1) The document provides an overview of mobile trends and innovations in Asia, particularly Japan, Korea, and China.
2) It discusses developments in mobile music, TV, advertising, commerce, books, and social networks.
3) Key insights include the importance of indirect revenues for carriers from new services, Japan leading in many mobile areas like music and e-books, and the value of benchmarking Asian innovations.
Privatization and Disinvestment - Meaning, Objectives, Advantages and Disadva...
The Invisible Revolution: Hints from Asia on the Future of Mobile
1. The Invisible Revolution
Hints from Asia on the Future of Mobile
Benjamin Joffe, CEO | +8* | www.plus8star.com
Mobile Focus Conference | Stockholm | November 2008
2. I am going to talk about
Asia
Mobile music
Mobile TV
Mobile advertising
Mobile commerce
Mobile books
Mobile SNS
2008 Trends
What to remember
for 20 minutes
15. The 7 Mass Media
1st Media Print
2nd Media Recordings
3rd Media Cinema
4th Media Radio
5th Media TV
6th Media Internet
7th Media Mobile
Source: Tomi Ahonen, 2008
34. Minimum advertisement hides the
maximum potential.
Mobile is today the ultimate proximity
media, and reaching the Mobile is reaching
the Consumer.
Akihisa Fujita
CEO of D2 Communications
(Leading mobile marketing firm)
35. The mobile ad market in Japan was
over 700 million USD in 2007
71. SH906iTV for NTT DoCoMo
(June 2008)
Mobile TV service “One Seg”
Twist screen
with data menu overlay
Decorated and animated mobile
Internet browsing (left)
messaging
72. 1 2 3 4 5 6 7
8 9 10 11 12 13 14
15 16 17 18 19 20 21
• 1 | Music & video channel | Overnight download of • 13 | GPS | Location info, maps and navigation
programs via 3G network • 14 | Area Mail | Public alert information service
• 2 | “One seg” | Terrestrial digital mobile TV • 15 | Phone backup | Contacts, messages and pictures
• 3 | iMotion Video Clip | Up to 10MB/video automatic Internet backup during idle time
• 4 | 3D games with motion sensor • 16 | Remote lock | Remote locking of the phone
• 5 | Full track music download • 17 | Phone search service | Locate your phone if you
• 6 | Flat fee unlimited music lost or forgot it
• 7 | Deco-mail | Rich HTML mobile push email • 18 | Wallet phone | Contacless chip for transportation,
• 8 | Deco animation | Animated Flash mobile email membership cards, shopping (offline and online), credit
card, key/ID
• 9 | Receiver status message | Displays the receiver’s
status message when calling him/her • 19 | World Wing | 3G + GSM international roaming
• 10 | Video phone • 20 | Translator | Speak to the phone to get a translation
to and from English or Chinese
• 11 | 2-in-1 | Use two separate phoner numbers and
mobile email addresses on a single device • 21 | High-speed | HSDPA with up to 7.2Mbps download
speed
• 12 | i-Channel | Information service
73. Mobile service trend
Mobile TV Mobile web browsing service
Video phone call Mobile widget
80. Music service helps KDDI
double its new subs
Monthly growth index
1.50
New subs share /
Market share Ring songs
December 2002 Full Song Downloads
November 2004
1.00
0.50
0.00
Nov-01
Nov-02
Nov-03
Nov-04
Nov-05
Nov-06
May-01
May-02
May-03
May-04
May-05
May-06
Aug-01
Feb-02
Aug-02
Feb-03
Aug-03
Feb-04
Aug-04
Feb-05
Aug-05
Feb-06
Aug-06
-0.50
Source: Telecommunications Carriers Association, 2007
81. More revenues from indirect effects?
Revenue in 2006
0.2 EUR / song
Content fee (revenue share) 10 MEUR
50M full songs
44 EUR monthly ARPU
New subs thanks to innovation
330 MEUR
(~50% of subscribers increase)
1.25M new users
1bln
EUR!
Increased usage of existing subs 4.5 EUR monthly ARPU
(~50% of data increase from 2.5G 648 MEUR
to 3G) 12M 3G users
Source: [+8*] estimates based on KDDI figures
82. To remember from the KDDI case
KDDI do not get much revenues directly
from music
but record companies do and mobile
music is still growing!
KDDI makes HUGE money thanks to “halo
effect” & indirect revenues from music
data packages
new subscribers
churn reduction
86. There are more ideas
outside your country
than inside
Tom Kelley
CEO, IDEO
The 10 faces of Innovation
87. “Innovation Arbitrage”
• About us
– +8* | Plus Eight Star is the leading cross-market and cross-cultural consultancy in Asia.
– We provide local expertise & global perspective on mobile and Internet innovation from
China, Japan and South Korea to add value to and accelerate the development of our
clients’ businesses.
• Our services
– Analysis of proven best practices and business models from Asia
– Other services: executive study trips, market entry strategy, M&A advisory, partners
identification, negotiation support.
• Founder & CEO: Benjamin Joffe
– 9 years experience with mobile & Internet in Asia
– Selected among “China’s Top 100 mobile industry influencers” in 2007
– Regular speaker at events on mobile and Internet in Asia
– Fluent in English, Japanese, French with working knowledge of Mandarin, Korean and
Spanish
88. Selected References
• Adidas | E-commerce strategy for China, Japan & Korea
• Bouygues Telecom | Cases studies of leading Asian Web 2.0 services
and virtual worlds
• Deutsche Telekom / T-Online | Benchmark of Korean mobile & Internet
convergence strategies
• Hemisphere | Analysis of mobile marketing best practices in Japan and
South Korea (Hemisphere is a leading digital advertising agency),
analysis of leading social platforms (SNS, virtual worlds, online games).
• Microsoft | Analysis of Japan’s key players and market catalysts for
mobile commerce market positioning in China
• DeNA | Case studies of the best practices of leading social networks in
China and South Korea (DeNA operates Mobile Game Town, Japan’s
leading mobile SNS service)
• China Mobile | Benchmark of Korean leading online communities
• Sands Capital Management | Evaluation of China’s investment
opportunities in social networks in China
89. Social Work
• Mobile Monday
– Founder of the Mobile Monday forum in Beijing since 2006 (3,000+
members, 23 events, over 80 presentations).
• Media
– Monthly column on Asian innovation for Asian Business Leaders (one of
the leading Chinese business magazines), numerous interviews in
international media.
• Events
– Regular keynote speaker and moderator at Internet, Telecom, Media and
Investment events
e.g. ITU Asia, Asia Venture Capital Forum, China Mobility International Summit,
O’Reilly’s Graphing Social Patterns, Red Herring Asia, Media 08 Conference,
Wireless Developer Forum, Open Web Asia, XMediaLab, Mobile Monday Global
Summit, etc.)