Japanese Mobile Market Overview

2008.5.29 Geeks on a Plane. Overview of the Japanese Mobile Market. CiriusTechnologies, Inc Founder&CEO Gen Miyazawa

2008.5.29 About Cirius Technologies, Inc. A mobile ad technology company. Founded in 2004 in Tokyo. Running several mobile advertisements platforms including “AdLocal”. Launched new U.S. subsidiary at Sunnyvale “plug and play tech center” in Oct. 2008. -2-

2008.5.29 Japanese Mobile Market Trends

2008.5.29 Japanese mobile market quick glance 85% of mobile phone subscribers use online services. 96% on 3G & 35% on 3.5G. 50% of subscribes on flat-rate data plans. 55% are GPS enabled phones. Keitai Hakusho 2008

2008.5.29 Why did the market grow so rapidly? Broad coverage of 3G network. Flat-rate data plans. Operators had more influence upon mobile ecosystem than in GSM markets. Many people commute by train and use mobile in the train.

2008.5.29 Latest trends of operators DoCoMo is going to be a recommendation platform. iPhone is putting up a good fight, but the market size is still small in Japan. Monthly subscription plan is important. Mobile traffic is growing larger than PC traffic.

2008.5.29 Latest trends : Mobage-town • Mobile PV: 15B (per month) *1 • Over 13M members •Acquire many users by offering many free mini games •Users need virtual money (moba-gold) to play games •High CTR •Provide a site called “MobaMingle” in the US •Super Galapagos Strategy *1 Mar 2009 data

2008.5.29 Latest trends of mobile site : mixi • Mobile / PC PV: 10B / 4.2B (per month) *1 • Over 16.8M members • Their advertisement revenues appeared to slow down during the recession • First major mobile SNS supporting OpenSocial • They are going to open their advertisement platform and payment platform to developers *1 Feb 2009 data

2008.5.29 Latest trends of mobile site : GREE • Mobile / PC PV: 10B / 0.1B (per month) *1 • Over 10M members • virtual pets “Clinoppe(クリノッペ) “and Fishing game “Tsurisuta(釣りスタ)” drive their traffic • Charging users for digital content is working well. *1 Feb 2009 data

2008.5.29 Mobile ad growth forecast in Japan Mobile ad spending 1400 Unit:millions USD Mobile Ad Spending 1200 1000 unit: millions USD 800 600 400 1108 1284 744 928 200 288 390 556 0 2005 2006 2007 2008 2009 2010 2011 Source: seed planning: Mar 2008

2008.5.29 Latest trends of mobile market: E-Books • Mobile e-books market size:30M USD (2.5 times as large as the last year's) •Publishers started to provide their content positively •Distribution channel was well- Free content Paid content 11632 regulated for the distribution e- content. 3653 •Content lineup grown widely Oct 2007 Oct 2007 Impress R&D：9 July 2009

2008.5.29 Latest trends of mobile market: E-Commerce 1,150 • Mobile EC market :1,150M USD Billion yen 2008 Commerc Services Transactions e July 2008

2008.5.29 Latest trends of mobile market: E-Commerce • Tokyo Girl’s Collection • Young mobile users spread fashion trends • The audience can buy the garments worn by the models via mobile phones.

2008.5.29 Fast-food chains focus on Mobile Reducing TV commercials and reallocating budget to mobile ads.

2008.5.29 Thank you contact: gen@cirius.co.jp Facebook: Gen Miyazawa

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Japanese Mobile Market Overview

by Geeks On A Plane on Jun 08, 2009

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