My research findings would be based on AsiaSoft Online, the publisher of Maplestory, one of the most popular games among teenagers with 550 thousand subscribers in South East Asia. AsiaSoft has done a great job in providing a B2C platform for information exchange and online transactions to be carried out. Therefore, my task is to examine and evaluate in detail AsiaSoft Online by looking at its website's purpose, features, business model, payment scheme, characteristics, design, strengths and weaknesses.
A little info about the game
Maplestory, the world's first side-scrolling 2D online game is a revolutionary multi-user online game that display cute, crisp graphic. It offers cute, adorable graphics, a huge variety of items and cool-looking avatars to leave its mark on the online game industry.
Some of the unique features Maplestory has includes:
- Easy interface with simple control
MapleStory is an online game that uses a side-scroll format, which is entirely different from the 3-D or quarter-view formats that are prevalent in most games. It allows you to jump or climb ladders, emphasizes arcade-like dynamic to the game play, and doesn't have confusing perspective transitions so it's easily approachable for anyone to play.
- A combination of interesting items
From clothes and hair styles to earrings and shoes, most of the wearable items in the game are shown on the screen as worn by the characters. It goes beyond merely distinguishing the items from those of others with vague colors and forms, and allows you to visually enjoy the items themselves.
- Creative ideas
In MapleStory, unique and bizarre items appear alongside the usual items that are available in most common games. Unexpected items appear as weapons and clothes to give you the kind of fun simply unavailable in other games.
MapleSEA has broken numerous performance records including an online community that was awarded Singapore’s most popular website in the gaming category.
Company Profile
AsiaSoft Online Pte Ltd publishes MMOPG (Massively Multiplayer Online Playing Game) in Singapore and Malaysia. Incorporated in 2004, AsiaSoft Online assists game developers in an integrated service platform to tap the growing potential of the Southeast Asia region. AsiaSoft Online is 100% subsidiary of AsiaSoft International Co. Ltd of publishing companies with a presence in Singapore, Malaysia, Thailand and Vietnam serving over 15 million gamers.
Apart from Maplestory, it also published other games such as PangYa, KongKong Online, Audition Online, GetAmped, Darkness and Light and Grand Chase. It is also the official and sole distributor for Blizzard Entertainment's World of Warcraft products in Singapore and Malaysia. AsiaSoft Online has teamed up with SilkRoad Online, Gunbound, MU Online and Shot Online to allow players to purchase A-Cash before redeeming it for the respective games' cash points.
Website purpose
- Create awareness of game
- Provide convenience to players through their One-stop internet portal
Features
- Asiasoft Passport
Players are required to sign up for AsiaSoft Passports in order to play any of the company's published games.The AsiaSoft Passport serve as a one-stop internet portal that allows players to view/create game accounts, change login credentials, customer support, signing up of events, charge A-Cash, or redeem A-Cash for cash points. - PlayPark AsiaSoft introduced the concept of PlayPark accounts, which players can login to all of AsiaSoft published games' accounts with only one set of login credentials.
Business model
Maplestory was one of the first titles to utilise micro transaction model whereby revenue comes from virtual asset purchases rather than subscriptions. By implementing free-to-play and micro transaction model (In-game purchases), Asiasoft is able to generate greater revenue than subscription fee based model. This means that downloading the game is entirely free and there are no monthly fees to pay afterwards. With this business model, Asiasoft will continually focus on adding new content to keep the game fresh and keep players engaged, while integrating player feedback in real time.
Payment Scheme
A-cash which is required for making virtual asset purchases can be purchased using your credit card (Visa and Mastercard). Simply login to your AsiaSoft Passport and select the payment mode, mPayment and transaction can be completed even from the comfort of home!
Key Characteristics
With greater competition in the gaming industry, expectations of consumers are getting increasingly higher.Gamers are looking for a totally new, different experience such as having to customize their avatars to their liking or other innovative ideas that add values to the game play. AsiaSoft is able to adapt to the evolving way that people play.
AsiaSoft has made its mark in Singapore, Malaysia, Thailand and Vietnam and is committed to developing the regional online gaming community. Therefore, it focuses on content localization, marketing and game service management with respect to different countries.
Design
Asiasoft webpage uses flash as a form of "window dressing" as well as to highlight its upcoming events. With its eye-catching animations, users would be updated immediately on the most recent game updates. To find out more about the respective events, users can simply click on the flash and more information will be given to them.
Navigation around the webpage is made easy with the button bar located at the top of the page. The webpage is neat with clear headings and only when the user's mouse hovers over the headings, the drop-down menus will then break down top-level buttons into sub-sections. With the organized navigation design, visitors would be able to access the most important content areas of the site.
The section names of the webpage are labeled with obvious button names (e.g Intro, Guide, Cash shop) so users know what lies behind them. In addition, the site navigation design is very consistent throughout the webpages as it appears in the same location on every page of a site with the same style, type and colors . This enable users to get used to a site and feel comfortable browsing it.
Strengths
Asiasoft has been very successful in providing a one-stop internet portal that allows players to view/create game accounts, change login credentials, customer support, signing up of events, charge A-Cash, or redeem A-Cash for cash points. Customers benefits from the convenience of the service provided by Asiasoft and in-turn, AsiaSoft is also able to reduce their transaction costs. For example, answering a customer question by traditional means cost approximately $10-$45 but with its web self-service, they could have reduced the cost to $0.10-$0.20. Therefore, it is Asiasoft's capability to have such a good infrastructure that enables communication with their consumers directly and also to serve as a platform for future development and expansion.
AsiaSoft frequently put up online polls or review discussions forums to understand consumer's preferences, therefore, they are able to maintain consumer's loyalty.
Weaknesses
Since most of the Asiasoft's transactions are conducted online, the system is vulnerable to intruders. Intruders can launch denial of service attacks or malicious software to disrupt the operation of the Web site. It is also possible to access data flowing over networks, steal valuable data during transmission. In addition, those capable of penetrating corporate systems can destroy or alter corporate data stored in databases or files. Although, many digital firms such as AsiaSoft has done a great job by introducing various security and control measures, there is still a possibility of such attacks.
Conclusion
To conclude my findings, I would say that AsiaSoft is a very good E-commerce website which has met its business objectives as well as the needs of its consumers.Not only has it provided the convenience for its consumers, AsiaSoft is also able to reduce transaction cost and in turn increases its revenue. With its well designed business model and infrastructure, AsiaSoft has been able to venture out on more innovative ideas and plans that differentiates itself from its competitors.However, not forgetting other factors that has contributed to the success of the company such as good reputation, a pool of expertise, R&D, etc.
References:
Official Sites of Maplestory and AsiaSoft
graphicdesign.about.com/od/effectivewebsites/a/web_navigation.htm
www.edge-online.com/news/ea-adopts-free-play-ad-supported-model
gamedaily.com/articles/news/twofish-looks-to-hook-publishers-into-microtransactions/19362/
Book: Laudon and Laudon Management Information Systems
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