The Web, Social Games And Mobile In Japan
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This is an (edited) presentation I gave on Japan's web (search engines, e-commerce, social media), mobile and social gaming industries a few weeks back. Companies discussed include Yahoo Japan, Mixi, GREE, DeNA (Mobage), Rakuten, and others. Credit for the graphic on slide 6: Penn Olson (http://www.penn-olson.com/2011/06/02/asia-cisco-internet-traffic)
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The Web, Social Games And Mobile In Japan
- 1. Japan’s Web, Mobile & Gaming Markets By Serkan Toto, PhD Twi?er: @serkantoto
- 2. About Me • Tokyo‐based web, mobile and gaming industry consultant • Advisor for startups in Japan and the US • Japan correspondent for TechCrunch.com • Personal website: www.serkantoto.com
- 7. Japan’s Internet • Search Engines • E‐Commerce • Social Networks
- 10. Key Facts: Search In Japan • Yahoo partners with Google for backend • Yahoo Japan is not only search: aucNons, shopping, mail, games, (social networking?) • Mobile: No. 1 is Goo (NTT Docomo), but both KDDI and SoBank use Yahoo/Google search
- 11. Japan’s Internet • Search Engines • E‐Commerce • Social Networks
- 12. Size Of Japan‘s E‐Commerce Market • In 2008: $76 billion (B2C, up 13.9% from 2007), according to METI Source for graph: Nielsen, 2008
- 14. World‘s 2nd Highest Online Spend • $6,688 per year (roughly 2x Korea) • Popular online purchase items: – airline Nckets and other travel‐related items – clothes – books – music downloads Source: VISA ecommerce Consumer Monitor, 2009
- 17. Rakuten Is SNll Growing • 37,000 merchants • 71 million members in Q1/11 (+10% y‐o‐y) • 76 million items listed in July 2011 (roughly 2x more than in July 2009), from apples to trucks
- 18. Rakuten Isn‘t Amazon Japan • Online shopping mall „Rakuten Ichiba“ • Rakuten Travel • Portal and media Business • Credit card business • E‐Banking • SecuriNes • E‐Money • Sports • TelecommunicaNon
- 19. Amazon Japan is Big, But Rakuten Is Bigger • EsNmate: Amazon Japan racks up 10% of Amazon proper‘s sales and income • Large investments in Japan as of late (distribuNon centers, for example)
- 20. Rakuten‘s Next Goal: World DominaNon • USA (Buy.com, Linkshare) • China (Baidu) • Asia: South Korea, Taiwan, Thailand, Indonesia, Malaysia, the Philippines, India • Europe: Luxembourg, Germany, UK • South America: Brazil • End goal: an integrated cross‐border e‐ commerce planorm
- 21. Japan’s Internet • Search Engines • E‐Commerce • Social Networks
- 22. Japan‘s Unique Social Networking Landscape • Basic structure: real social graph vs. virtual social graph vs. mixed social graph • 3 homegrown social networks with roughly 25 million users each: – Mixi (real/“Japan‘s Facebook“) – GREE (virtual/mobile social gaming) – Mobage (virtual/mobile social gaming)
- 23. Facebook Japan Has Long Way To Go • Facebook members in Japan: 3.6 million (roughly 3.5% of web populaNon) (real idenNNes) • Facebook penetraNon in the US: 68% Source: Socialbakers
- 24. Twi?er Is Already There • EsNmate: Roughly 18 million Twi?er users in Japan aer 3/11 earthquake (mixed idenNNes) • Japan is Twi?er country, also for businesses Source: Internet Watch/Agile Media Network 2011
- 27. Hotbed For Mobile InnovaNon • World‘s first mobile web system in 1999 • Full PC web browsing on cell phones • First app planorm created in 2001 • QR codes • Online billing and payment • Offline payments through cell phones (e‐wallet) • First 3G networks • Cell phone novels • Mobile digital TV • Mobile health terminal • HD video recording • e‐book funcNon • Mobile social gaming • Commuter pass in public transportaNon • Waterproof or solar‐powered cell phones • IntegraNon with home electronics
- 28. Vibrant Mobile Market • Hardware sector controlled by – Sharp (market leader with 25% market share) – Panasonic – Fujitsu‐Toshiba – NEC‐Casio – Kyocera • 3 main carriers – NTT Docomo (market leader with 55 million users) – KDDI au – SoBank Mobile
- 29. Japan‘s Mobile Galapagos Is Doomed • GREE CEO Yoshikazu Tanaka: „By 2015, feature phones in Japan will vanish.“ • iPhone and Android to dominate in future Source: The Nikkei / MM Research InsGtute
- 31. Size Of Japan‘s Social Gaming Market • Annual sales of DeNA and GREE combined reach around $2 billion (ads included) • Different sources offer different numbers: – Japan‘s CommunicaNons Ministry: $1 billion in 2009 – Market research firm Seed Planning: $1.46 billion in 2010 (+49.3% in 2011)
- 32. Size Of Japan‘s Social Gaming Market • Yano Research: $406 million in 2009, $900 million in 2010, $1.4 billion in 2011:
- 33. Highly Fragmented And Unique Industry Structure • Hundreds of social applicaNon providers • Two dominant companies double as planorm and game providers: GREE and DeNA („Facebook and Zynga in one“) • Social gaming in Japan is mobile (except for Yahoo Mobage on the PC) • Rekoo only really successful foreign player
- 34. DeNA: InternaNonalizaNon • DeNA‘s 3‐market approach with Mobage for Smartphone: – Japan – China – Rest of the world • Aggressive M&A: – Ngmoco $403 million – Aurora Feint, Gameview Studios, Astro Ape, etc. • Failed twice on a global level: – MiniNaNon – Mobamingle
- 35. GREE: InternaNonalizaNon • More cauNous approach • US office in January 2011 • Partnerships: – South East Asia: mig33 – China: Tencent • Only one sizeable acquisiNon abroad so far (Openfeint for $104 million) • 75 million users?
- 38. Picture Credits • Slide : h?p://www.penn‐olson.com/2011/06/02/asia‐cisco‐internet‐traffic • h?p://www.google.com/url?sa=t&source=web&cd=4&ved=0CC4QFjAD&url=h?p%3A%2F %2Fhk.nielsen.com%2Fdocuments%2FQ12010OnlineShoppingTrendsReport.pdf&rct=j&q=nielsen %20online%20shoppers%20as%20a%20%25%20of%20internet %20populaNon&ei=ypL0Taq5IYzWvQPZxpXiBg&usg=AFQjCNHQvo6oSCKqVYZB7QIsDi7J98kCJw&sig2=c5RQ lKU4u7u8W94Qe1vUQw&cad=rja • h?p://www.visa‐asia.com/ap/sea/mediacenter/pressrelease/NR_SGP_291009.shtml#Note1 • Japan’s endangered phone species: h?p://e.nikkei.com/e/ac/tnw/Nni20110606IS3GALAK.htm