Mobile Success Stories
from Asia
Insights into the future of Mobile
presented by Marco Koeder

Japan is one of the most advanced
digital societies in the world

90%
of all households have internet access

65% broadband access>
61% DSL access
30% FTTH access

Japan will become the first high-speed internet society
in the world by

Japanese are the
most active
bloggers worldwide
Japanese is the number one language used in online blogs!

Around 30% of
Japanese females
around 30 have
their own blog

Mobile Society

108 million subscribers
88 million m-surfer
96% 3G users
35% 3.5G users

Mobile is just
a teen thing?

Most internet access is
conducted via the mobile
phone

In 2007 Japanese for the first
time spent more time
browsing the (mobile) net
than reading newspapers.

52,3% of users
have mobile
flat-rates

Free digital
terrestrial mobile
TV since 2006

data channel included

69% GPS enabled
handsets

Most of the latest mobile
phones have built-in
RFID chips.

Usage JR Station
Coca Cola machine
1. transportation
2. payment at stores am/pm store J-Wave e-ticket
3. ticket booking DAM Karaoke Club
4. m-commerce
5. vending machines
ANA flight ticket Sega game arcade
6. point cards
7. mobile credit card

Main usage of the mobile phone is….
…NOT making phone calls

…mobile content is king

Content Top 10
1. Music & ringtones
2. Games
3. Community services
4. Blogs
5. Mobile deco
6. Horoscopes
7. Traffic information
8. Weather
9. Food
10. News/Novels

85% of all online music
sales are mobile music
downloads

40 million Japanese play
mobile games frequently

eBooks

eBook market value
270 million Euro
(2008)

90% eBook
enabled handsets

82%
are read on mobile phones

1st eBooks on mobile in 1999

Mobile eBook market:
220 million Euro

65% Mobile Mangas

Market value
143 million Euro

NTT DoCoMo “comic i”
Au, Softbank “comic seymoor”

500 million
downloads

mahoo no island
market share 38%

SNS - Novels
Music - Drama

6 million users
4,5 billion page views

1.8 million
registered writers

>1 million
mobile novels

go print

s

Total number of copies
17 million

go music

5,000
user-generated songs
within 2 months

Success Stories: KOIZORA

keitai novel
25 million readers

book version
1,4 million sold

comic version
2 million sold*

movie version
3,1 million viewers

music cd
music made
by users

still growing
“keitai creators festival”
2008: 2.956 active
2009: 10.000 active

Is Japan such
a different
culture?

60+ Mangas
per month

70 Million Euro
in 2005

Biggest growth
in book publishing

Learnings

think mobile

think innovation

think user centric

think of your skills

“success is not so
much about where
you are now but
about where you
want to be.”

Thank you!
mkoeder@cyber-media.co.jp