“Mobile - making the most of the newest new media”

16th Jan. 2009Takashi Koyanagi

Dentsu Media India

Presenting a perspective on this “newest” New Media from the PoV of Japan

Actually what is “newest” New Media in India has been New Media in Japan for well over a decade

We have been working on mobile marketing and content for over more than a decade

3G is coming to India very soonSo, what is the issue,

and what is the opportunity?

Let me show you some learnings from Japan and how we have been working

in maximizing value from mobile as a medium

PaymentPayment

E-book

Broadcasting

DigitalRadio

Music

Coupon

Basic function- Voice talk- e-mail- Internet

GPS

SearchSearch

Video

Mobile

as

Tool

Mobile

as

Tool

Mobile

as

Med

iaM

obile

as

Med

ia

PC BrowserPC Browser

Mobile in Japan

Some learnings

Novels Comics Gaming

Not just coming of 3G handsets but introduction of flat rate tariff(more like a fixed monthly subscription) has enabled various kinds of content

MovieMajor Publisher/Content provider

Serves on Mobile

*User can be author Mobile novels are intoPaper books..

Major game soft productionEntered in Mobile

Ezaki GlicoBVLGARI Japan第 1 話　　第 2 話

ANA / JAL

TV station and Major contentProvider serve on Mobile

Mobile specific content are

Provided for clientspromotion

Content services on Mobile

Source: Impress

Mobile E-books industry reached US$280 mil (2007)

Mobile Comics (“Momics”) leads industry

Mobile E-books in Japan

Mobile game industry reached US$840 mil (2007)3G enabled handset/ flat rate tariff leads richer-content games being made available on mobile

Mobile content industry

Mobile gaming in Japan

“Tsui-tsui”: platform for Advergaming

Using mass media to communicate brand and brand connect. Advertising is free in branded mobile games

Allied ad networkCustomized Branded games

for clients

Mobile QR code 　　　　　　　　　

　QR (Quick Response) code leads consumers to campaign site

Outdoor ads with QR code

Outdoor ads with QR code

Several types of Mobile ads

QR code bridges press, even TV to mobile as a medium, making communication action oriented and commerce ready

SNS is shifting from PC to Mobile

Mobagame-townMobagame-town GREEGREE miximixi

Mobile = “Can Monitor”

• You are able to know– When,– Where,– Why,

your consumers accessing to you

Wake up

Transport

Office

WorkGo home

Go home

party

In bed

・ Wake up by alarm of Mobile

・ Buy BF at CVS store by E-cash

•Check TV program liet

•Stock market•Ticketing•Mail to friend•Booking restaurant…

•Momics•Gaming

•Reading Momics•Sending mail

・ Ticketing from outside very easilyBooking

restaurant•Lead by GPS•Pay by Mobile credit card

We are ready to bring most of these learnings here for Indian consumers

Thank you