Cleverwood friday session_23rd april
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Cleverwood friday session_23rd april Presentation Transcript

  • 1. www:innovasia-research.com www.jap-presse.com Mobile Marketing in Japan : - Lessons from a leading market –
  • 2. www:innovasia-research.com www.jap-presse.com Who we are ?  Founded in 2001 by a euro-japanese team  Information and consulting agency specialized in IT Business in Pacific Asia  www.jap-presse.com : Daily news, sectorial reports (in french)  Market and Technology watch, focus on innovation and uses  Strategy consulting for Asian markets  Business intelligence, Partnership with asian companies (Japan, Korea, China)  Representative for Japanese IT Companies in Europe  Dig iT ! : Mobile picture recognition service, developed by Olympus. 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 2
  • 3. www:innovasia-research.com www.jap-presse.com Introduction 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 3
  • 4. www:innovasia-research.com www.jap-presse.com 1. General Data about Mobile Japanese market Market share of mobile carriers in Japan (end of 2009) i-mode 48,6 millions 55,1 31,1 EZweb 26,4 millions 4,5 21,2 Yahoo ! Keitai 16,7 millions 1,8 NTT DoCoMo KDDI Softbank Mobile eMobile Total 91,8 millions Willcom Source : TCA Japan • Total number of mobile subscribers in Japan : 112,2 millions • 3G subscribers : 109 millions • Mobile contents markets : 3,7 Mds € (2008) • ARPU of NTT DoCoMo : 44€ ; 18,34€ for Data (42%) (mars 09) • Arund 50 millions subscribers to unlimited data (août 09) • No SMS : e-mail massively used on mobile 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 44
  • 5. www:innovasia-research.com www.jap-presse.com Mobile in Japon : A mobile for every Lifestyle SoftBank 931P Série 703i 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 5 5
  • 6. www:innovasia-research.com www.jap-presse.com Various material, touch Série 823SH, SoftBank, Spring-summer 2008 Touchwood, by NTT DoCoMo, 2009 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 6
  • 7. www:innovasia-research.com www.jap-presse.com Mobiles : Materials, touch Mai 2008 : SoftBank launch a serie of mobile phone made with Kimono material from Kyôtô and shellac, « Japan Texture » 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 7
  • 8. www:innovasia-research.com www.jap-presse.com « au Design Project, by KDDI » « au design project ». Infobar Serie entered into the MoMa collection, NYC, in 2007 2007, Infobar 2 2003, Infobar 1 : Design by Naoto Fukazawa 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 8
  • 9. www:innovasia-research.com www.jap-presse.com Mobile Design for any Lifestyle Fujitsu Separate, 2009 G-Shock Mobile, 2005 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 9
  • 10. www:innovasia-research.com www.jap-presse.com Mobile Marketing 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 10
  • 11. www:innovasia-research.com www.jap-presse.com Mobile marketing crossmedia Freedom project by CupNoodle http://freedom-project.jp 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 11
  • 12. www:innovasia-research.com www.jap-presse.com Mobile as a remote control, everything become connected NTT DoCoMo 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 12
  • 13. www:innovasia-research.com www.jap-presse.com Mobile FeliCa : Flyer and electronic coupon, McDonald’s Japan  A joint venture created by NTT DoCoMo and Mc Donlad’s : « the JV »  « Kazasu Coupon » launched in 2008  Electronic coupon with mobile FeliCa  Launched in may 2008 in 175 restaurants. 3800 restaurants in late 2009.  4,5 millions people use the service  Loyalty program, august 2009  Video demo : http://www.youtube.com/watch?v=-ARa7hjpdCk  Start the Appli OFF !  Download coupon through Internet  Pass the mobile on the reader  Collecting the selected menu automatically  Possible to pay with iD, credit card from Docomo, electronic money Edy and Waon from Aeon Group. 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 13 13
  • 14. www:innovasia-research.com www.jap-presse.com 2. Coca-Cola on mobile (1)  Mobile = Be Everywhere, For EveryOne, at Every moment  Coca-Cola communicate on medias people use, the brand want to be a part of the customer life.  Very active on SNS, for viral communication. Collaboration Brand Cross Media Viral Love Mobile Concept for interactive communication (source : Coca-Cola Japan) 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 14 14
  • 15. www:innovasia-research.com www.jap-presse.com 2. Coca-Cola on mobile  Collaboration with MobaGé Town  Since spring 2007  Launching of a special site, anouncement on every media (TV, magazine, C-mode, Coca-Coka Park) to generate trafic on this site  Contents  Special goodies for avatars  Video game in the Brand’s Universe  Creation of a special character : Coke-skin  210 000 friends after 3 days ! Coca-Cola Official site on MobaGé  8 millions pages, 5 millions access during the first 3 Town (C)Coca-Cola Japan Co., Ltd. months Coke-skin (C)Coca-Cola Japan Video game on MobaGetown 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés (C)Coca-Cola Co.,Ltd. 15 15
  • 16. www:innovasia-research.com www.jap-presse.com Some Trends for coming years 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 16
  • 17. www:innovasia-research.com www.jap-presse.com Linking TV > Mobile “Real Drive, Senno Chosashitsu" (NTV) • "Real Drive" is a TV Animation Program for Young Adult. Audience rating is approximately 3%. • TV to mobile web, it's a TV Program Promotion. Users can get wall paper, ringtone and so on.  30 seconds after CM is "the shooting time". • This is the first case to be used with popular TV program for us. • Average matching accuracy is approximately 80%. • Period  2008-04-09 – 2008-09-end • Number of Matchings  Total: 5,234 Matchings (12 weeks)  Peak: 713 Matchings/30 minutes  Peak::37 Matchings/minute 23th april 2010 Source : (C)Jap'Presse / InnovAsia Research. Tous droits réservés 17
  • 18. www:innovasia-research.com www.jap-presse.com Linking TV > Mobile  Mobile FeliCa, le sans contact sur mobile  Mobile FeliCa Equivalent du NFC en Europe  Mars 2009 : Sony lance les premières télécommandes intégrant un lecteur de puce sans contact, sur les écrans LCD séries W5 et F5.  Usages :  Paiement de contenus sur le portail Internet TV AcTVila  Connexion en un geste au site mobile de l’émission en cour, en passant simplement son mobile devant la télécommande. 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 18
  • 19. www:innovasia-research.com www.jap-presse.com Dig iT ! Vidéo 1st Video recognition on Mobile in Europe  First Presentation in Europe : june 2009, Summer University of the SNPTV (French TV Advertising Association)  Commercial launching in 2010 in Europe  With Dig iT ! Video appli :  We register a video on our Dig iT Server  Anyone can use the Appli to « shoot » the screen during a program, and Go Directly to the mobile website of the TV Chanel, etc.  Can be used For Musical TV > Mobile  TV Advertising > Mobile  TV Program > Mobile 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 19
  • 20. www:innovasia-research.com www.jap-presse.com Other trends (1) : Mobisodes and Short Videos  BeeTV : founded by NTT DoCoMo and Avex Entertainment (record publisher)  http://beetv.jp  These contents are only available on NTT DoCoMo’s device.  Open in May 2009, 800 000 users (on Oct.09)  Subscribers fee : 315 yens (2,50€) per month for 8 channels  66 original programs of 3 to 8 minutes : Drama, music, comedy, variety, moolog, animation, edutainment, cinema  Popular actors and comediens appears  Internet or mobile Distribution (download)  Successful programs are sold as DVD package.  au LISMO! (KDDI)  LISMO Video Store : download a long video on PC, and transfert to Mobile  Au Box : set-top-box for Mobile phone Le 14 octobre 2009 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 20
  • 21. www:innovasia-research.com www.jap-presse.com Other Trends (2) : 3D is already available on mobile  1st mobile with 3D effect had been commercialized in 2002.  Woooo Keitai H001 of KDDI (on sale in spring 2009)  3D LCD with Full Wide VGA resolution (480 x 854 pixels)  Able to make all 2D contents (picture, TV, games, etc.) to 3D images without glasses  Some 3D contents are available Le 14 octobre 2009 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 21
  • 22. www:innovasia-research.com www.jap-presse.com NTT DoCoMo’s Vision Virtual Assistant, Behavioral Customized loyalty Marketing Program… Mobile FeliCa, NFC Lifestyle Credit Card, payment card, infrastructure transport card on mobile… Mobile contents Data access TV mobile Mobile Internet Applications Sharing personal E-mail Mobile contents Communication Social Networking Instant Messaging services 1995 2000 2005 2010 23th april 2010 / InnovAsia Research Tous droits réservés / InnovAsia Research. Tous droits réservés ©2009 Jap’Presse 22 (C)Jap'Presse 22
  • 23. www:innovasia-research.com www.jap-presse.com Virtual Assistant : i-Concier, by NTT DoCoMo  A service launched in late 2008, by NTT DoCoMo  A Virtual Assistant on the screen of your Mobile Phone  A large Success : 3,7 Millions of subscribers in January 2010. NTT DoCoMo forecast 10M subscribers in 2012.  A service payed by end users : 260 yens (1,63 euros) per month  Connected with +250 Brands, content providers, retailers, couponing services.  A new way to make research  Video : http://www.nttdocomo.co.jp/corporate/ ad/tvcm/100315_01.html 23th april 2010 / InnovAsia Research Tous droits réservés / InnovAsia Research. Tous droits réservés ©2009 Jap’Presse 23 (C)Jap'Presse 23
  • 24. www:innovasia-research.com www.jap-presse.com Mobile Virtual Assistants : Yes, we can !  Why on mobile ?  It is the obvious device to use a VA  Basics of mobile marketing : Choice, Control, Personalisation, Benefit  Several companies in Europe specialized in Artifical Intelligence  Voice recognition technologies are now mature  Various themes possibles : photorealistic, 3D animation, Flash animation.  Already many Intelligents Agents on e-retail website  Contextual understanding.  http://www.companions-project.org/  In long term, Virtual Assistant could also be present on TV Screen, Mobile Gaming Device, etc.  UI and Search UI is always a strategic issue  New business opportunities for yellow pages : couponing, personalized advertising, etc. 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 24
  • 25. www:innovasia-research.com www.jap-presse.com Connected TV, a coming Revolution • December 2009 – January 2010 : Agreement between Skype and Panasonic, Sharp, Samsung… • July 2010 : Samsung will open an App Store for connected TV • Connected TV will change the way we use TV : widgets 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 25
  • 26. www:innovasia-research.com www.jap-presse.com Many thanks ! What we do : • Market and technology watch in Asia • Highly innovative services like Virtual Assistants, Video recognition on mobile… • Mobile marketing campaign in Japan, Techno partnership with Japanese company plefessant@jap-presse.com 23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 26