Japan Mobile Web Case Study
mobagetown
Mobile Media Investors Conference
San Francisco, December 9, 2008




             ...
I work for a company called
based
somewhere around here
What I will be talking about
1. Japanese Mobile Industry: Basics
2. The Biggest Mobile Service in Japan
3. What that has to do with us
102 million
mobile subscribers
9 in 10 use the
Mobile Web
4 4 in 5 of them on 3G
  in 5 of them on 3G
Why that is




istockphoto.com
Operators: benevolent dictators
High-spec handsets
No device fragmentation
Unwalled Gardens
Revenue share
favoring content
owners




                   istockphoto.com
0 ,- -
$         Messaging is
          (almost) free




                  istockphoto.com
40% of mobile data users
on data flat rate plans

                           istockphoto.com
Healthy
obsession
with
user
experience
Standardization
                  istockphoto.com
Some of the things people do
 with their phones in Japan
Payment
             Shopping             Camera


   Coupon                                  Books



Navi               ...
(a few people even make phone calls)
But most have better things to do.
Mobile Web Usage Frequency, 16-24 year-old users

 “At least daily”: 90%
  “More than a...
Especially if they are young.
Which Medium matters most to you? - by Age Group

                TV                        ...
Mobile Social Networking
Awareness and Usage

            No Awareness                      Awareness only         Active ...
Mobile Social Networking
Revenue Projection 2005-2011 (US$ million)
        Mobile Content (Total)                        ...
mobagetown
The Basic Idea: Free Games, SNS and Avatars
mobagetown
Business Model




  Source: DeNA Co., Ltd.
mobagetown
Mobile Advertising: Coca Cola Campaign
                                 Campaign Date: 05/07-06/07
            ...
mobagetown
Mobile Advertising: Coca Cola Campaign
                                 Almost 1 million sign-ups for Coca Coca...
mobagetown
Mobile Advertising: UNIQLO Campaign
                               Campaign Date: April 2008
                  ...
mobagetown
Revenues
 60 US$ million                 Advertising*               Affiliates             Avatar Items     Paid...
mobagetown
Members and Page Views
                                                                2,126 PV/UU
14 Million  ...
mobagetown
Strategic Evolution: Portal




  Source: DeNA Co., Ltd.
mobagetown
Strategic Evolution: Sophisticated Advertising Formats
                                   Formats: Text ads rel...
mobagetown
Strategic Evolution: Premium Games
       Existing Games Strategy/Line-up                   Game Portal Strateg...
mobagetown
Strategic Evolution: Online Casino




                                     “Insert
                           ...
mobagetown
Strategic Evolution: Mobile Search Engine

                                            “For search, too:
      ...
mobagetown
Strategic Evolution: Mobile Search Engine
 Mobile Advertising Revenues, US$ million
      Search
      Non-sear...
Why I am telling you all this
Current time in San Francisco:
11:20 am, Dec 9, 2008
Current time in Tokyo:
04:20 am, Dec 10, 2011
Great Wall of China
              Japan
Infinita
Business Activities



1. Research
2. Mobile Strategy Workshops
3. Investment Advisory
4. Business Facilitation
Infinita
Selected Clients
Thank you,
and sorry I could not be there!

billich@infinita.co.jp

www.infinita.co.jp/en

www.slideshare.net/cbillich/slide...
Japan Mobile Web Case Study: mobagetown
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Japan Mobile Web Case Study: mobagetown

  1. 1. Japan Mobile Web Case Study mobagetown Mobile Media Investors Conference San Francisco, December 9, 2008 Christopher Billich
  2. 2. I work for a company called
  3. 3. based
  4. 4. somewhere around here
  5. 5. What I will be talking about
  6. 6. 1. Japanese Mobile Industry: Basics 2. The Biggest Mobile Service in Japan 3. What that has to do with us
  7. 7. 102 million mobile subscribers
  8. 8. 9 in 10 use the Mobile Web
  9. 9. 4 4 in 5 of them on 3G in 5 of them on 3G
  10. 10. Why that is istockphoto.com
  11. 11. Operators: benevolent dictators
  12. 12. High-spec handsets
  13. 13. No device fragmentation
  14. 14. Unwalled Gardens
  15. 15. Revenue share favoring content owners istockphoto.com
  16. 16. 0 ,- - $ Messaging is (almost) free istockphoto.com
  17. 17. 40% of mobile data users on data flat rate plans istockphoto.com
  18. 18. Healthy obsession with user experience
  19. 19. Standardization istockphoto.com
  20. 20. Some of the things people do with their phones in Japan
  21. 21. Payment Shopping Camera Coupon Books Navi Manga SNS Search Games VoD Music TV Radio
  22. 22. (a few people even make phone calls)
  23. 23. But most have better things to do. Mobile Web Usage Frequency, 16-24 year-old users “At least daily”: 90% “More than an hour daily”: 61% 24% 22% 15% 16% 13% 4% 3% >3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t Source: Infinita, April 2008
  24. 24. Especially if they are young. Which Medium matters most to you? - by Age Group TV Mobile PC Other 10-19 25% 42% 22% 20-29 23% 28% 37% 30-39 39% 21% 30% Source: NTT Advertising, 2007
  25. 25. Mobile Social Networking Awareness and Usage No Awareness Awareness only Active Usage 2005 67% 31% 2% 2006 41% 49% 10% 2007 42% 43% 15% 2008 35% 46% 19% Source: impress R&D, 2005-2008
  26. 26. Mobile Social Networking Revenue Projection 2005-2011 (US$ million) Mobile Content (Total) 5,267 +14% Mobile Advertising (Total) Mobile SNS 4,624 1,283 +73% 743 +232% 863 260 2005 2006 2007 2008 2009 2010 2011 Sources: Mobile Content Forum, Dentsu, Infinita
  27. 27. mobagetown The Basic Idea: Free Games, SNS and Avatars
  28. 28. mobagetown Business Model Source: DeNA Co., Ltd.
  29. 29. mobagetown Mobile Advertising: Coca Cola Campaign Campaign Date: 05/07-06/07 Launched limited-time Coca Cola- branded version of social networking site mobagetown Accessible only to double-registered users of mobagetown and Coca Cola Mobile Reach top scores on Coca Cola-branded games to receive branded avatar items Coca Cola-branded Decomail graphics to use in mobile emails to friends “Coke Character” with avatar and blog Campaign extensively promoted via tie-in with Coca Cola “The Coke Side of Life” Source: Nikkei TV campaign
  30. 30. mobagetown Mobile Advertising: Coca Cola Campaign Almost 1 million sign-ups for Coca Coca mobile site 185 million page views 5.6 million page views on Coke character blog page alone 350,000 users connected with Coca Cola character as friends 190,000 comments posted to the Coke character blog Coca Cola-branded version of mobagetown (above), branded games (top right), branded Decomail (left) Source: DeNA Co., Ltd.
  31. 31. mobagetown Mobile Advertising: UNIQLO Campaign Campaign Date: April 2008 Download coupons for apparel retailer UNIQLO and redeem for discounts on relevant items at participating stores Exclusive avatar items corresponding to the goods purchased via entering the unique product ID from price tag on mobagetown Branded game, goal: “try on” the outfits that are being promoted as part of the campaign by jumping up to catch clothes flying out of a clothes dryer Source: DeNA Co., Ltd.
  32. 32. mobagetown Revenues 60 US$ million Advertising* Affiliates Avatar Items Paid Content 50 0 0 0 1 40 24 20 24 21 30 11 20 17 13 17 12 14 10 10 11 12 13 7 0 FY07 Q2 FY07 Q3 FY07 Q4 FY08 Q1 FY08 Q2 * Includes standard advertising, tie-ups, search advertising, contextual text advertising Source: DeNA Co., Ltd.
  33. 33. mobagetown Members and Page Views 2,126 PV/UU 14 Million 18 Billion 16 12 14 10 12 8 10 1,272 PV/UU 6 8 6 4 4 2 2 0 0 Mar 08 Dec 06 Sep 07 Jun 08 Mar 08 Dec 06 Sep 07 Jun 08 Source: DeNA Co., Ltd.
  34. 34. mobagetown Strategic Evolution: Portal Source: DeNA Co., Ltd.
  35. 35. mobagetown Strategic Evolution: Sophisticated Advertising Formats Formats: Text ads relevant to search area Compensation model: CPC Pricing: bidding mechanism Location-based advertising network “AdLocal” service provided by Cirius Technologies, Inc. Advertisers can specify proximity (during an address- or map-based search) Targeting: genre/product category, time of day, day of the week, area radius (1 to 10 km), weather (e.g. “show my advertising only if it is raining”)
  36. 36. mobagetown Strategic Evolution: Premium Games Existing Games Strategy/Line-up Game Portal Strategy + • Core: Casual games • Offer all games for free to • Offer major licensed game titles attract customers • Basic play free, premium charges ★ Entry strategy ★ Create earnings from games Source: DeNA Co., Ltd.
  37. 37. mobagetown Strategic Evolution: Online Casino “Insert MobaGold” Source: DeNA Co., Ltd.
  38. 38. mobagetown Strategic Evolution: Mobile Search Engine “For search, too: mobagetown.” “A new experience in mobile search.”
  39. 39. mobagetown Strategic Evolution: Mobile Search Engine Mobile Advertising Revenues, US$ million Search Non-search 494 371 262 167 85 736 789 665 536 576 2007 2008 (est.) 2009 (est.) 2010 (est.) 2011 (est.) Source: Dentsu, March 2008
  40. 40. Why I am telling you all this
  41. 41. Current time in San Francisco: 11:20 am, Dec 9, 2008
  42. 42. Current time in Tokyo: 04:20 am, Dec 10, 2011
  43. 43. Great Wall of China Japan
  44. 44. Infinita Business Activities 1. Research 2. Mobile Strategy Workshops 3. Investment Advisory 4. Business Facilitation
  45. 45. Infinita Selected Clients
  46. 46. Thank you, and sorry I could not be there! billich@infinita.co.jp www.infinita.co.jp/en www.slideshare.net/cbillich/slideshows

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