21st century mobile marketing: japan - part 2

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21st Century Mobile Marketing: Japan Christopher Billich The 2nd Mobile Advertising & Marketing Summit Singapore, May 28, 2008 Part 2 of 2

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Presentation from 2nd Asia Mobile Marketing & Advertising Summit, Singapore, May 28, 2008. - Part 2 of 2 -

TRANSCRIPT

Page 1: 21st Century Mobile Marketing: Japan - Part 2

21st Century Mobile Marketing: Japan

Christopher Billich

The 2nd Mobile Advertising & Marketing SummitSingapore, May 28, 2008

Part 2 of 2

Page 2: 21st Century Mobile Marketing: Japan - Part 2

[continued from Part 1]

Page 3: 21st Century Mobile Marketing: Japan - Part 2

20% of Japanese teenagers lovin’ it already.

Page 4: 21st Century Mobile Marketing: Japan - Part 2

Who? What? When? Where?

Page 5: 21st Century Mobile Marketing: Japan - Part 2

Page 6: 21st Century Mobile Marketing: Japan - Part 2

Slice ‘n’ dice!

Page 7: 21st Century Mobile Marketing: Japan - Part 2

vs.

Page 8: 21st Century Mobile Marketing: Japan - Part 2

Page 9: 21st Century Mobile Marketing: Japan - Part 2

Noticed anything?

Page 10: 21st Century Mobile Marketing: Japan - Part 2

None of these are even remotely digital brands!

Page 11: 21st Century Mobile Marketing: Japan - Part 2

Principles

Page 12: 21st Century Mobile Marketing: Japan - Part 2

Make it desirable

Page 13: 21st Century Mobile Marketing: Japan - Part 2

CreateEngagement

Page 14: 21st Century Mobile Marketing: Japan - Part 2

Keep them coming back

Page 15: 21st Century Mobile Marketing: Japan - Part 2

Blend virtual and real

Page 16: 21st Century Mobile Marketing: Japan - Part 2

Glue for other media

Page 17: 21st Century Mobile Marketing: Japan - Part 2

Other things to keep in mind

Page 18: 21st Century Mobile Marketing: Japan - Part 2

1/3 use mobile search daily

Page 19: 21st Century Mobile Marketing: Japan - Part 2

1 in 6 use GPS already

Page 20: 21st Century Mobile Marketing: Japan - Part 2

2nd most important reasonto upgrade phone

Page 21: 21st Century Mobile Marketing: Japan - Part 2

30% usage among enabled base

Page 22: 21st Century Mobile Marketing: Japan - Part 2

Think way beyond the browser

Page 23: 21st Century Mobile Marketing: Japan - Part 2

Think way beyond mobile

Page 24: 21st Century Mobile Marketing: Japan - Part 2

“Something entirely new will arise from this...”

Page 25: 21st Century Mobile Marketing: Japan - Part 2

“...we just don’t know yet what

it will be.”

COO, Carrier/Agency

Joint Venture

Page 26: 21st Century Mobile Marketing: Japan - Part 2

Cool Stuff!

Page 27: 21st Century Mobile Marketing: Japan - Part 2

All is well then?

Page 28: 21st Century Mobile Marketing: Japan - Part 2

Not quite

Page 29: 21st Century Mobile Marketing: Japan - Part 2

Japan Advertising Market70 billion US$

Page 30: 21st Century Mobile Marketing: Japan - Part 2

Mobile Advertising: 1%

Page 31: 21st Century Mobile Marketing: Japan - Part 2

It should be 4 timesthat*

*at least

Page 32: 21st Century Mobile Marketing: Japan - Part 2

Why isn’t it?

Page 33: 21st Century Mobile Marketing: Japan - Part 2

To double within next 4 years

It’s still early.

Still early

Page 34: 21st Century Mobile Marketing: Japan - Part 2

Still haven’t really figured out the details

Page 35: 21st Century Mobile Marketing: Japan - Part 2

Still very basic

Page 36: 21st Century Mobile Marketing: Japan - Part 2

To double within next 4 years

Buying is too complicated

Page 37: 21st Century Mobile Marketing: Japan - Part 2

To double within next 4 years

Education is necessary

Resistance is fierce

Page 38: 21st Century Mobile Marketing: Japan - Part 2

To double within next 4 years

Education is necessary

Page 39: 21st Century Mobile Marketing: Japan - Part 2

www.infinita.co.jp/research

Thank you.

http://www.infinita.co.jp/research

http://www.infinita.co.jp/research

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