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Geeks on a Plane.
Overview of the Japanese Mobile Market.
CiriusTechnologies, Inc Founder&CEO Gen Miyazawa
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About Cirius Technologies, Inc.
A mobile ad technology company. Founded in 2004 in Tokyo. Running several mobile advertisements platforms including “AdLocal”. http://adlocal.biz Launched new U.S. subsidiary at Sunnyvale “plug and play tech center” in Oct. 2008.
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Japanese Mobile Market Trends
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Japanese mobile market quick glance
85% of mobile phone subscribers use online services. 96% on 3G & 35% on 3.5G. 50% of subscribes on flat-rate data plans. 55% are GPS enabled phones.
Keitai Hakusho 2008
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Why did the market grow so rapidly? Broad coverage of 3G network. Flat-rate data plans. Operators had more influence upon mobile ecosystem than in GSM markets. Many people commute by train and use mobile in the train.
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Latest trends of operators DoCoMo is going to be a recommendation platform. iPhone is putting up a good fight, but the market size is still small in Japan.
Monthly subscription plan is important.
Mobile traffic is growing larger than PC traffic.
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Latest trends : Mobage-town
• Mobile PV: 15B (per month) *1 • Over 13M members
•Acquire many users by offering many free mini games •Users need virtual money (moba-gold) to play games •High CTR •Provide a site called “MobaMingle” in the US •Super Galapagos Strategy
*1 Mar 2009 data
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Latest trends of mobile site : mixi
• Mobile / PC PV: 10B / 4.2B (per month) *1 • Over 16.8M members
• Their advertisement revenues appeared to slow down during the recession • First major mobile SNS supporting OpenSocial • They are going to open their advertisement platform and payment platform to developers
*1 Feb 2009 data
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Latest trends of mobile site : GREE
• Mobile / PC PV: 10B / 0.1B (per month) *1 • Over 10M members
• virtual pets “Clinoppe(クリノッペ) “and Fishing game “Tsurisuta(釣りスタ)” drive their traffic • Charging users for digital content is working well.
*1 Feb 2009 data
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Mobile ad growth forecast in Japan
Mobile ad spending
1400 Unit:millions USD Mobile Ad Spending 1200
1000 800 600 400 200 0 unit: millions USD
288
390
556
744
928
1108
1284
2005 2006 2007
2008
2009
2010
Source: seed planning: Mar 2008
2011
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Latest trends of mobile market: E-Books
• Mobile e-books market size:30M USD (2.5 times as large as the last year's)
•Publishers started to provide their content positively •Distribution channel was wellregulated for the distribution econtent. •Content lineup grown widely
Free content Paid content
11632
3653
Oct 2007
Oct 2007
Impress R&D：9 July 2009
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Latest trends of mobile market: E-Commerce
• Mobile EC market :1,150M USD
Billion yen 1,150
2008
Commerc e
Services
Transactions
July 2008
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Latest trends of mobile market: E-Commerce
• Tokyo Girl’s Collection • Young mobile users spread fashion trends • The audience can buy the garments worn by the models via mobile phones.
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Fast-food chains focus on Mobile
Reducing TV commercials and reallocating budget to mobile ads.
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Thank you contact: gen@cirius.co.jp Facebook: Gen Miyazawa
http://adlocal.biz
