Japan Mobile

Mobile Advertisement & Social Networksin Japan
New Metrics for New Media: Analytics for Social Media and Virtual Worlds
Neil RubensAssistant ProfessorAI / eLearning Laboratory (Okamoto/Ueno)University of Electro-CommunicationsTokyo, Japanwww.DataMilking.org

softbank.jp

Mobile Photo Sharing (NTT)
Photo is automatically transmitted over cell network
http://otayori.nttdocomo.co.jp

Mobile IC: 28.5M users (Mar.2008)
[cirius]

http://blog.qoqoa.com/2009/05/18/qr-code-usage-in-japan/

Majolica Mirror
send your photo
receive a photo of w/ a new make up style
[asiajin.com]

1.12 cell subscriptns / person (ages 15-64)[Ministry of Public Mgmt]
3G penetration rate: 96%
3.5G penetration rate: 35%
85%of the subscribers use the mobile web.
mobile web traffic grows faster than the PC traffic.
http://wirelesswatch.jp/2009/07/21/japanese-cellphones-global-markets/
[cirrius]
http://www.flickr.com/photos/miffymoo2/2885685758/in/set-72157607473383741/

[NTT 2007 / Infinita]

[infinita]

Growth of the mobile advertising market
Internet Ad
Mobile Ad
2008 Growth of Advertising Expenditures
[D2 / Dentsu]

talking on the phone in public is considered rude
ease of typing w/ numeric keypad
flat rate data plans (~$40)
high speed: 3.6 - 7.2 Mbps
long train commute
Data Adoption Factors
http://www.flickr.com/photos/trippy-purple-cloud/714065406/
easy to type
tirelessmusings.blogspot.com

free digital TV
GPS
gaming
internet

mobile usage
SNS access
[Yamazaki]
[PointOn Research]
age 20-49

http://chronicle.augusta.com/images/headlines/102498/JAPAN_BANK.jpg
personal communications could be stressful
http://www.mukwonago.k12.wi.us/~jushkca/Ed%20bowing.jpg
SNS provides an alternative medium

video sharing/commenting
9th most visited website in Japan
users: 11 million, 0.26 million premium
2 billion comments
http://www.nicovideo.jp/watch/sm7621651

members can shop
Can add & delete ads
[User-selected Ads]
purchase #
click #
overall click #
working on dataset construction

Need for GPS:

Location-based Ads
Advertiser
Target range
395% improvement in CTR
Most successful categories of advertisers:
Food & Restaurant Local Jobs and Employment
Educational Institutions Beauty salons Car dealers
[cirius]

User-generated gourmet SN
500,000 restaurants
900,000 food items
170,000 reviewers
millions of users

Mobage
game-based SNS
mostly mobile, free
> 500M PV / day
70% teen penetration rate
60% - 70% profit margin
Sales
[mobage]

game-based SNS
free games
mobile only
sales:
70% virtual items
30% ads

popular SNS: 24M users
Localization / adaptation is important
[sidefeed]
http://blog-imgs-22.fc2.com/c/a/n/canonsnk/2007_0319mixi.jpg

hosts blogs of many celebrities
40% of new blogs [sidefeed]
can give points to posts

many trends are adopted worldwide
http://www.flickr.com/photos/sanchome/525890022/
http://www.flickr.com/photos/27889738@N07/2981556460/sizes/l/
http://www.flickr.com/photos/26537660@N05/3193599369/sizes/o/

some trends stay local

http://www.hrstc.org	79
http://hrstc.org	35
http://jh11t.blogspot.com	27
http://www.slideshare.net	18
http://taitran.tumblr.com	17
http://log.ninhnv.com	15
http://safe.tumblr.com	11
http://datamilking.org	4
http://curiosidade.tumblr.com	3
http://evoi.org	3
http://linkhay.com	1
http://natthaphon.blogspot.com	1
http://lgstc.com	1
http://hrstc.com	1

Japan Mobile

by Neil Rubens on Aug 06, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

14 Embeds 216

Statistics

Japan Mobile — Presentation Transcript