Next Exit TokyoMobile in Japan

Christopher Billich

Online Marketing DüsseldorfSeptember 17, 2008

I work for a company called

based

somewhere around herenasa.gov

which works for companies like

The Shameless Advertising

Part

The Shameless Advertising

Part

on Mobile Strategy.

The Shameless Advertising

Part

Some of the things people do with their phones in Japan

Music

SNS

Camera

VoD

Payment

Shopping

Radio

Search

Coupon

Navi

Games

TV

Books

Manga

If you really want to

You can even make a phone call.

102 million mobile subscribers

9 in 10 use theMobile Web

4 in 5 of them on 3G4 in 5 of them on 3G

Source: NTT Advertising, 2007

10-19

20-29

30-39 30%

37%

22%

21%

28%

42%

39%

23%

25%

Mobile matters.“Which Medium is Most Important to To You?” - by Age Group

TV Mobile PC Other

>3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t

3%4%

13%

16%

22%

15%

24%

“More than an hour daily”: 61%

“At least daily”: 90%

A lot.

Source: Infinita, April 2008

Mobile Web Usage Frequency among 16-24 year olds

Why that is

istockphoto.com

Operators: benevolent dictators

High-spec handsets

No device fragmentation

Unwalled Gardens

Revenue sharefavoring contentowners

istockphoto.com

Messaging is (almost) free €0,--

istockphoto.com

More than 1/3 of data users on “All you can eat” plans

istockphoto.com

Healthyobsession with user experience

Standardization

istockphoto.com

Wide choice of formats

istockphoto.com

as a result of which

Mobile Advertisingrevenues exceeded half a billion US$ last year.

621

390

288

180

100

2003 2004 2005 2006 2007

To double within next 4 years

2003

Advertising Content

1:20

2007

Advertising Content

1:6.5

TV

Radio

Online

Newspaper

OOH

Event

Transit

Magazines

Mobile Ads

URL

Mobile Search

PC Search

Mobile Site

PC Site

PoS

Mobile Tool

EC Site

Mobile SNSMobile Mail

BlogsReviews

Attention Interest Search Action Share

Word of Mouth

Interest Search Action Share

Broad Reach Targeted Reach Search

Access Tools

PoS

Mobile Site

Carrier Menu

!"#$!!

Mobile Email Ads

Mobile SNS

Fashion

News&Sports

TV Guide

Location/Maps

QR

Short Codes

Visual Search

NFC

Mobile Email

Mobile SNS

Attention

Social

A couple of campaigns.

One in every phone

Digital fortune cookies.

268 kinds!

A bit like these(but better haircuts).

Feature# 1

Helloooo!

Not anidle screenanymore.

Get me!

Get me!Get me!

Get

Get me!

me!

Get me!

20% of Japanese teenagers lovin’ it already.

Who? What? When? Where?

Now you know.

Slice ‘n’ dice!

Cool Stuff!

All is well then?

istockphoto.com

Not quite

Japan Advertising Market70 billion US$

istockphoto.com

Mobile Advertising: 1%

It should be x timesthat

Why isn’t it?

To double within next 4 years

It’s still early.

Still early

Still haven’t really figured out the details of targeting

Metrics arestill basic

To double within next 4 years

Buying is a headache

To double within next 4 years

Education is necessary

Resistance is fierce

To double within next 4 years

Education is necessary

Danke!

billich@infinita.co.jp

www.infinita.co.jp/enwww.slideshare.net/cbillich/slideshows

All visuals © Christopher Billich unless otherwise noted.