Cleverwood friday session_23rd april

www:innovasia-research.com www.jap-presse.com

Mobile Marketing in Japan :- Lessons from a leading market –

www.jap-presse.comwww:innovasia-research.com

23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 2(C)Jap'Presse / InnovAsia Research. Tous droits réservés 2

Who we are ?

Founded in 2001 by a euro-japanese team

Information and consulting agency specialized in IT Business in Pacific Asia

www.jap-presse.com : Daily news, sectorial reports (in french)

Market and Technology watch, focus on innovation and uses

Strategy consulting for Asian markets

Business intelligence, Partnership with asian companies (Japan, Korea, China)

Representative for Japanese IT Companies in Europe

Dig iT ! : Mobile picture recognition service, developed

by Olympus.

http://www.jap-presse.com/




23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 3

Introduction



i-mode 48,6 millions

EZweb 26,4 millions

Yahoo ! Keitai 16,7 millions

Total 91,8 millions

Market share of mobile carriers in Japan (end of

2009)

1,8

4,5

55,1 31,1

21,2

NTT DoCoMo KDDI

Softbank Mobile eMobile

Willcom

• Total number of mobile subscribers in Japan : 112,2 millions

• 3G subscribers : 109 millions

• Mobile contents markets : 3,7 Mds € (2008)

• ARPU of NTT DoCoMo : 44€ ; 18,34€ for Data (42%) (mars 09)

• Arund 50 millions subscribers to unlimited data (août 09)

• No SMS : e-mail massively used on mobile

1. General Data about Mobile Japanese market

4

Source : TCA Japan



Mobile in Japon : A mobile for every Lifestyle

5

Série 703i

SoftBank 931P

http://1.bp.blogspot.com/_6lB83Z_Bn8g/RjX9c-6CvqI/AAAAAAAAA7M/g8t087RIuWk/s1600-h/p_index_image_01.jpg



Various material, touch

Touchwood, by NTT DoCoMo,

2009

Série 823SH, SoftBank, Spring-summer

2008



Mobiles : Materials, touchMai 2008 : SoftBank launch a serie of

mobile phone made with Kimono

material from Kyôtô and shellac, « Japan

Texture »

http://cache.gawker.com/assets/images/gizmodo/2009/08/japan_texture_iphone_3-620x265.jpg

http://cache.gawker.com/assets/images/gizmodo/2009/08/japan_texture_iphone_2-620x352.jpg

http://www.davidaujapon.com/Etuis-aux-emblemes-de-samourais-pour-le-iphon



« au Design Project, by KDDI »« au design project ». Infobar Serie entered into the MoMa collection,

NYC, in 2007

2003, Infobar 1 : Design by Naoto

Fukazawa

2007, Infobar 2



Mobile Design for any Lifestyle

G-Shock Mobile, 2005Fujitsu Separate, 2009



Mobile Marketing



Mobile marketing crossmediaFreedom project by CupNoodle

http://freedom-project.jp



Mobile as a remote control, everything become connected

NTT

DoCoMo



Mobile FeliCa : Flyer and electronic coupon,McDonald’s Japan

A joint venture created by NTT DoCoMo and Mc Donlad’s : « the JV »

« Kazasu Coupon » launched in 2008

Electronic coupon with mobile FeliCa

Launched in may 2008 in 175 restaurants. 3800 restaurants in late 2009. 4,5 millions people use the service

Loyalty program, august 2009

Video demo : http://www.youtube.com/watch?v=-ARa7hjpdCk

OFF !

Start the Appli

Download coupon

through Internet

Pass the mobile on the reader

Collecting the selected menu

automatically

Possible to pay with iD, credit card from Docomo, electronic

money Edy and Waon from Aeon Group.



2. Coca-Cola on mobile (1)

Mobile = Be Everywhere, For EveryOne, at Every moment

Coca-Cola communicate on medias people use, the brand want to

be a part of the customer life.

Very active on SNS, for viral communication.

14

Collaboration

ViralCross MediaBrand

Love

Mobile

Concept for interactive communication

(source : Coca-Cola Japan)



Collaboration with MobaGé Town

Since spring 2007

Launching of a special site, anouncement on every

media (TV, magazine, C-mode, Coca-Coka Park) to

generate trafic on this site

Contents

Special goodies for avatars

Video game in the Brand’s Universe

Creation of a special character : Coke-skin

210 000 friends after 3 days !

8 millions pages, 5 millions access during the first 3

months

15

2. Coca-Cola on mobile

Coca-Cola Official site on MobaGéTown(C)Coca-Cola Japan Co., Ltd.

Video game on MobaGetown (C)Coca-Cola Co.,Ltd.

Coke-skin

(C)Coca-Cola Japan



Some Trends for coming years



Linking TV > Mobile “Real Drive, Senno Chosashitsu" (NTV)

• "Real Drive" is a TV Animation Program for Young Adult. Audience rating is approximately 3%.

• TV to mobile web, it's a TV Program Promotion. Users can get wall paper, ringtone and so on.

30 seconds after CM is "the shooting time".

• This is the first case to be used with popular TV program for us.

• Average matching accuracy is approximately 80%.

• Period

2008-04-09 – 2008-09-end

• Number of Matchings

Total: 5,234 Matchings (12 weeks)

Peak: 713 Matchings/30 minutes

Peak:：37 Matchings/minute

Source :



Linking TV > Mobile

Mobile FeliCa, le sans contact

sur mobile

Mobile FeliCa Equivalent du NFC en

Europe

Mars 2009 : Sony lance les premières

télécommandes intégrant un lecteur de

puce sans contact, sur les écrans LCD

séries W5 et F5.

Usages :

Paiement de contenus sur le portail

Internet TV AcTVila

Connexion en un geste au site mobile de

l’émission en cour, en passant

simplement son mobile devant la

télécommande.



Dig iT ! Vidéo1st Video recognition on Mobile in Europe

First Presentation in Europe : june 2009,

Summer University of the SNPTV (French

TV Advertising Association)

Commercial launching in 2010 in Europe

With Dig iT ! Video appli :

We register a video on our Dig iT Server

Anyone can use the Appli to « shoot » the

screen during a program, and Go Directly

to the mobile website of the TV Chanel,

etc.

Can be used For Musical TV > Mobile

TV Advertising > Mobile

TV Program > Mobile



Other trends (1) : Mobisodes and Short Videos

BeeTV : founded by NTT DoCoMo and

Avex Entertainment (record publisher)

http://beetv.jp

These contents are only available on NTT DoCoMo’s device.

Open in May 2009, 800 000 users (on Oct.09)

Subscribers fee : 315 yens (2,50€) per month for 8 channels

66 original programs of 3 to 8 minutes : Drama, music, comedy, variety,

moolog, animation, edutainment, cinema

Popular actors and comediens appears

Internet or mobile Distribution (download)

Successful programs are sold as DVD package.

au LISMO! (KDDI)

LISMO Video Store : download a long video on PC, and transfert to

Mobile

Au Box : set-top-box for Mobile phone

Le 14 octobre 2009 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 20



Other Trends (2) : 3D is already available on mobile

1st mobile with 3D effect had been commercialized in 2002.

Woooo Keitai H001 of KDDI (on sale in spring 2009)

3D LCD with Full Wide VGA resolution (480 x 854 pixels)

Able to make all 2D contents (picture, TV, games, etc.) to 3D images

without glasses

Some 3D contents are available

Le 14 octobre 2009 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 21



NTT DoCoMo’s Vision

E-mail Mobile

Instant Messaging

Communication

Data accessMobile Internet

Mobile contents

TV mobile

Lifestyle

infrastructure

Social Networking

services

Sharing personal

contents

Mobile FeliCa, NFC

Credit Card, payment card,

transport card on mobile…

Behavioral

Marketing

Virtual Assistant,

Customized loyalty

Program…

20101995 2000 2005

22©2009 Jap’Presse / InnovAsia Research Tous droits réservés

Applications



Virtual Assistant : i-Concier, by NTT DoCoMo

©2009 Jap’Presse / InnovAsia Research Tous droits réservés 23

A service launched in late 2008, by NTT

DoCoMo

A Virtual Assistant on the screen of your

Mobile Phone

A large Success : 3,7 Millions of

subscribers in January 2010. NTT DoCoMo

forecast 10M subscribers in 2012.

A service payed by end users : 260 yens

(1,63 euros) per month

Connected with +250 Brands, content

providers, retailers, couponing services.

A new way to make research

Video :

http://www.nttdocomo.co.jp/corporate/

ad/tvcm/100315_01.html

http://www.nttdocomo.co.jp/corporate/ad/tvcm/100315_01.html

http://www.nttdocomo.co.jp/corporate/ad/tvcm/100315_01.html



Mobile Virtual Assistants : Yes, we can ! Why on mobile ?

It is the obvious device to use a VA

Basics of mobile marketing : Choice, Control, Personalisation, Benefit

Several companies in Europe specialized in Artifical Intelligence

Voice recognition technologies are now mature

Various themes possibles : photorealistic, 3D animation, Flash animation.

Already many Intelligents Agents on e-retail website

Contextual understanding.

http://www.companions-project.org/

In long term, Virtual Assistant could also be present on TV Screen, Mobile Gaming Device, etc.

UI and Search UI is always a strategic issue

New business opportunities for yellow pages : couponing, personalized advertising, etc.






Connected TV, a coming Revolution

• December 2009 – January 2010 : Agreement between Skype and Panasonic,

Sharp, Samsung…

• July 2010 : Samsung will open an App Store for connected TV

• Connected TV will change the way we use TV : widgets



Many thanks !

[email protected]

What we do :

• Market and technology watch in Asia

• Highly innovative services like Virtual Assistants, Video recognition on

mobile…

• Mobile marketing campaign in Japan, Techno partnership with Japanese

company

Cleverwood friday session_23rd april

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