21st Century Mobile Marketing: Japan - Part 2

21st Century Mobile Marketing: Japan

Christopher Billich

The 2nd Mobile Advertising & Marketing SummitSingapore, May 28, 2008

Part 2 of 2

[continued from Part 1]

20% of Japanese teenagers lovin’ it already.

Who? What? When? Where?

Slice ‘n’ dice!

vs.

Noticed anything?

None of these are even remotely digital brands!

Principles

Make it desirable

CreateEngagement

Keep them coming back

Blend virtual and real

Glue for other media

Other things to keep in mind

1/3 use mobile search daily

1 in 6 use GPS already

2nd most important reasonto upgrade phone

30% usage among enabled base

Think way beyond the browser

Think way beyond mobile

“Something entirely new will arise from this...”

“...we just don’t know yet what

it will be.”

COO, Carrier/Agency

Joint Venture

Cool Stuff!

All is well then?

Not quite

Japan Advertising Market70 billion US$

Mobile Advertising: 1%

It should be 4 timesthat*

*at least

Why isn’t it?

To double within next 4 years

It’s still early.

Still early

Still haven’t really figured out the details

Still very basic

To double within next 4 years

Buying is too complicated

To double within next 4 years

Education is necessary

Resistance is fierce

To double within next 4 years

Education is necessary

www.infinita.co.jp/research

Thank you.