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Japan Digital Overview from Neo @ Ogilvy 2010
 

Japan Digital Overview from Neo @ Ogilvy 2010

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Review of Japan media, internet and mobile landscape in 2010 and 2011. Perspective on social networks, and emerging technologies and trends

Review of Japan media, internet and mobile landscape in 2010 and 2011. Perspective on social networks, and emerging technologies and trends

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Japan Digital Overview from Neo @ Ogilvy 2010 Japan Digital Overview from Neo @ Ogilvy 2010 Presentation Transcript

  • Japan digital landscape and insights
    December2,2010
    Neo@Ogilvy Japan
  • Agenda
    JapanMarket
    Social Media
    Mobile
    New Device& Technology
  • Japan Market
  • Transition of Internet Users
    94.08 million users, 78.0% penetration rate
    (million people )
    Datasource:Ministry of Internal Affairs and Communication 2010
    4
  • Usage rate by Age/Gender
    Male 81.3%, Female 74.9% over age 6
    (%)
    Datasource:Ministry of Internal Affairs and Communication 2010
    5
  • Internet Usage Device
    Slight increase in Mobile & Game/TV connection (year-on-year)
    (Unit=million people )
    PC
    85.14 M(90.5%)
    PConly
    12.92 M(13.7%)
    -0.3%
    (vs 2009)
    Mobile
    80.10 M(85.1%)
    +2.5%
    (vs 2009)
    PC& Mobile
    64.92 M(69.0%)
    0.76 M
    (0.8%)
    4.75 M
    (5.2%)
    0.02 M
    (0.0%)
    Mobileonly
    8.85 M(9.4%)
    Game or TV
    5.67 M(6.2%)
    0.13 M
    (0.1%)
    +1.7%
    (vs 2009)
    Datasource:Ministry of Internal Affairs and Communication 2010
    6
  • Corporate Internet Usage
    • Almost all companies use Internet
    Internet Use Trend (Business)
    (%)
    By Businesses of Different Employee Size
    (%)
    Datasource:Ministry of Internal Affairs and Communication 2010
    7
  • By type of Internet line
    • Gradual increase in Broadband, decrease in Narrowband
    Households
    Businesses
    Broadband
    76.8%
    Broadband
    76.9%
    Datasource:Ministry of Internal Affairs and Communication 2010
    8
  • Penetration of Communication Device
    • Mobile/PHS/PC are highly popularized
    (%)
    Mobile Phone & PHS
    PC
    Car Navigation System
    Gaming Hardware
    (Internet-enabled)
    TV
    (Internet-enabled)
    Datasource:Ministry of Internal Affairs and Communication 2010
    9
  • Transition of Ad Spend by Media
    • Internet has grown 1.9 times bigger than 2005, and has become 2nd largest media following TV
    (M USD / 1 USD = 100 JPY)
    INT : 861.8%up
    INT : 87.2%up
    1.2% up
    MG : 27.4%down
    MG : 37.3%down
    25.6%down
    NP : 44.0%down
    NP : 35.1%down
    18.6%down
    TV : 17.1%down
    TV : 16.0%down
    10.2%down
    Datasource:dentsu 2010
    10
  • Transition of Internet Ad Spending
    • Listingand Mobileare the pulling force
    (M USD / 1 USD = 100 JPY)
    (M USD / 1 USD = 100 JPY)
    Datasource:dentsu 2010 (2006-2009) / Mizuho Corporate Bank (2010-2012)
    11
  • Usage Site Ranking
    • Prominent change in user usage trend from portal/ISP to social media
    2001.3
    2002.3
    2003.3
    2004.3
    2005.3
    2006.3
    2007.3
    2008.3
    2009.3
    2010.3
    (Ranking)
    Yahoo!
    74.3
    Yahoo!
    74.6
    Yahoo!
    78.9
    Yahoo!
    81.9
    Yahoo!
    83.8
    Yahoo!
    86.4
    Yahoo!
    87.3
    Yahoo!
    88.0
    Yahoo!
    82.2
    Yahoo!
    83.7
    1
    Nifty
    48.2
    Nifty
    47.9
    Rakuten54.8
    Rakuten
    57.4
    Rakuten
    60.7
    Rakuten
    60.2
    Rakuten
    56.1
    Google
    59.2
    Google
    63.9
    Google
    66.0
    2
    MSN
    42.4
    MSN
    44.8
    Nifty
    50.9
    MSN
    55.1
    MSN
    51.4
    GMO Internet
    52.9
    Microsoft
    54.7
    Rakuten55.0
    Rakuten50.7
    Rakuten
    53.1
    3
    NEC
    39.7
    Rakuten
    43.4
    MSN
    49.6
    Nifty
    50.1
    GMO
    49.1
    Nifty
    48.7
    NTTCom.
    52.9
    NTTCom.
    52.5
    NTTCom.
    47.8
    NTTCom.
    50.1
    4
    Sony
    31.6
    NEC
    40.3
    NEC
    43.7
    Microsoft
    43.8
    Nifty
    47.5
    MSN
    47.4
    Google
    50.0
    Microsoft48.1
    FC2
    44.2
    FC2
    46.5
    5
    Microsoft
    31.4
    Microsoft
    37.7
    Microsoft
    41.7
    NEC
    43.6
    NEC
    42.7
    NEC
    43.0
    GMOInternet
    48.0
    GMOInternet
    46.8
    Microsoft
    42.9
    GMOInternet
    43.6
    6
    DTI
    27.9
    Sony
    36.2
    Sony
    35.2
    Sony
    35.9
    Microsoft
    39.2
    Amazon
    40.2
    Nifty
    46.1
    FC2
    44.2
    GMOInternet
    41.9
    Wikimedia
    40.5
    7
    Rakuten
    26.9
    NTTCom. 31.6
    NTTCom.
    33.9
    NTTCom.
    35.8
    NTTCom.
    37.7
    FC2
    38.6
    NEC
    43.5
    Nifty
    43.2
    Nifty
    37.9
    Nifty
    40.4
    8
    Wikimedia
    34.9
    Lycos
    26.8
    9
    Lycos
    26.6
    KDDI
    28.9
    GMO
    32.4
    Sony
    34.7
    NTT Com.
    38.5
    FC2
    41.7
    Livedoor
    38.4
    Microsoft
    39.7
    DDI
    26.2
    10
    NTT-X
    26.0
    AsahiNet
    25.5
    KDDI
    28.7
    NTT-R
    34.2
    Livedoor
    37.9
    Livedoor
    40.0
    Wikimedia
    37.8
    Livedoor
    34.6
    CyberAgent
    39.0
    Twitter
    0.7
    Twitter
    12.2
    Appendix
    Datasource:Nielsen Online (Home Panel)
    12
  • SocialMedia
  • SpecialSneakers
    14
  • Types of Social Media
    15
  • Microblog
    16
  • Microblog
    17
  • Types of Micro-blog
    • Twitter usage is dominant, mainly accessed from mobile
    Data Source:Internet White Paper 2010
    18
  • Twitter visitor number trend
    • As of Sept. 2010, Twitter has acquired over 11 million visitors, exceeding mixi
    (in1000)
    Data Source:NeilsenNetview※Excluding access from client exclusive to Twitter
    19
  • How is Twitter used?
    Share
    Learn
    Tell
    20
  • What are they tweeting?
    • Mostly private things…
    Data Source:Internet White Paper 2010
    21
  • Twitter as Business Tool
    Many business leaders and media delivering information on daily basis
    BusinessLeader
    Media
    1,373
    29,582
    680,768
    47,146
    7,469
    1,827,353
    4,462
    10,862
    3,301
    90,047
    51,398
    7,437
    221,312
    2,472
    3,890
    4,144
    +Competitor
    Data Source:Twitter(November 29, 2010)
  • What companies are tackling?
    PR
    Promotion
    Communication
    CRM
  • CaseStudy
    • au – IS Series
    Twitter icon projected on the wall of Roppongi Hills like fireworks
    24
    • Stride – Find the Monkey Campaign
    CaseStudy
    25
    • GAP–WANTCAMPAIGN
    CaseStudy
    26
  • SNS
    27
  • SNS in Japan
    Affiliation
    19.93 million
    20.74million
    Conflict
    Conflict
    20.59 million
    people
    Membership as of June 2010
    28
  • Strategy of 3 SNS companies
    Addressing the mechanism that strengthens real relationship between people on the web
    Strengthening virtual relationship with Social Game as the principal axis
    29
  • Hot SNS
    Real name& Open culture
    Anonymity
    Career- move style
    Closed office environment
  • Twitter and Facebook
    Using both is standard in US
    Datasource:Twitter and Facebook (November 29, 2010)
  • Usage situation of companies in Japan
    Facebookis not penetrated in Japan
    Datasource:Twitter and Facebook (November 29, 2010)
    • Levi’s – Levi’s Girl
    CaseStudy
    33
    • General Mills – Coping With Disbelief Clinic
    CaseStudy
    34
    • Dell – Social Media for Small Business
    CaseStudy
    35
  • Mobile
    • Shipment volume is slightly on the increase since 2009. However, overall, it seems to have hit the peak.
    Mobile terminal shipment volume
    ( x 1,000 )
    Datasource:Yano Research Institute 2010
    37
    • Smartphone holds 5.9% share of total mobile phone, and is expected to reach 30% by 2013
    Smartphone shipment volume
    ( x 1,000 )
    Datasource:Yano Research Institute2010
    38
    • iPhone reign supreme in 2009 taking up over 70% of the market
    Shipment by Maker
    Datasource:MMResearch Institute2010
    39
  • GALAXY S start exceeds iPhone 4. Reservations alone over 50,000 -Oct27,2010

    Expansion of Smartphone Devices
    Clash with Android as 15 new models from 3 companies in winter/spring
    KDDIISO3to be launched
    250,000 tentative reservations made already – Nov26
    1.69 million iPhone shipped in 2009, 72.2% of smartphone-Apr23,2010
    460,000 Xperiashipped by end of Sept.9-Oct27,2010
    40
    • Both Corporations/Individuals are considering active usage of smartphone
    Smartphone used for business
    Provided by Company
    etc
    Business Usage Seminar
    Book
    41
    • Advanced business usage of mobile in various areas
    CaseStudy
    Advanced companies/corporations
    Toden Home Service,Keio Electric Railway, Kawatsu-cho PTA
    Mobile
    Internet
    GPS
    Cloud
    Application
    ASP
    Camera
    Sound
    &
    Video
    Mobile
    Internet
    GPS
    Cloud
    Application
    ASP
    Camera
    実現例
    • 店舗の売上商品、金額のスピーディな把握
    • 現場、本社がタイムリーに連携した顧客情報、サービス
    • ペットの遠隔健康管理
    • 高齢者や子供と家族を繋ぐ情報システム
    Specifically,
    • Quickly grasping sales of merchandise and price at each store
    • Delivery of timely customer information and service from headquarters to stores
    • Simple information system connecting seniors and kids with family
  • Responding Companies
    iPhone4 - Nov 25, 2010
    43
  • Application
    44
    • App Store is downloaded 3 times more than AndroidMarket worldwide, with 1.5 times more registrations
    App Store vs Android Market
    Registration #
    150,000
    (Feb2010)
    Downloads
    3 billion
    (Jul2010)
    Registration#
    100,000
    (Jan2010)
    Downloads
    1.2 billion
    (Aug2010)
    Datasource: Apple Inc/GoogleInc
    45
    • Daily-use Applications – essential to business
    Business-related applications
    46
    • Sankei Shimbun-iPhone APP AD
    Case Study
    • SUNTORY-Highball Master
    Case Study
    48
    • Mercedes–SLSAMGShowcase Application
    Case Study
    49
    • Chopper2-iPhone + iPad
    Case Study
    50
  • iAd
    51
  • 52
    iAd is an…
    Advertising platform within applications
    Enables delivery of interactive advertising or high-quality images when clicking ad
    in full screenwithin the application
    without moving to another site
    Supports targeting byLocation Information
    Ad is created with HTML5avoiding Flash
  • By end of 2010
    $ 60 million
    Worth placement is expected
    Advertisers
    Walt Disney, NISSAN, Citigroup, Unilever, AT&T, Chanel, General Electric, Liberty Mutual Insurance, State Farm Mutual Automobile Insurance, GEICO, Campbell Soup, Sears Holdings, J. C. Penney, Target, Best Buy, DirecTV, Turner Broadcasting Systemetc…
    iAd
    in the US Market
    53
    Market size
  • Case Study-US
  • iOS vs Android
    55
  • Installed OSShare
    Datasource:Seed Planning “ Smartphone / iPad (Tablet PC) Report
    56
  • iOSdevices and Androiddevices
    Home Electronics
    Car etc….
    TV
    Smart Phone
    Tablet PC
    Projection
    57
  • New Technologies &Devices
  • Digital Books
    59
  • DeviceMap 2010
    • iPad has established a new position
    Personal
    LightTask
    HeavyTask
    Public
    60
  • Movement of digital books
    2010
    ”agora-books” (publisher specializing in digital books) established
    Mar
    The Electronic Book Publishers Association of Japan established
    Apr
    “Astand” (Digital book delivery site for Asahi Shimbun PC) opened
    May
    “iPad“ launched
    “Digital Library Publication”(digital publication purchase application for iPhone offered free of charge)
    Jun
    Kinokunia Books announced entry into digital book delivery market
    Jul
    “Kindle”announced 2 new product models
    Seven&I holdings announced entry into digital book business
    Aug
    NTTdocomo, Dainippon printing formed business partnership in digital book platform construction
    “SONY Reader“ new series released
    “Galaxy Tab”(Samsung)announced
    Sept
    “GALAPAGOS(Sharp)announced (to be launched in December)
    • Previously driven by comics for mobile phone
    • With the appearance of iPad and exclusive terminal, demands on new platform is expected to grow
    Digital Book Market Size
    (M USD / 1 USD = 100 JPY)
    PROJECTION
    Datasource:Impress R&D “Digital Book BusinessReport2010”
    62
  • Digital Book Terminals (new platform)
    Tablet PC
    iPad
    Galaxy Tab
    LifeTouch
    GALAPAGOS
    FLEPia
    Digital book exclusive terminal
    SONY Reader
    Kindle
    63
  • Social Reading
    Reading together
    • Where did other readers highlight?
    • What were other readers’ comments?
    • Review
    • Twitter favorite phrase on Twitter
    Online Book
    Club
    4 other people highlighted this part of the book
    64
  • Layer Reading
    Idea of digital book creating new reading experience and business opportunities
    Layer for sharing thoughts and impression with members
    Layer for comments by other writer
    Layer for discussion with friends about book purchase
    65
    • iPad used in advanced ways by various industry
    CaseStudy
    PRESENTATION
    TOOL
  • AR
    67
    • Mini Cooper – Application + AR
    Case Study
    68
  • 69
    Case Study
  • InsightforConstituencies
  • Contact Media Depending on Information Type
    • Various contact media have separate purpose
    • Business:NP, MG, Online / IT : MG, Online
    Datasource:JapanMediaConsumption Study5
    71
  • Contact Media Depending on Purchase Process Activity
    • Transition of top 10 media
    • IT site, IT magazines, Portal site/News site are influential when accessing information
    Accessing info.
    Considering
    Decision-making
    ITpro,@ITinformation site
    Portal/News site
    IT magazines
    Vendor homepage
    Exhibition/Seminar
    Seminar hosted by Vender
    Person in charge of Vender
    Person in charge of Agent
    Business Magazine
    NP (national)
    Datasource:ES quantitative research2010
    72
  • Usage frequency of each website
    • Usage pattern differ depending on site
    • Tendency to access portal site every day
    (現、日経電子版)
    Datasource:JapanMediaConsumption Study5)
    73
  • Current Situation of Smartphone
    89% aware of smartphones
    among which12%are already using them
    51%are
    considering using them
    ※Total of all target (CxO, LOB, IT in LEE/MM)
    ※Research conducted in 2010.3
    Datasource:JapanMediaConsumption Study5
    74
  • Usage rate of Social Media
    10%
    7%
    30%
    2%
    ※Total of all target (CxO, LOB, IT in LEE/MM)
    ※Research conducted in 2010.3
    1%
    Datasource:JapanMediaConsumption Study5
    75
  • Thank you
    76