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November 2015 | Investor Relations Disclaimer Kakao November 2015 | Investor Relations Disclaimer Financial information contained in this document is based on consolidated K-IFRS that have not been audited by an independent auditor: therefore, the information and financial data contained in this document are subject to change upon an independent auditor’s audit. Also, this document contains the unaudited pro-forma combined financial information of the Daum Communications and the Kakao Corp., for the pre-merger periods, solely for the convenience of the investors. Please note that such financial information are not subject to an independent auditor’s audit. The company does not make any representation or accept liability, as to the accuracy or completeness of the information contained in this material. The format and contents of this document are subject to change for future filings and reports. Kakao is not liable for providing future updates on all figures included in this document. Company Mission & Business Area Contents • Kakao Page • Kakao Music A Mobile Lifestyle Pla0orm • Kakao TV • Daum News Kakao provides mobile lifestyle services Commerce • Kakao Style that make everyday connec6ons • Kakao Talk Gift Shop boundless and be8er • Kakao Friends O2O Our mission is to “Connect Everything” • Kakao Taxi Communication • Kakao Taxi Black Connec6ng users, businesses, and • Kakao Talk (#, Channel) • Kidz Note • Kakao Story more together on our plaorm • Daum Café in a way that touches every aspect of • Plain • Brunch Game our lives • Kakao Game • Kakao Game Shop •Daum Game Fintech • Kakao Pay • Bank Wallet Kakao Investment • K Ventures Group • K Cube Ventures Global •Path Created Through the Merger of Leading Internet & Mobile Platforms Feb 1995 1999 2005 2009 2013 Jun 2015 Established Daum Café Daum Blog Map. Mobile Global Utility Apps Kakao# Search Daum Communications “Tistory” Service “SolMail” Kakao Channel “SolCalendar” Jan 2015 May 2015 K Venture Group Path Kakao TV Nov 2015 1997 2000 2006 Kakao Taxi Black Daum E-mail Daum Daum TV “Hanmail” Search “TV Pot” Mobile Lifestyle Plaorm Oct. 1, 2014 Merger between Daum and Kakao Nov 2014 Mar 2015 May 2015 Sep 2015 Bank Kakao Taxi LOC&ALL Changed Wallet (KimGiSa) name to Kakao Kakao Mar 2010 Mar 2012 Aug 2014 Kakao Talk Kakao Story Yellow ID Dec 2006 Sep 2010 Jul 2012 Sep 2014 Established Changed Kakao Game Kakao Pay IWILAB name to Kakao 3 Diversified Platform Leveraging Content, Social Graph and User Traffic Kakao’s Assets and Expertise Diverse Platforms Leading to Growth and Monetization #1 Communicaons Contents & Community Kakao Talk Kakao Story Daum Cafe #2 AdverKsing Pla0orm Kakao Story Daum Yellow ID #3 Assets RecommenDaKon Kakao(#) Kakao Talk monezing by aDversing & Search Social Daum Search Search Channel Traffic Graph User base growth & engagement and #4 MeDia & Content Daum MeDia Kakao TV Kakao Page n Contents: 15 years of accumulated contents of #5 Daum Search and continued creation of contents by Kakao platforms including Kakao Story, Brunch, Games Kakao Kakao Daum Game Game Shop Game Plain, Kakao TV etc. n Social graph: solid user network built on Kakao Talk, #6 Kakao Story and Daum Cafe Commerce & Fintech Kakao Bank Wallet GiTShop Pay Kakao n Traffic: high traffic provided by Kakao Talk and Daum Search (#2 unique visitors among search Expand sources of moneKzaon #7 engines) Taxi & K Venture Others Kakao Taxi Path Group 4 1. Communications Kakao Talk Kakao Story n Penetration: Over 97% of smartphone users in Korea are active n Mobile based SNS built on Kakao Talk’s social graph which users allows sharing of photos, videos and thoughts n Continue to grow our domestic active users. — Key features include video and photo upload/editing, Kakao Story Channel, Kakao TV, comments, hash tags, etc. n Serve as the spine and central platform for many of Kakao’s — Via “Kakao Story Channel”, a user-friendly mini blog within mobile services Kakao Story, promotes spontaneous creation of contents n New Sharp(#) in-app Kakao Search, Channel tab for in-app and offers a differentiated medium of contents content curation, free video call, free voice calls, share photos recommendation and videos with Kakao Talk friends n Advertising: launched in 3Q14, native/push advertisements are n Serviced worldwide in 230 countries in 15 different languages displayed within the Kakao Story newsfeed Quarterly Monthly Active Users (“MAUs”) Plain n Simple, beautiful UI optimized for mobile blogging 39,209 38,158 38,660 n 37,212 37,417 Blogging is hashtag-centric, allowing users to easily find (000) 36,350 36,489 ’ 35,729 content they re after 34,626 33,669 32,490 Brunch n Content-publishing platform, under a beta service released in June 2015 to help nonprofessional writers to publish their compositions in an easy-to-read format 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15 2Q15 3Q15 n Currently post content by contributors including students and office workers as well as proteurs, professional artists, Korea 32,490 33,669 34,626 35,729 36,350 36,489 37,212 37,417 38,158 38,660 39,209 photographers and novelists with a feature allowing multiple Global 40,096 46,132 48,916 50,619 50,386 48,769 48,411 48,254 48,207 48,073 48,464 authors to release a collaborative work 5 2. Advertising Platforms Mobile Advertising has been the Growth Driver The Most Effective Market to Leverage Mobile Ad (W bn) Korea On-line Advertising Market Size CAGR Hours Used per Week 11.0% n Korea is a most attractive 2,691.6 mobile advertising 2,460.2 13.4 environment 2,112.3 1,967.0 478.6 952.3 134.8% 73.6 189.8 9.0 n Advertisers are shifting their 6.3 strategic focus to mobile from the traditional channels (2.8)% 1,893.4 1,922.5 1,981.6 1,739.3 2011 2012 2013 2014E Mobile App Watching TV Mobile App use in Korea in Korea use in U.S Others Mobile Source: Korea Online-ad Association Kakao’s Advanced Advertising Systems Are Prepared to Attractive On-line/Mobile Consolidated Package Model Thrive in the Growing Market Daum Online n Daum Ad@m, a unique mobile advertising n Packaged advertising system developed by Daum, connects model via its various advertisers to affiliate mobile websites and service platforms apps Kakao Talk Daum Mobile n Significant cross-selling n For both business and personal users, Kakao opportunities Story Channels offer exclusive ad spaces n Maximize the point of exposed to a wide range of users with similar interests Kakao Story user engagement n Yellow ID offers a window of communication for small businesses to advertise interactively with customers on Kakao Talk 6 Source: Korea Online-ad Association 1 “Others” include display ads and search ads. 3. Recommendation & Search Kakao Sharp Search Daum Search Daum Map Channel (3rd Tab) New search experience Expansive range of contents Most comprehensive in Kakao 14Y Coverage that is available solely on accumulated for 14 years Korea Search mobile Results focused on search Smart 19 District’s transit info Sharp In-chat function within intent (#) Kakao Talk Search categories for New hub for mobile 15 2.5M Weekly active users Channel optimal results optimized contents n Search portal that spans across cafes, n As the first digital (and mobile) map in n Search available directly within music, news articles, images, blogs and Korea, Daum Map continues to make chatroom, switched on by a tap of the # more finding locations as quick and easy as icon: results appear in card format to possible facilitate sharing n Continues to introduce exclusive search features such as Instantly Answered and n Popular bus/subway widgets and map n Channel is located on the third tap Suggested Places to add further search widgets for Android devices within Kakao Talk, providing convenience to users personalized contents recommendation 7 4. Media & Content Daum Webtoon Kakao TV Kakao Page Kakao Music Novel/Cartoon app Kakao Talk Embedded in Messenger #1 #2 Music app in usage level (Kakao Page) Personal Recommends content 6.3M Users (Kakao Page) 5M Users in 20 days TV series, movies, web Titles on China Market Video 40 23M Accumulated downloads dramas, sports games (Webtoon) n Chat and view video clips of choice n Provider of new genre of digital n Social music service which allows simultaneously, within the Kakao Talk contents, “Webtoon” or web comics music to function as a medium for chat room: live sports games viewed in social interaction n Kakao Page, the leading mobile sync, bringing it to the center of contents provider in Korea, continues n Background music services to Kakao discussion in the chatroom to experiment with new tools and profiles, and recently launched streaming service in April 2015 n Provides personalization features, mechanisms that could help monetize helping users find video content of content n Kakao Music ranks #2 in MAU after choice in the fastest manner n Kakao continues to work with artists to MelOn with 3M+ songs in library open new secondary revenue sources 8 5. Games Kakao Game Introduction of Kakao Game Shop n Initially launched in July 2012, Kakao Game is the world’s first n Launched on Apr. 1, 2015, Kakao Game Shop is an social mobile gaming platform that has more than 630 game independent mobile gaming platform developed by Kakao, titles with approximately 520 million players which introduced new revenue sharing scheme with developers and users n Power of Kakao’s social graph has predominantly driven the overall market growth n Easily adoptable from developer’s perspective to use Kakao Game Shop platform n Potential growth in average revenue per paying user to come from switch to more “hardcore” and
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