![Appsasia Monthly Report [JUNE 2014]](https://image.slidesharecdn.com/appsasia6marketresearchjapaneng-140605045422-phpapp01/75/Mobile-Marketing-Research-for-the-Japanese-Market-1-2048.jpg)
![4. Introduction to the Japanese Channels – pre-register
■ Japanese pre-register system?
Lobi
ICHI
HAYA
Average ac
quisition
OS AndroidiOS
On the Japanese market, low-quality applications and account deletions boosts the CPI. While advertising sees its li
mit, the number of pre-registrations made via Twitter for example, is gradually increasing, showing better results in
terms of acquisition quality. Pre-register services represents an important tool of promotion.
** Circles size following the data/ OS proportion shown
Game
Gifts
Rocket Start
Pre-
register
TOP10
Booking numbers, the nature of the content
and its quality conversion rates differs depen
ding on the nature of the game. The type of
platform must also be taken in count.
Regular
29%
[TOP100 new games sales]
Pre-order takes over a large part
Pre-register
71%
Global App Marketing Agency](https://image.slidesharecdn.com/appsasia6marketresearchjapaneng-140605045422-phpapp01/75/Mobile-Marketing-Research-for-the-Japanese-Market-7-2048.jpg)
![16
Global App Marketing Agency
Reference
Marketing
Start
U.S. AppStore Top Free #8
Japan App Store Top Free #1 / Gross #7
About 100 apps,
Successful marketed
[2012/2013] Over 40 apps,
U.S., Japan, China Marketing Project
Grossing
Rank #1
Download
Rank #1
50
150
200
250
Jul 29 Aug 5 Aug 12 Aug 19 Aug 26 Sep 2 Sep 92014
1
DL/Gross
Japan Market Top 10
for 60 days
Polaris Office
100
[2013] 7 apps,
U.S, Japan, SEA Marketing Project
[2012] Over 20 apps,
U.S., Japan, Beta Test Project
Appsasia,forlast3years,hassuccessfullyoverseentheglobalmarketingforover100appsinU.S.,Japan,Europe,C
hina,andSEA.AppsasiahasbeenselectedasanofficialagencyofKoreangovernment’ssupportingproject.
■ App Marketing References](https://image.slidesharecdn.com/appsasia6marketresearchjapaneng-140605045422-phpapp01/75/Mobile-Marketing-Research-for-the-Japanese-Market-16-2048.jpg)
Uploaded byappsasia
Mobile Marketing Research for the Japanese Market
The document provides an overview of the Japanese mobile app market and marketing strategies for appsasia clients. It discusses that the Japanese Android market is the largest in the world. It then analyzes popular Japanese social networks like LINE and Mixi, video sites like NicoNico, and pre-registration services. Finally, it outlines Appsasia's marketing program and capabilities, including managing Line Coin promotions, Facebook ads, and references past marketing successes in various global markets.
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Mobile Marketing Research for the Japanese Market
- 1. Appsasia Monthly Report[JUNE 2014]
- 2. 2 Appsasia Market Research 1. Japanese Market Overview 2. Japanese Market Research 3. Japanese Major Media Infographic 4. Introduction to the Japanese Channels Appsasia Monthly Report Global App Marketing Agency
- 3. Japanese sales arematchless on the android market, bigger than the American and Korean market all together. The American market is the Japanese equivalent for iOS. As the market was expanding, the variety and cost of adver tising media (TV Commercial...) increasing too, bringing more attention to it. ■ Why is the Japanese mobile market attractive?= It is the largest market in the world. 0 20 40 60 80 100 120 140 160 180 Millions Top seller by country chart (Based on Apr. 2014 Sales) 3rd ra nk China 3rd ra nk Korea 2nd ra nk USA 1st ran k Japan 2nd ra nk Japan Canada Australia UK + + 1st ran k USA 1. Japanese Market OVERVIEW Global App Marketing Agency
- 4. ■ Japanese gamesmarket analysis Implication Considering Line marketing platform(Line Coin), aligned to the variety of devices ARPU forecast $ 2.87 Google market size $ 1.7M/month iOS market s ize $ 1.2M/month Localization Strong need Most popular g ame Puzzle & Dragon, Line Pokopang, etc. Japanese market download and sales forecast Source : second half of 2013/ ARPU’s market size and forecast for Free app and IAP Grossing reference (paid apps excluded) • Puzzle, Casual and TCG, from light games to RPGs • Sony, Sharp, Fujitsu requiring device testing • Japanese consumers are sensitive to the brand image and CS Japanese Google / iOS Top 50 genre and features analysis Localization Japan Other 90 % 10 % Google Japan / iOS Top 50 analyzed by genre 2. Japanese Market Research Global App Marketing Agency
- 5. (SNS/Blog/Publisher/Video/Market) 3. Infographic ofJapanese major media Since the Japanese game market is the biggest in the world, various mobile advertise platform has developed There is also local media which we can not see in any country Global App Marketing Agency
- 6. LINE 54%Mixi 29% mixi 22% ■ Japanese ChannelsSNS 4. Introduction to the Japanese Channels - SNS 4,800 2,100 2,070 1,300 383 270 LINE Facebook Twitter Mixi Mobage Gree Japan SNS Active User (Unit: 10 000) All Users Mobile Users SNS Usage Analysis (Source: ICT Research) In Japan, one of the user SNS platform (mobil e). Nov. 2013 , the number of users surpassed 300 millions worldwide and 48 millions in Jap an. Line FREECOIN (CPI), provides videos and ads. Increase CPI brought attention to Japane se media. Standard Japanese SNS : LINE Japan's largest social networking service. First noticed in the Japanese version of ‘Cyworld ’, expanding its service area with the recentl y released "Monster Strike”over taking "puzz le and dragon”on the Japanese market in the Appstore. Standard Japanese SNS : Mixi Source: http://www.hivelocity.co.jp/blog/27329 Global App Marketing Agency
- 7. 4. Introduction tothe Japanese Channels – pre-register ■ Japanese pre-register system? Lobi ICHI HAYA Average ac quisition OS AndroidiOS On the Japanese market, low-quality applications and account deletions boosts the CPI. While advertising sees its li mit, the number of pre-registrations made via Twitter for example, is gradually increasing, showing better results in terms of acquisition quality. Pre-register services represents an important tool of promotion. ** Circles size following the data/ OS proportion shown Game Gifts Rocket Start Pre- register TOP10 Booking numbers, the nature of the content and its quality conversion rates differs depen ding on the nature of the game. The type of platform must also be taken in count. Regular 29% [TOP100 new games sales] Pre-order takes over a large part Pre-register 71% Global App Marketing Agency
- 8. 51M 37M It is atrend which influence of on mobile and web video gradually increase in global m arket. Therefore video Ads are getting more importance. Particularly in mobile games. NIWANGO is the biggest site operator for Vid eo UCC. One of the best feature allows users to directly comment on the video screen(real time comment). Over 37M people registered o n Nico-Nico in 2013. With about 800M videos played over 1year. Representative video site Nico-Nico 100 65 57 47 Media influnces by types Standard TV Commercial (100) TV Mobile Video PC Banner Mobile Banner100M PV/monthly Average time of use102.7mi n/per day Average comments 1M Global App Marketing Agency YouTube 49% Market share Comparison of Active Users 4. Introduction to the Japanese Channels – video
- 9. Global App MarketingAgency • Organize all of the information freely combined in one page • Link, image, video, quote sentence etc.. All in one service ■ MATOME? ■ WIKI? 1200M PV/Monthly • The site the provides Game tips and MATOME • Depending on the privacy setting, it can be edited on a singular or collaborative mode • This tool can be used to create News, Event and Members directory related content 630M PV 4. Introduction to the Japanese Channels – MATOME/WIKI
- 10. Usinguniversalmobile mediaadvertisingin ordertoincreaseyour reachtowardsthetarget Review / CPIProgress Global App Marketing Agency ■ TV Commercial Strategy In the case of popular Japanese games TV commercials are usually made. From this fact we can sort out two sorts of mass marketing strategies. Tvadvertisementsaremade toreachnon-userswhenthe mobilemediadidn’tcreate therightexposure/branding Standard mobile advertising TV Commercial Marketing Outset Starting with the TV CM StrategyAStrategyB Ifthecontentshasbrandidentityorboostfromthelaunching • Open the game with a mix of mobile media and launch TV CM • Introducing the application is a great way to use the broadcast 2 nd wave introducing the mobile application using the broadcast 4. Introduction to the Japanese Channels – TV Commercial
- 11. Subway AD TruckAD Outdoor Event § 6.3M users<Tokyo Metro> § Digital, onboard, including a regional ad display § Advertising all over the Subway in Seoul § Mobile display advertising and AD gathered along the route of the target § Large signs and promotional videos § Subway and various outdoor events § Depending on the size and the venue prices may be different ■ Other Off-line Marketing Global App Marketing Agency 4. Introduction to the Japanese Channels – Off-line Event
- 12. 12 About appsasia Global AppMarketing Agency 1. Marketing Program 2. Line Coin Official Agency, appsasia 3. Facebook AD 4. Reference Global App Marketing Agency appsasia
- 13. 13 Global App MarketingAgency Appsasia Marketing Program From evaluating the suitability of target marketing to providing the know-how to successfully market an app globally,Appsasia suggests overall guidelines from Media Mix to event ideas — and more. ■ Appsasia Marketing Program Download Boom-up m Incentive Advertisement for Ranking entry - CPI/CPC/Platform (per country) m Non-Incentive AD for genuine users - Facebook/YouTube, etc. Marketing for engaged users MKT Program Local Expert Network Game Expert MKT Know-How Other New / Special Media m The only agency of Line Free Coin in South Korea - Cover over 55 countries, Android/ app No.1 MIM m Specialized Marketing Channels - Community Action /Video/ Event Localization / Beta-Test m Market analysis and localization - One-Stop Localizing Service m Target market Suitability testing - Survey, Beta Test, etc. analysis PR / Game Site m Pitching to top websites Ex) 40 U.S. Game review sites, over 100 news media sites m Direct connection to Game site & app sites - Local Promotion/ Events/ Review
- 14. 14 Global App MarketingAgency Worldwide Users 300,000,000 Users in Japan 47,000,000+ Users in SEA 51,000,000+ Users in Spain 15,000,000+ JAPAN 47M / Worldwide 300M Communication App Launched Free Coin service Since June 2013 Launched One Coin / Video Ad Low incentivized CPI AD (1 or 3 coin reward) High rate of retention The biggest CPI media in Japan Premium CPI ad media with a huge number of users. Line Coin Official Agency, Appsasia Appsasia, as an agency of Line Coin, can organize Line Coin promotions to encourage down loads. Line Coin has reached 300 million users around the world in the past year. ■ Appsasia Marketing Program
- 15. 15 Global App MarketingAgency Facebook AD Case Study by appsasia ■ Facebook CPC by appsasia Appsasia can produce effective and creative materials. With our exhaustive management includ ing daily report and material test, campaigns drove high cost-effective ad result. Image A Image B AD Copy A AD Copy B AD Copy C AGE Gender Interest Page < Over 10 AD TEST before actual campaign > < Young Creator’s brilliant AD Copy > Appsasia Facebook ad management process Minimize the trial and error Produce 10 different ad options and use the most effective image Detailed Oversight Close monitoring including real-time response and daily report Drive positive result KPI for final CPI cost is $2.5 and close the campaign over costs.
- 16. 16 Global App MarketingAgency Reference Marketing Start U.S. AppStore Top Free #8 Japan App Store Top Free #1 / Gross #7 About 100 apps, Successful marketed [2012/2013] Over 40 apps, U.S., Japan, China Marketing Project Grossing Rank #1 Download Rank #1 50 150 200 250 Jul 29 Aug 5 Aug 12 Aug 19 Aug 26 Sep 2 Sep 92014 1 DL/Gross Japan Market Top 10 for 60 days Polaris Office 100 [2013] 7 apps, U.S, Japan, SEA Marketing Project [2012] Over 20 apps, U.S., Japan, Beta Test Project Appsasia,forlast3years,hassuccessfullyoverseentheglobalmarketingforover100appsinU.S.,Japan,Europe,C hina,andSEA.AppsasiahasbeenselectedasanofficialagencyofKoreangovernment’ssupportingproject. ■ App Marketing References
- 17. ■ Successfully completedGovernment business supporting Nominate by MOIBA / KOCCA etc as Global marketing performer supporting business in globalization aims MOIBA § USA, Japan, China ü 2012~2013 MOIBA KOCCA § USA, Japan ü 2012 Mobile game Beta Test Born2Global § Indonesia, Hong-kong, Taiwan ü 2013~2014 B2G Global marketing supporting business Global market Beta Test supporting business Specialized consultation business for Born2Global Global App Marketing Agency Reference
- 18. C o mp a n y & S e r v i c e s Game Marketing Awards 2013