21st century mobile marketing: japan - part 1
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21st Century Mobile Marketing: Japan
Christopher Billich
The 2nd Mobile Advertising & Marketing SummitSingapore, May 28, 2008
Part 1 of 2
90% of subscribers use theMobile Web
4 in 5 of them on 3G4 in 5 of them on 3G
How we got there
Luscious handsets
Without device fragmentation
All you can eat pricing
Gardens without wallsGardens without walls
Healthyobsession with user experience
Standardization
Wide choice of formats
as a result of which
Mobile Advertisingrevenues exceeded half a billion US$ last year.
621
390
288
180
100
2003 2004 2005 2006 2007
To double within next 4 years
2003
Advertising Content
2007
Advertising Content
Campaigns that work
One in every phone
Digital fortune cookies!
268 kinds!
“How manyyou got?”
Hardware feature# 1
Helloooo!
Not anidle screenanymore.
Get me!
Get me!Get me!
Get
Get me!
me!
Get me!
[continued in Part 2]
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