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Next Exit Tokyo: Mobile in Japan
The document discusses mobile usage in Japan. It notes that nearly all Japanese use their mobile phones for various activities beyond calls like payments, shopping, cameras, navigation, games and social media. Mobile web usage is also very high, with over 90% of young people using it daily. The success of mobile in Japan is attributed to factors like widespread high-speed 3G networks, standardization across carriers, and a focus on user experience. Mobile advertising revenues in Japan have grown significantly in recent years but still make up a small portion of the overall advertising market. Barriers to further growth include challenges with advanced targeting and metrics as well as educating advertisers on mobile's potential.
