1. Business ? 2010 June

2. Smart Phone Generation 3. Prologue + + + + + 4. - H/W Value Chain - - 2~3 : 20~30% Value Chain H/W CJ /SNS LG LG LG LG OS NHN SK H/W OS /SNSOS LG LG KTF SKT LGT NHN SK/eBook24 5. H/W , H/W , 20 S/W S/W 30 6. Life Style - Network Device , Mobile Mobile application Open Market Life Style . - Life Style / Smart PhoneTablet PC/ () +PC + 3R : (Real-time) (Reach)/ (Reality) [ ,,,] , ,, 7. - / Mobile SNS - / (Media Meshing )- ( ) / LBS / ( ) - , Always ON 7 8. Smart Consumers 9. Point View Always ON 1. 2. Mobile SNS 3. 4. (Media Meshing ) 5. ( ) - 6. LBS App./ ( ) 7. , Source: AOL & UMWW SmartPhone SmartMarketing 10. , 11. , ( ) () () Source: AOL & UMWW SmartPhone SmartMarketing 12. , ( ) [ ][ ] 1) , , LBS SNS 2) SNS 3) On-Demand TV, Social, Source: ()KT Digieco /IT () (http://www.2ndfinger.com/ ) 13. , Mobile Web Mobile App Android Traffic [ [ ?] ?]Source : KT 14. 3 NaverDaumSKcomms - - - - - - - '' 1 - , - '' SNS - ,' ' - '' - SNS - - '' - SKT , , , , TV, ,, Source : 15. Mobile Web UI/ UA m.naver.comm.daum.netm.paran.comm.yahoo.co.kr 1) UI UA 2) Display Ad 3) , (, , ) Mobile Web 16. Mobile App. Killer Contents App. Web App. App. Contents , , SNS, LBS Web Traffic Contents Mash-Up Service Contents Open API UCC/UGC Contents Contents 17. ? G 2000 3 2010 2 2020 Source : (* ) 18. Point View , 1. 2. On-Demand TV(), Social, 3. SNS (ex. Twitterverse) 4. Mobile Web Mobile App. Web App. 5. Android Traffic Mobile Web, Mobile App. 19. Issues 20. Global Platform : Apple : KT 21. Global Platform : Apple : KT 22. Global Platform : Apple : KT 23. [- ] [Cauly][-mapps] [BM ] 1) () SDK(Software Development Kit) App. AD Space App. App. 2) App. / 24. Mobile Web & App. App. Ad Model[Advertorial] [Pre- Ad] [ Ad]/ 25. Value Chain Display Ad Display Ad Advertiser AgencyRep. Media15%240% 354%41% (Creative) 26. Value Chain Search Ad Search Ad . AdvertiserAgencyOverture/Google Media 15% 2 29%(SEM, ) 326%,4,40% / BM 27. Value Chain Mobile Ad Mobile Ad , SKT Advertiser Agency Rep. Media1 30% , ( ()Feature )2 70% 3 00% App. Mobile App. Media Rep4 00% (,App) (Creative) /App. 28. () Value Chain - , & . (Commission Base) / // ( ) //// Resource Value Chain 29. Value Chain () ( 4 ) -> ->-> Commission AdvertiserAgency Rep. Media () 100% 80% 70% Fee : 20%Fee : 1020% : 6070% 1) : / , 2) But 3) : / 4) : 30. Global Platform Fee System - Apple Planning Value Chain - Fee Base - Quattro Wireless Local Sales Rep AdvertiserAgencyRep. MediaApplication Ad () 100% Apple 60% (System Rep) (App.) & Value Chain Issues 1.Global standard : Fee Base2.Closed Platform : Rep & 3. Chain : Fee Media Base Agency / Agency4. Advertiser Value Chain 31. Point View Issues1) Apple OS 4.0 Version App. AD 2) 3) Platform Value Chain 4) Fee Base 5) SDK App. Network Value chain 32. Thank you