft Focuses On Mobile Games
Ncsoft invested about 10 billion KRW to acquire shares of external mobile game
development companies since 2014.
Ncsoft plans to strengthen its mobile business through investment in external development
companies, development within their own company, IP opening, publishing business etc.
Companies that NCsoft invested in are small scale mobile game development startup
companies with about 10 people or less and such companies are developing idea games
not found in the market currently.
• ‘Blade and Sword mobile’, ‘AION Legions’, ‘Fashion street‘ being developed
• Mobile MMORPG ‘project S’ that made use of ‘Lineage 2’ IP is scheduled for release next year
Games using Intellectual Property(IP) under development
• NCsoft‘s subsidiary company Ntreev began developing ‘Pangya mobile’
Focus on mobile games of company
NCsoft plans to start mobile game publishing business in second half of 2015
Dec. 2014
500 million KRW
SK Planet invests 3 million dollars in ‘IndoorAtlas’ and signs a partnership
Source : August 18th, 2015. etnews 10 billion KRW on external development investment alone, NC entering a “mobile NC” orbit
Jan. 2015
300 million KRW
Feb. 2015
300 million KRW
Feb. 2015
2 billion KRW
Mar. 2014
5.8 billion KRW
8

11. 5 Online Shopping, Mobiles Are Catching Up On PCs?! Online shopping current status
Reviewing products
and services
PC 61.1% Mobile 38.9%
Carrying out final payments
PC 64.1% Mobile 35.9%
Recognition as lower price
Size of online shopping through PCs are still bigger than mobiles as of now.
Customers rate PCs highly for product information delivery and mobiles for approachability.
Mobile shopping is gaining popularity as a substitute shopping channel among the younger
generation and female customers.
PC 26.1% Mobile 41.6%
Viewing mobile shopping as an
appropriateshopping style
in modern society
Male 72.2 Female 83%
Source : Data: Trend Monitor, on a 1000 adult males and females 9

12. 5 Online Shopping, Mobiles Are Catching Up On PCs?! Mobile shopping current status
When searching for products and services using mobiles
Products often searched through mobiles (overlapping responses)
Platforms used by mobile shoppers (overlapping responses)
APP use Web surfing
Fashion and
accessories
Social
Commerce
Food and
health products
Living and
kitchen products
Digital and
home appliances
Home
Shopping
Large
markets
Department stores,
mobile sites
Website name search
31.2%
Clothes
52.3% 49.6% 40.9% 31.1% 30.4%
Open market
66.4% 59.5% 43.5% 25.7% 23.4%
25.9% 21.9%
Source : Data: Trend Monitor, on a 1000 adult males and females 10

13. (Unit: ten billion KRW)
Source : Korea On-Line Shopping
Association (KOLSA)
5 Online Shopping, Mobiles Are Catching Up On PCs?! Surprising social commerce growth
Social commerce WeMakePrice attracted an investment of 100 billion KRW from ‘NXC’, a share holding company of
Nexon, through issuing of new stocks allocation.
1.2
2010
79
2011
192
2012
340
2013
550
2014
800
2015
Through this investment WeMakePrice plans to scout new talents, speed up system improvement and also improve
shopping and working experiences between customers and partner companies.
According to NXC, WeMakePrice is showing rapid growth by reaching a volume of business of 1.6 trillion KRW in 2014
and a yearly growth rate of 60% in the first half of 2015. It was decided that WeMakePrice had appropriate competitive
edge in the social commerce market and an investment was thus made.
[Size of domestic social commerce market]
WeMakePrice attracts investment of 100 billion KRW from NXC
11

14. 5 Online Shopping, Mobiles Are Catching Up On PCs?! Why is social commerce gaining attention?
Domestic social commerce Coupang, WeMakePrice, and TicketMonster recorded business loss due to
marketing competition last year.
Despite the loss, marketing investment and price discounts were made in order to gain more users than its
competing companies.
Experts agreed that as the domestic social commerce market is recently growing and gaining more share in the mobile
market, large business benefits can be expected once the competition slows down and thus large investments are being made.
Year 2014
Sales 125.9 billion KRW
Business loss 29 billion KRW
Year 2015
NXC : 100 billion KRW
Year 2014
US’s investment company Sequoia Capital, BlackRock
: 4 billion dollars(about 440 billion KRW)
Year 2014
US private fund Kohlberg Kravis Roberts (KKR) Consortium
: 75 million dollars(about 80 billion KRW)
Year 2015
Soft Bank : 1 billion dollars(about 1 trillion KRW)
July MAU
5,047,558
Year 2014
Sales 157.5 billion KRW
Business loss 24.6 billion KRW
July MAU
4,786,244
Year 2014
Sales 348.5 billion KRW
Business loss 121.5 billion KRW
July MAU
10,717,780
WeMakePrice
Coupang
TicketMonster
Source :
MAU Data : App Ranker
August 18th, 2015. Chosunbiz. Deficit and encroachment of capital…What is the reason behind the 3 social commerce companies receiving large investments? 12

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16. MAX Summit is where trend leaders in the mobile business
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
future of the mobile eco-system.
URL : http://maxsummit.co/
E-mail : hello@maxsummit.co
15

17. The speaker list will be updated every week. Please check from the official website. 14

18. Xiaomi Creating a New Legend
Mobile Messenger, SNS Trend
The Boss Ruling Over the Mobile Advertising Market
1
2
3
Domestic Issues
16

19. 1 Xiaomi Creating a New Legend A jump over China onto Global?
18
16
12
10
9
7320
4750
2990
1790
1620
Xiaomi ranked first in the Chinese smartphone market share and is showing its strength.
Xiaomi, founded in 2010, grew into a company gaining lots of attention within 5 years and sold 61.12 million in 2014.
Its company value is calculated at around 45 billion dollars.
While Xiaomi’s smartphone market share is largest in China, Huawei is showing rapid growth in the
global smartphone market.
(Unit : %)
Xiaomi Huawei Apple Vivo Samsung
Electronics
Xiaomi Huawei Apple Vivo Samsung
Electronics
Source: HIS Technology Source: IDC
[2015 2nd quarter
Chinese smartphone market share]
(Unit: ten thousand)
[2015 2nd quarter
global smartphone shipments]
Source : August 4th, 2015. JoongAng Ilbo ‘Continent’s mistake’ Xiaomi exceeds SamSung and Apple 17

20. 1 Xiaomi Creating a New Legend Targeting the Asian market
A banner on a building in Korea claimed the opening of a Xiaomi store and gained a lot of attention.
It was later revealed that the banner was meant to advertise the building’s re-modeling instead of Xiaomi’s entry into
Korea but had been mistakenly made.
Although Xiaomi didn’t officially enter the domestic market yet, it is expanding in the online and offline markets
in Korea as Korean customers evaluate it with its ‘cheap and reliable features’.
• On July 28th, Xiaomi released Mi Note in the Asian area(Singapore, Malaysia etc).
• Xiaomi conducted a campaign with the mobile call taxi service Uber to advertise Mi Note.
• When users purchase the 450 thousand KRW worth Mi Note through the Uber app and select
a location of their choice, the Xiaomi+Uber arrives at the location and users can pick up their
Mi Note there. Payments are made through Uber.
• Although it was a one-day-only event, there is a high possibility that Xiaomi may expand
the on-the-day-delivery service to products other than smartphones using Uber vehicles.
Collaboration of Xiaomi and Uber
Xiaomi making a scene during Korean market entry
Source : July 24th, 2015. ZDNET Xiaomi uses Uber Taxi for a “quick delivery” of smartphones
July 24th, 2015. Financial News. Xiaomi “We love you, Korean fans!” .. Consideration of domestic market entry? 18

21. 2 Mobile Messenger, SNS Trend Facebook showing strength among mobile messengers
* MAU: Monthly Active User
[2015 1st quarter global mobile messenger *MAU status]
• According to the market research company SNL Kagan, Facebook showed strength in the 2015 1st quarter global
mobile messenger MAU.
• Whats app, that Facebook took over in 2014, ranked 1st with 700 million and Facebook Messenger was at
2nd (650 million) and thus, both messengers add up to 1.3 billion.
Whats app
800 100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
700
600
500
400
300
200
100
0
Facebook
Messenger
WeChat Viber LINE Tango BlackBerry
Messenger
Kik
Source: SNL Kagan
19

22. 2 Mobile Messenger, SNS Trend Which SNS is loved in Japan?
(Overlapping responses included)
•According to the data released by MMD, the app genre most used by the Japanese during January through
June in 2015 was ‘games’.
•SNS ranked second and a closer examination on the service usage status revealed that ‘LINE’ ranked at the top,
over ‘Facebook’ and ‘Twitter’.
0
10%
20%
13.6%
2013 (N=389)
16.5%
30%
13.6%
20.8%
16.3%16.3%
5.19%
9.6%9.2%
2014 (N=565)
2015 (N=563)
0% 10% 20% 30% 40% 50% 60% 70%
2014 (N=565)
2015 (N=563)
LINE
Facebook
Twitter
Google+
Mixi
Instagram
Facetime
Games SNS Video
[Mobile service usage rate in Japan] [SNS usage status in Japan]
Source : MMD(Mobile Marketing Data Research Institute), ‘Research on smartphone app contents of year 2015’s first half’ 20

23. 3 The Boss Ruling Over the Mobile Advertising Market Customer’s eyes moving to mobiles
American adults’ daily average digital media usage time exceeded 5 hours.
Source: KPCB
Usage time of desktops and laptops are slowly decreasing and is expected to remain around 2.4 hours in 2015.
Usage time of mobile devices are continuously increasing and is expected to reach 2.8 hours in 2015,
exceeding the usage time of desktop/laptops.
0.2
2.7 3.0
3.2
3.7
4.3
4.9
5.3
5.6
0.3
2008
Mobile
2009 2010 2011 2012 2013 2014 2015
2.2
0.3
0.3
2.3
0.4
0.4
2.4
0.3
0.8
2.6
0.3
1.6
2.5
0.3
2.3
2.3
0.3
2.6
2.4
0.4
2.8 51%
2.4
Desktop/LaptopOthers
(Unit : Hours)
[American adult’s digital media daily usage time]
21

24. 3 The Boss Ruling Over the Mobile Advertising Market 64.8% growth compared with 2013
2014 global mobile ad sales
31.9 billion dollars total
(about 37 trillion KRW)
Sales per area
North America 14.3 billion dollars
Asian Pacific 11.6 billion dollars아시아태평양
36.5%
기타
18.6%
북미
44.9%
15.1 billion dollars
14.7 billion dollars
2.1 billion dollars
41.5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
46.9%
2013 2014
47.4%
46.1%
6.6%
Source: IAB Europe, IAB, IHS
Source: IAB Europe, IAB, IHS
[SNS usage status in Japan]
22

25. 3 The Boss Ruling Over the Mobile Advertising Market Mobile market’s boss ruling over
Google changed their algorithm last April so that mobile friendly websites would be exposed as top ranks.
Apple revealed that starting from iOS9,
to be released in fall of 2015, ad block features
will be added.
Google mobilegeddon turning into reality
Apple loads ad block features staring from iOS9
7.2
2013
11.7
2014
21.8
2015
41.4
2016
According to Adobe, websites that are not mobile friendly had their traffic decreased by 10% compared to last year.
Companies are carrying out search ads to make up for traffic loss but CTR is decreasing despite the rising CPC
Adobe’s digital index analyst Tamara Gaffney emphasized that “campaigns must be new and meaningful to integrate
and evolve around mobile experiences”.
Mobile browser market
Apple Safari‘s share 52%
1.6%
2
million
Global ad block program
users (PC+mobiles)
Mobile devices,
Ad block features usage rate
CPC: Cost Per Click
CTR: Click Through Rate
(Unit: 1 billion dollars)
[Expected loss in sales due to ad blocks]
23

26. August 9th, 2015. etnews. 3 mobile communication companies that lost Joyn plans to make a standard messaging platform
http://www.etnews.com/20150807000233
August 9th, 2015. Seoul Economic Daily ‘One Store’ download exceeds 150 million
http://economy.hankooki.com/lpage/it/201508/e20150809172955144450.htm
1. Mobile era and the closing ranks of 3 mobile communication companies!
July 28th, 2015. ZDNET Baedal Minjok, commission fee ‘zero’... Gives up on 30% of sales
http://www.etnews.com/20150807000233
July 29th, 2015. ZDNET Yogiyo rids of all commission fees and takes ‘Baemin' head-on
http://economy.hankooki.com/lpage/it/201508/e20150809172955144450.htm
2. 0% Commission war, who is it for?
July 22nd, 2015. Digital Daily. SKPlanet invests 3 million dollars in a O2O company
http://www.ddaily.co.kr/news/article.html?no=132734
July 26th, 2015. ZDNET O2O commerce ‘Yap’ 42 billion KRW investment attraction
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150726111730
August 9th, 2015. iNews24 SKPlanet vs DaumKakao, O2O 3rd war approaching
http://news.inews24.com/php/news_view.php?g_serial=912950&g_menu=020310&rrf=nv
3. Capturing the domestic O2O market
Domestic Issues
24

27. August 18th, 2015. etnews 10 billion KRW on external development investment alone, NC entering a ‘mobile NC’ orbit
http://www.etnews.com/20150818000250
4. NCsoft focuses on mobile games
July 28th, 2015. Segye Ilbo. Searching with mobiles then purchasing with PCs?
http://www.segye.com/content/html/2015/07/27/20150727000560.html?OutUrl=naver
July 29th, 2015. ZDNET Yogiyo rids of all commission fees and takes ‘Baemin' head-on
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150807163202
August 17th, 2015. Digital Daily. WeMakePrice attracts 100 billion KRW investment from NXC
http://www.ddaily.co.kr/news/article.html?no=133685
August 18th 2015. Chosunbiz. Deficits and encroachment of capital... What is the reason behind the 3 social commerce
companies companies receiving large investments?
http://biz.chosun.com/site/data/html_dir/2015/08/18/2015081802169.html
5. Online shopping, mobiles are catching up on PCs?!
Domestic Issues
25

28. August 4th, 2015. zdnet Xiaomi and Huawei rank 1st and 2nd Chinese market share
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150804065219&type=det&re=
July 24th, 2015. ZDNET Xiaomi uses Uber Taxi for a “quick delivery” of smartphones
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150724080512
July 24th, 2015. Financial News. Xiaomi “We love you, Korean fans!” .. Consideration of domestic market entry?
http://www.fnnews.com/news/201507241813480886
1. Xiaomi creating a new legend
July 28th, 2015. ZDNET Japan’s LINE, an overwhelming 1st place against Facebook and Twitter
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150728094418&type=det&re=
July 28th, 2015. Digital Daily. 3-way war continued in the global messenger market.. Focus on differentiation
http://www.ddaily.co.kr/news/article.html?no=132920
2 . Mobile messenger, SNS trend
Global Issues
August 17th 2015. Yonhap News Last year’s global mobile ad sales at 37 trillion KRW...64.8%↑
http://www.yonhapnews.co.kr/bulletin/2015/08/16/0200000000AKR20150816045500017.HTML?input=1195m
August 10th, 2015. zdnet Google ‘traffic mobilegeddon’ turning into reality
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150810103313&type=det&re=
August 12th, 2015. zdnet ‘iOS9 storm’ incoming in the mobile ad market
http://www.zdnet.co.kr/news/news_view.asp?artice_id=20150812085422&type=det&re=
3. The boss ruling over the mobile ad market
26

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