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June 2017 | Investor Relations Table of Contents Kakao June 2017 | Investor Relations Table of Contents 1. Business Area 2. Revenue at a Glance 3. Kakao Talk 4. Advertising 5. Content 6. Commerce 7. Mobility 8. Fintech [Appendix] 1Q 2017 Earnings Results 1 Business Area Business Media Content Mobility Daum Portal Talk Channel Kakao Story Kakao Game MelOn Kakao Page Kakao Taxi Kakao Navi Kakao Driver Search Technologies KakaoPay AI / NLP / voice Infrastructure Data Business 2 Revenue at a Glance Advertising Content Others Portals Daum PC Daum Mobile A D Talk Plus Friend Talk PC Brand Emoticon (KRW mn) V E Messenger Notification Talk Friend Talk Talk Reward R Talk Hairshop* Auto View Talk Order 453,839 443,787 T I SNS Kakao Story S I 20% Shopping Kakao Style 20% N G Video Kakao TV Game Kakao Game Kakao Games C O Music Melon Kakao Music N T 242,483 49% 50% Webtoon E 9% Kakao Page Daum Webtoon Start consolidating N Webnovel Loen Entertainment T Emoticon Talk B2C Emoticon 38% from 2Q 2016 Talk Gift Shop Kakao Friends Commerce O Makers with Kakao Kakao Farmer T H Mobility Kakao Taxi Black Kakao Driver 53% 31% 30% E R Fintech Kakao Pay S Misc. Loen (production, etc.) 1Q15 4Q16 1Q17 *Reclassified from Others(Misc.) to Advertising from 1Q17 3 Kakao Talk • Continue to grow Kakao Talk domestic active users: 351K QoQ • Reinforce user’s content consumption habit by introducing content feed(Talk Channel) and search function (# Search) on Kakao Talk Monthly Active Users Talk Channel #(Sharp) Search 26mn MAUs 10mn MAUs 42,431 41,915 42,080 41,488 (Thousand Users) 41,174 40,055 39,209 38,660 38,158 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16 3Q16 4Q16 1Q17 Korea 38,158 38,660 39,209 40,055 41,174 41,488 41,915 42,080 42,431 Global 48,207 48,073 48,464 48,321 49,318 49,100 49,189 48,955 49,158 Average of monthly MAUs. Global includes domestic MAUs. 4 Advertising • New keyword-based ads product that is more personalized and optimized for PC/Mobile/Kakao Talk users • Maximize advertising efficiency by developing premium branding ads and launching new audience ads platform Advertising Revenue Trend by Platforms Advertising Product Line-ups (KRW mn) 153,560 141,482 136,203 133,302 129,385 126,925 Portals Search Ads Display Ads Native Ads DDN Shopping How 60% 47% Daum 77% 47% 55% 54% Kakao Talk Plus Friend Brand Emoticon 58% Talk PC Auto View Talk Reward Messenger Friend Talk Support Talk Notification Talk Talk Order Kakao Hairshop 29% 30% SNS Kakao Story 22% 25% 24% 23% Kakao 23% Shopping Kakao Style 18% 20% 22% 24% 23% 19% Video Kakao TV 4Q15 1Q16 2Q16 3Q16 4Q16 1Q17 Kakao Daum Mobile Daum PC 5 Advertising_Daum(Portal) • Daum-PC homepage update and increase of ads loads corresponding to the context (Apr. 2017) • New mobile ads such as 1boon, Focus View, Photo View, native ads, etc., reflecting latest trends PC Portal Advertising Products Mobile Advertising Products [Daum PC Portal] [Daum Mobile Portal] [Photo View] Search PC Top Banner Mobile Top Banner Shopping Banner 6 Advertising_Kakao • Kakao accounts for 23% of total advertising revenue in 1Q 2017 (Kakao Talk 51% > Kakao Story 31% > Kakao Style 18%) • Plan to expand into a business platform, which will enable customer supports, orders, reservations and payments within Kakao Talk Kakao Advertising Product Line-ups [Plus Friend] [Talk Channel Auto View] [Notification Talk] [Kakao Story] [Kakao Style] 7 Content_Game • Strengthening mobile game content by enhancing marketing capability via the Game-Tab and expanding publishing lineup • Continuous and diligent update on PC publishing titles and new PC game discovery/sourcing Mobile Game Line-ups Revenue Trend by Platforms 93,186 Channeling (KRW mn) 80,288 78,293 78,461 39% 70,315 Pentastorm(‘17.4) Destiny Child Sword & Magic(‘16.6) 37% (‘16.11) 24% 42% 57,019 43% Publishing 15% Mobile Day of Break(‘17.3) The Heaven Sword Miracle Nikki(‘16.7) 76% 61% 85% and Dragon Saber(’17.2) 63% 58% 57% PCPublishing 4Q15 1Q16 2Q16 3Q16 4Q16 1Q17 EOS(‘16.10) Black Desert Black Desert Mobile Game PC Game (Global)(‘16.3) (Korea)(‘14.12) 8 Content_Music • Daily new registered users of MelOn more than doubled after linking with Kakao account since Sep.2016 • Improve user experience with addition of the Kakao Pay as a payment method since Jan. 2017 Loen Business Overview Synergy with Kakao ▶ Digital music service(B2C) User increase and user experience enhancement : Korea’s No.1 digital music platform MelOn User by utilizing two companies’ assets ▶ Music distribution/Content aggregation(B2B) → ex. Apply Kakao ID(Sep. ‘16), Kakao Pay(Jan. ‘17) : Korea’s No.1 K-Pop content distributor ▶ Labels & artist management(Production) Service improvement by adopting high-level : Korea’s Top #5 production company technology Technology → ex. Recommendation tech, music recognition tech, big data processing tech Loen Key Metrics Marketing/promotion based on Kakao platform Marketing → ex. Kakao Friends emoticon marketing ▶ 1Q 2017 Revenue 133.7bn KRW, OP 23.1bn KRW (Unaudited) ▶ 4.1mn MelOn paying users in May 2017 Content distribution expansion Content ▶ No.1 in digital music service with 60% market share → ex. Talk Channel, Daum Search and etc. 9 Content_Others • Kakao Page, No1. mobile literature service app in Korea, continues to increase number of paying users • ‘Cash Friend,’ the reward-based ad platform was launched in May 2017 Kakao Page Kakao Page Transaction Volume Trend Other Content Revenue Trend ▶ 12mn users(May. 2017) ▶ Kakao Page, Webtoon, B2C Emoticon etc. (KRW mn) (KRW mn) 30,576 31,204 26,371 24,833 24,386 22,756 21,611 21,395 19,036 16,919 17,895 7,031 4Q15 1Q16 2Q16 3Q16 4Q16 1Q17 4Q15 1Q16 2Q16 3Q16 4Q16 1Q17 10 Commerce_Gift Shop • Mobile social commerce with 2,000 brands and 100,000 products in Kakao Talk • Carry out sustainable growth through UI/UX upgrades such as category expansion, multi-product purchase and feedback features Kakao Talk Gift Shop Example of Gift Shop Use Revenue Growth Trend [Kakao Talk built-in] [Great selections] [Recipient enters address] 4Q15 1Q16 2Q16 3Q16 4Q16 1Q17 11 Commerce_Kakao Friends • Sustainable growth through large-scale stores, online/global expansion, and product innovation • Secured L-T partnership with large IP licensees, expand publishing business, and cooperate with various brands Quaterly Revenue Trend Flagship Stores / Museum Brand Partnership / Publishing ▶ Total 21 brand stores • 3 online including China’s Tmall • 2 Flagships Nov. 2016 • Main department store, 2nd Flagship shopping mall, duty-free shop Open ▶ Busan flagship opens in 3Q17 Jul. 2016 1st Flagship ▶ Concept museum, exhibition tour Open 1Q16 2Q16 3Q16 4Q16 1Q17 12 Smart Mobility • Lead smart mobility market innovation centering Kakao Taxi • Connect the Kakao Taxi user base seamlessly to more smart mobility services Smart Mobility Kakao Taxi ▶ 14 million passengers, 360 million cumulative number of calls ▶ Test driving marketing for Benz, Volkswagen, Ford and Chevrolet, etc. ▶ New partnership with Korea Smart Card Co. to jointly introduce automatic pay option on the Kakao Taxi app Kakao Taxi Kakao Driver ▶ B2B business taxi service to be launched in 2H17 Kakao Driver ▶ Sequential increase due to subscriber acquisition through mass marketing in 4Q Kakao Map Kakao Navi ▶ Continually improvement through additional features such as fixed fare option for users ▶ High user satisfaction driven by quick connection and easy automatic payment etc. Kakao Parking (2H17) ▶ To be launched nationwide in 2H17 Kakao Bus Kakao Metro ▶ Prepare to provide useful information and seamless convenience leveraging map, navigator, pay, etc. Other Location Based Services ▶ Continue to move to adjacent mobility service area, plan to offer advertising products Kakao Parking (2H17) on some platforms in 2H17 13 Fintech • Kakao Pay subscribers 14.5 million, total transaction volume 400 billion KRW in 1Q17 • Significantly expanding the base through partnership with Alipay, which has 450 million users worldwide • Received mobile banking business license in April 5, official launch of Kakao Bank will be in 2H17 Example of Kakao Pay Use [Kakao Talk built-in] [Talk Gift Shop’s [Kakao Driver’s [Money transfer & [Billing service] primary payment method] sole payment method] Banking transfer] 14 [Appendix] Earnings Results - Revenue Quarterly Revenue Breakdown (KRW mn) 453,839 443,786 391,391 376,519 90,836 88,668 49,911 66,101 254,046 242,483 234,392 226,482 229,580 241,698 10,885 221,521 221,816 12,168 11,112 13,840 20,746 21,509 190,405 198,365 73,679 67,391 76,764 60,404 69,063 91,588 169,482 154,966 153,560 145,459 146,677 129,385 136,203 126,925 141,482 133,302 4Q14 1Q15 2Q15 3Q15 4Q15 1Q16 2Q16 3Q16 4Q16 1Q17 Categories Services Brands Portals Daum PC Daum Mobile Messenger Kakao Talk Plus Friend Brand Emoticon Talk PC Talk Reward Friend Talk Notification Talk Kakao Hairshop Auto View Talk Order Advertising S N S Kakao Story Shopping Kakao Style Video Kakao TV Game Kakao Game Kakao Games Music Melon Kakao Music Content Webtoon novel Kakao Page Daum Webtoon Emoticon Talk B2C Emoticon Commerce Kakao Talk Gift Shop Kakao Friends Makers with Kakao Kakao Farmer Mobility Kakao Taxi Black Kakao Driver Others Fintech Kakao Pay Miscellaneous Loen Entertainment (content, production, etc.) 15 [Appendix] Earnings Results – Revenue Breakdown(KRW mn) Advertising - PC Advertising - Mobile Content - Game Content - Music Content - Others 154,966 153,560 145,460 146,677 221,521 221,816 141,482 136,203 198,365 129,385 126,925 133,302 10% 39% 190,405 14% 12% 37% 40% 42% 11% 46% 45% 52% 50% 48% 53% 48% 50% 48% 76,764 91,588 69,063 60,404 67,391 20% 63% 6% 61%
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