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Strategy report
//TO: Proximity Social Networking Team // FROM: Frank Amankwaatia

DATE: September 29, 2009

SUBJECT: Friendster Strategy Analysis

Here is my Friendster strategy analysis. Friendster has over 90 million registered users and over 61 million unique visitors a month globally. 90% of Friendster’s users come from Asia. Whether Gen Y users will adopt Friendster as their main source for social networking depends on whether Friendster can provide them with customizable applications. Profile ** Friendster was the first online social network. Its headquarters is in Mountain View, CA, US. In August 2008, Friendster hired ex-Google executive Richard Kimber as the CEO. Kimber, who was previously the regional managing director of South Asia at Google, is focusing on Friendster’s expansion in Asia. Friendster has more monthly unique visitors than any other social network. The website receives approximately 19 billion page views per month making it a top 20 global website based on web traffic. Competitive Landscape ** Despite the openness, network effects, and competition in social networking, Friendster is the most popular means of keeping in touch with friends and extension of social lives of today’s computer-literate Gen Y Asians. Friendster’s Strategy ** In 2007 Friendster added Fan Profiles, the Friendster Developer Program (open platform) and starting launching Friendster.com in 9 additional languages. In 2008, Friendster continued to launch the site in new languages and also launched Friendster Mobile which includes SMS text alerts. Their announcement of the GCASH has introduced a new level of competition. · ** Fan Profiles ** : helps them promote themselves and build a fan base on Friendster. · ** Friendster Mobile and Friendster Text Alerts ** : Friendster mobile is free for users from any web-enabled mobile device and is available globally. · ** Languages ** : This way user can also enter content on Friendster in any language. · ** Friendster Developer Program ** : is an open, non-proprietary platform with an open revenue model · ** G ** -Cash: helps users to receive and send money to friends and family. Implications for Gen Y Marketing ** I think that Friendster is more attractive to Gen Y users in Asia than Gen Y users in the US. Many social networking Gen Y users in the US do not find it useful to open a Friendster account. Friendster needs to concentrate its operations and activities in Asia.

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