japan mobile web case study: mobagetown
DESCRIPTION
Presentation from Mobile Media Investors Conference, San Francisco, Dec 9, 2008TRANSCRIPT
Japan Mobile Web Case Studymobagetown
Christopher Billich
Mobile Media Investors ConferenceSan Francisco, December 9, 2008
I work for a company called
based
somewhere around here
What I will be talking about
1. Japanese Mobile Industry: Basics
2. The Biggest Mobile Service in Japan
3. What that has to do with us
102 million mobile subscribers
9 in 10 use theMobile Web
4 in 5 of them on 3G4 in 5 of them on 3G
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 $0,--
istockphoto.com
40% of mobile data users on data flat rate plans
istockphoto.com
Healthyobsession with user experience
Standardization
istockphoto.com
Some of the things people do with their phones in Japan
Music
SNS
Camera
VoD
Payment
Shopping
Radio
Search
Coupon
Navi
Games
TV
Books
Manga
(a few people even make phone calls)
>3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t
3%4%
13%
16%
22%
15%
24%
“More than an hour daily”: 61%
“At least daily”: 90%
But most have better things to do.Mobile Web Usage Frequency, 16-24 year-old users
Source: Infinita, April 2008
10-19
20-29
30-39 30%
37%
22%
21%
28%
42%
39%
23%
25%
TV Mobile PC Other
Especially if they are young.Which Medium matters most to you? - by Age Group
Source: NTT Advertising, 2007
Mobile Social NetworkingAwareness and Usage
2005
2006
2007
2008 19%
15%
10%
2%
46%
43%
49%
31%
35%
42%
41%
67%
No Awareness Awareness only Active Usage
Source: impress R&D, 2005-2008
Mobile Social NetworkingRevenue Projection 2005-2011 (US$ million)
Sources: Mobile Content Forum, Dentsu, Infinita
2005 2006 2007 2008 2009 2010 2011
Mobile Content (Total)Mobile Advertising (Total)Mobile SNS 4,624
743
5,267
1,283
863260
+14%
+73%
+232%
mobagetownThe Basic Idea: Free Games, SNS and Avatars
Source: DeNA Co., Ltd.
mobagetownBusiness Model
mobagetownMobile Advertising: Coca Cola Campaign
Source: Nikkei
Campaign Date: 05/07-06/07
Launched limited-time Coca Cola-branded version of social networking site mobagetown
Accessible only to double-registered users of mobagetown and Coca Cola Mobile
Reach top scores on Coca Cola-branded games to receive branded avatar items
Coca Cola-branded Decomail graphics to use in mobile emails to friends
“Coke Character” with avatar and blog
Campaign extensively promoted via tie-in with Coca Cola “The Coke Side of Life” TV campaign
Coca Cola-branded versionof mobagetown (above), branded games (top right),branded Decomail (left)
Source: DeNA Co., Ltd.
Almost 1 million sign-ups for Coca Coca mobile site
185 million page views
5.6 million page views on Coke character blog page alone
350,000 users connected with Coca Cola character as friends
190,000 comments posted to the Coke character blog
mobagetownMobile Advertising: Coca Cola Campaign
mobagetownMobile Advertising: UNIQLO Campaign
Source: DeNA Co., Ltd.
Campaign Date: April 2008
Download coupons for apparel retailer UNIQLO and redeem for discounts on relevant items at participating stores
Exclusive avatar items corresponding to the goods purchased via entering the unique product ID from price tag on mobagetown
Branded game, goal: “try on” the outfits that are being promoted as part of the campaign by jumping up to catch clothes flying out of a clothes dryer
mobagetownRevenues
0
10
20
30
40
50
60
FY07 Q2 FY07 Q3 FY07 Q4 FY08 Q1 FY08 Q2
10
0
0
2124
2420
11
12131717
14
131211107
US$ million Advertising* Affiliates Avatar Items Paid Content
* Includes standard advertising, tie-ups, search advertising, contextual text advertisingSource: DeNA Co., Ltd.
mobagetownMembers and Page Views
0
2
4
6
8
10
12
14
Mar 08 Dec 06 Sep 07 Jun 080
2
4
6
8
10
12
14
16
18
Mar 08 Dec 06 Sep 07 Jun 08
Million Billion2,126 PV/UU
1,272 PV/UU
Source: DeNA Co., Ltd.
mobagetownStrategic Evolution: Portal
Source: DeNA Co., Ltd.
mobagetownStrategic Evolution: Sophisticated Advertising Formats
Formats: Text ads relevant to search area
Compensation model: CPC
Pricing: bidding mechanism
Location-based advertising network “AdLocal” service provided by Cirius Technologies, Inc.
Advertisers can specify proximity (during an address- or map-based search)
Targeting: genre/product category, time of day, day of the week, area radius (1 to 10 km), weather (e.g. “show my advertising only if it is raining”)
mobagetownStrategic Evolution: Premium Games
Existing Games Strategy/Line-up Game Portal Strategy
+• Core: Casual games
• Offer all games for free to attract customers
★ Entry strategy
• Offer major licensed game titles
• Basic play free, premium charges
★ Create earnings from games
Source: DeNA Co., Ltd.
mobagetownStrategic Evolution: Online Casino
“Insert MobaGold”
Source: DeNA Co., Ltd.
mobagetownStrategic Evolution: Mobile Search Engine
“For search, too:mobagetown.”
“A new experience in mobile search.”
2007 2008 (est.) 2009 (est.) 2010 (est.) 2011 (est.)
494
371
262
16785
789736665576536
Non-searchSearch
mobagetownStrategic Evolution: Mobile Search Engine
Source: Dentsu, March 2008
Mobile Advertising Revenues, US$ million
Why I am telling you all this
Current time in San Francisco:11:20 am, Dec 9, 2008
Current time in Tokyo:04:20 am, Dec 10, 2011
Great Wall of ChinaJapan
Infinita Business Activities
1. Research
2. Mobile Strategy Workshops
3. Investment Advisory
4. Business Facilitation
Infinita Selected Clients
Thank you,and sorry I could not be there!
www.infinita.co.jp/en
www.slideshare.net/cbillich/slideshows