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Be a great websites product design and online marketing expert. Slide 1 of 19 . Mochimedia Sting Chen 使使 Python 使使使使使使使 陈陈陈 – 陈陈陈陈 MY1930. COM CTO 陈陈BOPOR.COM

Mochimedia's Success Story - Case Study I (Python-based Company)

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Page 1: Mochimedia's Success Story - Case Study I (Python-based Company)

Be a great websites product design and online marketing expert. Slide 1 of 19

.

Mochimedia

Sting Chen

使用 Python技术的成功案例

陈世欣 – 名媛荟网 MY1930. COM CTO博客: BOPOR.COM

Page 2: Mochimedia's Success Story - Case Study I (Python-based Company)

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Page 3: Mochimedia's Success Story - Case Study I (Python-based Company)

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主要产品

• MochiAds:– Monetization platform for Flash game

ecosystem– Advertising solution for game developers– Revenue share and distribution for publishers

• MochiBot:– a traffic monitoring tool for flash content

• MochiLand:– provides articles, tutorials, and updates for the

gaming community. 

Page 4: Mochimedia's Success Story - Case Study I (Python-based Company)

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Mochi Developer Suite

CONFIDENTIAL 4

Page 5: Mochimedia's Success Story - Case Study I (Python-based Company)

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Virtual WorldsVirtual Worlds

Social Networks

Social Networks

WebsitesWebsites

BlogsBlogs

IMIM

EmailEmailGame PortalsGame

Portals

+

Game Developers

Advertisers

Publisher Distribution

Mochi Ads

CONFIDENTIAL 5

Page 6: Mochimedia's Success Story - Case Study I (Python-based Company)

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Mochi Ads - Developer Interface

CONFIDENTIAL 6

Page 7: Mochimedia's Success Story - Case Study I (Python-based Company)

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创始人

• Jameson Hsu - CEO 美籍台湾人。• 创立 Mochi Media 之前,合作创办了获奖的互动设

计公司 WDDG。过去 10 年多一直专注于游戏和互动广告,与 Flash 开发人员、行业领导者、广告公司与财富 500 强企业紧密合作

• Bob Ippolito – CTO, 未上过大学的技术天才• 在 Mochi Media 之前,他花了数年开发嵌入式应用

程序(主要在不用网络情况下)和为极大的 megacorps 定制软件

Page 8: Mochimedia's Success Story - Case Study I (Python-based Company)

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创始理念

• 取之开源,回报开源• 分发者不应该获得所有利益,而开发者没

有利益,他们应该获得持久回报• Flash 游戏开发者是开发者自己的媒体• 优秀技术是生意的根本核心

Page 9: Mochimedia's Success Story - Case Study I (Python-based Company)

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市场机会的发掘

• 休闲小游戏的兴起• 网络广告的全球化• 目前休闲游戏格局的问题

– 开发者与发布者利益分配不合理• 开发者仅拿到很少开发费,与游戏受欢迎程度无关• 发布者拿到大量广告费,盗版发布者盛行

– 开发者不知道自己的游戏被发布在哪些地方,也无法获利

– 开发者没有更强的动力改进和做好的游戏• 解决方案:开发者通过控制内置广告分成

Page 10: Mochimedia's Success Story - Case Study I (Python-based Company)

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多赢格局的设计

• Mochimedia– 广告联盟的组织者,获取广告交易佣金

• 开发者– 游戏的开发者,内置 Mochibot 和 Mochikit 代码,根据

实际被播放和点击次数获利。无论游戏在哪里发布,都能获利。发布越多越合算。

– 愿意开发更好的游戏• 发布者

– 发布信息相关广告费可以继续拿到– 由于开发者积极参与,可以获取更好的游戏

• 广告主– 目标清晰地投放广告到休闲游戏人群

Page 11: Mochimedia's Success Story - Case Study I (Python-based Company)

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Bob贡献的开源产品

• egeoip Erlang IP Geolocation Module

eswf Erlang library for manipulating Adobe SWF files and related data formats

mochikit MochiKit Makes JavaScript Suck Less

mochiweb Erlang HTTP toolkit

pytyrant Pure python client implementation of the Tokyo Tyrant protocol

simplejson simple, fast, extensible JSON encoder/decoder for Python

Page 12: Mochimedia's Success Story - Case Study I (Python-based Company)

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用到的技术

• Erlang– MochiWeb, MochiAds, MochiBot

• High-performance HTTP servers• Ad targeting• Real-time analytics• Lots of internal use

• Python– Python with Twisted – Pylons with Genshi templates

• JavaScript– Mochikit ( an javascript framework)

Page 13: Mochimedia's Success Story - Case Study I (Python-based Company)

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用到的技术和产品

• PostgreSQL

• Nginx

• Flash

• memcached

Page 14: Mochimedia's Success Story - Case Study I (Python-based Company)

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Ad Serving Platform

• Juniper Routers

• Cisco Switches

• OpenBSD load balancer

• Nginx HTTP load balancer (Linux)

• Erlang/OTP R12B-3 (Linux)

Page 15: Mochimedia's Success Story - Case Study I (Python-based Company)

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Ad Server Stack

• Erlang/OTP R12B-3

• mochiweb (http)

• egeoip (geolocation)

• eswf (SWF file format)

Page 16: Mochimedia's Success Story - Case Study I (Python-based Company)

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基本技术架构

• Front-end:– Erlang– Python– PostgreSQL

• Data warehouse:– Python– Vertica - MPP COLUMN DATABASES FOR

DATA WAREHOUSING

Page 17: Mochimedia's Success Story - Case Study I (Python-based Company)

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Python技术的突出优势

• 开发速度快– 初期产品和架构由 Bob 一人完成

• 具有与大量新的软件和组件互联的开源包– 便于尝试各种新技术

• 可以自己写开源包加入到 python 架构– Simplejson

• 对 Python 的语言框架理解提升了开发能力– MochiKit forms the foundation of the client-side

functionality of the TurboGears Python web-application stack. MochiKit exhibits many idioms familiar to Python programmers, and is commonly used in Python-based web applications.

Page 18: Mochimedia's Success Story - Case Study I (Python-based Company)

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值得学习的实际做法

• 开源战略– 利用开源软件,低成本起步– 做一个技术,精通一个,开源一个– 以高质量开源赢得全球开发人员的尊敬

• 多赢战略– 广告主– 开发者– 发布者– 公司

• 一开始就放眼全球市场• 以程序员为最核心的支持对象• 一直专注于产品开发

Page 19: Mochimedia's Success Story - Case Study I (Python-based Company)

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里程碑

• 2005, San Francisco, California 公司创立• 2006 年 11 月 21 日 , MochiAd 测试• 2007 年 10 月 15 日 , MochiAd 发布• 2008 年 3月 获 400万美金投资• 2008 年 6月获 1000万美金投资• 2009 年底 覆盖 1.4亿活跃用户 ,1.5万款网页游戏 , 与近 4万家发行商网站建立了渠道合作关系,采用了广告和道具的收费模式。

• 2010 年 1 月 13日 被盛大 8000万美金收购

Page 20: Mochimedia's Success Story - Case Study I (Python-based Company)

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讨论时间

• Mochimedia 的成功的主要因素有哪些?• 有哪些可以借鉴的?• 中国为什么没有人做成这样的事情?• 盛大游戏并购Mochi Media ,能够为玩家带来什么 ?