Example of mobile business models in Japan

1. Mobile Business
Japan
Marco Koeder
Cybermedia K.K./Tokyo
April 15th, 2010
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

2. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

3. JAPAN
108 million mobile phone
subscribers
Population 127 million
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

4. 96% 3G subscribers
17% of all global 3G
subscriptions
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

5. Mobile net usage in Japan
85%
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

6. 10+ years
of mobile content success
and working mobile
business models
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

7. 35%
of all global revenue
generated from advanced
mobile data was generated
in Japan
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

8. most internet access
is conducted by
mobile phone
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

9. mobile surfing time
=
4 x PC surfing time
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

10. 14.5%
use mobile net
more than 3h a day
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

11. Mobile net usage high in all age groups!
40% of 40+
watch mobile site every day
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

12. Media usage in Japan (Impress R&D):
97% TV
91% mobile net
81% magazines
80% PC net
72% newspapers
52% games
79% reading
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

13. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

14. iPhone:
No.1 smart phone in Japan
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

15. The smart phone market size is still small:
4%
of all phones used are smart phones*
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

16. iPhone overall market share in Japan
1-2%
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

17. Japan:
In the top ten of
content creating countries
for the iPhone
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

18. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

19. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

20. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

21. An country of high-tech phones
GPS equipped
RFID chips
Digital TV tuner
Flashlite support
High res screens
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

22. What's
BIG in Japan?
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

23. Advanced Mobile Revenues in Japan
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

24. Advanced Mobile Revenues in Japan
Others;
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

25. m-commerce
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

26. 30%
of mobile users use m-commerce
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

27. 27%
of e-commerce users do
only m-commerce
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

28. 80%
of m-commerce shoppers
always use same sites
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

29. 38.3%
of women do
mobile shopping
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

30. Rakuten: 10% of revenue by mobile phones
$1 billion
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

31. m-commerce market value
$65.8 billion
+25%
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

32. Content Subscription
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

33. 87%
of paid services and content
offered is subscription based*
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

34. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

35. $1- 10
monthly subscription price range
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

36. Number
Number Sports Magazine Mobile
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

37. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

38. Premium & Exclusive Mobile Content
$3,20 per month
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

39. Manga no Shinbun
News go Manga
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

40. Web version launched 2009
Free (ad based)
Mobile version launched 2010
$2,20 per month
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

41. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

42. Affiliate
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

43. nico nico douga
Video Sharing Platform
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

44. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

45. 14 million
registered users
(registration required to view videos)
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

46. 4 million
mobile only users
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

47. uploaders can attach
related product banners to
a video from a product list.
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

48. Monetizing User Content
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

49. mahoo no island
Mobile Reading Community
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

50. 6.4 million
registered users
Founded in 1999
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

51. >1 million
novels written
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

52. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

53. 20.5 million
copies sold
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

54. Virtual Goods
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

55. GREE
Social Network Platform
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

56. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

57. 15+ Million
registered users
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

58. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

59. $120 Mio
Revenue in 2009
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

60. 70%
from virtual items sales
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

61. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

62. General Service Offers
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

63. pocketer
Mobile business card design
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

64. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

65. Integrated Services
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

66. LISMO
MobileMusic Service
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

67. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

68. 95%
Pre-installed on KDDI handsets
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

69. 50 million
song downloads in less than 18 months
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

70. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

71. Music - Books – Video - Social
FULL INTEGRATION
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

72. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

73. au sports
Fitness meets mobile
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

74. Carrier + Sport Companies +
Premium services
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

75. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

76. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

77. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

78. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

79. Other
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

80. mixi
Social Network Platform
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

81. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

82. 17.4 million
registered users
Founded in 2004
Japans biggest SNS platform
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

83. 76%
access mixi through the
mobile phone
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

84. Companies utilize platform
to test and launch products
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

85. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

86. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

87. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

88. The Takeaway
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

89. Loyalty on the mobile is
high
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

90. People are more
willing to pay for
content and service
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

91. mobile
=
personal convenience
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

92. Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

93. “Don’t ask what mobile can do
for you,
but what you can do for
mobile.”
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp

94. Thank You
twitter.com/cybermediajapan
facebook.com/cybermediajapan
mkoeder@cyber-media.co.jp
Mobile Business Japan- Marco Koeder - mkoeder@cyber-media.co.jp