Ori Cohen

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Ori Cohen orico_at_skyrider.com
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Todays Separate Worlds
WEB
P2P
The network of users is the destination ()
User-centric () Personal broadcasting
sharing () Searches users () Data collection
is horizontal () Shared distribution costs (-)
Poor (although high usage) applications (-)
Activity, users architecture not
commercialized (-) Disorganized, uncontrolled
The site is the destination (-) Portal/vertical
centric (-) Publishing vs. sharing
orientation (-) Searches machines (-) Data
collection is vertical (-) Centralized
distribution costs () Well developed, high
value applications () Commercialization
ecosystem () Organized and controlled
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P2P Market Sizing - Application Downloads
SourceForge.Net P2P Downloads
All Time Downloads (MM)
Daily Downloads (000)
Est Annual Run Rate (MM)
Software
Rank
321 150(1) 145 104 45 38
420 - 199 72 15 22
153 - 73 27 5 8
1 2 3 4 5 6
eMule BitTorrent Azureus Ares Galaxy DC Shareaza

Total P2P App Downloads 900MM
Download.com P2P Downloads
Limewire.com Site Downloads
Downloads (MM)
Software
Mo Unique Visitors (2) 6MM Conversion(3)
50 Mo Downloads 3MM Est Downloads (1)
181MM
1. Morpheus 2. Limewire 3. iMesh 4. BitComet 5.
BearShare
168 129 114 45 27
Annual Run Rate (MM)
Total P2P App Downloads 600MM

• There have been an estimated 1.5-2Bn P2P client
  downloads in last 5 years
• At an estimated 7(3) downloads per user, results
  in approximately 250MM users

• Company published figure.
• Comscore, April 2007 data.
• Skyrider estimate.
• Skyrider estimate accounting for multiple apps
  per user, multiple downloads per user, such as
  upgrades and multiple machines.

4
P2P Market Sizing Users and Searches
Gnutella
eDonkey
Total
Searches Unique Visitors Searches/Visitor/
Session
Daily NAmer Gnutella
Daily Global Gnutella
Monthly Global Gnutella
Total Activity
eDonkey(3)
50MM(1) 13MM(1) 6(1)
100MM(1) 26MM(1) 8(1)
3Bn(1) 100MM(2) 8(2)
3Bn 100MM 8
6Bn 200MM 8

• At 50 download completion rate on searches on
  these two networks, P2P files downloaded monthly
  is 1.2x than iTunes total paid download
  fulfillment since its inception in 2003.
• This Total activity analysis does not include
  Ares and BitTorrent.

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P2P Market Sizing Benchmarking Activity
Top(3) Artist - AKON Top 5 Artists Top 25
Artists All Searches
Daily Gnutella
Multiple Gnutella/ Yahoo
Daily Yahoo(2)
297,774 790,528 2,310,004 100MM
24,100 59,218 166,554 65MM(1)
13x 13x 14x 1.5x

• Monthly searches on eDonkey Gnutella combined
  (6Bn) are 11 more than Yahoo! and Google monthly
  searches combined (5.4Bn)

• Source Comscore, April data.
• Source Overture keyword bidding tool, except for
  all searches figure which is Comscore.
• Top Artists in this column is top Gnutella
  artists as ranked by Gnutella search volumes.

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Web Engagement Measures
Social Networks
12-34 Yr Old(2)
PVs/Usr/Mo
Sites(1)
PVs/Usr/Mo
Sites
Gaia Orkut MySpace Facebook Bebo Top 25
Avg Category Avg(3)
873 868 660 650 376 345 601
Gaia FaceBook PlentyofFish MySpace Bebo Top 25
Avg Category Avg
1,403 793 785 587 512 1,260 764
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P2P Search Marketing - Current
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Evolution of P2P Advertising
WEB Ad.
P2P
Ad-based models

• User-centric experiences and business models
• Web-like advertising experience
• Standard ad-units
• Smarter, more compelling applications
• Data-rich, data-run and data-monetized
• No hidden users, no hidden activity, less hidden
  content