The document summarizes a business plan for SyncWorld, a company that aims to create a network for multiplayer mobile gaming experiences. Key points include: 1) SyncWorld will develop role-playing games delivered via mobile phones that allow players to solve mysteries and complete missions together or competitively. 2) Their target market is the growing number of teenagers and young adults with data-enabled phones in Japan. 3) The business model involves free memberships to gain initial users, monthly subscriptions to develop paying customers, and premium annual memberships to increase commitment. Revenue will come from subscriptions, advertising, outsourcing game development, and commissions. 4) SyncWorld expects to break even within a year and

2. Live role-playing experience via mobile phones Nob Seki, President & CEO SyncWorld, Inc. (Carnegie Mellon University)

3. Entertainment in Japan 30 million bored young people But movie & Karaoke customers declining… Young people are looking for new fun! Sing Karaoke Catch a movie 153 135 CAGR -6% 53 49 CAGR -4%

5. Data phones growing 48% annually Million users Source: eTForecast, except Japan’s subscribers estimated by SyncWorld Japan uses 26% of all data phones (60 million data phones) 40 225 730 CAGR 48%

6. With data phones costing a penny, all teenagers have one Hundreds of models are available… 1¢ 1¢ $25 Email 128 bytes: 3/10 ¢ A color photo: 8 ¢

7. Data phones are always in their hands On the town Hanging out Subway & trains

8. Target: teens & young adults with data phones Japan: 25 million Gen X&Y users Tokyo: 10 million Gen X&Y users Tokyo

9. New generation cell phone: Data phone 1. High-speed 8. Harmonized Ring tones 2. Built-in digicam 3. Video conference 7. Electronic Payment 9. Digital Music 10. GPS Proximity 4. Email/ Scheduler 5. Web 6. Java™ Extremely reliable network (email delivered in 5 sec)

10. Delivering a scenario via reliable cell phone network  Delivering missions  Reporting keys  Communicating within the team Mission Solve the mystery of Easter Island Email network (on mobile) Any idea on this statue?

11. Networks combine content & sponsors Audience/Consumers Televisions Movie content Advertisers & Sponsors Networks TV Movie programs Regular programs

12. SyncWorld creates a network for game scenarios Audience/Consumers TV Cable Data phones Network Advertisers & Sponsors Game scenarios Premium scenarios Monthly scenarios

17. Value proposition for partners Phone makers get demand for new technologies Advertisers get ideal consumers for advertising Mobile carriers get increased data transactions Scenario providers get “one-stop” service in real settings

19. Ideal team for this business must have expertise in six areas … Entertainment Media/ad experience Consumer marketing Technology Strong networking Business acumen

20. Management Team fits this business Entertainment Media/ad experience Consumer marketing Technology Strong networking Business acumen Nob: Co-founded an Internet-based entertainment community A.N.D. in 1993 Nob: Designed & developed the business model of Nikkei’s site ITPro Kaori: Experienced consumer product at Japan Tobacco. Leading marketing project for a Ford SUV Nob: Graduated in engineering Covered in high-tech industries Nob: Served as magazine editor in Tokyo & Silicon Valley since 1994 Nob & Kaori: MBA candidates at CMU. Completed the Entre. course at London Business School (LBS) Nob, co-founder & CEO Kaori, co-founder & VP Marketing

21. Experienced advisors in key areas fully support management team Entertainment Media/ad experience Consumer marketing Technology Strong networking Business acumen “ Cyber Elite” selected by Time Magazine Founder & CEO of a high-tech incubator Neoteny Based in Silicon Valley & professor at Cornell Author of High Tech Start Up Co-founder of a marketing firm MJ 15 year experience in consumer marketing Taka Kitamura John Nesheim Joi Ito

22. Four familiar barriers to entry Reputation rating (eBay) Friend network (AOL Instant Messenger)  Customer database Partnerships (TV networks) Technology platform (PlayStation) Real-world platform (Disneyland)  Integrated network/platform Social network for young people (Karaoke) Grass-root, community oriented (Linux)  Branding  Team expertise Right mix of management & advisors

23. Four revenue sources generate $89M in 2007 US$ in Millions Operating Income 25% ($25M) Advertising 18% ($16M) Outsourcing 20% ($18M) Commissions 37% ($33M) Registration & play fees

24. 34x projected return to early investors Stage 1 Early adopters Stage 2 Paying customers 2002 2003 Stage 3 Long-term commitment Organization Infrastructure Milestones Free members: 50,000 Paid members: 2,500 Round A (Aug/02): $2.5M Projected return: 33.78x Round B (May/03): $4M Projected return: 16.89x

26. Four components of success  Vast market opportunity  Diversified revenue stream  High barriers-to-entry  The team that fits the business

28. Supporting slides follow Sync a world you want to play ™

30. SyncWorld’s IT platform helps game experiences and marketing Scenario Server Game Database Customer Database Scenario Providers VARs Resellers End users Game scenarios Tricoder Web Chat Billing Marketing (CRM) Ads management Running scenarios Managing client devices Individual/ team results Peer feedback Acquired skills CRM system GAME system SyncWorld Platform

31. Platform (2) Site Operation supports players at front-end and back-end Call Center Customer Supports Game Masters Players Facilitators Navigate players Check sites Front-end back-end ?

32. Target: teens & young adults Data phone & portable game users Japan: 5 million Gen X&Y potential users .80 million (17%) by 2007 .25 million (16%) by 2007 Tokyo: 2 million Gen X&Y potential users

33. SyncWorld games are a bargain $6.2 $19.8 $19.4 $14.4

34. Data transmission cost is insignificant *1 Ginza Big Echo, weekend *2 In-house game *3 3 rd party game $15.0 $19.4 $19.8 *2 $27.8 *3 $6.2 Total cost per month 1 - $19.4 2 hours Karaoke *1 1 1 4 Play frequency 2 hours 2 hours 1 hour Typical duration 38¢ (48 msgs) 10¢ (12 msgs) 19¢ (24 msgs) 5¢ (6 msgs) Messages b/w team - $15 Movie 40¢ (5 pics) 40¢ (5 pics) 24¢ (3 pics) 24¢ (3 pics) Pictures 48¢ (24 msgs) 10¢ (12 msgs) 24¢ (12 msgs) 5¢ (6 msgs) Messages from/to host $1.8 $1.0 Data cost $2.0 $2.5 Monthly subscription $16 $24 - One time play fee On-site game Monthly game

36. Target teens & young adults: 5 million in Japan & 2 million in Tokyo Data phone users … 20.1% of them are active mobile phone game players Source: Telecommunications Carriers Association, NTT DoCoMo, and CESA 2001 Survey 50.4% are teens & young adults … 50 million in Japan 5 million targeted users in Japan 20 million in Tokyo 2 million targeted users in Tokyo

42. Japan: Heart of new entertainment that the world does enjoy Cartoons Karaoke Electronic games Data phones?

43. International expansion depends upon countries’ readiness     Infrastructure       Consumers      Corporate Asia Europe North America

44. Customer acquisition cost: $50 to 30 Average CLV = $890 Customer acquisition cost (weighted average) Customer Lifetime Value (CLV) Premium member: $1,200 Monthly member: $ 270 Average of the mix: $ 890

45. Monthly expenses

46. Monthly expenses R&D, S&M, Customer Support & GA R&D Sales & Marketing Customer Support Administration

47. Monthly payroll R&D Sales & Marketing Customer Support Administration US$

48. Headcount: R&D and S&M R&D Sales & Marketing Customer Support Headcount Administration

50. Advantages against partners Ad agencies Mobile carriers Game publishers          On-site staff operation  Expertise in the latest technology    Two-way relationship w/consumers Expertise in media & advertising Independence of infrastructure

51. Mobile carrier revenues moving to data services worldwide 100,000 120,000 140,000 160,000 180,000 0 20,000 40,000 60,000 80,000 US$ in millions 1998 1999 2000 2001 2002 2003 2004 2005 Service/Application Driven Data Voice Source: ARC Group

52. 3 rd parties get 192% ROI in creating a game to SyncWorld … Game working rate: 90% 80% 70% 317% ROI 192% 104% US$ in Millions R&D Marketing Profit

55. Break-even in 12 months Premium members generate $790/year Base case Aug/03 (12 months) Profit (Loss) $ (000) Total paying users Worse case Jan/04 (17 months) 0 (100) (200) (300) (400) 300 200 100 Annual net profit @Premium: $790 (86%) @Monthly: $180 (60%) Monthly: 1,930 Premium: 3,860 Monthly: 18,894 Premium: 0

56. Cumulative cash positive in 36 months reaches $43 million by 2007 US$ in Millions Aug/2005 (36 months)

57. Cash flow gets positive in 13 months 6 month cyclic business US$ in Millions 6 month weighted average Cash flow from operations Positive Sep/2003 (13 months)

58. Cash position is sensitive to 6 month cyclic business US$ in Millions Server renewal Server extension

59. Game scenario sales are seasonal Assume similar pattern to real data Real data of 2000 game sales

60. Target: teens & young adults Data phone & portable game users Japan: 5 million Gen X&Y potential users .80 million (17%) by 2007 .25 million (16%) by 2007 Tokyo: 2 million Gen X&Y potential users

61. Portable games dominate market Source: CESA, game devices sold in units in Japan and North America, 2000 Portables PlayStation2 PlayStation Nintendo64 Dreamcast Japan not only in Japan but also U.S. PlayStation PlayStation2 Nintendo64 Dreamcast Portables PlayStation2 PlayStation Nintendo64 Dreamcast U.S.

62. Karaoke: Decline not due to recession Karaoke stores Karaoke visitors Recession started