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Japanese Mobile Market Overview
1. 2008.5.29
Geeks on a Plane.
Overview of the Japanese
Mobile Market.
CiriusTechnologies, Inc
Founder&CEO
Gen Miyazawa
2. 2008.5.29
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.
-2-
4. 2008.5.29
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
5. 2008.5.29
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.
6. 2008.5.29
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.
7. 2008.5.29
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
8. 2008.5.29
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
9. 2008.5.29
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
10. 2008.5.29
Mobile ad growth forecast in Japan
Mobile ad spending
1400
Unit:millions USD
Mobile Ad Spending
1200
1000 unit: millions USD
800
600
400 1108 1284
744 928
200 288 390 556
0
2005 2006
2007 2008 2009 2010 2011
Source: seed planning: Mar 2008
11. 2008.5.29
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 well- Free content
Paid content 11632
regulated for the distribution e-
content. 3653
•Content lineup grown widely
Oct 2007 Oct 2007
Impress R&D：9 July 2009
12. 2008.5.29
Latest trends of mobile market: E-Commerce
1,150
• Mobile EC market :1,150M USD
Billion yen
2008
Commerc Services Transactions
e
July 2008
13. 2008.5.29
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.
