Cleverwood friday session_23rd april

www:innovasia-research.com www.jap-presse.com

Mobile Marketing in Japan :
- Lessons from a leading market –


Who we are ?
 Founded in 2001 by a euro-japanese team
 Information and consulting agency specialized in IT Business in Pacific Asia
 www.jap-presse.com : Daily news, sectorial reports (in french)
 Market and Technology watch, focus on innovation and uses
 Strategy consulting for Asian markets
 Business intelligence, Partnership with asian companies (Japan, Korea, China)

 Representative for Japanese IT Companies in Europe
 Dig iT ! : Mobile picture recognition service, developed
by Olympus.

23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés 2


Introduction



1. General Data about Mobile Japanese market

Market share of mobile carriers in Japan (end of
2009)
i-mode 48,6 millions

55,1 31,1
EZweb 26,4 millions
4,5
21,2
Yahoo ! Keitai 16,7 millions 1,8
NTT DoCoMo KDDI
Softbank Mobile eMobile
Total 91,8 millions Willcom

Source : TCA Japan

• Total number of mobile subscribers in Japan : 112,2 millions
• 3G subscribers : 109 millions
• Mobile contents markets : 3,7 Mds € (2008)
• ARPU of NTT DoCoMo : 44€ ; 18,34€ for Data (42%) (mars 09)
• Arund 50 millions subscribers to unlimited data (août 09)
• No SMS : e-mail massively used on mobile



Mobile in Japon : A mobile for every Lifestyle

SoftBank 931P

Série 703i
5


Various material, touch

Série 823SH, SoftBank, Spring-summer
2008

Touchwood, by NTT DoCoMo,
2009



Mobiles : Materials, touch
Mai 2008 : SoftBank launch a serie of
mobile phone made with Kimono
material from Kyôtô and shellac, « Japan
Texture »



« au Design Project, by KDDI »
« au design project ». Infobar Serie entered into the MoMa collection,
NYC, in 2007
2007, Infobar 2

2003, Infobar 1 : Design by Naoto
Fukazawa


Mobile Design for any Lifestyle

Fujitsu Separate, 2009 G-Shock Mobile, 2005



Mobile Marketing


Mobile marketing crossmedia
Freedom project by CupNoodle

http://freedom-project.jp



Mobile as a remote control, everything
become connected

NTT
DoCoMo



Mobile FeliCa : Flyer and electronic coupon,
McDonald’s Japan
 A joint venture created by NTT DoCoMo and Mc Donlad’s : « the JV »
 « Kazasu Coupon » launched in 2008
 Electronic coupon with mobile FeliCa
 Launched in may 2008 in 175 restaurants. 3800 restaurants in late 2009.
 4,5 millions people use the service
 Loyalty program, august 2009
 Video demo : http://www.youtube.com/watch?v=-ARa7hjpdCk

 Start the Appli
OFF !

 Download coupon
through Internet

 Pass the mobile on the reader
 Collecting the selected menu
automatically

 Possible to pay with iD, credit card from Docomo, electronic
money Edy and Waon from Aeon Group.
13


2. Coca-Cola on mobile (1)
 Mobile = Be Everywhere, For EveryOne, at Every moment
 Coca-Cola communicate on medias people use, the brand want to
be a part of the customer life.
 Very active on SNS, for viral communication.

Collaboration

Brand Cross Media
Viral
Love

Mobile

Concept for interactive communication
(source : Coca-Cola Japan)
14


2. Coca-Cola on mobile
 Collaboration with MobaGé Town
 Since spring 2007
 Launching of a special site, anouncement on every
media (TV, magazine, C-mode, Coca-Coka Park) to
generate trafic on this site
 Contents
 Special goodies for avatars
 Video game in the Brand’s Universe
 Creation of a special character : Coke-skin
 210 000 friends after 3 days !
Coca-Cola Official site on MobaGé
 8 millions pages, 5 millions access during the first 3 Town
(C)Coca-Cola Japan Co., Ltd.
months

Coke-skin
(C)Coca-Cola Japan
Video game on MobaGetown
23th april 2010 (C)Jap'Presse / InnovAsia Research. Tous droits réservés (C)Coca-Cola Co.,Ltd. 15
15


Some Trends for
coming years



Linking TV > Mobile
“Real Drive, Senno Chosashitsu" (NTV)
• "Real Drive" is a TV Animation Program for
Young Adult. Audience rating is
approximately 3%.
• TV to mobile web, it's a TV Program
Promotion. Users can get wall paper,
ringtone and so on.
 30 seconds after CM is "the shooting
time".
• This is the first case to be used with
popular TV program for us.

• Average matching accuracy is
approximately 80%.
• Period
 2008-04-09 – 2008-09-end
• Number of Matchings
 Total: 5,234 Matchings (12 weeks)
 Peak: 713 Matchings/30 minutes
 Peak:：37 Matchings/minute

23th april 2010 Source :
(C)Jap'Presse / InnovAsia Research. Tous droits réservés 17


Linking TV > Mobile

 Mobile FeliCa, le sans contact
sur mobile
 Mobile FeliCa Equivalent du NFC en
Europe
 Mars 2009 : Sony lance les premières
télécommandes intégrant un lecteur de
puce sans contact, sur les écrans LCD
séries W5 et F5.
 Usages :
 Paiement de contenus sur le portail
Internet TV AcTVila
 Connexion en un geste au site mobile de
l’émission en cour, en passant
simplement son mobile devant la
télécommande.



Dig iT ! Vidéo
1st Video recognition on Mobile in Europe
 First Presentation in Europe : june 2009,
Summer University of the SNPTV (French
TV Advertising Association)
 Commercial launching in 2010 in Europe
 With Dig iT ! Video appli :
 We register a video on our Dig iT Server
 Anyone can use the Appli to « shoot » the
screen during a program, and Go Directly
to the mobile website of the TV Chanel,
etc.
 Can be used For Musical TV > Mobile
 TV Advertising > Mobile
 TV Program > Mobile



Other trends (1) : Mobisodes and Short Videos
 BeeTV : founded by NTT DoCoMo and
Avex Entertainment (record publisher)
 http://beetv.jp
 These contents are only available on NTT DoCoMo’s device.
 Open in May 2009, 800 000 users (on Oct.09)
 Subscribers fee : 315 yens (2,50€) per month for 8 channels
 66 original programs of 3 to 8 minutes : Drama, music, comedy, variety,
moolog, animation, edutainment, cinema
 Popular actors and comediens appears
 Internet or mobile Distribution (download)
 Successful programs are sold as DVD package.

 au LISMO! (KDDI)
 LISMO Video Store : download a long video on PC, and transfert to
Mobile
 Au Box : set-top-box for Mobile phone
Le 14 octobre 2009


Other Trends (2) : 3D is already available
on mobile
 1st mobile with 3D effect had been commercialized in 2002.
 Woooo Keitai H001 of KDDI (on sale in spring 2009)
 3D LCD with Full Wide VGA resolution (480 x 854 pixels)
 Able to make all 2D contents (picture, TV, games, etc.) to 3D images
without glasses
 Some 3D contents are available

Le 14 octobre 2009


NTT DoCoMo’s Vision
Virtual Assistant,
Behavioral Customized loyalty
Marketing Program…

Mobile FeliCa, NFC
Lifestyle Credit Card, payment card,
infrastructure transport card on mobile…

Mobile contents
Data access TV mobile
Mobile Internet
Applications

Sharing personal
E-mail Mobile contents
Communication Social Networking
Instant Messaging services

1995 2000 2005 2010
23th april 2010 / InnovAsia Research Tous droits réservés / InnovAsia Research. Tous droits réservés
©2009 Jap’Presse 22
(C)Jap'Presse 22


Virtual Assistant : i-Concier, by NTT
DoCoMo
 A service launched in late 2008, by NTT
DoCoMo
 A Virtual Assistant on the screen of your
Mobile Phone
 A large Success : 3,7 Millions of
subscribers in January 2010. NTT DoCoMo
forecast 10M subscribers in 2012.
 A service payed by end users : 260 yens
(1,63 euros) per month
 Connected with +250 Brands, content
providers, retailers, couponing services.
 A new way to make research
 Video :
http://www.nttdocomo.co.jp/corporate/
ad/tvcm/100315_01.html

23th april 2010 / InnovAsia Research Tous droits réservés / InnovAsia Research. Tous droits réservés
©2009 Jap’Presse 23
(C)Jap'Presse 23


Mobile Virtual Assistants : Yes, we can !
 Why on mobile ?
 It is the obvious device to use a VA
 Basics of mobile marketing : Choice, Control,
Personalisation, Benefit
 Several companies in Europe specialized in
Artifical Intelligence
 Voice recognition technologies are now mature
 Various themes possibles : photorealistic, 3D
animation, Flash animation.
 Already many Intelligents Agents on e-retail
website
 Contextual understanding.
 http://www.companions-project.org/
 In long term, Virtual Assistant could also be
present on TV Screen, Mobile Gaming Device,
etc.
 UI and Search UI is always a strategic issue
 New business opportunities for yellow pages :
couponing, personalized advertising, etc.


Connected TV, a coming Revolution
• December 2009 – January 2010 : Agreement between Skype and Panasonic,
Sharp, Samsung…
• July 2010 : Samsung will open an App Store for connected TV
• Connected TV will change the way we use TV : widgets



Many thanks !
What we do :
• Market and technology watch in Asia
• Highly innovative services like Virtual Assistants, Video recognition on
mobile…
• Mobile marketing campaign in Japan, Techno partnership with Japanese
company

plefessant@jap-presse.com


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