333 Rule Of Mobile Video
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333 Rule Of Mobile Video
2012.10.25
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Media Type & Technology
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Media Type & Technology
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Media Type & Technology
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Video Leaded Media Industry.
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0%
20%
40%
60%
80%79.3%
55.9%
18.3%
10.6%9.5%
6.1%5.4%
2.1%
지상파 TV 인터넷 모바일 케이블 TV 소셜 미디어 종편 신문라디오
국내 사용자들의 올림픽 이용 예상 미디어
- Source : DMC Media
![Page 7: 333 Rule Of Mobile Video](https://reader033.fdocuments.net/reader033/viewer/2022042814/54c8a1dc4a7959ec278b45c0/html5/thumbnails/7.jpg)
Web Supported Text & Image Only
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Flash Saved Web Video
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0%
8%
15%
23%
30%
13.8%
26.6%
14.9%
18.0%
북미남미
아시아유럽
대륙별 YouTube Traffic 비중
- Source : sandvine(Download Stream 기준)
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YouTube Is Only Winner In Korea
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Mobile Revolution
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Connected Device
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Something Is Invariable.
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Invariable Rule #1Mobile Video Traffic Is Still Huge.
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0%
8%
15%
23%
30%
24.0%
17.4%
10.7%9.8%
9.2%8.1%
정보검색웹서핑동영상메신저 SNS 뉴스0%
8%
15%
23%
30%
23.8%
15.5%14.5%
9.9%9.2%
7.9%
동영상전자책 검색 웹서핑 뉴스 업무
국내 사용자들의 기기별 주이용 목적
Smart Phone Smart Pad- Source : 정보통신정책연구원
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0%
23%
45%
68%
90%89%
72%
66%
54%
40%
Photo & VideoMusic
ProductivitySNS
Entertainment
Category별 Mobile App 사용 시간 비중
- Source : Flurry
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0% 25% 50% 75% 100%
3%
5%
35%
42%
29%
24%
31%
26%
2%
3%
2010년 상반기
2011년 하반기
VoIP & IM Video Web Sharing Others
Mobile Application Traffic Share
- Source : Allot
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Invariable Rule #2YouTube Is Still King.
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YouTube24%
Other Apps76%
2011년 Mobile Traffic 중 YouTube의 비중
전체 Traffic 중의 YouTube 비중
YouTube62%
Other Video Streaming38%
전체 Video 중의 YouTube 비중- Source : Allot
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0%
8%
15%
23%
30%
27.2%
24.3%
14.3%16.9%
북미남미
아시아유럽
대륙별 Mobile YouTube Traffic 비중
- Source : sandvine(Download Stream 기준)
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Invariable Rule #3Users Don’t Want To Pay.
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월정액 서비스 가격 가입자수
Hoppin지상파 TV +VOD 무제한 8,000원 250만명
올레TV나우 60여개 실시간 채널(VOD 별도)
5,000원 300만명
U+ HDTV 30개 실시간 채널 + VOD 5,000원 80만명
tving200여개 실시간 채널
(VOD 별도)5,000원 400만명
Pooq 34개 실시간 채널 + VOD 4,900원 60만명
국내 업체별 월정액 금액과 가입자수
- Source : 한겨레뉴스(2012년 10월 16일)
Paid Account Is
5%
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0
22,500
45,000
67,500
90,00083,571
25,90024,014
23,05321,070 20,805
12,09911,209
7,3766,939
6,448
캐릭터 출판 영화 공연 게임 전시/공연E-Learning 음악 만화 애니메이션 방송
2012년 1분기, 국내 사용자들의 월평균 컨텐츠 구매비용
- Source : 한국콘텐츠진흥원
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0%
15%
30%
45%
60%
1.9%
21.9%
54.4%
적극적으로 클릭전혀 클릭하지 않음
실수로 클릭함
모바일 동영상 서비스의 광고에 대한 사용자 반응
- Source : ATLAS
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Something Is Changed..
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Changed Rule #1Users Don’t Watch TV With TV.
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0% 13% 25% 38% 50%
48.9%
35.5%
8.3%
7.3%
TV와 PC
TV, PC, Smart Phone
TV
TV, Smart Phone
TV 프로그램을 보기 위해 사용하는 기기
* 18세 이상의 미국인 대상 - Source : CIMM
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70%
78%
85%
93%
100%
92%
99%
97%
94%93%
91%
89%88%
86%
평균 아르헨티나브라질 스페인 이탈리아 영국 미국 독일 프랑스
주요국가별 OTT 동영상 시청 경험율 조사
- Source : Accenture
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Changed Rule #2Users Prefer Mobile App Than Web.
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국내 Mobile App vs. Mobile Web 이용 시간
Mobile App91.1%
Mobile Web8.9%
- Source : Nielsen Koreanclick
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Adobe Gives Up On Flash For Mobile
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0% 25% 50% 75% 100%
39.5%
34.4%
60.5%
65.6%
Smart Phone
Smart Pad
Mobile Web Mobile App
국내 사용자들의 모바일 동영상 이용 방법
- Source : 정보통신정책연구원(2011년 12월)
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Changed Rule #3Users Are On Multi-Tasking.
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단절없이 업무에 집중하는 시간?
11Minutes
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접속함86%
접속하지 않음14%
TV 시청 중 Mobile Internet 접속 여부
- Source : Yahoo
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There Are Three Modes Of Multi-Screening
Sequential UsageMoving from one device to
another at different timesto accomplish a task
Simultaneous UsageUsing more than one device at the same timefor either a related or an unrelated activity
Multi-tasking Usage - Unrelated activity Complementary Usage - Related activity- Source : Google
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0%
15%
30%
45%
60%56%
40%
37%
33%
SMSSNS
Browsing
Mobile App
TV 시청 중 Mobile Device로 하는 활동
- Source : Yahoo
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We Have Unique Korean Rules
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Korean Rule #1User Experience Is From The Past
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Mobile Friendly?
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0%
20%
40%
60%
80%80%
65%62%
46%
43% 42%
32% 32%
20%18%
네이버 다음 구글(한국)구글(미국)티스토리 네이트 페이스북 유튜브 싸이월드 티스토어
국내 사용자들의 Mobile Web Top 10
- Source : Nielsen Koreanclick
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0%
15%
30%
45%
60%
2.8%1.9%
9.3%
19.1%
56.3%
10.7%아침(9시 이전)오전(9시~12시)
점심시간(12시~1시)오후(1시~6시)
저녁(6시~12시)심야
국내 사용자들의 모바일 동영상 주 이용 시간
- Source : ATLAS
![Page 49: 333 Rule Of Mobile Video](https://reader033.fdocuments.net/reader033/viewer/2022042814/54c8a1dc4a7959ec278b45c0/html5/thumbnails/49.jpg)
Korean Rule #2We Have Ultra Super Gaps
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KT Blocked Samsung Internet TV.
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LTE Opportunity
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Korean Rule #3 Samsung & LG Are Korean Companies.
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OS별 Mobile App Top 10
iPhone 순위 Android
YouTube 1 Google Search
Google Maps 2 Gmail
Facebook 3 Google Maps
Yahoo! Weather 4 Facebook
Pandora Radio 5 Google News & Weather
Angry Birds 6 YouTube
Yahoo! Stocks 7 Pandora Radio
ESPN Score Center 8 Angry Birds
The Weather Channel 9 Adobe Reader
Google Search 10 Words With Friends- Source : comScore* 미국 UV 기준
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Review
3 Invariable Rules
3 Changed Rules
3 Korean Rules
#1. Mobile Video Traffic Is Still Huge.
#2. YouTube Is Still King.
#3. Users Don’t Want To Pay.
#1. Users Don’t Watch TV With TV.
#2. User Prefer Mobile App Than Web.
#3. Users Are On Multi-Tasking.
#1. User Experience Is From The Past.
#2. We Have Ultra Super Gaps.
#3. Samsung & LG Are Korean Companies.
![Page 60: 333 Rule Of Mobile Video](https://reader033.fdocuments.net/reader033/viewer/2022042814/54c8a1dc4a7959ec278b45c0/html5/thumbnails/60.jpg)
http://www.mobizen.pe.kr@mobizenpekr
Thanks For Listening.