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Part 1 of 2


21st Century
Mobile Marketing: Japan
The 2nd Mobile Advertising & Marketing Summit
Singapore, May 28, 2008




                        Christopher Billich
90% of subscribers
use the
Mobile Web
4 4 in 5 of them on 3G
  in 5 of them on 3G
How we got there
Luscious handsets
Without device fragmentation
All you can eat pricing
Gardens without walls
Gardens without walls
Healthy
obsession
with
user
experience
Standardization
Wide choice of formats
as a result of which
Mobile Advertising
revenues exceeded                621

half a billion US$ last year.
                          390

                  288

          180
  100


  2003    2004    2005    2006   2007
To double within
  next 4 years
2003




Advertising          Content
2007




Advertising          Content
Campaigns that work
One in every phone
Digital
fortune cookies!
268 kinds!
“How many
you got?”
Hardware
feature
#1
Helloooo!
Not an
idle screen
anymore.
Get me!
                  Get me!         Get me!
me!
                                            Get

        Get me!
                        Get me!
[continued in Part 2]

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21st Century Mobile Marketing: Japan - Part 1