25. But most have better things to do.
Mobile Web Usage Frequency, 16-24 year-old users
“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
26. Especially if they are young.
Which Medium matters most 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
27. Mobile Social Networking
Awareness and Usage
No Awareness Awareness only Active Usage
2005 67% 31% 2%
2006 41% 49% 10%
2007 42% 43% 15%
2008 35% 46% 19%
Source: impress R&D, 2005-2008
28. Mobile Social Networking
Revenue Projection 2005-2011 (US$ million)
Mobile Content (Total) 5,267
+14%
Mobile Advertising (Total)
Mobile SNS 4,624
1,283
+73%
743
+232% 863
260
2005 2006 2007 2008 2009 2010 2011
Sources: Mobile Content Forum, Dentsu, Infinita
31. mobagetown
Mobile Advertising: Coca Cola Campaign
Campaign Date: 05/07-06/07
Launched limited-time Coca Cola-
branded version of social networking site
mobagetown
Accessible only to double-registered
users of mobagetown and Coca Cola
Mobile
Reach top scores on Coca Cola-branded
games to receive branded avatar items
Coca Cola-branded Decomail graphics to
use in mobile emails to friends
“Coke Character” with avatar and blog
Campaign extensively promoted via tie-in
with Coca Cola “The Coke Side of Life”
Source: Nikkei TV campaign
32. mobagetown
Mobile Advertising: Coca Cola Campaign
Almost 1 million sign-ups for Coca Coca
mobile site
185 million page views
5.6 million page views on Coke character
blog page alone
350,000 users connected with Coca Cola
character as friends
190,000 comments posted to the Coke
character blog
Coca Cola-branded version
of mobagetown (above),
branded games (top right),
branded Decomail (left)
Source: DeNA Co., Ltd.
33. mobagetown
Mobile Advertising: UNIQLO Campaign
Campaign Date: April 2008
Download coupons for apparel retailer
UNIQLO and redeem for discounts on
relevant items at participating stores
Exclusive avatar items corresponding to
the goods purchased via entering the
unique product ID from price tag on
mobagetown
Branded game, goal: “try on” the outfits
that are being promoted as part of the
campaign by jumping up to catch clothes
flying out of a clothes dryer
Source: DeNA Co., Ltd.
35. mobagetown
Members and Page Views
2,126 PV/UU
14 Million 18 Billion
16
12
14
10
12
8 10 1,272 PV/UU
6 8
6
4
4
2
2
0 0
Mar 08 Dec 06 Sep 07 Jun 08 Mar 08 Dec 06 Sep 07 Jun 08
Source: DeNA Co., Ltd.
37. mobagetown
Strategic Evolution: Sophisticated Advertising Formats
Formats: Text ads relevant to search area
Compensation model: CPC
Pricing: bidding mechanism
Location-based advertising network
“AdLocal” service provided by Cirius
Technologies, Inc.
Advertisers can specify proximity (during
an address- or map-based search)
Targeting: genre/product category, time
of day, day of the week, area radius (1 to
10 km), weather (e.g. “show my
advertising only if it is raining”)
38. mobagetown
Strategic Evolution: Premium Games
Existing Games Strategy/Line-up Game Portal Strategy
+
• Core: Casual games
• Offer all games for free to • Offer major licensed game titles
attract customers • Basic play free, premium charges
★ Entry strategy ★ Create earnings from games
Source: DeNA Co., Ltd.