Next Exit Tokyo: Mobile in Japan
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Transcript of Next Exit Tokyo: Mobile in Japan
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Next Exit TokyoMobile in Japan
Christopher Billich
Online Marketing DüsseldorfSeptember 17, 2008
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I work for a company called
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based
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somewhere around herenasa.gov
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which works for companies like
The Shameless Advertising
Part
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The Shameless Advertising
Part
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on Mobile Strategy.
The Shameless Advertising
Part
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Some of the things people do with their phones in Japan
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Music
SNS
Camera
VoD
Payment
Shopping
Radio
Search
Coupon
Navi
Games
TV
Books
Manga
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If you really want to
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You can even make a phone call.
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102 million mobile subscribers
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9 in 10 use theMobile Web
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4 in 5 of them on 3G4 in 5 of them on 3G
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Source: NTT Advertising, 2007
10-19
20-29
30-39 30%
37%
22%
21%
28%
42%
39%
23%
25%
Mobile matters.“Which Medium is Most Important to To You?” - by Age Group
TV Mobile PC Other
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>3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t
3%4%
13%
16%
22%
15%
24%
“More than an hour daily”: 61%
“At least daily”: 90%
A lot.
Source: Infinita, April 2008
Mobile Web Usage Frequency among 16-24 year olds
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Why that is
istockphoto.com
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Operators: benevolent dictators
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High-spec handsets
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No device fragmentation
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Unwalled Gardens
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Revenue sharefavoring contentowners
istockphoto.com
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Messaging is (almost) free €0,--
istockphoto.com
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More than 1/3 of data users on “All you can eat” plans
istockphoto.com
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Healthyobsession with user experience
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Standardization
istockphoto.com
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Wide choice of formats
istockphoto.com
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as a result of which
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Mobile Advertisingrevenues exceeded half a billion US$ last year.
621
390
288
180
100
2003 2004 2005 2006 2007
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To double within next 4 years
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2003
Advertising Content
1:20
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2007
Advertising Content
1:6.5
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TV
Radio
Online
Newspaper
OOH
Event
Transit
Magazines
Mobile Ads
URL
Mobile Search
PC Search
Mobile Site
PC Site
PoS
Mobile Tool
EC Site
Mobile SNSMobile Mail
BlogsReviews
Attention Interest Search Action Share
Word of Mouth
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Interest Search Action Share
Broad Reach Targeted Reach Search
Access Tools
PoS
Mobile Site
Carrier Menu
!"#$!!
Mobile Email Ads
Mobile SNS
Fashion
News&Sports
TV Guide
Location/Maps
QR
Short Codes
Visual Search
NFC
Mobile Email
Mobile SNS
Attention
Social
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A couple of campaigns.
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One in every phone
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Digital fortune cookies.
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268 kinds!
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A bit like these(but better haircuts).
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Feature# 1
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Helloooo!
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Not anidle screenanymore.
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Get me!
Get me!Get me!
Get
Get me!
me!
Get me!
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20% of Japanese teenagers lovin’ it already.
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Who? What? When? Where?
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Now you know.
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Slice ‘n’ dice!
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Cool Stuff!
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All is well then?
istockphoto.com
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Not quite
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Japan Advertising Market70 billion US$
istockphoto.com
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Mobile Advertising: 1%
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It should be x timesthat
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Why isn’t it?
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To double within next 4 years
It’s still early.
Still early
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Still haven’t really figured out the details of targeting
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Metrics arestill basic
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To double within next 4 years
Buying is a headache
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To double within next 4 years
Education is necessary
Resistance is fierce
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To double within next 4 years
Education is necessary
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Danke!
www.infinita.co.jp/enwww.slideshare.net/cbillich/slideshows
All visuals © Christopher Billich unless otherwise noted.