1. “Mobile” Makes
Marketing Evolve!
- Introducing a world-first marketing approach -
D2 Communications Inc.
President Akihisa Fujita
2. Akih
isa
Fuji
ta
1965: Born in Japan
1991: Joins Dentsu
1996: CCI (Founding Member & Director)
2000: D2C(Founding Member & Representative Director)
A leader in the development of cross-platform
PC & Mobile Advertisements
-Authored and edited 7 publications
-MBA Lecturer (Waseda University)
-Vice Chairman of Japan Internet Advertising Association
4. ATIONS
MU NIC
D2 COM
1. The world’s first company to
specialize in mobile advertising and marketing
- “D2” stands for Digital & Direct
- Sales: 150 million US$ (FY2008)
- Employees: 280
2. The “One-stop mobile marketing
service company”
- Mobile Site Winner of Cannes Gold Award
3. Mobile advertising and marketing evangelist
- Established the Mobile Ad Awards in 2002
5. D2C philosophy
D2C is committed to
contributing to the
development of the
mobile industry and
making people’s lives
more rewarding by
adding new value to
mobile communication.
6. Agen
da
1. Mobile Internet in Japan
2. Mobile Marketing: 3 Key
Technologies
3. Mobile Marketing Case Study
8. APAN
in J
FA CT
☑Number emails received
phones in Japan
each day on mobile
34% of 10-year olds receive 1-5 emails daily
16% of 13 year olds receive 51 emails daily
☑Feel insecure, if no mobile emails are received
25% of 10-year olds
26% of 13 year olds
10. Digital Na
tive
☑Japanese people 29 or younger who actively
used mobile email in their teens encounter
media in a completely different way. /Hakuhodo
2008
☑Children mobile usersor younger whomedia
habitual
in Global 16
also approach
are
in a completely different same way./Gartner 2006
☑What is happening inup overtoday tell us how
the world will shape
Japan
within the next 10
years.
☑Japan should be than an isolated future
indicator, rather
considered as a
case.
23. Seven Eleven Japan (2008)
☑Challenge: Trial for new
brand of bread
☑communicate via Mobile
Insight: People frequently
Social Networking
Services (SNS)
☑Solution: Avatar items
☑ Result: Approximately
2 million avatar items
downloaded in just two
weeks
24. Hi-Speed WOM
by Mobile Phone Screen / Mobile Internet
☑40% of those who learned
about the campaign relayed
the information to a peer
within one day
☑84.3% within 3 days
45%
40% 40.5%
35%
30%
25% 23.0%
20.8%
20%
15% 15.7%
10%
5%
0%
0 1 2+ 7+
その日中
day
Within a day
day
その翌日day
Next 2 ~2～3日
3 days later a week later
1週間
25. I don’t buy anything I am not
familiar with.
I don’t buy anything I wouldn’t put
on my avatar.
Street
light Hairstyle
Image of items for goody bag
Scenery
Dress
Bag
Sweater
Floor Animal
Boots
26. Conclusion:
Mobile phones reinforce integrated marketing communication.
☑ Mobileaphones are within an arm’s lives. of most people 24
•
hours day throughout their daily
reach
☑ Sales promotions, information notices, empathy media can
•
information sharing and coordination with other
development,
be efficiently achieved via personal mobile media.
☑ Conventional marketing techniques incorporate mobile
•
phones, or become replaced by mobile phones as they evolve
into more effective approaches.
☑ The embrace mobile phones to enhance its effectiveness and
•
will
integrated marketing communication of the 21 century
st
speed.
☑ Those who view mobile phones as a subset of PCs are
•
missing out on an opportunity.
27. D2C is dedicated to helping drive marketing
development via mobile phones around
the world!
