21st Century Mobile Marketing: Japan - Part 2

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Part 2 of 2 21st Century Mobile Marketing: Japan The 2nd Mobile Advertising & Marketing Summit Singapore, May 28, 2008 Christopher Billich
[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