Japanese Smart Phone Market

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Would you know Japanese smart phone market?
This market is a little specific but there is huge market.
Lui Okada of Samurai International, top smart phone app developer of Japan did the presentation at Mobile Monday Taipei in June 18 2012. This is the event slide.

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Japanese Smart Phone Market

  1. 1. JAPANESEAPP MARKETMOBILE MONDAY TAPIEI JUNE 18 2012
  2. 2. AGENDA• Samurai International• Japanese Smart Phone Market• Japanese App Market • Social Game • Simple Game • Other Apps• How to Promote App in Japan
  3. 3. SAMURAI INTERNATIONAL INC.Founded: August, 2011CEO: Lui OkadaBusiness Content: Smart Phone Apps DevelopmentStock Holder: Cyber Agent Ventures Management Team 4 Samurai International Inc.
  4. 4. OUR APPS• Launched over 10 apps• Over 1 million downloads.•1 st prize 2 times.
  5. 5. JAPANESE SMART PHONE MARKET
  6. 6. SMART PHONE USERS IN JAPANThe smart phone users grew by 4 millionin only 3 months. Android iPhone Microsoft Others 19.3M 0.8 15.1M iPhone 0.9 6.6 iPhone 5.0 Android Android 11.9 9.2 Nov.2011 Feb.2012 (ComScore 2012)
  7. 7. DEMOGRAPHICSUrban and young people use.Female users are increasing. SEX AGE AREA 65 13- Kyushu,O Hokkaido, 55- Over, 4.4 17, 6.8% kinawa, 1 3.20% Tohoku, 5 64 , 8.6% % Shikoku, 1 1.80% .40% .70% 18- Chugoku,Femal 45- 3.90% 24 , 19.e, 38. 54 , 12. 4% 50% 5% Kansai, Kanto(T Male, 19.60% okyo), 61.50 35- 25- 39.70% % 44 , 22. 34 , 25. 7% Chubu, 6% 13.80% (Oct 2011 ComScore)
  8. 8. What is different iPhoneusers and Android Users?
  9. 9. DIFFERENCE OF IPHONE AND ANDROID USERSiPhone users tend to get more apps than [Paid App] How many get?Android users. [Free App] How many get? (Ask Smart.ly 2012)
  10. 10. FEMALE HIGH SCHOOL STUDENTS DATAOften young girls makes trend in Japan.When you will reach them, your app will expand.Have you bought the mobile phone? What kind phone did you get? http://www.fumi23.com/2012/04/sp5/sp5enqend.html
  11. 11. JAPANESE APP MARKET - SOCIAL GAME - SIMPLE GAME - OTHERS
  12. 12. SMART PHONE GAME MARKET IN JAPANSmartphone game market is quickly expanding. 97B TWD 34B TWD App Purchase Advertisement (Reference: Seed Planning 2011) 13Samurai International Inc.
  13. 13. JAPANESE APP MARKET - SOCIAL GAME - SIMPLE GAME OTHERS
  14. 14. 3 TYPES OF PLAYERSIndependent players are increasing. Independent PlayersSNS SNS IndependentApp and Web App and Web App only
  15. 15. 2 PLAT FORMERS ARPUGREE and Mobage have high ARPU users.Their users spend 138 TWD (370 JPY)/month.
  16. 16. TOP 2 BILLION IN SALESCard game system is popular in Japan. GREE Mobage / Cygames Doriland Rage of Bahamut
  17. 17. GACHA SYSTEMGacha is card vending machine.If users get the strong cards, users can win the battle.1 card costs about 113 TWD. Card
  18. 18. GACHA SYSTEM3 Types of Cards.Users feel pride when they get rare cards. Normal Rare Super Rare Super Normal Rare Rare Card Card Card Strong / Proud
  19. 19. GLOBAL RANKGacha system start to success in Global.
  20. 20. JAPANESE APP MARKET - SOCIAL GAME - SIMPLE GAME OTHERS
  21. 21. SUCCESS SIMPLE GAME PLAYERSThese are free games.They get sales about 10 million yen / month! Touch the Numbers Cocolo-bit
  22. 22. TOUCH THE NUMBERSTap the numbers in order.110,000 DAU.3.8M TWD / month of Sales. Play game Check Ranking
  23. 23. COCOLO-BITThey release simple funny games every1-2 weeks.They ranks high every time. Build a Fire Karate Master Soul Beam
  24. 24. OUT SIDE GAMESMany apps get few million JPY / month. • Bijin Weather (Tool) • World Mystery (Tool) • iPic (Tool) • PriGazo (Tool) • Chat Match (SNS) • …
  25. 25. HOW MUCH SALES CANWE GET IN JAPAN?
  26. 26. MONETIZE3 types monetize way. • In App Purchase • Social game • Advertisement • Simple game • Paid app • Simple game as Angry birds
  27. 27. IN APP PURCHASETop 1st-5th apps get 400K-800K TWD (1M-2M JPY) sales per day. Almost games but LINE ranks 12th.
  28. 28. FREE APP’S AD REVENUE SIMULATIONImpression 10,000,000CTR 1%CPC 10 JPY (3.8 TWD)AD Revenue 1M JPY (380,000 TWD)
  29. 29. AD NETWORK REVENUECPC・Nend 9~10JPY (3.42 – 3.80 TWD)・imobile 8~9JPY (3.04 – 3.42 TWD)・AdLantis 7~8JPY (2.66 – 3.04 TWD)・AMoAd 7~8JPY (2.66 TWD – 3.04 TWD)・AdMob 6~8JPY (2.28 – 3.04 TWD)・Mediba 3~5JPY (1.14 – 1.9 TWD)1 JPY = 0.38 TWDSource:http://ameblo.jp/porcom-yokoyama/entry-11184573931.html
  30. 30. HOW TO GET MANY DOWNLOADS INJAPAN?
  31. 31. 日本AppStoreをもう 細かく APP STORE JAPAN 少し App Store Ranking is most important. 無料アプリ [Free App] [Paid App] 有料アプリ (Source: Ad Innovation 2012)
  32. 32. FREE PROMOTION PLAN1. Icon Design and App Name2. SEO in App Store3. Press Release4. Over 20 Review Site5. Twitter, Facebook
  33. 33. OUR SERVICEFREE NOW!(我很闲)
  34. 34. PROBLEMIn current chat services, userscannot connect with new people. I have free time. I have free time. I want to chat with I want to chat with someone. someone. Japan US/EU Korea China Facebook 35Samurai International Inc.
  35. 35. SOLUTIONFree Now is the connecting service of the userID with Skype, LINE, KAKAO TALK andWeChat. I have free time. I have free time. I want to chat with I want to chat with someone. someone. Connecting! 36Samurai International Inc.
  36. 36. HOW TO USEEasy to announce only 2 taps! 37Samurai International Inc.
  37. 37. EXCHANGECopy ID, search people, and Chat in group chat! Paste ID & Search 38Samurai International Inc.
  38. 38. KPI(FIRST MONTH)We have 40K downloads, 100K Free Now! Posts.And high DAU. New Users/Day DAU Rate 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% 39
  39. 39. THANK YOU!!If you would like to expand in Japan,we will support.Lui OkadaSamurai International Inc.+81-(0)3-5962-8573lui_okada@samurai-international.jpFacebook: lui.okadaLinkedIn: http://jp.linkedin.com/in/luiok

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