Next Exit Tokyo: Mobile in Japan

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

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

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