japanese mobile market overview
DESCRIPTION
Overview of Japanese Mobile Market which is introduced by Gen Miyazawa at Startonomics Tokyo on 9th June 2009.TRANSCRIPT
2008.5.29
Geeks on a Plane.
Overview of the JapaneseMobile Market.
CiriusTechnologies, IncFounder&CEOGen Miyazawa
2008.5.29
A mobile ad technology company.
Founded in 2004 in Tokyo.
Running several mobile advertisements platforms including “AdLocal”.http://adlocal.biz
Launched new U.S. subsidiary at Sunnyvale “plug and play tech center” in Oct. 2008.
About Cirius Technologies, Inc.
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Japanese Mobile Market Trends
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85% of mobile phone subscribers use online services.
96% on 3G & 35% on 3.5G.
50% of subscribes on flat-rate data plans.
55% are GPS enabled phones.
Japanese mobile market quick glance
Keitai Hakusho 2008
2008.5.29
Broad coverage of 3G network.
Flat-rate data plans.
Operators had more influence upon mobile ecosystem than in GSM markets.
Many people commute by train and use mobile in the train.
Why did the market grow so rapidly?
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DoCoMo is going to be a recommendation platform.
iPhone is putting up a good fight, but the market size is still small in Japan.Monthly subscription plan is important.
Mobile traffic is growing larger than PC traffic.
Latest trends of operators
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Latest trends : Mobage-town
• Mobile PV: 15B (per month) *1
• Over 13M members
•Acquire many users by offering many free
mini games
•Users need virtual money (moba-gold) to
play games
•High CTR
•Provide a site called “MobaMingle” in the
US
•Super Galapagos Strategy
*1 Mar 2009 data
2008.5.29
Latest trends of mobile site : mixi
• Mobile / PC PV: 10B / 4.2B (per month) *1
• Over 16.8M members• Their advertisement revenues appeared to slow down
during the recession
• First major mobile SNS supporting OpenSocial
• They are going to open their advertisement platform and
payment platform to developers
*1 Feb 2009 data
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Latest trends of mobile site : GREE
• Mobile / PC PV: 10B / 0.1B (per month) *1
• Over 10M members• virtual pets “Clinoppe(クリノッペ) “and
Fishing game “Tsurisuta(釣りスタ)” drive their traffic
• Charging users for digital content is working well.
*1 Feb 2009 data
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unit: millions USD
0
200
400
600
800
1000
1200
1400
2005 2006 2007 2008 2009 2010 2011
288 390 556 744 928 1108 1284
Mobile Ad SpendingUnit:millions USD
Mobile ad growth forecast in Japan
Mobile ad spending
Source: seed planning: Mar 2008
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Latest trends of mobile market: E-Books
• Mobile e-books market size:30M USD
(2.5 times as large as the last year's)
•Publishers started to provide
their content positively
•Distribution channel was well-
regulated for the distribution e-
content.
•Content lineup grown widely
Impress R&D:9 July 2009
Oct 2007 Oct 2007
11632
3653
Free contentPaid content
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Latest trends of mobile market: E-Commerce
• Mobile EC market :1,150M USD
July 2008
Commerce
Services Transactions
2008
1,150
Billion yen
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Latest trends of mobile market: E-Commerce
• Tokyo Girl’s Collection
• Young mobile users spread fashion trends
• The audience can buy the garments worn by
the models via mobile phones.
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Fast-food chains focus on Mobile
Reducing TV commercials and reallocating budget to mobile ads.