21st century mobile marketing: japan - part 2
DESCRIPTION
Presentation from 2nd Asia Mobile Marketing & Advertising Summit, Singapore, May 28, 2008. - Part 2 of 2 -TRANSCRIPT
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21st Century Mobile Marketing: Japan
Christopher Billich
The 2nd Mobile Advertising & Marketing SummitSingapore, May 28, 2008
Part 2 of 2
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[continued from Part 1]
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20% of Japanese teenagers lovin’ it already.
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Who? What? When? Where?
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Slice ‘n’ dice!
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vs.
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Noticed anything?
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None of these are even remotely digital brands!
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Principles
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Make it desirable
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CreateEngagement
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Keep them coming back
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Blend virtual and real
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Glue for other media
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Other things to keep in mind
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1/3 use mobile search daily
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1 in 6 use GPS already
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2nd most important reasonto upgrade phone
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30% usage among enabled base
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Think way beyond the browser
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Think way beyond mobile
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“Something entirely new will arise from this...”
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“...we just don’t know yet what
it will be.”
COO, Carrier/Agency
Joint Venture
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Cool Stuff!
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All is well then?
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Not quite
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Japan Advertising Market70 billion US$
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Mobile Advertising: 1%
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It should be 4 timesthat*
*at least
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Why isn’t it?
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To double within next 4 years
It’s still early.
Still early
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Still haven’t really figured out the details
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Still very basic
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To double within next 4 years
Buying is too complicated
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To double within next 4 years
Education is necessary
Resistance is fierce
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To double within next 4 years
Education is necessary
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www.infinita.co.jp/research
Thank you.