The future of mobile as a customer relationship tool. A small glimpse into Japans mobile world. What lessons are there to be learned for international publishers?

1. Mobile success stories!
from Asia!
Marco Koeder!
August 25th, 2010!
mkoeder@gmail.com!

3. JAPAN!
108 million mobile phone
subscribers "
Population 128 million!

4. 96% 3G subscribers!
17% of all global 3G
subscriptions!

5. Mobile net usage in Japan! !
86%!

7. most!
internet access
is conducted by"
mobile phone"

8. mobile surfing time !
=!
4 x PC surfing time!

9. Mobile net usage high in all age groups!!
40% of 40+ !
watch mobile site every day!

11. 10+ years !
of mobile content success
and working mobile
business models!

12. 10+ years !
of experience with the
mobile platform in the
publishing industry!

14. 35%!
of all global revenue
generated from advanced
mobile data was generated
in Japan!

15. A country of high-tech phones"
84% GPS equipped!
80% RFID chips!
78% Digital TV tuner!
99% Flashlite support!
90% High res screens!

17. The advanced stage of Japans
mobile society turned mobile
into a mass media allowing
companies to fully embrace its
advantages !

18. 1.Anytime/anywhere!
2. Mobile payment/procurement!
3. Location based services!
4. Second/first screen!

19. tsutaya!

21. Started in 1983 as a rental shop for records !

22. Started mobile & Internet mail order service
in 1999!

23. Started T-Point card system in 2003!

24. Launched the T-Point credit card!

25. RFID mobile point card application!

26. Fully integrated communication &
consumer intelligence platform.!
Personalized, preference based,"
location based.!

27. Broad set of tools!
Across many platforms!

28. Point General Site!

29. Shopping Mall!

30. Travel Site!

31. Point Games!

32. Point Games!

33. Partnering with Publishers!

34. 2010:
35.6 million T-card members!
5.7 million credit card members!
69 alliance partners!
31,659 retail locations !

35. # of Japans population !
owns a T-card!
59.5% of all Japanese in their 20s !
own a T-card!

36. TSUTAYA:!
2010 net income : 82 million Euro"
(Up 15.7% over prior year, record high)"

37. The TSUTAYA concept power:!
Detailed consumer insight data!
Personalized & location based!
Collaboration synergies!
A new culture currency!

38. waon!

39. Following the Tsutaya spirit!

40. Issued by AEON in 2007!
Official card of mini-stop chain!

42. RFID card, credit card, mobile application!

43. Integrated communication &
consumer intelligence platform!
Strong location based focus!
(for example: drop by points)!

45. Working with local communities!

46. Working with local communities!

47. Working with local communities!

48. 2010:
12 million WAON cards issued!
25,000 retail locations !
33 million payments each month!

49. The waon concept power:!
Consumer insight data!
Location based communication!
Collaboration synergies!
Local ecosystems!

50. nikkei!

51. Established in 1876 "
Publishes 5 different newspapers "
54 local and 34 international offices "
3,411 employees !

52. The Nikkei is the world's largest business
daily with a circulation of around 3,000,000
daily copies.!
The company also publishes magazines,
books, digital media and is involved in
broadcasting. !
Sales of 1.4 billion Euro in 2009!

53. Driven by convergence!

54. Mobile services since 1999!

55. Nikkei money &sports Nikkei info search Nikkei business mobile

56. Advanced digital
subscription service
launched 2010!

58. Early delivery!
Clipping Service!
Widgets & Shortcuts!
Reading history!
Personalized Service!
Location based offers!
Recommendations!
Device agnostic access!

59. Cost Structure
Digital only version: ! ! ! 40 Euro per month!
Combined print & digital version: ! 53 Euro per month!
Digital version for print subscribers:! 10 Euro per month!
Mobile version only:! ! ! 23 Euro per month!

60. Three Layer Model of Access
Free Access
Registered Access
Premium Access
*registered users can read up to 20 articles per month for free!

61. Within 2 month of launch:!
60,000 trial subscribers!
300,000 registered users!

62. The nikkei concept power:!
Cross platform approach!
Three layer model!
Personalization!

63. magastore!

64. Launched in 2009 by Dentsu & Yappa. !
32 publishers offer 65 different
pubications at the marketplace called
Magastore!

69. Enriched digital versions of free paper
magazines are amongst the most
popular content!

71. Mobile site launched in 2005!
100 million page view per month!

73. Launched in April 2010!
Within 10 days over 250,000
downloads!

74. Nikkei also started to offer its
publications through Magastore!

75. The magastore concept power:!
Cross platform approach!
User & usage data collection!
Enriched media experience!

76. Personalized !
advertising, !
e-commerce
communication functions!

77. The Takeaway!

78. 1.Anytime/anywhere!
2. Mobile relationship !
3. Location/local based benefits!
4. Additional screen!

79. mobile"
="
copy & paste web!

80. mobile"
="
personal(ized)!

81. Mobile is a crucial part
of communication mix!

82. Don’t try something !
you don’t know about!

83. Success through
strategic partnerships!

84. Thank You!
mkoeder@gmail.com!