编者按:本文原作者为数字行业战略咨询公司+8* (Plus Eight Star)的 CEO Benjamin Joffe,他一直致力于研究亚洲科技市场,并在100多场专业大会中(如 SXSW)发表过演讲。他对中国的互联网市场也颇有研究,腾讯和人人都是他的研究对象。此次,他针对即将上市的 Facebook 在亚洲的发展战略也发表了自己的看法。
Facebook 上市对移动化,以及亚洲乃至全球的发展都有着重大意义。我虽是外国人,但在亚洲也呆了好些年,早在 Facebook 出生前我就在研究亚洲的几个主要市场了。所以,我想我应该有资格说说 Facebook 的亚洲战略。
![B J](http://www.leiphone.com/wp-content/uploads/2012/05/B-J.jpg)
先从 Facebook 的 S1 文件说起
在日本,俄国以及韩国,Facebook 的市场占有率还不到15%;而在中国,因为种种限制,市场份额几乎为0。
如此看来,Facebook 在亚洲还有很大的发展空间,真实情况又如何呢?
“亚洲”市场不是一个整体
“亚洲”包含了太多元素,不同的国家有不同的语言、不同的文化,用户习惯和文化习惯不同,当地互联网环境和政策也是千差万别。要看透整个亚洲市场,必须分别从每一个国家入手。
中国
中国的互联网发展非常快,市场潜力也十分巨大。但当地像对付恐怖分子一样的限制政策实在是让那些外国公司头疼,Google 在中国的推广就受到了很大挫折,你们懂的。而一旦进入中国,也意味着异常激烈的竞争。中国已经有两家成功的社交网络上市公司:腾讯(公司市值为534亿美元)和人人(去年5月份在纽约上市,现市值为24.3亿美元)。
人人
人人将自己比作“中国的 Facebook ”,并抢在它的外国亲戚之前上市,但两者之间有很大区别。单从营收来看,人人还远不及 Facebook。去年其总营收只有1.18亿美元,其中一半来自广告收入,其他来自游戏。而且相对于 Facebook 的开放性,人人对第三方开发者有很大限制,其网站上大部分
游戏都是自己开发的。
腾讯
![Chinas-Tencent-Purchases-Google-backed-Social-networking-Company](http://www.leiphone.com/wp-content/uploads/2012/05/Chinas-Tencent-Purchases-Google-backed-Social-networking-Company1.jpg)
腾讯一点都不逊。其2011年总营收为45亿美元比 Facebook 的37亿美元高出20%,净利润为16亿,比 Facebook 多62%。腾讯旗下有三个社交网络:QQ 空间、朋友社区和 QQ(如果它也算的话)。QQ 空间的活跃用户数为5.76亿,朋友社区则为2.14亿,QQ 用户则高达7.51亿。腾讯大部分营收来自各种游戏,广告收入仅占总营收的7%左右。显然,它与 Facebook 的营收模式截然相反。
日本
最初,由于网站设计问题(据说日本人不喜欢那个方块和颜色)和实名制的原因,Facebook 在日本受到了轻微抵抗,但如今已经逐渐扎稳脚跟,市场也已经打开。Facebook 的日本用户数量约为1000万左右,而人口不到美国一半的日本的优势在于:较高的 GDP 以及极佳的 IT 基础设施。
而作为全球第二大在线广告市场,日本自然成为 Facebook 必争的市场。另外值得一提的是,日本当地两大移动游戏公司 Gree 和 Mobage 在2012年的营收分别是5.75亿美元和5.26亿美元,并保持稳定盈利。这对 Facebook 来说无疑是个好消息,意味着日本移动游戏市场大有可为。
韩国
国际上最大的内容交付网络服务商 Akamai 统计数据表明,目前韩国的互联网发展速度是世界上最快的。早在十年前,类似 Facebook 的社交网站 Cyworld 在韩国兴起,在2003年被 SK 收购后,它失去了一个年轻企业应有的发展劲头;因此,对于去年登陆韩国的 Facebook,它并没有太大威胁。
其他亚洲市场
我想到了 Facebook 最大的一个射击游戏 UberStrike,它是由总部在北京的 Cmune 公司开发的,但讽刺的是,这个游戏在中国玩不了,因为它是基于 Facebook 页面,而 Facebook 还没能登陆中国。
![nasdaq](http://www.leiphone.com/wp-content/uploads/2012/05/nasdaq-zuckerberg.jpg)
而且在中国,游戏开发者能获得的分成少得可怜。据悉,人人与开发者五五分成,而腾讯则是九一分成(听说现在是七三了)。同时,中国平均每个游戏玩家产生的营收只有美国玩家的五分之一甚至十分之一,所以,Cmune 选择将美国作为 UberStrike 的首发站。也有许多菲律宾和印尼的玩家,但大部分都是不付费的未成年玩家。相反新加坡和马来西亚是不错的市场。
社交游戏和移动公司在泰国、越南等地也获利不少,甚至印度也吸引了不少开发者过去淘金。
亚洲市场潜力到底有多大
就像前文说过的,一旦 Facebook 能够进入中国,它必将面临一场苦战;
在日本能够获得不错的营收,但在移动领域的竞争十分激烈;
韩国看似是个不错的市场,竞争也相对较少,但用户数量太少;
其他国家或许能够带来更多用户,但营收的增长可能要花个几年时间。
在亚洲国家,Android 用户也越来越多,Facebook 的移动业务展开后,它的捞金之旅就开始了。
转载:雷锋网
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