Next Exit Tokyo: Mobile in Japan

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Presentation from Online Marketing Duesseldorf trade fair (OMD), September 17, 2008.

Presentation from Online Marketing Duesseldorf trade fair (OMD), September 17, 2008.

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  • 1. Next Exit Tokyo Mobile in Japan Online Marketing Düsseldorf September 17, 2008 Christopher Billich
  • 2. I work for a company called
  • 3. based
  • 4. somewhere around here nasa.gov
  • 5. The Shameless Advertising Part which works for companies like
  • 6. The Shameless Advertising Part
  • 7. The Shameless Advertising Part on Mobile Strategy.
  • 8. Some of the things people do with their phones in Japan
  • 9. Payment Shopping Camera Coupon Books Navi Manga SNS Search Games VoD Music TV Radio
  • 10. If you really want to
  • 11. You can even make a phone call.
  • 12. 102 million mobile subscribers
  • 13. 9 in 10 use the Mobile Web
  • 14. 4 4 in 5 of them on 3G in 5 of them on 3G
  • 15. Mobile matters. “Which Medium is Most Important to 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
  • 16. A lot. Mobile Web Usage Frequency among 16-24 year olds “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
  • 17. Why that is istockphoto.com
  • 18. Operators: benevolent dictators
  • 19. High-spec handsets
  • 20. No device fragmentation
  • 21. Unwalled Gardens
  • 22. Revenue share favoring content owners istockphoto.com
  • 23. 0,- - € Messaging is (almost) free istockphoto.com
  • 24. More than 1/3 of data users on “All you can eat” plans istockphoto.com
  • 25. Healthy obsession with user experience
  • 26. Standardization istockphoto.com
  • 27. Wide choice of formats istockphoto.com
  • 28. as a result of which
  • 29. Mobile Advertising revenues exceeded 621 half a billion US$ last year. 390 288 180 100 2003 2004 2005 2006 2007
  • 30. To double within next 4 years
  • 31. 2003 1:20 Advertising Content
  • 32. 2007 1:6.5 Advertising Content
  • 33. Attention Interest Search Action Share URL TV Newspaper Transit PoS Mobile SNS Mobile Site Mobile Mail Radio OOH Magazines Mobile Search Mobile Tool PC Site Blogs Reviews PC Search Online Event Mobile Ads EC Site Word of Mouth
  • 34. Attention Interest Search Action Share Broad Reach Targeted Reach Search PoS Social Mobile SNS Carrier Menu Fashion News&Sports Access Tools Mobile Email Ads QR Mobile Site TV Guide Short Codes !quot;#$!! Location/Maps Mobile SNS Visual Search Mobile Email NFC
  • 35. A couple of campaigns.
  • 36. One in every phone
  • 37. Digital fortune cookies.
  • 38. 268 kinds!
  • 39. A bit like these (but better haircuts).
  • 40. Feature #1
  • 41. Helloooo!
  • 42. Not an idle screen anymore.
  • 43. Get me! Get me! Get me! me! Get Get me! Get me!
  • 44. 20% of Japanese teenagers lovin’ it already.
  • 45. Who? What? When? Where?
  • 46. Now you know.
  • 47. Slice ‘n’ dice!
  • 48. Cool Stuff!
  • 49. All is well then? istockphoto.com
  • 50. Not quite
  • 51. Japan Advertising Market 70 billion US$ istockphoto.com
  • 52. Mobile Advertising: 1%
  • 53. It should be x times that
  • 54. Why isn’t it?
  • 55. Still early To still early. within It’s double next 4 years
  • 56. Still haven’t really figured out the details of targeting
  • 57. Metrics are still basic
  • 58. To double within headache Buying is a next 4 years
  • 59. Resistance is fierce To double within next 4 years Education is necessary
  • 60. To double within next 4 years Education is necessary
  • 61. Danke! billich@infinita.co.jp www.infinita.co.jp/en www.slideshare.net/cbillich/slideshows All visuals © Christopher Billich unless otherwise noted.