1. Danmaku Video Site Lets Happy Together

2. 1 WE ARE: Chris Julie Angeline Jessica Carol OUTLINE: Introduction Business Model Umbrella Framework Future 1 2 3 4 3. INTRODUCTION 1 4. What is Danmaku Original Meaning: shooting games; interface effects; dense bullets; Extended Meaning: comments() rolling on videos 5. What is Danmaku video site? Comments will be shown as rolling subtitles instantly on the screen; Users can set the form of Danmaku (location, size, speed, color) If too crowdedblock Danmaku 6. Lets have a try! 3 7. What is Danmaku video site? The main works: ACGAnimation, Comic, Game live show, drama series, UGC videos... 8. Features instant interaction () crowd video watching anonymity culture of nitpicking Tsukkomi re-creation 9. History 2007 2008 2009 2010 2011 2012 2013 NICONICO AcFun BiliBili() TuCao.cc DouPao() CatFun() PV/d:1.6 million PV/d:27.1 million PV/d:1.5 million 10. BUSINESS MODEL 2 11. Revenue Advertising links to web-game pages; ACG related products: garage kits, CDs, comic books, T-shirts 12. Subscription JapanNICONICO free member VS premium member(525yen32RMB/m) videos with higher qualities; special Danmaku effects. Revenue ChinaAcFun & BiliBili No subscription fee 13. Offline activities NICONICOs Chokaigi 1500yen93RMB 201292,384participants & 3,470,766 online viewers 2013103,561participants & 5,094,944 online viewers AcFuns otaku party35RMB 2012Wuhan 2013Shenzhen Revenue 14. Cost fundamental equipment; hiring people for website operation; offline activities. 15. Players: Content Producer mainstream video sites: borrow their purchased contents; active users: UGC videos 16. Players: Regulator outside: government censorship inside: website operator verify the videos uploaded by users; delete inappropriate information: (ads, personal attacking words, repeated comments) 17. Players: Promoter SNS official accounts links; relevant information; offline activities 18. Players: Consumer pure viewer() Deng programmer gamesanime read comments but seldom post The legend of Zhen Huan a BiliBili fan talk little hate social activities 19. Players: Consumer general user() energetic, curious talkative, humorous post Danmaku Chen 24 university student Japanese anime&drama watch funny UGC videos on BiliBili 20. Players: Consumer upload funny videos on AcFun. Uploader on P2P Torrent-sharing sites. computer skills active users(UP) Liu editor in a science newspaper web-games, American dramas, Japanese animation 21. UMBRELLA MODEL 3 22. Social System Organizational Infrastructure Individual User Hardware & Software Enabling Limiting Motivating Inhibiting 23. Software & Hardware Enabling Danmaku players P2P Limiting Limited bandwidth network Low storage capacity server Immature player technology Inhibiting Low-quality video source Motivating Relative advantage Compatibity Easy to use Trialability Observability 24. Danmaku Players 25. Basic operating mechanism make instant comments inserted in the video timeline preserved in website server replay when others come in 26. Working smoothly with a small number of Danmaku 27. Become slower and slower when more Danmaku added in 28. and even stop working 29. Why video playing is not smooth? Low storage capacity server Immature technology of players Video source itself is not fluent 30. Social system Enabling License allocation Web 2.0 Limiting Gloomy animation industry Political blockage Inhibiting Pressure from mainstream video sites Motivating Support from big media group UGC 31. Political enabling factor In 2012, BiliBili joined SMG so as to obtain the license. 32. Political limiting factors sensitive keywords racial & political comments Example: Rumor Event 33. Media limiting factor Ecosystem of animation industry in China is not healthy: Insufficient investment; Ineffective marketing; Uncreative contents. Tough situation of domestic Danmaku video sites 34. Organizational infrastructure Enabling plenty of video resources professional video websites Limiting immature business model lack of storage facility Inhibiting anti-stealing-link copyright & privacy bad website regulation and operation Motivating mainstream video websites allow the traffic to pass 35. Organizational infrastructure production distribution original videos uploaded by users video links stolen from other websites Danmaku sites Mobile Apps SNS 36. Motivating Support from mainstream video sites. Inhibiting Money Interest- based site Commercial site Organizational infrastructure 37. Individual user Enabling Electronic devices Limiting Minority demands Inhibiting Watching habit of videos Commenting words limitation Requirements for registration inappropriate comments insufficient supervision by website administrator Motivating Needs of watching &commenting Re-creation 38. Inhibiting factors Watching habit of videos Commenting words limitation Requirements for registration invitation code () passing a test () 39. FUTURE 4 40. A hit market powerful competitors acquired A niche market: pale ACG culture limited Danmaku viewers Future 41. THANK YOU