The Avatar Service Boom in Korea: Industry Report

The Avatar Service Boom in Korea

Product Type: Market Research Report
Published by: Datacomm Research
Published: September 2003
Product Code: R222-031

Description

Korean Internet users are flocking to digital avatars-on-screen characters decorated with the hottest couture and accessories to project fashion forward images. Korean ISPs and portals are making avatars pay, while Korean mobile operators are still trying to figure out how to exploit avatar services. Essential reading for anyone involved in Internet portals, messaging services, and mobile data business planning.

The Avatar Service Boom in Korea explains how digital avatars increase customer loyalty, describes how avatars are evolving from 2D to 3D and Flash technology, and presents case studies on successful and not-so-successful avatar service providers. The report also illuminates the technical and marketing challenges in extending avatar services to mobile users.

The Avatar Service Boom in Korea is the first in a series of wireless briefs based on on-the-spot information gathering and analysis from Asia.

Table of Contents

Main Conclusions
1. Introduction
2. How Avatar Services Operate
3. Avatar Service Business Models
4. Case Studies: 4.1. Wired portal: NEOWIZ-SayClub; 4.2. IM Company: MS Korea/MSN exclusive Avatar Service; 4.3. Mobile Communication Operator: SK Telecom - NATE
5. Key Success Factors: 5.1. Support Multiple Applications within a Single Community; 5.2. Market Segmentation by Age & Sex; 5.3. Offer the Right Items at the Right Time; 5.4. Partnerships with Offline Companies
6. Pathways to the Future
7. Cost
Figures
Figure 1, Sample Avatars (unit: Korean won)
Figure 2, Business Model of Portal Avatar Service
Figure 3, Business Model of IM Avatar Service
Figure 4, NEOWIZ's Sayclub Avatar Service
Figure 5, Example of Messenger Exclusive Avatar Use
Figure 6, Development of Avatar Service
Tables
Table 1, Classification of Avatar Service Companies in Korea
Table 2, Community Sites in Korea (as of Aug. 2003)

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