The mobile phone now is becoming….
a camera, a house key, a corporate security card, a
credit card, an airplane boarding pass, a game machine,
a music player, an Internet browser, a watch, an alarm
clock, an excuse to leave a meeting early, a scheduling
tool, and a wallet
…and still has the function of plain old telephony.
Time Zone #1
Content and services must be concise,
easy to access and understand, and
easy to drop and pick up again later
Time Zone #2
Longer-term, dedicated usage. Larger blocks of time
available to focus on content and services. Explore
and engage more, and for longer periods.
In this time zone, content and services can have more
depth and breadth.
Mahou no Island translates as Magic Island.
Started as a free homepage service for mobiles
and PCs in 1999
The services allowed users to develop a
personal homepage for mobile phones without
the need of a PC, and at no cost.
The key strategic move Mahou no Island
made was to let users create content in
addition to the usual homepages, proﬁles,
bulletin boards and other communications.
This was essentially an SNS platform long
before companies like MySpace hit the
What started as a free
hosting and content
creation platform turned
into SNS, novels, music
Mobage-town (short for Mobile Game
Town) was launched in 2006.
The site offers free single and multiplayer
games, SNS functionality, location-based
services and avatars.
Casual games are the lure at
The platform offers over a hundred
different games and adds several
new ones each month. Most are
simple one-button games, and can
be played on most Japanese
Registered users can create their own proﬁle
page displaying their interests, hobbies and a
personal avatar, as well as a room for the
avatar to inhabit.
This room is placed on a virtual map of Japan
that deﬁnes the virtual neighborhoods of the
To personalize their avatars, users need
to purchase clothes or accessories using
a virtual currency called Moba-Gold.
Mobage-town offers a service that
permits users to write and upload
novels or read novels submitted by
Within less than six months, over
280,000 novels had been
There is also a Music Creators
Corner where subscribers can
submit original music. It is also
possible to look “local” artists.
Within six months after the launch,
around 2.500 songs had been
uploaded to the platform
DeNa’s subsidiary Pocket Afﬁliate
handles advertising and afﬁliate site
management for Mobage-town.
Mobage-town also introduced
location-based games and
advertising services that further
focus its revenue activities.
Mobage-town became one of most
successful mobile platforms in Japan.
It also became the most active mobile
site in terms of page views,
outperforming Mixi Mobile and Japan’s
number one mobile portal, Yahoo!
Tap into the learning curve
Offer anticipatory services, information
Be user-ecosystem relevant
(based on the user’s current situation, location, needs, etc.)
Add incremental value
(boost the value of the service over time)
While many players
struggle to make larger
screens and wider
keypads, or pump up their
content and services….