Next Exit Tokyo: Mobile in Japan

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    Next Exit Tokyo: Mobile in Japan - Presentation Transcript

    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 !\"#$!! Location/Maps Mobile SNS Visual Search Mobile Email NFC
    35. A couple of campaigns.
    36. One in every phone
    37. Digital fortune cookies.
    38. 268 kinds!
    39. A bit like these (but better haircuts).
    40. Feature #1
    41. Helloooo!
    42. Not an idle screen anymore.
    43. Get me! Get me! Get me! me! Get Get me! Get me!
    44. 20% of Japanese teenagers lovin’ it already.
    45. Who? What? When? Where?
    46. Now you know.
    47. Slice ‘n’ dice!
    48. Cool Stuff!
    49. All is well then? istockphoto.com
    50. Not quite
    51. Japan Advertising Market 70 billion US$ 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.

    + Christopher BillichChristopher Billich, 2 years ago

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