Your SlideShare is downloading. ×
0
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




...
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               ...
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                     ...
A lot.
Mobile Web Usage Frequency among 16-24 year olds

  “At least daily”: 90%
  “More than an hour daily”: 61%

     24...
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

    ...
To double within
  next 4 years
2003




         1:20




Advertising          Content
2007




         1:6.5




Advertising          Content
Attention            Interest                  Search                Action        Share


                               ...
Attention                  Interest                Search         Action          Share

 Broad Reach         Targeted Rea...
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!
   ...
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 Bill...
Next Exit Tokyo: Mobile in Japan
Next Exit Tokyo: Mobile in Japan
Next Exit Tokyo: Mobile in Japan
Next Exit Tokyo: Mobile in Japan
Upcoming SlideShare
Loading in...5
×

Next Exit Tokyo: Mobile in Japan

2,607

Published on

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

Transcript of "Next Exit Tokyo: Mobile in Japan"

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

    Clipping is a handy way to collect important slides you want to go back to later.

×