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Purpose of the session at Live Mobile Congress in 2014 was to re-consider about prejudices about Japanese mobile app market which are well known in Russia and CIS countries. By corresponding unknown questions and introducing current topics such as big titles in addition to Puzzle and Dragons, Japan’s greatest smartphone gaming app, Aya will give you brand new idea for your marketing strategy.
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Aya YamadaManager of Overseas Business Section & Moscow
Office at Adinnovation. Inc.
http://adinnovation.co.jp/
RumorsYou Should CheckAbout Japanese
App Market
7
Mar, 2010 Established in Tokyo Jul, 2013 Raised $1.6 million USD Jan, 2014 Partnered with DAC Aug, 2014 Partnered with BumbleBee
- Leading Marketing Firm For Smartphone AppsSeptember, 2014 Opened our office in Moscow, Russia!
Aug, 2013 Started app publishing business with Chinese gaming studio
© 2014 Adinnovation Inc.
Aya Jennifer Yamada (Аюша)Manager of Overseas Business Section
& Moscow Office at Adinnovation. Inc
Business Careers Apr, 2011 Rakuten, Inc.Web application engineerQA & localization lead for Kobo, Toronto-based eBook company
Nov, 2013 Adinnovation, Inc.Representative of overseas business developmentMoved to Moscow in September 2014!
© 2014 Adinnovation Inc.
#1 ‘Japanese gaming app market is lucrative, rich, and sometimes crazy.’
YES!
2012 2013$0.0
$2.0
$4.0
$6.0
$8.0
$10.0
$12.0
$9.6$10.8
$3.0$5.4
Gaming Market Size In Japan
(Billion USD)
Consumer Games 2.5 Billion USD
Source: TechCrunch Japan
© 2014 Adinnovation Inc.
#1 ‘Japanese gaming app market is lucrative, rich, and sometimes crazy.’
© 2014 Adinnovation Inc.
Source: DISTIMO
#1 ‘Japanese gaming app market is lucrative, rich, and sometimes crazy.’
NTT Docomo au KDDI Softbank
19% 30%
65%
81%70%
35%
Market Share Of iPhone & Android (May – Jul, 2014)
iPhoneAndroid
© 2014 Adinnovation Inc.
Source: Kantar Japan
#2 ‘There is only one big title, Puzzle & Dragons.’
iPhone
Android
Monster StrikeVS
.
Monster StrikeMonster Strike
iPad
© 2014 Adinnovation Inc.
NO!
#2 ‘There is only one big title, Puzzle & Dragons.’
© 2014 Adinnovation Inc.
29 million+ total downloads15 million+ MAUSales: 2.6 million USD /dayARPPU: 52 USD /month
© mixi
13 million+ total downloads5.2 million+ MAU Sales: 2.5 – 3.0 million USD/dayARPPU: 61.5 USD /month
© Gunho Online Entertainment
Source: Corporative IR by Gunho and mixi+ Adinnovation’s internal investigation
NO!
#3 ‘Japanese people likes English UI. They would accept playing in English.’
SAGA≠佐賀
© 2014 Adinnovation Inc.
NO!
#4 ‘Regardless of quality, Japanese users pays for everything on digital.’
© 2014 Adinnovation Inc.
2002 -
2004 -
2007 -
NO!
© 2014 Adinnovation Inc.
Source: Mobile Contents Forum
#4 ‘Regardless of quality, Japanese users pays for everything on digital.’
2008 2009 2010 20110
1
2
3
4
5
6
7
4.7 5.4 6.2 6.4
Market Size Of Digital Contents On Feature Phones
(Billion USD)NO!
#5 ‘There are individual markets in addition to Google Play and App Store.’
YES!
© 2014 Adinnovation Inc.
#6 ‘We have to pay millions of USD
to acquire Japanese users.’
#100 - #300 = 600,000 USD - 10,000 USD /month (Sales)
© 2014 Adinnovation Inc.
NO!
#6 ‘We have to pay millions of USD
to acquire Japanese users.’
© 2014 Adinnovation Inc.
2012 2013 2014 2015 2016$0.0
$5.0
$10.0
$15.0
$20.0
$25.0
$30.0
$35.0
$5.0 $8.4
$12.3 $14.9 $16.5 $2.3
$6.4
$8.5 $10.1
$11.2
$1.1
$1.4
$1.7
$2.1 $2.3
The Market prediction of Japan’s Smartphone Ad market (By Items)
Paid Search DisplayPerformance based (Affiliate + Reward)
Source: CyberZ
NO!
YES!
© 2014 Adinnovation Inc.
#7 ‘... so we can start promotion campaigns in Japan with 20 – 50 thousand USDs.’
© 2014 Adinnovation Inc.
‘Japanese gaming app market is lucrative, rich, and sometimes
crazy.’
‘There is only one big title, Puzzle & Dragons.’
‘Japanese people likes English UI. They would accept playing in
English.’
‘Regardless of quality, Japanese users pays for everything on
digital.’
‘There are individual markets in addition to Google Play and App
Store.’
‘We can start promotion campaigns in Japan with 20 – 50
thousand USDs.’
‘We have to pay millions of USD to acquire Japanese users.’
YES!
NO!
Contact [email protected]
http://adinnovation.co.jp/ http://www.linkedin.com/company/adinnovation-inc-
Or follow me?Aya Jennifer Yamada (Аюша)[email protected] © 2014 Adinnovation Inc.
