mobile & smart phone apps. and its related market in japan masaaki yoshikawa director general...
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Mobile & Smart Phone Apps. and its related Market
in Japan
Masaaki YoshikawaDirector General
Osaka Innovation HubOsaka City Government
Japan
http://www.innovation-osaka.jp
Global Innovation Osaka
Topic
• Osaka Innovation Hub • Japanese Market Profile• Trend observed from Financial market• Internet Of Things
Osaka Innovation Hub
• Founded: by Osaka City Gov. • Goal : To Build an Innovation Ecosystem, and
to become a gateway to and from the World• Regional Organizer of the Contest (2014)
Mono-App. Hackerthon -ICT x Hardware-
• Gadget Hackerthon, “Mono App. Hackerthon”– Smart Toy by MOFF
• Sharp– SmartPhone x TV
• Sony– Xperia Wearable
• Docomo – Hardware Devices
Moff: a company born from the Mono App. Hackerthon
Japanese Market Profile
Mobile Phone OS Share-Shifting to Smartphones-
2012.8 2013.80%
10%
20%
30%
40%
50%
60%
70%
80%
Mobile Phone OS Share**
Feature PhoneAndroidAppleOthers
Mobile Phone Contracts: 129.13Million (2012.Dec.)**Telecommunications Carriers Association (TCA)
**Source: comScore MobiLiens
61.8%
13.2%
24.6%
0.4%
Declining, but …still large
Smartphone Penetration (2013)-International Comparison-
Source: Google Our Mobile Planet
china
Hong Kong
IndonesiaIsr
aelJapan
Korea
Malaysia
Phillipines
Singapore
Taiwan
Thailand
USA
Vietnam
47%
63%
14%
57%
25%
73%
35% 39%
72%
51%
31%
56%
20%
Mobile content & the related market in Japan, 2012
- USD 23.5 Bill -
2009 2010 2011 20120
5,000
10,000
15,000
20,000
25,000
Mobile content and commerce market in Japan
Mobile Commerce MarketMobile Content Market
(Unit: USD Million )
Market 2009 2010 2011Year-on-
Year 2012Year-on-
YearMobile Content Market 5,525 6,465 7,345 114% 8,510 116%Mobile Commerce Market 9,681 10,085 11,716 116% 14,997 128%Mobile Content related market 15,206 16,550 19,061 115% 23,507 123%
15,206 16,550
19,061
23,507
Source: Ministry of Internal Affairs and Communications“ Results of Survey on Actual Status of Industrial Structure of Mobile Contents in 2012” with Mobile Content Forum survey in 2012
• Commerce Market: Shopping, Services, Transaction• Content Market: Paid digital content, i.e. games, music
“Mobile”: Feature Phone and Smartphone
The mobile content market in 2012-Feature phone & Smartphone: 8.5Bill-
(Unit: USD Million )
2009 2010 2011Year-on-
Year 2012Year-on-
YearFeature phone market 5,525 6,465 6,539 101% 4,793 73%Smartphone market *35 *123 806 655% 3,717 461%Mobile content market 5,525 6,465 7,345 114% 8,510 116%Note: * are reference values.Source: Ministry of Internal Affairs and Communications" Results of Survey on Actual Status of Industrial Structure of Mobile Contents in 2012" with Mobile Content Forum Survey
2009 2010 2011 20120
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
Mobile Content Market-Feature phone and Smartphone-
Smartphone marketFeature phone market
5,525
6,465
8,5107,345
Feature Phone market remarkably declined in 2012, transiting to Smart Phone.
Feature Phone/Content Market Segments -Japan has well cultivated markets since i-Mode -
( Unit: USD Mill.)
Source: Ministry of Internal Affairs and Communications" Results of Survey on Actual Status of Industrial Structure of Mobile Contents in 2012" with Mobile Content Forum Survey
2009 2010 2011 2012 Year On Year
Ringtone 402 335 287 200 70%
Chaku-uta 1,201 1,133 942 554 59%
Mobile game 884 822 570 398 70%
Decoration mail 228 243 213 128 70%
E-Book 500 516 489 320 65%
Ring-back tone 115 130 118 94 80%
Fortune telling 191 185 180 122 68%
Standby 226 214 172 108 63%
Kisekae 99 117 103 54 52%
Weather/News 97 127 140 120 86%
Traffic information 241 267 217 160 74%
Life information 121 170 168 159 95%
Scocial game 447 1,389 2,078 1,888 91%
Video dedicated 112 162 176 93 53%
Arts and entertaiment 241 242 242 103 43%
Media / Information 66 62 54 37 69%
Others 354 351 390 255 65%
Feature phone market 5,525 6,465 6,539 4,793 73%
Smartphone Content market segment( Unit: USD Million )
2011 2012 Year on YearGame and social game 481 2,607 542%Music content market - 198 -Video and movie - 262 -Others 325 650 -Smartphone market 806 3,717 461%
2011 20120
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
481
2,607
0
198
0
262
325
650
Game and social game Music content marketVideo and movie Others
Source: Ministry of Internal Affairs and Communications" Results of Survey on Actual Status of Industrial Structure of Mobile Contents in 2012" with Mobile Content Forum Survey
GAME: 70%!
Killer Applications on SmartPhone
• Puzzle & Dragons– Lunched in Feb. 2012
– USD 70MIl/Month (Only this app) – #1 Revenued App in Google Play in
the world (Distimo 2013.Sept)• Line– Lunched in June, 2011– Users: 400Mil– #3 Revenued APP in Google Play :
LINE Pokopang (Distimo 2013.sept)
© GungHo Online Entertainment, Inc.
©LINE Corpration
Number of Paid Apps installed (2013)- Japan Pays Apps more than 2 X -
Source: Google Our Mobile Planet
china
Hong Kong
IndonesiaIsr
aelJap
anKorea
Malaysi
a
Phillipines
Singa
pore
Taiwan
Thailan
dUSA
Vietnam
2
14
73
18
3 5 4 6 84
8 8
Revenue of Apps. at Google Play in Japan: #1 in the world
• “The only major country where Google vies with iOS on equal revenue terms” (App Annie Intelligence)
2012.Sept. 2013.sept0
50
100
150
200
250
300
350
400
450
500
OtherUSKoreaJapan
Google Play revenue in the world: Japan is #1.( Data Source:Distimo)
100
470
Japan becomes the #1 revenue market for Smartphone in 2013.
Oct.2012 Oct.20130
50
100
150
200
250
300
350
400
App.Store & Google Play (Combined)Monthly Indexed Revenue
JAPANUSAKoreaUK
Inde
xed
Reve
nue
Source: App Annie Intelligence
The mobile commerce market (2012)( Unit: USD Million )
2009 2010 2011 2012Year on
YearShopping 4,284 4,392 5,839 6,878 118%Services 3,891 4,109 4,249 6,281 148%Transaction 1,542 1,584 1,628 1,838 113%Total 9,717 10,085 11,716 14,997 128%
2009 2010 2011 20120
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
TransactionServicesShopping
Source: Ministry of Internal Affairs and Communications" Results of Survey on Actual Status of Industrial Structure of Mobile Contents in 2012" with Mobile Content Forum Survey
Advertising Market- Internet -
(UNIT: USD Million)
2,011 2,012 2,013Total Amount of AD. 57,098 58,913 59,662Mass media (TV, Radio, News Paper, Magazine) 27,018 27,796 27,825Satellite related 891 1,013 1,110Internet 8,062 8,680 9,281Promotional media 21,127 21,424 21,446
Source: Dentsu ; Feb.20, 2014, http://dentsu-ho.com/articles/789
47%
2%
16%
36%
Advertisement per category (2013)
Mass media (TV,Radio, News Paper, Magazine)Satellite related InternetPromotional media
Smartphone Advertising Market-Forecast-
Source: Cyber Agents based on Seed Planning data
2011 2012 2013 2014* 2015* 2016*
249
856
1,652
2,304
2,758
3,056
(Unit: USD Million)
2011 2012 2013 2014* 2015* 2016*
SmartPhone AD. Market 249 856 1,652 2,304 2,758 3,056
*Forecasted
Trend observed from the Financial Market
• Fin. Tech• Commerce• Edu. Tech• Social & Crowd & Curation• Hardware (Internet Of Thing)
Source: Sun Bridge Global Ventures Inc., A member of Super Producers of Osaka Innovation Hub
Fin.Tech• Personal Accounting– Money Forward :
Funded $5M • B2B Accounting– Accounting Free :
Funded $10.7M• Square-like payment
gadget– Coiney: Funded $8M
Source: Sun Bridge Global Ventures Inc., A member of Super Producers of Osaka Innovation Hub
Commerce
• Shopify-like online shop platform– Stores: Acquired by StartToday
$6M– BASE: Funded $2M
• Delivery Mall– Gochi-Kuru: Funded $10M
• Second-Hand C2C EC– Sumally: Funded $1.5M– Mercari:Funded $14.5M
Source: Sun Bridge Global Ventures Inc., A member of Super Producers of Osaka Innovation Hub
Edu.Tech
• Online tutoring– RareJob: funded
$3.3M• Massive open online
course (Mooc)– Schoo web-campus:
funded $1.5M• Game/app education– Quipper : funded $5M
Source: Sun Bridge Global Ventures Inc., A member of Super Producers of Osaka Innovation Hub
Social & Crowd & Curation
• News App– SmartNews: Funded $4.2M– Gunosy: Funded $12M– Antenna: Funded $20M
• Yelp-like social rating– Retty: Funded $3.3
• Crowd sourcing– CrowdWoks: Funded $11M– Gengo: Funded $12M
• Event– PeaTix: Funded $3M
Source: Sun Bridge Global Ventures Inc., A member of Super Producers of Osaka Innovation Hub
Hardware (Internet of Thing)
• Wearable– Moff: raised $79k on
– Ring: raised $890k on
Source: Sun Bridge Global Ventures Inc., A member of Super Producers of Osaka Innovation Hub
Internet of Thing- Business Pitch Contest-
• HackOsaka 2014– Key note speakers: • Eric Migicovsky, Pebble
Technology CEO, (USA)• Matt Webb, BERG CEO (UK)
– International Pitch Contests: • From Taiwan, Singapore,
Indonesia, Australia, UK, ..
HackOsaka 2015 : February 10th, 2015WELCOME to Pitch your Smartphone Apps..
Conclusion• The Mobile content market is USD 8.5 Bill. Its related
market, Mobile commerce market is USD 15 BilL. (Acc.to Mobile Content Forum Survey)
• Some portion of the Advertisement market on Internet and Promotional media (USD 30 Bill.) should be additionally considered to the Mobile content market.
• The Japanese mobile content market is one of biggest in the world, and has been commercially well cultivated since the “i-mode” created the market in 1999.
• According to Anny App Intelligence, Japanese revenued market on Smartphone has become #1 in the world in 2013.
Conclusion (2)
• The transition to Smartphone from Feature phone has been remarkably taking place since 2012.
• Trends in Japan for Mobile apps are, we see from the financial market, , 5 categories:
1)Fin.Tech, 2)Commerce, 3)Edu.Tech, 4)Social & Crowd & Curation, 5)Hardware (Internet of Thing)• Osaka Innovation Hub will hold a International Pitch
Contest, called “HackOsaka” in 2015; Registrations on Smartphone Apps, including IOT( Internet of Things) are to be welcomed!
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