2016 Business Platform Day
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?????? ?? ???? Business Platform Day ??? ?? ?????. ??? ?? ??? ?? ??? ????, Commerce/ Media&Contents ??? ??? ?? ??? ?? ??? ?????.
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2. Two Sided Market
Strategies for Two-Sided Market(2006,HBR)
Money
Side
Subsidy
Side
Platform
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? ?? ??? ???? ???(money side user)?
????? ????????? ?? ???????? ??
[Two Sided Market | ????]
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[Platform mediated Network? ??]
Network
Effect
Increasing
returns of
scale
Winner-
Takes-
All
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3. Platform Envelopment
[Platform Envelopment | ??? ??]
Platform Envelopment(2007, Working Paper)
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Complements
Platform
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Weak Substitutes
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Unrelated Function
Platform B(? ??? ??)
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4. Opening Platform
[Opening Platform]
Opening Platforms:How, When and Why?
(2008, HBS, Working Paper)
-?? ???, ???????? ??? ??(Platform
Competition)?? ????? ???? ????? ?? ? ??
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HW, SW,
Service,
Architecture
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![34
?? - Marketplace + Social Network
?? - ? ????, ?????? ? ???? ?? ????? ???? ??? ??? ????? ?? On-
demand Service ??? ?? ??. ??? On-demand Service?? ??? ?? ??? ? ???? ??? ??
2) Market Network? ??? ??
[ Marketplace + Social Network = Market Network ]
[ Market Network? ?? ]
source: http://techcrunch.com/2015/06/27/from-social-to-market-networks/#.9cug2x:LQeR](https://image.slidesharecdn.com/2016bpd-170526140942/85/2016-Business-Platform-Day-35-320.jpg)
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2016 Business Platform Day
- 1. 0 ??? ?? ????? ??? ??(Platform Envelopment)? ????(Two-Sided Market) : Concept & Cases
- 2. 1 Agenda I. ??? ????? II. ??? ??? ?? ?? III. ???
- 3. 2 1. ??? ????? ¾Þî^ Thomas R. Eisenmann / Geoffrey Parker / Marshall Van Alstyne Strategies for Two-Sided Market(2006,HBR) Platform Envelopment(2007, Working Paper) Opening Platforms:How, When and Why? (2008, HBS, Working Paper)
- 4. 3 2. Two Sided Market Strategies for Two-Sided Market(2006,HBR) Money Side Subsidy Side Platform ? ??? ?? ?? ??? ?? ????? ??? ????? ???? ??? ?? ?? ? ??? ???? ????????? ??? ?????? ??? ????? ??? ??? ?? ? ?? ?????? ?? ?? ?? ??/??? ???? ???????? ??(subsidy side user? ??)?? ??? ? ?? ??? ???? ???(money side user)? ????? ????????? ?? ???????? ?? [Two Sided Market | ????] ??? ?????? [Platform mediated Network? ??] Network Effect Increasing returns of scale Winner- Takes- All ? ????? ??? ??? ???? ??? ??? ????? ???? ?? ????? ?? ????
- 5. 4 2. Two Sided Market ?? Winner-Takes-All : ???? ????? ??? ???? ?? Source : ?????(ROA Consulting), ??? ?Network Effect (Cross Network Effect) : ??? ???? ???? Network Effect? ???? ??? ?? ??? ?!!! ?Stickiness : ??? ??? ???? ???? ???? ??! 1 2 3 ? High Switching Cost : ?? ??? ????? ??? ??? ??? ???? ?? ? ??? ???? ?? ? ?? ? ?? ?? ??????? ???? ?? ??? ?????? 4 ? Lock In : ?? ? ???? Lock In ?? ?? : Multi-Homing cost? ????, Single-Homing ????? ??? ??? ?? ? ????? ?? ?? (???? ?? ? ?? ??? ???? ?? ??? ?? ? ? ??? ??)
- 6. 5 2. Two Sided Market ?? ????? Growth Stage Model Source : ?????(ROA Consulting), ???
- 7. 6 3. Platform Envelopment [Platform Envelopment | ??? ??] Platform Envelopment(2007, Working Paper) ? ? ?? ???? ????? ??? ???? ??? ? ?? ?? ? ??? ??? ????? ?? ???? ?? ? ???? ??? ?? ? ????? ????? ?(??? ??? ??? ?? ??) ? ??? ? ???? ??? Complements Platform A ?? ??? Weak Substitutes ??? ?? Unrelated Function Platform B(? ??? ??) ??? [???? ?? ??] ??? ?? ??/?? ???? (???? ????) or or
- 8. 7 4. Opening Platform [Opening Platform] Opening Platforms:How, When and Why? (2008, HBS, Working Paper) -?? ???, ???????? ??? ??(Platform Competition)?? ????? ???? ????? ?? ? ?? -??? ? ??? ???? ??? ??? ????? ????? ?? ???? ????, ??? ??? ?? ???? ?? ??? ???? ???? ?? ??? ?? ? ?? ? ??? ???? ??? ?? ???? ??? ??? ??? ?? ??, ???? ?? ???? HW, SW, Service, Architecture ????? ????? ????? ?? ????? ?? ????? ? ??? ???? ???/?? ?? ??? ????? ????? ?? ?? ?? ?? ??? ??
- 9. 8 5. ? ??? ????¡ -???? ????? ???? ?? ???? ??? ?? ???? ?? ?? ¨C ???? ?? ¨C ????? ?? ?? ?? -??? ?? ???/????? ???? ??? ?? ??? ?? ? ??? ?? ?? -??? ??? ???? ?? ????????? ???? ???(???)? ? ???? ??? ???? ?? -??? ?? ???, ?? ???, ??? ??? ??? ?? ?? ??? ????????? ??? ?? -?? ?? ??? ??/????/???? ?? ?? ?? -?????? ??? ???(???) ????? ?????(??? ???)? ???? ?????? ??? ?? ???? Long-Running ?? ?? -?? ?? ???? ??? ?? ??? ??, ???? ???? ?? ????, ???-?? ???-? ?? ??? ?? ??? ?? ???? ???? ? ???? ??
- 10. 9 Agenda I. ??? ????? II. ??? ??? ???? III. ???
- 11. 10 1. ???? ??? ?? MIM -Free!!! -One Sided Market Game -Two-Sided Market -Supply Side User?? ?????? ?? ?? ???? Taxi -Same Demand Side User -New Supply Side User ??? ???? ??? ???? Premium Taxi -Same Demand Side User -New Supply Side User ??? ?? ?? ??? ?? ???? -Same Demand Side User -New Supply Side User
- 12. 11 2. ???? ??? ?? ? Commerce ¨C AWS(Cloud) ¨C Media& Contents ? 3? ?? ? ??? ? ?? ??? ?? ? ?? ??? ?? ??? ??? ??? ? ???? ??? Cloud Related Media&Contents Related Retail/Commerce Related
- 13. 12 3. ??? ??? ?? MS Bing¡¯s Map Asset ?? ?? ??? ???? ???? ?? ?? ??? ??(Using Uber Driver) -??/????????? ???? ??, ????? ????????? ?? Taxi Food Delivery CarPool ????? ?? ??? ?? ?? ??/?? ?? ??? ??
- 14. 13 4. ?? O2O/On-Demand ??? ???? : Bundling Bundling? ?? ????? ?? ? ????? ?? (??? ???? ??? + ????) ?? ??? + ?? ??? = ???? ??? ??
- 15. 14 4. ?? O2O/On-Demand ??? ???? : Bundling Bundling? ?? ????? ?? (?? ?? + ?? ?? ?? ??) ? ????? (One Price, Two Service) ?? ¨C 1? ?? ?? O2O???? ??? ?? ¨C ??? ??? Rental O2O ??? Problem 1. ?? ¨C 1???? ???? ????? ??? ??? ???? ??? ?? 2. ?? ¨C ????? ?? ??? ??? ???? ?? ? ???? ?? + ?? = ???? ??? ? ??? ???? ?? ??? ???? ?? ?? ????, ??? ???? ????
- 16. 15 4. 4. ?? O2O/On-Demand ??? ???? : Network is Everything O2O/On-Demand ???? CEO ???? ??(2016.1.28)
- 17. 16 Agenda I. ??? ????? II. ??? ??? ?? ?? III. ???
- 18. 17 ?????¡ ? ???? ???? ??? ??? ???? ??, ???? ??? ??? ??? -Long-Running Platform? ??? ??? ????? ?? Leadership ?? ? ??? ????? 3?? ??? ??? ?? / ?? ??? ?? / ??? ??? ?? -??? ????? ???? ?? ???? / ??? ?? / ?? ??? ??? ? ????? ???? ???? ???? ?? ? ???? ????? ??, ?????? ?? ?????? ??? ???? ??? ??(???/?? ?) - ?? ????? ??? ? ???? ?? ??? / ??? ??? ????? ?? ?? ????? ??? ???? ???? ?? ??? ???? ??? ??? ?? - On-Demand ? Media/Contents ??? ?? ??? ??? ??? ????? ??? ?
- 19. 18 Vertical Platform Trend & Insight(1) :Commerce
- 20. 19 Agenda I. 2015 Big Event II. 2015? ??? ??? ?? III. 2016? ??? ?? ??
- 21. 20 2015 Big Event ! ? ??? ?? ??? ???? ????? ?? ?? 2015? 7??? ???? ??? ?? - 10? 15? ???? ???? ????? ? 2,631? ????, ???? 2,000? ?? ??? ? 1,902? ??? ?? ? ???? ??? ????? ?? ??? ?????? ????? ???? ?? ?? ?? ? ?? - ???? 2014? ??? ?? ??? ? 130? ???, ???? ??(718? ??) 6?? 1? ??? ???? ?? ? ??? ???? ?? 1. ???? ??, No.1 ??? ???? ??? ???
- 22. 21 2015 Big Event ! ? 2009? ??? ??? 107? ??? ???? GM(General Motors)? ?? ??? ???? ??? ?? 5? ??? ??? ?? - ??? ??? ?? ????? ?? ? ¡°???(Mobility)¡±??? ??? ? ???? ???? ?? ???, ??? ??? ????? ??? ?? - ??? ?? ?? ???(Chief Security Officer)? ? ???(Joe Sullivan)? ¡°??? ?? ??? ???? ?? ?? ???. ??? ???? ??? ?? ???? ?? ?? ??? ???? ??(I don't feel like we're in a competition with Taxi. We're in a competition with me choosing to drive my own car)"?? ?? 2. ???? ?? ??(Uber)? ?? ??, ??? ???? ????!
- 23. 22 2015 Big Event ! ? 2015? 11?, Marriott? Starwood? ? 122? ??? ????? ??. ?? Airbnb? ???? ????? ?? - ?? ??? ??? ? ?????? ???, Airbnb? ?? ??? 10% ???? ?? ??? 0.35% ????? ? ? 2015? 11? ????, Airbnb? ????? ? 255? ??(? 30??)? ?? ?? ?? - ?? Marriott? 209? ??, Starwood 140? ???? ?? ????, Airbnb?? ?? ????? ??? ?? ???? Hilton 277? ??? - ?? ?????? house sharing service?? ?????? ???? ??? ???? ???, ???? ?? ???? ??? 3. ????? ???? ??, ?????? ???? ????? ??!
- 24. 23 Agenda I. 2015 Big Event II. 2015? ??? ??? ?? III. 2016? ??? ?? ??
- 25. 24 ¡ù??? ?? ??? Where Are The Top Smart Money VCs Investing In E-Commerce? (CB Insight. 2015/07/15) Source: https://www.cbinsights.com/blog/e-commerce-investments-top-venture-capital-firms/
- 26. 25 ¡ù??? ?? ??? Where Are The Top Smart Money VCs Investing In E-Commerce? (CB Insight. 2015/07/15) Flipkart, ModCloth, Houzz 3 specific e-commerce categories Notable companies Grubhub Seamless, Instacart, Just-Eat Marketplace 2 On-demand industry 1 Category-killer Commerce 3 Warby Parker, Chloe + Isabel, Nasty Gal (= Brand e-commerce = Direct-to-consumer model)
- 27. 26 ¡ù
- 28. 27 1) On-demand/O2O? ???? ???~ ¢Ù ?? Tech Giant?? ???? ??? ?? - Food Amazon Prime Now ¨C Restaurant delivery Uber - UberEats ? 2015? 9? ?? (?? ?? ?????? ?? ??) ? ??? ???? ?? ???? ??? ??&?? ?? ? ?? ??? (1?? ? ?? ??. ?? ??? ??? ??) ? 2015? 4? ?? (?? ?? 4? ???? ??¡ú?? ?? ? 10? ??? ?? & Stand-Alone ??? ???? ??) ? 10?? ??? daily meals? ??? 3~4??? ???? ? UberEats ??? ??: https://youtu.be/P9VO93_iYdA
- 29. 28 2 Software + Logistics (on-demand marketplaces) ? Doordash, Deliveroo, Caviar ? Ordering + Delivering 3 Meal Delivery (¡°Fast food 2.0¡å) ? Sprig, Maple, Spoonrocket ? Ordering + Delivering + Cooking 4 ¡°Virtual¡± restaurant chains ?? ? on-demand marketplaces will soon offer a powerful enough distribution infrastructure ?? 1 Software-only marketplaces ? JustEat, Grubhub, Delivery Hero ? Ordering Food Delivery Wars !!! Total restaurant takeout market 700? ?? (? ? ??? ?? ??? 90? ??)* 1) On-demand/O2O? ???? ???~ *Source: http://www.businessinsider.com/grubhub-seamless-eyes-delivery-2015-2
- 30. 29 1) On-demand/O2O? ???? ???~ ¢Ù ?? Tech Giant?? ???? ??? ?? ¨C Home Service Amazon Home Service Google Home Service Ads Program ? 2015? 3? ?? ?? (7?, ??? ??? 15? ??? ??? ???? ?? & 900? ? ??? ??? ??? ?? ?? & ? 1,500? ?? ??? ??? ?? ??) ? ????? ??? ???? ?? ????? ?? ???? ??? ? ?? ???? ?????? ? 2015? 8? beta ?? (?????? Bay Area??? ??) ? Local Pro?? ???? ?? ??(??)? ??? ??? ?? ???? ????? Homejoy? ??? ??? ??? ?, Homejoy? ?? ? ????? ?? ??? ??? ??? ??? CNBC ??? ??: http://video.cnbc.com/gallery/?video=3000428314
- 31. 30 1) On-demand/O2O? ???? ???~ ¢Ù ?? Tech Giant?? ???? ??? ?? ¨C Home Service Facebook Service Nextdoor Now ? 2015? 12?, Local Pro?? ???? ???? ??(??)?, ???, ??, ?? ?? ???? ??? ? ???, ?? ?? ???? ?? ??? ? ?? ??? Facebook Service? ??? ? 2015? 11? ??. ?? ?? Local Pro? ?? ?? ? ??? ?? ? babysitting, dog walking, pet sitting, tutoring, tech help, yard work ?? ??? ???? ??? ? ?? ??? ¡°Provider¡±? ??? ? ?? ??? ?? ? ?? ? Nextdoor Now ??? ??: https://vimeo.com/146169240
- 32. 31 2 Traditional marketplace model (Liquidity Marketplaces) ? Yelp, Angie¡¯s List, Groupon ? Focus on reviews, discount 3 Vertical-specific marketplaces ? Thumbtack, Porch ? Focus on concierge-like experiences 4 On-demand marketplaces ? TaskRabbit, Homejoy, Handy ? Focus on full-service business tools 1 Yellow Pages ~ Craigslist ? 1883~1990?? Home Service ?? ?? 400~800? ??*? ?? 1) On-demand/O2O? ???? ???~ *Source: http://www.nytimes.com/2015/04/13/technology/amazon-google-and- more-are-drawn-to-home-services-market.html?_r=3 Home Service Battles !!!
- 33. 32 1) On-demand/O2O? ???? ???~ ¢Ú ???? ????? Merchant Delivery ?? ?? Uber Merchant Delivery Program ~ UberRush Shyp Return ? 2014? 4? ??? UberRush(??? ???? ?? 1?? ? ?? ????? ???)? ?? ??? ?? ? ??? ??? ?? ??? ?? ????? ?? ????? ?? ??? ? ? ?? ?? (2015? 10?) ?, ?? ?? ? ??? ??? ?? ???? ? 2015? 3?, ????? ??? ??? ?? ?? ???? ¡°Shyp Return" ????? ??? ? ???? ?? ??? Shyp???? ???? ??? ????? ?? ????? ??? Shyp? ?? ?? ??? ????? ????? ??? ? UberRush ??? ??: https://youtu.be/FRu6M9sCfmo
- 34. 33 1) On-demand/O2O? ???? ???~ ¢Ú ???? ????? Merchant Delivery ?? ?? Postmate MeUndies - Postmate ? Postmate? Apple, Walgreens, Chipotle, 7-Eleven, Starbucks(???? 5.99??) ?? ??? On-demand delivery ??? ?? ? ? Premium underwear & basics ????? ¡°MeUndies¡±? Postmate API? ??? ?? ? ???? ?? 1?? ?? ??? ? ?? ? (??? LA??? ?? ??)
- 35. 34 ?? - Marketplace + Social Network ?? - ? ????, ?????? ? ???? ?? ????? ???? ??? ??? ????? ?? On- demand Service ??? ?? ??. ??? On-demand Service?? ??? ?? ??? ? ???? ??? ?? 2) Market Network? ??? ?? [ Marketplace + Social Network = Market Network ] [ Market Network? ?? ] source: http://techcrunch.com/2015/06/27/from-social-to-market-networks/#.9cug2x:LQeR
- 36. 35 2) Market Network? ??? ?? + ¦Á (Saas based Workflow¡.) 3Cs = Community + Contents + Commerce Market Network = Social Network + Marketplace Unicorn Startup : Houzz ??? ??: https://youtu.be/dHCxD_vQGrE
- 37. 36 3) Category-killer Commerce (=Brand e-commerce=Direct-to-consumer model) Unicorn Startup : Casper (mattresses) Away (luggage) Harrys (razors) Cotopaxi (outdoor gear) Stowaway (cosmetics) Campaign (furniture) Greats (sneakers) Naja (bras) Everlane (clothing)¡¡¡¡ Casper ??? ??: https://www.youtube.com/watch?v=LIQTzIk0ifo
- 38. 37 3) Category-killer Commerce (=Brand e-commerce=Direct-to-consumer model) Source: https://www.cbinsights.com/blog/category-killer-ecommerce-startups/ ? TAM(Total Addressagle Market) ? WTP(Willing to Pay) ? NPS(Net Promoter Score)
- 39. 38 Agenda I. 2015 Big Event II. 2015? ??? ??? ?? III. 2016? ??? ?? ??
- 40. 39 ¢Ù ?? ??? Messaging-based personal assistant - Magic 1) On-demand/O2O - 2016?? ???? ? ?? ? 2015? 2? ?? ? 24/7 SMS based on-demand delivery service ? Sequoia Capital??? 1200? ?? Series A ?? ?? ? ?? Magic Plus ?? ??(??? 100??) ? ?? ???? ??? ?????? ??? Operator?? ?? ??. Text ?? Assistant?? ??? ? ??? ???? ?? Afred app ??? ??: https://www.helloalfred.com/
- 41. 40 ¢Ú Enabling platform? ?? ?? ?? Source: https://www.cbinsights.com/blog/infrastructure-for-on-demand-startups/ Gusty ??? ??: https://www.guesty.com/ 35 Startups Providing Infrastructure For The On-Demand Boom 1) On-demand/O2O - 2016?? ???? ? ??
- 42. 41 ¢Ú Enabling platform? ?? ?? ?? 1) On-demand/O2O - 2016?? ???? ? ?? Checkr ??? ??: https://www.youtube.com/watch?v=_e1EybZZCb8 Checkr Zendrive ? On-demand Worker? ?? ? ?? ?? ????? ??? ? Uber ??? ?? ?? ???? ????, ????? ?? ?? ??? ? ?? ? 2014? ?????? ???? ? 4,000? ??? ?? ?? ? ??? ? Zendrive? ????? ???? ?? ?? ?? ?? ??? ??? ?. Uber, Amazon ?? ????? ?? ??? ????? ???? ?? ? 2013?? ?????? 150? ??? ?? ??
- 43. 42 2) ICT ?? ??? ?? ?? IoT? ?? Automatic shopping ? Amazon Dash Button & DRS(Dash Replenishment Service) ? (¡®15. 3?) 18?? ???, 250??? ??? ?? ? (9?) 29?, 500?? ??? ??? ?? ??? ?? ?? ?? ? (¡®15. 3?) 4? ??? ? (10?) 11? ????? DRS ?? ?? AI ?? ?? ? Mona app ?? ? AI ??? Personal Shopping Assistant?? ??? ??? ???? ??(¡®15. 6? ??) ? (ex) ???? ???? ????? ??? ??? ?? 200?? ??? ????? ??? Mona ??? ??: https://youtu.be/GsWYq3stF5g
- 44. 43 Amazon? ???? ??? ?? ????? ??? ?? ??? 3) ?? / ?? ??? ?? ?? *???? ????(ocean freight forwarder): ? ???????(U.S. Federal Maritime Commission)?? ??? ??, ?? ?? ???? ??? ?? ?? ? ?? ?? ??? ??? Amazon Prime Now ??? ??: https://youtu.be/ODLp4ZGQwzk Amazon Prime Air ??? ??: https://youtu.be/MXo_d6tNWuY ???? ?? ??? ¡®??? ??? (Colis Prive)¡¯ ?? ¡®16. 1? ¡®15. 9? Amazon Flex ?? ? ?? ?? ??? ??? ?? ??? ?? ? ??? ?? ? ?? ??? ?? ?? ???? ??? ?? ¡®15. 12? ?? ?? ?? ????(Truck trailer) ?? ¡®15. 12? ????(Air-Cargo) ?? ? ?? ?? ?? ??? ??? ?? ? ??767? 20?? ???? ?? ?? ??? ?? ? ??? Ocado ?? ?? ¡¯16. 1? ? ?? ?? Amazon Pantry ???? ????? ?? ? ?????? ?? ¡¯16. 1? ? Amazon China, ? ???? ????* ?? ?? ¡®15. 8? Prime Now ??(??? ??) ? 1~2?? ?? ??, ?? ?? ???? ?? ¡®15. 12? ???? ??? ?? ?? ?? ? ?? 30? ? ?? ??? ??? ?? ??? ??(?? ??? 16km ??, ??? 2.3kg ??)
- 45. 44 Vertical Platform Trend & Insight(2) :Media & Contents
- 46. 45 Contents Creation Contribution Distribution Consumption Consumer Experience??? ?? ??? ???? ?? ??? ??? ???? ???? ???? ?? ???? ??? ?? ??? ?? ? ??? ??? ?? ?? ?? ??? ?? - Millennials!- News ??? Mobile Contents Optimization - TV Disintermediation - ????(AI) ??? - AI ??? ??? ?? ?? - VR ??? ?? ?? Intro
- 47. 46 I. Contents Distribution - News ??? Mobile Contents Optimization Facebook Instant Article 5? 1? Snapchat Discover ? in-link ??? ?? ? 10? ?? ?? ?? ? Snapchat? ?? ? ?? ?? ?? Twitter Moments 10? ? ?? ??? ??? ???? ? ?? ?? ?? 6? Google News Lab 6? Apple Apple News ? ?? ??? ?? ?? ??, ??? ?? ? ??? ?? ???? ? ?? ??? ?? ??? ??? ????? ????? ??. ??? ???? ???? ??? ??? ? ?? ?????? ??? ?? Google AMP ???? ?? 9? ? Accelerated Mobile Pages
- 48. 47 Facebook? Instant Article? ??? ?? ??? ??? ?? ?? ??, ???? ??? ? ??? Interactive ???? ????? ? ? ???? ???? ???? ?? ????? ????? Native Mobile Infra? ???? ?? ?? ? ????? ??? ???? ??? ?? ???, HTML ??? ???? ?? ?? -> RSS ??? ?? ????? ??? ???? ???? ?? ? ??? ???? ???? ??? ?? ?? ? Interactive ??? ???? HTML ??? ???? ??? ?? ?? https://www.youtube.com/watch?v=F1F2bRS8tf8 I. Contents Distribution - News ??? Mobile Contents Optimization
- 49. 48 https://youtu.be/WcjU3b4rDNk http://www.nytimes.com/newsgraphics/2013/12/18/uninsured-map/ ? Google Trends, Consumer Surveys ? ??? ???? ??? ?? ???? ?? ???? ?? ???? ??? ? ?? ? ?? ??? ?? ?? ??? ?? Data Visualization, Analytics ? ?? ???? User Engagement? ???? ? ?? I. Contents Distribution - News ??? Mobile Contents Optimization Google? ??? ??? ?? ???? ?? ???? ?? ???? ??? ? ??? ???? ??. ?? ?????? ????? ????? ??? ???? ??
- 50. 49 ? ??? ????? ???? ??? ???. ???? ????? ?? Rich ???? ???? Smart Ad? ????? ?? ??? ?? ??? ??? ? ??? ?? ?? ? AMP HTML ?? ?????? ???? ?????? ????? ???? ??? ?? ? ??? ?? ?? ??? ?? ?????? ??? ??? ?? ?? ??? ?? ->?? ? Subscription? ?? ?? ?? ?? Google? Accelerated Mobile Pages(AMP) Project? ????? ???? ?? ??? ? ???? ??? ? ??? ??? https://www.ampproject.org/ https://www.youtube.com/watch?v=SOx1XfOjJPI I. Contents Distribution - News ??? Mobile Contents Optimization
- 51. 50 ???? ??? ??? ?? ??? ???? ??? ?? ?? ?? ????? ??? ??? ?? ???? ??. ? ??? ??? ????? ?? ???? ??? ? ? ?? I. Contents Distribution - News ??? Mobile Contents Optimization
- 52. 51 https://www.youtube.com/watch?v=9JYZqg0511M https://www.snapchat.com/ads ???? ??? ? ??? ?? ???? ?? ???? ??? Snapchat? 3V Advertising? ??? ? ?? I. Contents Distribution - News ??? Mobile Contents Optimization
- 53. 52 I. Contents Distribution - TV Disintermediation MCN(Multi Channel Network) ?? ??? ??? ??? ????? ???, ??? ??? ??? ??? ?? ??? ???? ??
- 54. 53 ???? ?? Video Distribution ??? ??? ??? ? ?? ??. ?? ??? ????? Apple TV? Roku? ??? ??? ??? ?? ?? ?? ??? ??????? ???? ? OTT? Mobile, Web ? ??? ?? ?? ???? ? ? ??? ???? ?? ??, ?? ?? ??? ?? ? Analytics ?? ???. ??? Youtube ?? ??? ???? ????? ??? ?? ??? ??? ?? ? Amazon? ?? Elemental Technologies? 5? ???, Cisco? 1 Mainstream? 1? ??? ????? ??? I. Contents Distribution - TV Disintermediation
- 55. 54 I. Contents Distribution - TV Disintermediation ? App-based TV? ??? ???? ??? ??? ??. ¡°The Future of TV is Apps¡±- by Tim Cook ? ? ????? 10? ? 7?? tvOS ?? ?? TV ??? ??? ????, ?? Long-tail ??? ????? ???? ????? ??? ??? ? ?? ??? ??? ??? ???? ?? ?? ??? ??? ??? ??? ???? ????, ??? ??? ?? ??? ????? ?? TV ???? ? ??? ??? ??? ? ??? ??
- 56. 55 Google? Google Now ??? 3rd Party ???? ?????. ?? Google Now on Tap ??? ?? ?? ??? ??? ?? ??? ?? ?? ??? ???? ????? ? ? Spotify? Zipcar ? ????? Google Now Card ??? ??? ???? ? ?? ?? ??? ???? ?? ??? ???? ?? ??? ? ???, ?? ??? ??? ?? ?? ??? ???? ?? ??????? ??? ?? ? ?? ??? http://www.google.com/landing/now/integrations.html ? ?? ?? ??? ???? ?? ?? ??? ?? ?? ??? ?? ??? ??? ?? ?? ??, ?? ????? ?? ??? Google Now Card ???? ??? ? ?? II. Contribution - ????(AI)? ???
- 57. 56 Google? AI ???? TensorFlow? ????? ????? ???. 3rd Party ???? ????, ??? ?? ??? ?? ?? ?? ??? ??? ?? ??? ????? ?? ?? ? Google Search ? Google Photo ? Google Voice Recognition ? Google Translate ? Gmail Smart Reply ? ?? ???? ???? ???? ? http://www.techinsider.io/what-is-google-tensorflow-2015-11 II. Contribution - ????(AI)? ???
- 58. 57 Google? TensorFlow? ?? ? ???? ??? Smart Reply ??? ??? ? ?? II. Contribution - ????(AI)? ??? ? ?????? ?? ??? ??? Encoder? ?? ???? ???? ??? ??? ??? ? ?? ??? ???? ??? ??? Decoder? ?? ???? ? ?? ???? ?? ? ? ? ???? ???? ? ?? ??? ???? ???
- 59. 58 II. Contribution - AI ??? ??? ?? ?? Music Streaming ?????? Data ??? Recommendation ??? ???? ??? ??? ???? ?? ? Spotify? 2014? ? ?? ??? ??? ?? Echo Nest? 1? ??? ????? ? Echo Nest? ??? ???? ??? ??? ???? Visualization?? ¡®Taste Profile¡¯? ???? ??? ??? ? Apple ?? 2015? ? ?? ??? ??? ?? Semetric??? ??? ?????. ????? ?? ??? 5?? ??? ???
- 60. 59 III. Contents - VR ??? ?? ?? Netflix, Hulu ? ??? ???? ????? VR ??? ??? ???? ??. VR ??? ???? ??? VR ??? ??? ???? ???? ?? ? Gear VR?? Oculus VR? ?? VR ??? ??? ?? Netflix? ?? ??? ???? ??? ??? ??? ??? ? Netflix? ?? Netflix Living Room ?? ???? ??? ?? ??? ??? ??? ??. Hulu ?? ???? VR film? ???? ?? ??? ???? ??
- 61. 60 https://vimeo.com/134754691 Oculus? StoryStudio? ???? VR Movie ??? ??? ????? ???? ??. VR? ?? ?????? ??? ?? ??? ????? ¨C ??? ??? ???? III. Contents - VR ??? ?? ??
- 62. 61 http://pages.vbprofiles.com/VRLandscape ? 234? VR ?? ??? ??? ? 130? ??? ??? ??? ?? ?? ?? ? HMD ???? ??? VR Platform- Application? ??? ??? ??? ???? ?? ?? ??? ? ?? ? ? ? ? 110? ?? ??? ?? ??? III. Contents - VR ??? ?? ??
- 63. 62 IV. ??? - ??? ??? ?? ??? ????? ????? ?? ?? ?? ??? ?? ??? ???? ??? ??? ??? ???. ??? ???? ??? ?? ??? ???? ????? ?? ??? ??? ??? ???? ??? ?? ?? ??? ????
- 64. 63 Watchaplay oksusu Watcha? Watchaplay? SK ?????? Oksusu ??? ?? ??? ??? ??? ???? ???? ?? ??? IV. ??? - ??? ??? ??? ???? ?? ?? ? ??? ????? ??? ???? ?? ? ?? ??? 170? ?. ?? ?? ???? 2? 3?? ? ?? ? 15? ??. ??? ???? ?? ?? ? ? ?? 4,500? ?, ??? 1,500? ? ? ??? ?? ??? ???. Btv? ?? ??? ?? ? ??? ??, ??, MCN 1? ??? ? ??? ?? ? 98? ??, 8,000?? VOD
- 65. 64 ????? ?? ?? ??? ?? ? ???? ??? 10? 1 ??? ??? ???? ??. ?? ?? ???? ??? ???? ??? ???? ?? ?? ??? ?? ? IV. ??? - ????? ?? ???? ??? ? ???? Source: Unblockus
- 66. 65 TV ???? ??? ?? ???? ??? ? ??? ??. ????? ???? ?? ??? Interactive? ??? ?? ??? ? ??? ??? ???? ???? ?? ? IV. ??? - The Future of TV is Apps? https://www.youtube.com/watch?v=2TACPjFfofc ? Her Story? ???? ??? ??? ??? ??? ?? ??? ?? ? Interactive Storytelling ???? TV ???? Game? ??? ???? ??? ??? ? User? ???? ????? Built-in ? Social Interaction ??? ?????, Fruit Ninja ?? ???? ??? ??????? Political Debate ??? ???? ? ?? ??? ? ? ??
- 67. 66
- 68. 67