Japan Case Study: "Mobile 2.0 and the Next Generation of Mobile Applications"
Japan Mobile
27
Mobile Advertisement & Social Networks in Japan Neil Rubens Assistant Professor AI / eLearning Laboratory (Okamoto/Ueno) University of Electro-Communications Tokyo, Japan www.DataMilking.org New Metrics for New Media: Analytics for Social Media and Virtual Worlds
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japan mobile networking services sns social cell phone Neil Rubens Tokyo Japan MediaX New Metrics Social Media
Transcript of Japan Mobile
Mobile Advertisement & Social Networksin Japan
Neil RubensAssistant ProfessorAI / eLearning Laboratory (Okamoto/Ueno)University of Electro-CommunicationsTokyo, Japanwww.DataMilking.org
New Metrics for New Media: Analytics for Social Media and Virtual Worlds
softbank.jp
Mobile Photo Sharing (NTT)
Photo is automatically transmitted over cell network
http://otayori.nttdocomo.co.jp
Mobile IC: 28.5M users (Mar.2008)
[cirius]
http://blog.qoqoa.com/2009/05/18/qr-code-usage-in-japan/
Majolica Mirror• send your photo• receive a photo of w/ a new
make up style
[asiajin.com]
http://www.flickr.com/photos/miffymoo2/2885685758/in/set-72157607473383741/
http://wirelesswatch.jp/2009/07/21/japanese-cellphones-global-markets/
• 1.12 cell subscriptns / person (ages 15-64) [Ministry of Public Mgmt]
• 3G penetration rate: 96% – 3.5G penetration
rate: 35%
• 85% of the subscribers use the mobile web.
• mobile web traffic grows faster than the PC traffic.
[cirrius]
[NTT 2007 / Infinita]
[infinita]
[D2 / Dentsu]-7.60%
14%22.90%
47%
100%
Traditional MediaInternet AdPC search engineMobile AdMobile Search
Internet Ad
Mobile Ad
Growth of the mobile advertising market
2008 Growth of Advertising Expenditures
http://www.flickr.com/photos/trippy-purple-cloud/714065406/
• talking on the phone in public is considered rude
• ease of typing w/ numeric keypad
• flat rate data plans (~$40)• high speed: 3.6 - 7.2 Mbps• long train commute
Data Adoption Factors
free digital TV GPS
gaming
internet
[Yamazaki]age 20-49mobile
71%
pc14%
both
15%
[PointOn Research]
mob
ile u
sage
SNS access
personal communications could be stressful
http://www.mukwonago.k12.wi.us/~jushkca/Ed%20bowing.jpg http://chronicle.augusta.com/images/headlines/102498/JAPAN_BANK.jpg
SNS provides an alternative medium
video sharing/commenting
• 9th most visited website in Japan• users: 11 million, 0.26 million premium• 2 billion comments
members can shop
Can add & delete ads[User-selected Ads]
purchase # click # overall click #
working on dataset construction
Need for GPS:
AdvertiserTarget range
Location-based Ads
395% improvement in CTR
Most successful categories of advertisers:Food & Restaurant Local Jobs and Employment Educational Institutions Beauty salons Car dealers
[cirius]
User-generated gourmet SN• 500,000 restaurants
• 900,000 food items
• 170,000 reviewers• millions of users
Mobage• game-based SNS• mostly mobile, free• > 500M PV / day• 70% teen penetration rate• 60% - 70% profit margin
[mobage]
game items4%
avatar39%
affiliate ads21%
other ads36%
Sales
• game-based SNS– free games
• mobile only• sales:– 70% virtual items– 30% ads
• popular SNS: 24M users• Localization / adaptation is important
[sidefeed] http://blog-imgs-22.fc2.com/c/a/n/canonsnk/2007_0319mixi.jpg
• hosts blogs of many celebrities • 40% of new blogs [sidefeed]• can give points to posts
neil
http://www.slideshare.net/yoski/top-internet-websites-in-japan
http://www.flickr.com/photos/26537660@N05/3193599369/sizes/o/
http://www.flickr.com/photos/sanchome/525890022/
http://www.flickr.com/photos/27889738@N07/2981556460/sizes/l/
many trends are adopted worldwide
some trends stay local
