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@ffice Business Plan
www.affice.com
2www.affice.com
Contents
I. What is a “WebOS”? 3
II. Concept of @ffice 4
III. Change in Computer Environment 7
IV. Differentiation Strategy 8
V. Characteristics of @ffice 9
VI. Benchmarking 10
VII. Business Development Strategy 17
VIII. SWOT Analysis 30
IX. ROI Analysis 31
X. @ffice linked services 38
XI. @ffice related services 39
XII. Structure of @ffice services 40
3www.affice.com
What is a “WebOS”?
• Windows Environment• Build personalized environment• Make short-cut icons• Manage Folders• Bookmark• Drag&Drop
• Windows Environment• Build personalized environment• Make short-cut icons• Manage Folders• Bookmark• Drag&Drop
DeskTopDeskTopDeskTopDeskTop
• Environment Restriction• Mobility Restriction• Security Restriction
• Environment Restriction• Mobility Restriction• Security Restriction
• Browser Environment• Build personalized environment on the Web• Make short-cut icons• Manage Folders • Bookmark• Drag&Drop• Diverse Web Services Combination
• Browser Environment• Build personalized environment on the Web• Make short-cut icons• Manage Folders • Bookmark• Drag&Drop• Diverse Web Services Combination
WebOSWebOSWebOSWebOS
Elimination of Restriction!!
WebOS, as a new DeskTop interface on the web, allows the user to execute his tasks anytime anywhere.It also allows the user to have an access to all ASPs (Application Service Providers) needed.
4www.affice.com
Concept of @ffice
@ffice can be understood as a millenium portal which integrates an autonomous WebTop within an new internet OS. @ffice is a very convenient interface which can invite and support any ASPs.
@ffice with its web-browser and its simultaneous local desktop functions integrates perfectly all activities the user might desire..
@ffice
ASPApplication Service Providing
WebOS
WebTop
Neo-BrowserUser InterfaceWeb Folder
CommunityWeb-Life
Applications
5www.affice.com
Concept of @ffice
WebOSWebOS
Cyber OfficeCyber Office
CyberCyberCommunityCommunity
ASPASP(App. Service Providers)(App. Service Providers)
Web Based DesktopWeb Based DesktopDrag&Drop, Folder Management, Short-CutDrag&Drop, Folder Management, Short-Cut
Personalized OfficePersonalized OfficeSchedule, Business Cards, Mail/Fax, FilesSchedule, Business Cards, Mail/Fax, Files
Personalized CommunityPersonalized CommunityChatting, Bulletin Board, ClubsChatting, Bulletin Board, Clubs
Add-On ServicesAdd-On ServicesValue Added Services: E-Commerce, EntertainmentValue Added Services: E-Commerce, Entertainment
@ffice@ffice
6www.affice.com
Concept of @ffice
Main Menu Bar for Web Browser &Windows Set-up
OfficeMenu Bar
Navigation Bar
Short-cut icons(Easy make & delete)
with user’s option
Ad or MessageNet Board
Inner-Window Status Bar
Current Status Bar
7www.affice.com
Change in Computer Environment
E-MailE-Mail
DesktopDesktop
Web MailWeb Mail
WebTopWebTop
Elimination of Environment
& Space Restriction
Personalized Service
8www.affice.com
Differentiation Strategy
Creative TechnologyCreative Technology
Personalized ServicesPersonalized Services
ExtensionExtension
- Neo-Browser- Drag&Drop Folder Management
- Short-cut icons: easy make & delete- Skin function of Neo-Browser
TrustfulnessTrustfulness
- Modulization in Plug & Play mode- Integrated Value-Added Services
- Minimize Downloading Time- Establish Stability & Personal Security System
Different ContentsDifferent ContentsMeet cultural needs of Netizens
by not only providing information but also realizing their Web Life
Original DesignOriginal DesignSimple but Sophisticate
Interface Design
9www.affice.com
It provides the user with diverse functions such as Drag & Popup menu,
easy short-cutsand eventually meet all user-oriented convenience’s aspirations.
Characteristics of @ffice - Convenient User Interface in Window Environment
@ffice, as a simultaneous WebOS and a WebTop,
wants to be also a very convenient and familiar interface
10www.affice.com
Characteristics of @ffice - Its Own Browser with Office function
The user can perfectly manage its web-browser functions with
the @ffice’s “Browser Control Option”.It also provides a quick searching function
through an integrated control between URL and searching sites.
@ffice serves itself as a web browser without being installed,
and enables the user an access to its functions anytime and anywhere.
11www.affice.com
Characteristics of @ffice - A perfect file management
DeskTop functions with an integrated control of Web Storage & Local Storage
- Free file transfer with Drag&Drop menu
- Easy delete & Copy with Popup menu
12www.affice.com
Characteristics of @ffice - Web-Life satisfying the cultural needs
It offers services like: Culture
- @ffice Cinema, Gallery @ffice, Web TVHigh-quality information for daily life
- Stock, Investment, law, medicine, etc.
Web-Life - Web mail, Address, Schedule, E-cards
13www.affice.com
Characteristics o f @ffice - Harmonious and Sophisticate Design
-Harmonious & Colorful Design to maximize visual effects
-Customized backdrop through Skin functions
14www.affice.com
Benchmarking
@ffice itself serves as a On-line Browser.
It realizes multi window
through inner windows inside browser
with its same function as Desktop.
It uses inner Window & Explorer It needs additional browser
It offers an extremely limited functions
(Icon Drag& Popup Menu)
It provides an insufficient popup menu
without Drag & Drop.
Searching, Drag & Drop,
Being connected to files in Local H/W
No support for D&D, Popup menu
- Easy to add menus
- Application programs
in local computer can be used
Only Game and HyperOffice
Diverse Broad Casting
through Net BoardOn construction On construction
WebTop
BroadCasting
Browser
WebTop
Folder Mangement
ApplicationAdd-On
@ffice@fficeLastOne Corp.
POPDeskPOPDeskSimmani Corp.
myWebOSmyWebOSMywWebOs, inc.
15www.affice.com
Benchmarking
-All the functions of Web Mail
- Be linked to Web Folder
Memo pad concept :
easy to register
with calendar option
Only Mail Sending function
Linked to diverse services :
Map, Zip Code, etc
Integrated post-it services adding alarm function
Communication Tool for members
Fixed input Form Fixed input Form
Under preparation
Pop memo Services
(No alarm function)
Post-it from Note function
(No alarm function)
Communication Tool for members
Pursue user’s convenience
with free classification
& drag function
Quick to save information in
Web & Local
Inconvenient Interface requiring
multi open windows No classification function
Note as a form of searching engine
Cyber Office
WebMail
Schedule
Address
Post-it
Messenger
BookMark
Memo
@fficeLastOne Corp.
POPDeskSimmani Corp.
myWebOSMywebos, inc.
16www.affice.com
Benchmarking
Friendly space for members
& diverse support
Various Chatting Rooms
& Trustful Services
assured by strong police role
Sound meeting culture
with real name system
User’s Optional use
Linked to Winknet
English-Korean Dictionary,
Customized News,
Electronic Business Cards
Original Marketing
with specialized services:
Cyber conference room,
Company Intranet
Add-On Service
Cyber Community
Club
Chatting Room
Web meeting
Use of services offered in only Web Top
Linked to 4 games,
Fortune Teller Service
& Tube music
Limited use of provided services
- Linked to Web-to-Phone
- Insufficient Customized news
& Calculator function
Linked Services
Free Services
Paid Services
@fficeLastOne Corp.
POPDeskSimmani Corp.
myWebOSMywebos, inc.
17www.affice.com
Business Development Strategy - Summary
CreativeCreativeDesignDesign
High-QualityHigh-QualityDevelopmentDevelopment
MarketingMarketing
LeadingLeadingConceptConcept
Overseas Markets PenetrationUSA, Europe, Japan
Create synergy effectthrough tasks interaction
With its WebOS
Leading Company
18www.affice.com
Business Development Strategy - Marketing Strategy
• Enhance @ffice’s image as a New Internet Culture !
• USPS (Unique Profit Selling Proposition)
• Improve customer’s loyalty toward @ffice brand image
• Build individual - centric Community
• Generate customer value Customer Satisfaction
• Enhance @ffice’s image as a New Internet Culture !
• USPS (Unique Profit Selling Proposition)
• Improve customer’s loyalty toward @ffice brand image
• Build individual - centric Community
• Generate customer value Customer Satisfaction
Advertising
• Early boom-up stage for @ffice brand recognition
• UPSP
• Brand Image (Original brand strategy)
Publicity
• Make issue of New Web Paradigm @ffice
• Active Mass media appealing to improve credit
Sales Promotion
• Differentiated SP through market
classification
• Linked events to On-Line / Off-Line
• Web Promotion
Target-Marketing
• Man - to -Man Marketing toward present & po
tential customers
• Word of Mouth Effect
IMC StrategyNew Integrated
Marketing Communication
IMC StrategyNew Integrated
Marketing Communication
19www.affice.com
Business Development Strategy - Marketing Strategy
Item Description
Advertising Mass Media Opening Ads on TV, Radio, Newspaper
Press Release Press Release to monthly magazines such as “PC Week”
Banner Use paid banner ads in other internet sites or exchange free banner ads with them
Promotion Email Promotion Marketing using E-Mail
Advertising Card Offer free services to deliver Millennium Card containing @ffice name, logo which will serve as a PR’s invitation for the user to visit @ffice site and finally subscribe to it.
Division
20www.affice.com
Key-Marketing Concept
Trustful services provided by best staffs of @ffice!Experience yourself a technology realizing future-oriented new paradigm!
Basic Message
My site! It gives whatever I want!My site! I create my own paradise on it!
Ensure popularity through easy environment for users.
Information & Community, now they means only basic !
My site! It satisfies all my cultural desires!
Be exposed to Mass Media as often as possible in order to create a customer’s sympathy for @ffice
Business Development Strategy - Marketing Strategy
21www.affice.com
Division Usable Media Key Message, Tone & Manner
Mass MediaTV, Radio, Bus, Subway, Daily,
Cultural/ Current Affaire Magazine (eg. City Life) Approach to people who are eager for better internet services
by using simple but strong concept & brand image!
Web Banner Ad.Use paid ads in major web sites
& free exchange ads between cooperative partners
- Emphasize on original characteristics of @ffice creating a new web paradigm
- Lead Netizens to visit more often & to feel at easy with @ffice
IT magazines enable, How PC, PC week, IT bizAds, sophisticate enough to stimulate users to visit the site immediately
& to feel they belong to intellectual class by doing so!
Division Usable Media Key Message, Tone & Manner
Broad casting systemsMain TV news on KBS, SBS, MBC,
IT news on EBS 1. Make issue of @ffice as a representative internet venture company
2. Raise a potential crisis to be left behind a new paradigm without @ffice
Daily,Web sites
Press Release on major dailies& their web sites
Be exposed to mass media as often as possible to ensure trustfulness by using people’s interest in an explosive increase of internet users & internet survival
IT magazine,Weekly/ Monthly
magazine
Most of IT magazine:enable, How PC, PC week, IT biz, etc.
- Focus on competitive edge of @ffice’s staffs & excellency of local technology- Draw people’s attention by introducing interesting anecdotes related with staffs
Business Development Strategy – Detailed Marketing Strategy
Advertising
Publicity
22www.affice.com
Business Development Strategy – Detailed Marketing Strategy
Item Marketing Target Contents
E-mail PromotionNetizens using E-mail as a main tool to get information
(eg. Salaried employees)
1. Update information continuously for early visitors by sending e-mail 2. Improve early- stage recognition degree: Make an alliance with
E-mail service providers in order not to be considered as a Spam Mail
Advertising CardVisitors to @ffice are able to
send @ffice card to their friends
& business partners PR effects - Trustful site recommended by friends or acquaints
Gift First visitor to @ffice & loyal customers
- Cost reduction - Gifts sponsored by content providers - High-class and fresh gifts to attract young Netizens
(Tickets to Club Med/PIC, Concert tickets) - Gifts by mileage bonus program
Required to cope with possible problems related with customer’s misconception about @ffice, caused by previously launched services by Netffice and Dreamwiz.
- Make utmost use of mass media stressing originality of @ffice service which quickly responds to users’ demands - @ffice is an unique & perfect WebOS who can respond to all exigencies of the Korean user
Sales Promotion & Target Marketing
Measures regarding first-come competitors & @ffice Market Positioning
23www.affice.com
Business Development Strategy - Marketing Strategy on stage by stage
1st Stage (2000.1.14 ~ 2000.2.29)
2nd Stage(2000.3.1 ~ 2000.7.31)
3rd Stage for(2000.8.1 ~ )
Beta Test PeriodAttract customers,
& Launch Service officially
Maintenance, Development & Management
of service
24www.affice.com
Business Development Strategy – Launching Strategy
1st stage 2nd stage
Summary
Realize WebTop, Cyber Office necessary to provide “Web enabled personal workspace” and deliver basic concept & characteristics of @ffice to users
Provide Total Solution for Personal Computing Environment in order to offer an Integrated WepTop Service and various additional service for Comfortable Web-Life
Service RangeWebTopCyber OfficeNetBoard
Cyber CommunityWeb-Life
Add-On ServiceCommunication Service, Internet Gallery, Web Radio, Web TV, Shopping Mall, Virus Elimination, Web FAX , etc.
Internet Phone, Virtual Conference room, Company Intranet, Cyber Theater, etc
Marketing/Promotion Strategy
- Marketing Strategy to for brand-new product focusing on original brand image- Pre-Launching Boom-up stage through an various PR activities
- Customer Retain by stressing high quality service- Consortium with Value-Added Service providers
Marketing/Promotion Action Plan
Launching CeremonyEmail PromotionAdvertising (TV, Radio)Stage for Attracting new customers
Word of mouth strategyAdvertising (subway station, Bus)Compensation EventRetain current customers and attract potential customers
25www.affice.com
Business Development Strategy – Profit generating method I
• WebOS Solution Sales
⇒ Suggestion of options ⇒ Versioning Strategy ⇒ WebOS Modeling suitable to each industrial sector
• WebOS Solution Sales
⇒ Suggestion of options ⇒ Versioning Strategy ⇒ WebOS Modeling suitable to each industrial sector
• ASP Business through Soft Bank
⇒ Ensure profits by providing information developed by @ffice itself⇒Share profits with contents providers through alliance
• ASP Business through Soft Bank
⇒ Ensure profits by providing information developed by @ffice itself⇒Share profits with contents providers through alliance
• Ensure profits by attracting ads
⇒ Ads on Netboard ⇒ Ads through registration to @ffice channel ⇒ Ads through icon
• Ensure profits by attracting ads
⇒ Ads on Netboard ⇒ Ads through registration to @ffice channel ⇒ Ads through icon
Module Selling
Service Bank
Profit from Ads
Extend free services by generating values
Let people know that @ffice shares its profits
with customers!
26www.affice.com
Business Development Strategy – Profit Generating Method II
- Execute research to complete an optimum WebOS Model according to industrial sector
- Offer consulting services using analytic database on cases
- Give Know-How about introduction, application & usage of WebOs in each industrial sector
- Offer diverse versions by analyzing & synthesizing each module
- Offer the most appropriate version considering client’s need and taste - Customized Service
- Autonomy of modules – Offer Only-One module with its distinguished strength
- Combination of modules – Offer options by combining variables
- Optimizing the option – Offer a distinguished service by optimizing each option
Module Selling
Option Offering
Versioning Strategy
WebOS Modeling in industrial sector
WebOS Solution Sales
WebOS Solution Sales
27www.affice.com
Business Development Strategy – Profit Generating Method III
-Secure contents through strategic alliance with service providers in related fields
-Operate profit-sharing program with CP of @ffice
-Maximize PR effect through a joint marketing and start diverse joint business
- Provide information through application developed by @ffice itself
- Develop a business suitable to characteristics of each application
- Extend service range starting from Web Radio, @ffice Gallery, Web-TV, @ffice cinemaService Bank
Own developed information
Alliance with contents providers
ASP business throughservice bank
ASP business throughservice bank
28www.affice.com
Business Development Strategy - Profit Generating Method IV
- Make company icon showing its service on screen of @ffice WebTop
- @ffice is expected to improve its service quality & differentiate it through icon-making
- The most effective PR effects among other ads services in @ffice
- Prospective recommended sites
- Increased value added of @ffice - by screening services providers on registration to the channel
- Individual PR activities of each company - by showing CI of service providers
- Netboard as a way of company PR - Netboard as a information collector about events & ads on On-Line
- Netboard possible to transform into Rich Media with strong message sending function
Profit
Ads on Netboard
@ffice channel Ads
Ads using icon
Secure profit by attracting ads
Secure profit by attracting ads
29www.affice.com
Business Development Strategy – Ways to generate synergy effect
Users
Service quality improvement
of @ffice
Strategic Alliance with ASPs
ServiceBank
• Shopping• Stock• Auction• Game
ModuleSelling
@ffice City@ffice Land
etc.
Highly recognized Company
All the company hoping
strategic alliance with @ffice
30www.affice.com
SWOT Analysis
Strengths Weaknesses
Opportunities Threats• Increasing internet users popularity
• Expended internet infrastructure & Technological progress
• Change of Market Environment (DeskTop → WebTop)
• Prevail the market with an advanced concept of service on WebTop environm
ent
• Target potential customer (All internet users desire @ffice)
• Explore Overseas markets (Global Marketing)
• New concept to meet demands of Knowledge Industrial society in 21st century
Integrated Service to offer an optimum Web environment
• Service usable Anytime, Anywhere in WebTop environment
• Easy to make an alliance with other service providers due to extension & compa
tibility of its technology
• Services with free membership system
• Diversify services through strategic alliance with contents providers
• Recruit high qualified man-powers in R & D and marketing field
• for @ffice project
• Errors in integrated services
: Potential recognition discordance caused by insufficient content
s
• Similar services already launched by internet company
: Pre-acquisition of members, Advantageous marketing effect for
first comers
• Short capital for Project
• Weak brand image of LasT One
•Same products from competitors (Metooism)
- myLAS, Netffice, Dreamwiz
• Foreign big software company (SUN, MS) with
integrated service with web and office program
• Huge early investment cost (Marketing/R&D)
• Security on Data and System
31www.affice.com
ROI Analysis – Expected cost
Windows NT 4.0 (3copy) 540
Fix S/W purchasing RDBMS 7,548 Oracle 8i Enterprise Edition 25user
ed Fixed facilities lease Mail Server 9,000 Post Office(Limitless)
Operation faclility SVR 34,128 Compaq Prolian 7000 × 3 EA
H/W Purchasing storage facility 2,015 Compaq Smart Array 3200 × 3 EA
Cost lease assistant storage facility 15,000 Hard 9GB ×20 pieces
DAT & Media (24GB× 10pieces)
Computer 17 EA / extra facilities 5,100
Server management & usage × 12 month 500
Promotion Cost 100,000
AE (PM) 1person × 12 months × 3.0 mio Won 3,600
Va Planner 5 persons × 12 months × 2 mio Won 12,000
ria Programmer 7persons × 12 months × 1.8 mio Won 15,120
ble Designer 4persons × 12 months × 1.5 mio Won 7,200 37,920
Varible facilities Opearaton Facility Fixed facility × 80 % 54,585
Cost Telephone, electricity, etc 300
Transportation, Meals, etc 1,000
Marketing(Ads) cost
Sub Total
Other cost
Total Cost (Fixed + Variable) = 274,836
Exclusive line(T3)
Development Facility
Man-power
Utilities
181,031
Sub Total 93,805
32www.affice.com
ROI Analysis – Base for an expected subscriber number
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
97.5. 97.12. 98.12. 99.2. 99.12.
subscribernumber
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
97.5. 97.12. 98.12. 99.2. 99.12.
subscribernumber
0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Feb. April June August Oct.0
1000000
2000000
3000000
4000000
5000000
6000000
7000000
Feb. April June August Oct.
Subscriber numbers of Hanmail Numbers ofLocal internet user
According to the current trend of increasing numbers of local internet users, we expect the numbers will easily surpass 13 mio around the second half of the year 2000.
Daum Communication Corp. , one of local internet mail service providers shows its increasing rate of subscribers as the charter above.
Considering that even the simple mail service can retain subscribers in such a dramatically increasing rate, we are confident that @ffice can reach approximately 3 mio subscribers within the year 2000 with its more overall and sophisticate services.
33www.affice.com
ROI Analysis – Expected Sales Target
Expected Sales Target
Division Period Investment Sales TargetSubscribers Target ComparisonIntroduction Q1 50,000
Growth Q2 2.5 mio 500,000Maturity Q3 5.5 mio 1.7 mio Introduce global marketing
Business Expension Q4 8.5 mio 3 mioSales Total 16.5 mio
2.3 mio
Periodical detailed sales target
Division
Month 1 2 3 4 5 6 7 8 9 10 11 12
Sales (0.1 mio) - - 2 3 7 13 15 17 23 25 27 33
Accumulated Sales (0.1 mio) - - 2 5 12 25 40 57 80 105 132 165
Subscribers (10,000) - - 5 15 30 50 75 135 170 210 250 300
Q1 Q2 Q3 Q4
34www.affice.com
ROI Analysis – Cost/Benefit Effect
NetBoard (Ads/ Media Service )
Break Even Point
Profit
Cost(Loss)
Variation Rate
BEP Sales(2 mio Won)
1.8 mio
2.5 mio
Cost
VC 0.7 mio
FC 1.8 mio
45°
Standard Sales (8 mio)
Subscriber to paid services (Supplementary addtion /Paid module)
Package program/Office solution sales
Sales Target : 8 mio
Subscriber Target : 1.7 mio pers.3rd Stage BEP Sales Target : 2 mio Won
5.8 mio (Profit)
35www.affice.com
ROI Analysis – Expected Sales Trend for next 3 years
0
500
1000
1500
2000
2500
3000
2000 2001 2002
Subscriber Target(10,000)Sales (100,000Won)Net profit (100,000Won)0
500
1000
1500
2000
2500
3000
2000 2001 2002
Subscriber Target(10,000)Sales (100,000Won)Net profit (100,000Won)
Year 2000 2001 2002
Sales 16.5 mio 75.0 mio 240.0 mio
Net Profit 5.5 mio 34.0 mio 109.0 mio
Target Subscribernumber
3 mio pers. 10.5 mio pers. 18 mio pers.
36www.affice.com
ROI Analysis, 4 years statement of profits and losts
Titleturn over 318,480 100(%) 16,500,000 100(%) 75,000,000 100(%) 240,000,000 100(%)
sale of products 150,000 1(%) 2,250,000 3(%) 12,000,000 5(%)revenue of ads 2,100,000 13(%) 15,000,000 20(%) 60,000,000 25(%)services offered 318,480 100(%) 13,250,000 86(%) 57,750,000 77(%) 168,000,000 70(%)
pare value 234780 74(%) 10,230,000 62(%) 37,500,000 50(%) 108,000,000 45(%)pare value of products sale 3,600,000 22(%) 7,500,000 10(%) 12,000,000 5(%)
pare value of servces offered 234,780 74(%) 6,600,000 40(%) 30000000 40(%) 96000000 40(%)total profits 83,700 26(%) 6,270,000 38(%) 37,500,000 50(%) 132,000,000 55(%)
sales and costs of adm 59,947 19(%) 1,650,000 10(%) 5,250,000 7(%) 12,000,000 5(%)marketing profit 23,753 7(%) 4,620,000 28(%) 32,250,000 43(%) 120,000,000 50(%)
non market. Profit 45 0.01(%) 0 0(%) 0 0(%) 0 0(%)non market. Costs 4,365 0.99(%) 0 0(%) 0 0(%) 0 0(%)
current profits 19,433 6(%) 4,620,000 28(%) 32,250,000 43(%) 120,000,000 50(%)exceptional losts 0 0(%) 0 0(%) 0 0(%) 0 0(%)
exceptional profits 0 0(%) 0 0(%) 0 0(%) 0 0(%)net profits before tax 19,424 6(%) 4,620,000 28(%) 32,250,000 43(%) 120,000,000 50(%)
corporate tax 3,109 1(%) 739,200 4(%) 5,160,000 7(%) 19,200,000 8(%)current net profits 16,323 5(%) 4,956,000 24(%) 25,200,000 36(%) 81,600,000 42(%)
net sale profits ratiocurrent sale profits ratio
Lastone, inc. (2000/2/2)
36(%)43(%)
42(%)50(%)
2002
5(%)6(%)
24(%)28(%)
1999 2000 2001
Unit: 1000 Won
37www.affice.com
ROI Analysis – Prevision for 4 years of the balance sheet
Titlenon fixed assets 194,757 49(%) 7,475,422 70(%) 28,875,422 65(%) 88,575,422 70(%)
fixed assets 207,036 51(%) 3,200,000 30(%) 15,500,000 35(%) 37,900,000 30(%)~ investments 21,800 1,500,000 14(%) 6,000,000 14(%) 10,000,000 8(%)
~ tangible assets 121,763 1,100,000 10(%) 5,000,000 11(%) 17,000,000 13(%)~ intangible assets 63,373 600,000 6(%) 4,500,000 10(%) 10,900,000 9(%)
total assets 401,793 100(%) 10,675,422 100(%) 44,375,422 100(%) 126,475,422 100(%)non fixed debts 182,371 45(%) 500,000 5(%) 1,500,000 3(%) 2,000,000 2(%)
fixed debts 0 0(%) 0 0 0 0 0 0total debts 182,371 45(%) 500,000 5(%) 1,500,000 3(%) 2,000,000 2(%)
capital 200,000 50(%) 5,200,000 49(%) 6,700,000 15(%) 6,700,000 5(%)excess capitals 0 0(%) 0 6,000,000 14(%) 6,000,000 5(%)excess of profits 19,422 5(%) 4,975,422 46(%) 30,175,422 68(%) 111,775,422 88(%)
total capitals 219,422 55(%) 10,175,422 95(%) 42,875,422 97(%) 124,475,422 98(%)debts and total capitals 401,793 100(%) 10,675,422 100(%) 44,375,422 100(%) 126,475,422 100(%)
unfixed ratedebts ratio
Lastone, Inc. (2000/2/2)* 2001, first quarter, forcast to enter Kosdak
* 2000, mid-February companiny move* 2000, first quarter, forcast of capital increase
1999 2000 2001 2002
107(%)45(%) 45(%)
1,495(%) 1,925(%)4(%) 2(%)
4,428(%)
Unit: 1000 Won
38www.affice.com
@ffice linked services
Target ServicesTarget Services
Complex shopping mallPersonal Gift Service
Reservation service for cultural goods
ShoppingShopping
Internet PhoneMessage Sending ServiceInternet Chatting Service
CommunicationCommunication
Fax ServiceDigital sign/ Business CardVirtual Conference Room
Company Intranet
Internet OfficeInternet Office
Web TVWeb Radio
customized news
Mass MediaMass Media
Cyber CinemaCyber GalleryCyber Writer's
CultureCulture
On-line GameWeb Game
Fortune TellerCyber Comics
On-line JukeBox
EntertainmentEntertainment
Digital ShopElectronic Payment System
ElectronicsElectronics
StockWeatherTravel
JobInvestmentGift/Event
Additional InfoServiceAdditional InfoService
On-line Virus cureDictionary/Translation Service
Surfing Translated Japanese Web site
Map searchingSurvey
Value-added serviceValue-added service
39www.affice.com
@ffice Service Structure
My@ffice
Login
@ffice WebsiteFirst Page
My @ffice
About @ffice
Membership
Intro Simulation
Member subscription
@ffice First Visitor
Web First GateWeb First Gate
Net Board
Web Mail
File
Address
Memo pad
Post-it
Schedule
Basic ComponentBasic Component
Free ComponentFree Component
Paid ComponentPaid Component
Service BankService Bank
Package
Basic Package
Student Package
Business Package
Web Top
Popup Menu
Short-cut icon
Drag & Drop
Browser
URL input
Skin function
Browser management
@ffice Channel
Bookmark
Community
Chatting Room
Web meeting
Club
Shopping
Discussion
Information
Complex Shopping Mall
Book Store
Car
Computer
Agricultural products
Help
Guide
Bulletin Board
FAQ
@ffice information
Set-up
Personal information
@ffice set up
Homepage Wizard,Messanger,@ffice City
Service Selection
40www.affice.com
@ffice Service Structure
Basic ComponentBasic Component
Map Searching ServiceMap Searching Service
Dictionary/Translation ServiceDictionary/Translation Service
Virus CureVirus Cure
Gift/Event InformationGift/Event Information
Free ComponentFree Component
Electronic CommerceElectronic CommerceOn-Line educationOn-Line educationInternet banking serviceInternet banking service
Paid ComponentPaid Component
Service BankService Bank
Package
Basic PackageStudent Package(Undergraduate/
Graduate)
Business Package
Web Office
Web Mail System
Inner-Window
Net Board
My Home Wizard
Services selectively installed in My @ffice
based on individual choice
Services selectively installed in My @ffice
based on individual choice
Member’s choice on Package programMember’s choice on Package program
Company intranet/Conference roomCompany intranet/Conference room
Web TVWeb TV
Web radioWeb radio
@ffice Cinema@ffice Cinema
@ffice Gallery@ffice Gallery
Reservation service for cultural goodsReservation service for cultural goods
E-business cardE-business card
E-albumE-album
E-magazineE-magazine
Customized newsCustomized news
Memories findingMemories finding
SurveySurvey
41www.affice.com
@ffice Service Structure
MemberMember
Personal Data- Basic Data- Additional Data- Components related Data (Schedule/task/ Individual module data)- Behavior Pattern Data
Personal Data- Basic Data- Additional Data- Components related Data (Schedule/task/ Individual module data)- Behavior Pattern Data
Operational Data- Current status of service- Current status of usage in each component- Conclusion of analysis on customer demand
@ffice internal management data- Basic Data- Data on events- feedback management data (survey, survey on customer demands)- real time data on customer demand
Business Partner Data- Basic Data- Developed module data (SPEC/function/etc)- Shared data on members
Data BaseData Base
Web OfficeWeb Office
Cooperated companyCooperated company
Web Mail SystemWeb Mail System
Net BoardNet Board
My Home WizardMy Home Wizard
Payment SystemPayment System
Free ComponentFree Component
Paid ComponentPaid Component
Registration
Components
SystemData warehouseData warehouse
Divers StatisticsData mart
Decision-making support system
(DSS)Decision-making support system
(DSS)
System Concept
Inner-WindowInner-Window