Japan Mobile

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japan mobile networking services sns social cell phone
Neil Rubens Tokyo Japan
MediaX New Metrics Social Media

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Japan Mobile

  1. 1. Mobile Advertisement & Social Networksin Japan<br />New Metrics for New Media: Analytics for Social Media and Virtual Worlds <br />Neil RubensAssistant ProfessorAI / eLearning Laboratory (Okamoto/Ueno)University of Electro-CommunicationsTokyo, Japanwww.DataMilking.org<br />
  2. 2. softbank.jp<br />
  3. 3. Mobile Photo Sharing (NTT)<br />Photo is automatically transmitted over cell network<br />http://otayori.nttdocomo.co.jp<br />
  4. 4. Mobile IC: 28.5M users (Mar.2008) <br />[cirius]<br />
  5. 5. http://blog.qoqoa.com/2009/05/18/qr-code-usage-in-japan/<br />
  6. 6. Majolica Mirror<br />send your photo<br />receive a photo of w/ a new make up style<br />[asiajin.com]<br />
  7. 7. <ul><li>1.12 cell subscriptns / person (ages 15-64)[Ministry of Public Mgmt]</li></ul>3G penetration rate: 96% <br />3.5G penetration rate: 35%<br />85%of the subscribers use the mobile web. <br />mobile web traffic grows faster than the PC traffic.<br />http://wirelesswatch.jp/2009/07/21/japanese-cellphones-global-markets/<br />[cirrius]<br />http://www.flickr.com/photos/miffymoo2/2885685758/in/set-72157607473383741/<br />
  8. 8. [NTT 2007 / Infinita]<br />
  9. 9. [infinita]<br />
  10. 10. Growth of the mobile advertising market<br />Internet Ad<br />Mobile Ad<br />2008 Growth of Advertising Expenditures<br />[D2 / Dentsu]<br />
  11. 11. talking on the phone in public is considered rude<br />ease of typing w/ numeric keypad<br />flat rate data plans (~$40)<br />high speed: 3.6 - 7.2 Mbps<br />long train commute<br />Data Adoption Factors<br />http://www.flickr.com/photos/trippy-purple-cloud/714065406/<br />easy to type<br />tirelessmusings.blogspot.com<br />
  12. 12. free digital TV<br />GPS<br />gaming<br />internet<br />
  13. 13. mobile usage<br />SNS access<br />[Yamazaki]<br />[PointOn Research]<br />age 20-49<br />
  14. 14. http://chronicle.augusta.com/images/headlines/102498/JAPAN_BANK.jpg<br />personal communications could be stressful<br />http://www.mukwonago.k12.wi.us/~jushkca/Ed%20bowing.jpg<br />SNS provides an alternative medium<br />
  15. 15. video sharing/commenting<br />9th most visited website in Japan<br />users: 11 million, 0.26 million premium<br />2 billion comments<br />http://www.nicovideo.jp/watch/sm7621651<br />
  16. 16. members can shop<br />Can add & delete ads<br />[User-selected Ads] <br />purchase #<br />click #<br />overall click #<br />working on dataset construction<br />
  17. 17. Need for GPS:<br />
  18. 18. Location-based Ads<br />Advertiser<br />Target range<br />395% improvement in CTR<br />Most successful categories of advertisers:<br />Food & Restaurant Local Jobs and Employment <br />Educational Institutions Beauty salons Car dealers<br />[cirius]<br />
  19. 19. User-generated gourmet SN<br />500,000 restaurants<br />900,000 food items<br />170,000 reviewers<br />millions of users<br />
  20. 20. Mobage<br />game-based SNS<br />mostly mobile, free<br />&gt; 500M PV / day<br />70% teen penetration rate<br />60% - 70% profit margin<br />Sales<br />[mobage]<br />
  21. 21. game-based SNS<br />free games<br />mobile only<br />sales:<br />70% virtual items<br />30% ads<br />
  22. 22.
  23. 23.
  24. 24. popular SNS: 24M users<br />Localization / adaptation is important<br />[sidefeed]<br />http://blog-imgs-22.fc2.com/c/a/n/canonsnk/2007_0319mixi.jpg<br />
  25. 25. hosts blogs of many celebrities <br />40% of new blogs [sidefeed]<br />can give points to posts<br />
  26. 26. many trends are adopted worldwide<br />http://www.flickr.com/photos/sanchome/525890022/<br />http://www.flickr.com/photos/27889738@N07/2981556460/sizes/l/<br />http://www.flickr.com/photos/26537660@N05/3193599369/sizes/o/<br />
  27. 27. some trends stay local<br />

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