Implications for Japan - Mobile Marketing at Mitsue Links
MMA Forum Asia : Singapore 2012 Implications for Japan This presentation was produced by the Corporate Development Department at Mitsue-Links. The presentation is owned by Mitsue-Links Co. Ltd.
Outline• Is this the “Year of Mobile”? …the Growth of Smartphones in Japan (background)• Wow … that’s impressive! - some Interesting Campaigns and Ideas (what`s happening)• The Future… Perhaps? (conclusions)
Has the Smart Mobile Era Arrived?Yes… and …No! Smartphone ownership is on the risein Japan … but has someway to go … Q1 2011 Q1 2012 6% 20% Source: Google 2012
… and by next March the number will almost double. 67% 62% 56% 48% 38% 20% 7% 3% 1% Mar 2009 Mar 2010 Mar 2011 Mar 2012 Mar 2013 Mar 2014 Mar 2015 Mar 2016 Mar 2017 Percentage of mobile phone contracts in Japan that will be smartphone Source: MM Research Institute 2012
Japan is catching up with leading Asian economies … 200 180 Levels of Mobile and 160 Smartphone ownership (%) 140 Total Mobile 120 Urban Smartphone Total Smartphone 100 80 60 40 20 0…and when Japan’s ownership of smartphones matches the levels seen in HK and Singapore... Source: adapted from MMA 2012
… media consumption will be among the highest in the world. 86% 80% 75% 76% 76% 72% 70% 60% Percentage of Smartphone 47% Users Actively Using the Internet Over 22% Past 30 Days China Hong Kong Taiwan Japan Korea Australia Malaysia Indonesia Singapore Thailand(Base: China=1619, Hong Kong=897, Taiwan=853, Japan=1089, Korea 1145, Australia=1063, Malaysia=800, Indonesia=1292, Singapore=848, Thailand=1011) Chart highlighting the impact smartphones will have on media consumption in Japan Source: Nielson/MMA 2012
Used Everywhere 99% at home 88% on the go Social Networks Search Visit - 63% 68% search on Once a Day -41% smartphones everyday trends in Smartphone usage in Japan Multi-Activity Portal Video Communication - 88%Watch - 76% Stay Informed - 63% Play Games – 87% Commerce Apps Research – 100% Average – 40 Buy – 39% Past Week - 8 Source: data from Google 2012
This increased media consumption on smartphone willlead to more exposure to marketing and increasedcustomer relationship management. Reach ROI RelevanceContent must be relevant and reach the targetaudience for optimum return on investment.
Advertising Spend vs Mobile Time US advertising spend versus consumer time spent per media (2011) 43 40 29 22 23 16 11 9 6 1 tv print web radio mobile spend per media (%) time per media (%)Not keeping up with usage rates … is an explosion inspend on mobile imminent? Source: Somo (VSS, Mary Meeker, comScore, Alexa, Flurry Analytics) 2012
Concepts that are considered for optimum mobile engagement between brands and consumers. Source: Adapted from MMA 2012
What is happening outside Japan?Case 1: Tesco Home Plus - South Koreahttp://www.youtube.com/watch?v=fGaVFRzTTP4 Image Source: Digital Times
Case 2: Google / Coca-Cola Re:Brief - Global• http://www.youtube.com/watch?v=45Z-GevoYB8 Image Source: Conectados
Case 3: The North Face – China• http://www.youtube.com/watch?v=6ktKwssCH-Y Image Source: Coloribus
Case 4: Heineken - Europe• http://www.youtube.com/watch?v=uYnE7UTPWnc Image Source: AKQA
The Future … PerhapsSome of the key trends that the growing smartphone market in Japan islikely to see:• More Spend.• Businesses will think carefully about adding value. They will aim to create brand utility rather than brand advertising.• Location and Social based services, targeting and discovery.• Deeper and more innovative levels of engagement, for example the iButterfly augmented reality platform.http://www.youtube.com/watch?v=7IcnOSXfmLU&feature=related / http://www.youtube.com/watch?v=TWcX3LkgUW0• Mobile being seen as being used for Part of a multi-screen platform.
Readings / ReferencesEmmanouel, S. (2012): Creating Compelling Mobile Strategies, Somo.Google (2012): Our Mobile Planet: Japan – Understanding the Mobile Consumer (May 2012), Google.Harun, H. (2012): Consumer Trends in Mobile Media and Mobile Advertising, Nielson.MM Research Institute (2012): ス マ ー ト フ ォ ン 市 場 規 模 の 推 移 ・ 予 測 （ 12 年 3 月 ） ,http://www.m2ri.jp/newsreleases/main.php?id=010120120313500And notes taken from MMA Forum - Singapore 2012.