Asia Pacific Top Level Domain Association 61 st Meeting

1. Asia Pacific Top Level Domain Association 61st Meeting Cliff Lai 2012/11/27

2. Personal Internet Access Penetration in Taiwan Fixed broadband remains the most common means of personal internet access, and its penetration has reached 74% as of Q1 2012. However, personal internet penetration by wireless and mobile Internet access have been gaining momentum and reached 36% and 26% respectively. Mobile internet access is mainly through smartphone. The most prevalent OS is Android (71%), followed by iOS (17%). Personal Internet Access Penetration by Means (2012) Fixed Fixed Broadband Wireless Mobile Internet 2004/7 2005/1 2005/7 2006/1 2006/7 2007/1 2008/1 2009/1 2010/1 2011/1 2012/3

3. Mobile Internet Behavior Overview(1) Mobile Internet remains largely for personal use. The Internet behavior through smart-device is catching up. E-mail and information search are the top 2 applications and their usage are pervasive. The rapid adoption of Mobile Internet is also contributed by the explosive growth in social network and by the great improvement in download speed due to the advance in network hardware and acceleration technology. TWM research, conducted by 3rd party, during 2012, 7/17-8/3

4. Mobile Internet Behavior Overview(2) The mobile Internet behavior of rural users follow closely to that of urban users. The older the generation, the less people use social networking and online shopping services; but the more use online financial services. More males use instant messaging and online financial services; however, more females use social networking and online shopping services. TWM research, conducted by 3rd party, during 2012, 7/17-8/3

5. Free Mobile APP Adoption in Taiwan Most popular free APP categories are game(57%), music(42%), video(38%). APPs already penetrate into so many aspects of people’s life: over 20 APP categories already cross 5% penetration chasm. Applications Game Music Video Tools E-book / E-Magazine Social Networking Wallpaper Travel / Local Information Navigation / Transportation Photography Language Learning Lifestyle Information News Weather Shopping Finance Sports Education Enterprise Health

6. Paid Mobile APP Adoption in Taiwan 52% users are willing to pay for APPs. Most popular paid APP categories are game(23%), music(15%), video(12%), the same as free APP ones. Paid categories also grew quickly, and 11 categories already cross 5% penetration chasm. Applications Game Music Video E-book / E-Magazine Tools Language Learning Navigation / Transportation Shopping Finance Travel / Local Information Education Enterprise Sports Photography Lifestyle Information Social Networking Wallpaper News Weather Health None

7. Hot Websites for Mobile Internet in Taiwan Well-known global websites are still the hottest destination for mobile users. Hot website categories are information search, social networking, game, music, video, and online shopping, the same as highly adopted APP categories. 73 websites already cross 0.01% penetration chasm. Unique User TWM’s User Behavior Statistics, during 2012-10

8. Development Directions of Mobile Internet Application Players in Taiwan Well-known global players will continue to be the major participants, and keep bringing latest development into Taiwan. Local players are catching up with the global ones on latest development; and, they differentiate themselves by devising localized contents and location-aware applications. Localized Location-aware Applications e.g. location-aware real estate price search Localized Contents e.g. localized stickers

9. Thank You!