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Japan Digital:Business Culture, Mobile,
Games
February 9, 2014
The Hollywood Perspective
Long Duk Dong,“Sixteen Candles”
The Israeli Perspective
The Real Basis for Japanese Culture
4
Rice Farming Has Moved to the Office
5
Japan viewed by Hofstede’s 5 Dimensions
6
- Power distance
- Individualism vs collectivism
- Masculinity vs femininity
- Uncertainty avoidance index
- Long term orientation
Role of the IndividualJapanese Artwork Western Artwork
Japanese is Very Generational
20-30 30-40 40-55+
•Digital natives•Fast moving•Gentle but risk averse
•Suffering from pension crisis
•Harder to adapt to changing workplace
•Fear becoming oyaji
•Responsibility shy in their private lives
•Fewer getting married
YUTORI Generation
BubbleSedai and upper
LOSTGeneration
AGE
LIFESTYLE
GENERATION
8
Japanese young people: Real = Danger
BUBBLE COLLAPSE
KOBE EARTHQUAKE (5 YRS OLD)
STAGNATION & RECESSION
LIFE HISTORY OF A 22 YEAR OLD
EARTHQUAKE, TSUNAMI, Government Failure(21 YRS OLD)
SUBWAY TERROR(4 YRS OLD)
MOBILE VIRTUAL SNS(13YRS OLD)
POKEMON(7 YRS OLD)
SARS EPIDEMIC(12 YEARS OLD)
iMODE MOBILE WEB(8 YEARS OLD)
Self-Expression Platforms
(16 YRS OLD)
Source: Research on 20-year-olds 2010, Macromill
Gen Y: “SOUSHOKU DANSHI”DO YOU THINK YOU ARE A “SOSHOKU DANSHI”?
“Soshoku Danshi” (lit. Herbivore Men):(noun) They are men with gentle hearts. They don’t worry about being “masculine”, or greedily pursue the opposite sex. They are men that dislike being hurt and hurting others.
They are Socializers.Source: Masahiro Morioka “Heisei Danshi Zukan (Guide to Men in Heisei Era)” 10
Not a herd, but a swarm
❤❤
❤
11
12
YASHIMA Operation
Softbank
59.62 million(45.7%)
(29%)
(25.3%)
KDDI
■ 128 million subscriptions
Source: Bloomberg Reports, Q3 2013
Japan Operator Market Share (Jan, 2014)
Higher iOS Share than US and growing…
The Future of Mobile?
More Likely THIS is the Future of Mobile?
THIS is the Future of Mobile
17
THIS is the Future of Mobile
18
Maybe, THIS is the Future of Mobile
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Look to JAPAN for the Future of Mobile
Japan 1st market to near saturation
• Media / Video (most popular category)• Photos• Shopping • Lifestyle• Tools
Mandatory tablets in all K-12 classrooms
Japan: Networks Change Behavior
Japan LTE deploymentsclustered in Tokyo
Say こんにちは to Phablets
Growth / decline in ad-spend by category, 2010-2012
TotalAd
spendNewspaper Magazine TV Radio Digital Ads
Balloon Fishing
http://www.youtube.com/watch?v=j-6jn4Qo76E
Social Gaming Market Size : $5 billion USD in 20132010 2011 2012 2013
Annual Market Size(unit: 100 million Yen)
¥1,064 ¥2,385 ¥3,394 ¥4,135
Market size (monthly) 89 199 283 345
ARPU (monthly) 2365 3775 4635 5510
Paying users (unit: 10,000)
375 527 610 626
Paying Ratio 10% 13% 15.5% 17%
Active Users (unit: 10,000)
750 810 875 920
Active User Ratio 30% 27% 25% 23%
Unique Players (unit: 10,000)
2500 3000 3500 4000
Source: UFJ Morgan Stanley
Monetization: Japan has ¼ of US Google Play downloads but highest revenues in the world
Source: AppAnnie Index, Nov, 2012
iOS: World #2 revenue despite smaller user base
• DoCoMo, Japan’s largest operator, just launched iPhone in October
• Japanese consumers ready to spend for mobile content
• Games account for >80% of revenue in Japan App Store
• Catching up to US- faster growth in Japan
Source : AppAnnie Index, Nov 2012
Japan Social Mobile Gaming Market Drivers
• Carrier billing- integration of virtual wallets into games
• Game friendly society and mobile-centric users
• Faster mobile networks• Integration between mobile
and social gaming via SNS• High disposable income,
especially women gamers• Card Battle represents 70%
of Top 20 on Gree & DeNA
2 Closed platforms- DeNA and Gree
Source: Serkantoto.com
Japan-Only Genres: Manga based social games
Bandai Namco: Gundam Royal
Japan-Only Genres: Social RPGs
Japan-Only Genres: Social Dating/ Love Simulation
Special Genres: Social Idol Raising Games
Special Genres: Social Card Battle Games
Building a Successful Mobile Game in Japan
• Focus on popular genres- RPG (21%) & Romance (18%) popular on mobile
Localized marketing with celebrities and events
Prevent abandonment with easy game-play
Target female players with genre, art & game flow
Simple, colorful and streamlined UI
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