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Digital Marketing in Japan Opportunities for UK companies

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  • 1. copyright 2013 ADINNOVATION,INC.Confidential Digital Marketing in Japan Opportunities for UK companies UKTI Webinar
  • 2. copyright 2013 ADINNOVATION,INC.Confidential Agenda 1. About Us 2. The latest Japanese smartphone apps market 3. The latest Japanese smartphone advertising market 4. Business opportunities for UK companies in Japan 5. UK companies we are looking for as our partner 2
  • 3. copyright 2013 ADINNOVATION,INC.Confidential About Us 3
  • 4. copyright 2013 ADINNOVATION,INC.Confidential Corporate Profile Ryoma Hosokawa Operating officer at Adinnovation ryoma.hosokawa@adinnovation.jp https://www.facebook.com/ryoma.hosokawa Business Career Since 2005 worked for mobile Ad industry. In 2010, started to work for Dwango that provides NicoNico Douga (largest internet movie service in Japan). In 2012, joined Adinnovation Inc. Adinnovation Inc. Establishment : 15 Mar, 2010 Location : Roppongi,Minato-ku, Tokyo, Japan Contact : info@adinnovation.jp Website: http://adinnovation.co.jp/ Facebook : https://www.facebook.com/adinnovation - A Professional Marketing Firm for Smartphone Apps - 4
  • 5. copyright 2013 ADINNOVATION,INC.Confidential Marketing Marketing Channel 【Market Data】 A smartphone app store analysis company in Netherland. We provide this data as an agent in Japan ・ Estimated download volumes ・ Estimated revenues etc… We support the promotion which suited various environmental elements of a smartphone in the domestic and the global market Marketing Smartphone Media Re-planning/optimisation Real active users Download Expected active users Effect meaturement/RO I analysis Marketing Support 5
  • 6. copyright 2013 ADINNOVATION,INC.Confidential Media Consulting Consulting Consulting コンサルティングメニュー例 広告メニューの精査・設計 広告売上目標の設定 媒体資料の改修 広告枠管理表の作成 広告売上管理表の作成 メディアレップ・代理店開拓 広告販売窓口の代行 決定案件の進行管理代行 レポート作成代行 当社主催セミナーでの媒体紹介 【Service Menu】 【Consulting Service/Case study】 AppBank Kami Appri OCTOBA We support media companies to maximise their ad reviews mainly for the leading app review sites. We can provide “one-stop- service” from sales strategy planning, product design, developing channel and total operation. 6
  • 7. copyright 2013 ADINNOVATION,INC.Confidential ADSTORE TRACKING Technology 【Clients】 Game developers, internet ad agencies(OEM) and social networking content providers(OEM).  Overseas Advertising Analysis data on a user basis In Japan In US and Europe Possible ad networks/affiliate networks We have our own original smartphone ad effective measurement tool called “ADSTORE TRACKING”. We can provide this system as OEM. Technology  Quick view of PDCA/ROI  Measure up to “in-apps purchase” revenue.  Cover major international ad networks One SDK to place an ad in multiple media 【Product Benefits】 7
  • 8. copyright 2013 ADINNOVATION,INC.Confidential Latest Information  Raised£1.06M as Series A round. We intend to expand the tracking solution made in Japan globally.  Going to have a new tracking solution in Adtech London in this September.  If you'll come to Adtech and have an interest, I hope we can meet! 8
  • 9. copyright 2013 ADINNOVATION,INC.Confidential The latest Japanese smartphone apps market 9
  • 10. copyright 2013 ADINNOVATION,INC.Confidential Japanese Mobile Market Japanese mobile market was like a Galapagos Islands... For Western companies, Japan was a difficult country to enter. 10
  • 11. copyright 2013 ADINNOVATION,INC.Confidential 1.Variety of content Ringtone, wallpaper, decorated email, customized skin, music, movie, digital comics, social Game, etc. 2. Operator oriented  Low commission  Payment system 3. Business Model  Monthly subscription Japanese Mobile Market These business models are changing dramatically in Japan now by the increase of smartphone users and the popularity of smartphone app stores 11
  • 12. copyright 2013 ADINNOVATION,INC.Confidential Smartphone Penetration in Japan 73.5 67.8 66.9 59.9 59.1 58.8 58.6 34.8 0.0 20.0 40.0 60.0 80.0 Spain UK Canada UK Italy France Germany Japan Smartphone Penetration (May, 2013/Unit:%) Source : comScore MobiLens May, 2013 The smartphone penetration in Japan in May, 2013 is 34.8%. More smartphone users and app business are expected. 12
  • 13. copyright 2013 ADINNOVATION,INC.Confidential Market Size of iPhone/Android apps £42,319,538 £52,823,562 £23,038,415 £50,381,698 £0 £10,000,000 £20,000,000 £30,000,000 £40,000,000 £50,000,000 £60,000,000 December, 2012 June, 2013 Total Revenue of Top 400 apps in Japan iPhone Android Source : Distimo AppIQ/December 2012 & June, 2013 The Japanese smartphone apps market is growing rapidly. Growth rate from December, 2012 to June, 2013(6 months)  iPhone : 124%  Android : 218% 13
  • 14. copyright 2013 ADINNOVATION,INC.Confidential Market Size of iPhone/Android apps £54,949,441 £12,238,030 £52,823,562 £32,984,328 £4,149,609 £50,381,698 £0 £20,000,000 £40,000,000 £60,000,000 £80,000,000 £100,000,000£120,000,000 US UK Japan Total Revenue of Top 400 apps (June, 2013) iPhone Android Total revenue amount of the top 400 apps of iPhone and Android in June, 2013 in Japan was more than the US market. Source : Distimo AppIQ/June, 2013 14
  • 15. copyright 2013 ADINNOVATION,INC.Confidential The latest Japanese smartphone ad market 15
  • 16. copyright 2013 ADINNOVATION,INC.Confidential Market Size of Smartphone Ads 163.8 565.1 767.1 1,003.9 1,211.8 1,352.6 1,455.9 2011 2012 2013 2014 2015 2016 2017 Smartphone Ad Market Value and Forecast (Unit : £M) In accordance with the smartphone apps market, the advertising market is also growing. The market value in 2013 is expected to be more than £760M. Source : CyberZ & Seed Planning 16
  • 17. copyright 2013 ADINNOVATION,INC.Confidential Type of Ads 23.0 73.7 82.9 96.7 115.8 125.0 135.551 138 201 268 329 381 426 88.8 351.3 482.9 639.5 767.1 846.7 894.1 2011 2012 2013 2014 2015 2016 2017 Type of Ads/Forecast Affliate Display Listing As for the type of ads, “Listing” is the top ad expenditure in Japan. It has more than 50% share of the total ad expenditure. Source : CyberZ & Seed Planning 17
  • 18. copyright 2013 ADINNOVATION,INC.Confidential The Opportunity of Japanese Market for UK companies 18
  • 19. copyright 2013 ADINNOVATION,INC.Confidential Opportunities for UK Companies For content providers;  Japanese smartphone apps market is huge and rapidly growing. Especially Google Play market.  Japanese smartphone users have started accepting the Western taste contents. Not to stick to Japanese contents any more.  They are willing to pay money to quality contents For ad agencies;  Some of Japanese content providers are successful in the global market. Therefore, they are looking for a good ad agency to support their marketing activities in the global market.  By the success of some of Japanese content providers outside Japan, many other Japanese content providers are planning to enter into the global market. 19
  • 20. copyright 2013 ADINNOVATION,INC.Confidential Successful Western Smartphone Apps “Clash of Clans” by Supercell in Finland “Candy Crush Saga” by King.com in UK 20
  • 21. copyright 2013 ADINNOVATION,INC.Confidential Successful Western Apps in Japan 21
  • 22. copyright 2013 ADINNOVATION,INC.Confidential Successful Western Apps in Japan Released a Japanese version Clash of Clans  Released a Japanese version on 17th of June.  The daily revenue after that went up to more than £50,000 a day.  Started the in-game promotion with a Japanese app “Puzzle & Dragons” Source : Distimo AppIQ 22
  • 23. copyright 2013 ADINNOVATION,INC.Confidential Successful Western Apps in Japan Candy Crush Saga  Released a Japanese version for both iPhone and Android  The sales are growing and the daily total revenue of both iPhone and Android is about £70,000 a day. Source : Distimo AppIQ 23
  • 24. copyright 2013 ADINNOVATION,INC.Confidential Successful Japanese Apps outside Japan LINE Rage of Bahamut CocoPPa Source : Distimo AppIQ 24
  • 25. copyright 2013 ADINNOVATION,INC.Confidential UK companies we are looking for as our partner 25
  • 26. copyright 2013 ADINNOVATION,INC.Confidential Partner  Advertising agencies in UK which; • Specialises in smartphone apps ads and promotion • Owns games publishers/developers in UK as clients. • Have ability to plan and implement marketing programs for Japanese clients in UK.  Partnership scheme  Revenue share model  Exchange of the market data  Introduction and joint services for mutual clients in each market  Joint sales and promotion of our smartphone ad analysis tool “ADSTORE TRACKING” in UK. 26
  • 27. copyright 2013 ADINNOVATION,INC.Confidential 27 Thank you very much for your attention Please contact with; ryoma.hosokawa@adinnovation.jp