mixi FY2007 Earnings Results Briefing Session: April–September 2007

The mixi, Inc. earnings briefing for the first half of fiscal year 2007, covering the period from April to September 2007, outlines a period of significant financial and operational expansion for the Japanese social networking service. The company reported a 2.3-fold year-on-year increase in both sales and ordinary profits, driven by robust growth in user engagement and the successful monetization of its mobile platform. As of November 2007, the service reached 12.4 million registered users, generating approximately 12.26 billion monthly page views.

Financial performance remained strong despite a temporary dip in profit margins during the second quarter, which the company attributed to one-time costs associated with relocating its corporate headquarters in August 2007. Operating profit for the second quarter reached 902.7 million yen, reflecting a 111.3% increase compared to the same period in the previous year. The company’s asset base grew to 11.5 billion yen, supported by increased investment in server infrastructure to accommodate rising traffic and the expansion of service features.

Key operational developments during this period included the integration of video services for all users, the launch of the mixi toolbar, and the implementation of new advertising menus, such as viral video ads and targeted community-based marketing. The company also focused on enhancing its "Find Job!" recruitment service, which maintained a steady base of approximately 19,000 registered advertisers.

Looking forward, the company’s strategy centers on three phases: expanding media power through service enhancements, maximizing advertising value via search-linked and video-based ad formats, and diversifying revenue models. The company is also exploring international expansion and the development of an open application platform, while simultaneously committing to environmental sustainability through the adoption of green power for its server operations.