japan mobile web case study: mobagetown
DESCRIPTION
Presentation from Mobile Media Investors Conference, San Francisco, Dec 9, 2008TRANSCRIPT
![Page 1: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/1.jpg)
Japan Mobile Web Case Studymobagetown
Christopher Billich
Mobile Media Investors ConferenceSan Francisco, December 9, 2008
![Page 2: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/2.jpg)
![Page 3: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/3.jpg)
I work for a company called
![Page 4: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/4.jpg)
![Page 5: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/5.jpg)
based
![Page 6: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/6.jpg)
somewhere around here
![Page 7: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/7.jpg)
What I will be talking about
![Page 8: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/8.jpg)
1. Japanese Mobile Industry: Basics
2. The Biggest Mobile Service in Japan
3. What that has to do with us
![Page 9: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/9.jpg)
102 million mobile subscribers
![Page 10: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/10.jpg)
9 in 10 use theMobile Web
![Page 11: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/11.jpg)
4 in 5 of them on 3G4 in 5 of them on 3G
![Page 12: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/12.jpg)
Why that is
istockphoto.com
![Page 13: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/13.jpg)
Operators: benevolent dictators
![Page 14: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/14.jpg)
High-spec handsets
![Page 15: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/15.jpg)
No device fragmentation
![Page 16: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/16.jpg)
Unwalled Gardens
![Page 17: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/17.jpg)
Revenue sharefavoring contentowners
istockphoto.com
![Page 18: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/18.jpg)
Messaging is (almost) free $0,--
istockphoto.com
![Page 19: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/19.jpg)
40% of mobile data users on data flat rate plans
istockphoto.com
![Page 20: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/20.jpg)
Healthyobsession with user experience
![Page 21: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/21.jpg)
Standardization
istockphoto.com
![Page 22: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/22.jpg)
Some of the things people do with their phones in Japan
![Page 23: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/23.jpg)
Music
SNS
Camera
VoD
Payment
Shopping
Radio
Search
Coupon
Navi
Games
TV
Books
Manga
![Page 24: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/24.jpg)
(a few people even make phone calls)
![Page 25: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/25.jpg)
>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
![Page 26: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/26.jpg)
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
![Page 27: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/27.jpg)
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
![Page 28: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/28.jpg)
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%
![Page 29: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/29.jpg)
mobagetownThe Basic Idea: Free Games, SNS and Avatars
![Page 30: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/30.jpg)
Source: DeNA Co., Ltd.
mobagetownBusiness Model
![Page 31: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/31.jpg)
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
![Page 32: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/32.jpg)
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
![Page 33: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/33.jpg)
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
![Page 34: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/34.jpg)
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.
![Page 35: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/35.jpg)
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.
![Page 36: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/36.jpg)
mobagetownStrategic Evolution: Portal
Source: DeNA Co., Ltd.
![Page 37: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/37.jpg)
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”)
![Page 38: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/38.jpg)
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.
![Page 39: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/39.jpg)
mobagetownStrategic Evolution: Online Casino
“Insert MobaGold”
Source: DeNA Co., Ltd.
![Page 40: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/40.jpg)
mobagetownStrategic Evolution: Mobile Search Engine
“For search, too:mobagetown.”
“A new experience in mobile search.”
![Page 41: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/41.jpg)
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
![Page 42: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/42.jpg)
Why I am telling you all this
![Page 43: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/43.jpg)
Current time in San Francisco:11:20 am, Dec 9, 2008
![Page 44: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/44.jpg)
Current time in Tokyo:04:20 am, Dec 10, 2011
![Page 45: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/45.jpg)
Great Wall of ChinaJapan
![Page 46: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/46.jpg)
Infinita Business Activities
1. Research
2. Mobile Strategy Workshops
3. Investment Advisory
4. Business Facilitation
![Page 47: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/47.jpg)
Infinita Selected Clients
![Page 48: Japan Mobile Web Case Study: mobagetown](https://reader033.vdocument.in/reader033/viewer/2022051612/54bfb8434a7959ab628b4586/html5/thumbnails/48.jpg)
Thank you,and sorry I could not be there!
www.infinita.co.jp/en
www.slideshare.net/cbillich/slideshows