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21st Century Mobile Marketing: Japan Christopher Billich The 2nd Mobile Advertising & Marketing Summit Singapore, May 28, 2008 Part 1 of 2

21st Century Mobile Marketing: Japan - Part 1

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Presentation from 2nd Asia Mobile Marketing & Advertising Summit, Singapore, May 28, 2008. - Part 1 of 2 -

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Page 1: 21st Century Mobile Marketing: Japan - Part 1

21st Century Mobile Marketing: Japan

Christopher Billich

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

Part 1 of 2

Page 2: 21st Century Mobile Marketing: Japan - Part 1

Page 3: 21st Century Mobile Marketing: Japan - Part 1

90% of subscribers use theMobile Web

Page 4: 21st Century Mobile Marketing: Japan - Part 1

4 in 5 of them on 3G4 in 5 of them on 3G

Page 5: 21st Century Mobile Marketing: Japan - Part 1

How we got there

Page 6: 21st Century Mobile Marketing: Japan - Part 1

Luscious handsets

Page 7: 21st Century Mobile Marketing: Japan - Part 1

Without device fragmentation

Page 8: 21st Century Mobile Marketing: Japan - Part 1

All you can eat pricing

Page 9: 21st Century Mobile Marketing: Japan - Part 1

Gardens without wallsGardens without walls

Page 10: 21st Century Mobile Marketing: Japan - Part 1

Healthyobsession with user experience

Page 11: 21st Century Mobile Marketing: Japan - Part 1

Standardization

Page 12: 21st Century Mobile Marketing: Japan - Part 1

Wide choice of formats

Page 13: 21st Century Mobile Marketing: Japan - Part 1

as a result of which

Page 14: 21st Century Mobile Marketing: Japan - Part 1

Mobile Advertisingrevenues exceeded half a billion US$ last year.

621

390

288

180

100

2003 2004 2005 2006 2007

Page 15: 21st Century Mobile Marketing: Japan - Part 1

To double within next 4 years

Page 16: 21st Century Mobile Marketing: Japan - Part 1

2003

Advertising Content

Page 17: 21st Century Mobile Marketing: Japan - Part 1

2007

Advertising Content

Page 18: 21st Century Mobile Marketing: Japan - Part 1

Campaigns that work

Page 19: 21st Century Mobile Marketing: Japan - Part 1

One in every phone

Page 20: 21st Century Mobile Marketing: Japan - Part 1

Digital fortune cookies!

Page 21: 21st Century Mobile Marketing: Japan - Part 1

268 kinds!

Page 22: 21st Century Mobile Marketing: Japan - Part 1

“How manyyou got?”

Page 23: 21st Century Mobile Marketing: Japan - Part 1

Hardware feature# 1

Page 24: 21st Century Mobile Marketing: Japan - Part 1

Page 25: 21st Century Mobile Marketing: Japan - Part 1

Helloooo!

Page 26: 21st Century Mobile Marketing: Japan - Part 1

Not anidle screenanymore.

Page 27: 21st Century Mobile Marketing: Japan - Part 1

Get me!

Get me!Get me!

Get

Get me!

me!

Get me!

Page 28: 21st Century Mobile Marketing: Japan - Part 1

[continued in Part 2]

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