Part 2 of 2


21st Century
Mobile Marketing: Japan
The 2nd Mobile Advertising & Marketing Summit
Singapore, May 28, 2008

...
[continued from Part 1]
20% of Japanese teenagers
lovin’ it already.
Who? What? When? Where?
Slice ‘n’ dice!
vs.
Noticed anything?
None of these are even
remotely digital brands!
Principles
Make it desirable
Create
Engagement
Keep them coming
back
Blend virtual and real
Glue for other media
Other things to keep in mind
1/3 use mobile
search daily
1 in 6 use GPS already
2nd most
important reason
to upgrade phone
30% usage among
enabled base
Think way beyond the browser
Think way beyond mobile
“Something entirely
new will
arise from
this...”
“...we just don’t
 know yet what
      it will be.”
                 COO,
       Carrier/Agency
         Joint Venture
Cool Stuff!
All is well then?
Not quite
Japan Advertising Market
70 billion US$
Mobile Advertising: 1%
It should be   4 times
               that *




*at least
Why isn’t it?
Still early




         To still early. within
         It’s double

             next 4 years
Still haven’t really figured out the
details
Still very basic
To double too complicated
 Buying is within
  next 4 years
Resistance is fierce




         To double within
            next 4 years
Education is necessary
To double within
            next 4 years
Education is necessary
Thank you.
www.infinita.co.jp/research
21st Century Mobile Marketing: Japan - Part 2
21st Century Mobile Marketing: Japan - Part 2
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21st Century Mobile Marketing: Japan - Part 2

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Presentation from 2nd Asia Mobile Marketing & Advertising Summit, Singapore, May 28, 2008. - Part 2 of 2 -

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21st Century Mobile Marketing: Japan - Part 2

  1. 1. Part 2 of 2 21st Century Mobile Marketing: Japan The 2nd Mobile Advertising & Marketing Summit Singapore, May 28, 2008 Christopher Billich
  2. 2. [continued from Part 1]
  3. 3. 20% of Japanese teenagers lovin’ it already.
  4. 4. Who? What? When? Where?
  5. 5. Slice ‘n’ dice!
  6. 6. vs.
  7. 7. Noticed anything?
  8. 8. None of these are even remotely digital brands!
  9. 9. Principles
  10. 10. Make it desirable
  11. 11. Create Engagement
  12. 12. Keep them coming back
  13. 13. Blend virtual and real
  14. 14. Glue for other media
  15. 15. Other things to keep in mind
  16. 16. 1/3 use mobile search daily
  17. 17. 1 in 6 use GPS already
  18. 18. 2nd most important reason to upgrade phone
  19. 19. 30% usage among enabled base
  20. 20. Think way beyond the browser
  21. 21. Think way beyond mobile
  22. 22. “Something entirely new will arise from this...”
  23. 23. “...we just don’t know yet what it will be.” COO, Carrier/Agency Joint Venture
  24. 24. Cool Stuff!
  25. 25. All is well then?
  26. 26. Not quite
  27. 27. Japan Advertising Market 70 billion US$
  28. 28. Mobile Advertising: 1%
  29. 29. It should be 4 times that * *at least
  30. 30. Why isn’t it?
  31. 31. Still early To still early. within It’s double next 4 years
  32. 32. Still haven’t really figured out the details
  33. 33. Still very basic
  34. 34. To double too complicated Buying is within next 4 years
  35. 35. Resistance is fierce To double within next 4 years Education is necessary
  36. 36. To double within next 4 years Education is necessary
  37. 37. Thank you. www.infinita.co.jp/research
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