Next Exit Tokyo
Mobile in Japan
Online Marketing Düsseldorf
September 17, 2008
Christopher Billich

I work for a company called

based

somewhere around here
nasa.gov

The
Shameless
Advertising
Part
which works for companies like

The
Shameless
Advertising
Part

The
Shameless
Advertising
Part
on Mobile Strategy.

Some of the things people do
with their phones in Japan

Payment
Shopping Camera
Coupon Books
Navi Manga
SNS
Search
Games
VoD
Music
TV
Radio

If you really want to

You can even make a phone call.

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

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

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

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

More than 1/3 of data users
on “All you can eat” plans
istockphoto.com

Healthy
obsession
with
user
experience

Standardization
istockphoto.com

Wide choice of formats
istockphoto.com

as a result of which

Mobile Advertising
revenues exceeded 621
half a billion US$ last year.
390
288
180
100
2003 2004 2005 2006 2007

To double within
next 4 years

2003
1:20
Advertising Content

2007
1:6.5
Advertising Content

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

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
!\"#$!!
Location/Maps
Mobile SNS Visual Search Mobile Email
NFC

A couple of campaigns.

One in every phone

Digital
fortune cookies.

268 kinds!

A bit like
these
(but better
haircuts).

Feature
#1

Helloooo!

Not an
idle screen
anymore.

Get me!
Get me! Get me!
me!
Get
Get me!
Get me!

20% of Japanese teenagers
lovin’ it already.

Who? What? When? Where?

Now you know.

Slice ‘n’ dice!

Cool Stuff!

All is well then?
istockphoto.com

Not quite

Japan Advertising Market
70 billion US$
istockphoto.com

Mobile Advertising: 1%

It should be x times
that

Why isn’t it?

Still early
To still early. within
It’s double
next 4 years

Still haven’t really figured out the
details of targeting

Metrics are
still basic

To double within headache
Buying is a
next 4 years

Resistance is fierce
To double within
next 4 years
Education is necessary

To double within
next 4 years
Education is necessary

Danke!
billich@infinita.co.jp
www.infinita.co.jp/en
www.slideshare.net/cbillich/slideshows
All visuals © Christopher Billich unless otherwise noted.