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Presentation from Online Marketing Duesseldorf trade fair (OMD), September 17, 2008.
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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!
www.infinita.co.jp/enwww.slideshare.net/cbillich/slideshows
All visuals © Christopher Billich unless otherwise noted.
