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21st Century Mobile Marketing: Japan
Christopher Billich
The 2nd Mobile Advertising & Marketing SummitSingapore, May 28, 2008
Part 2 of 2
[continued from Part 1]
20% of Japanese teenagers lovin’ it already.
Who? What? When? Where?
Slice ‘n’ dice!
vs.
Noticed anything?
None of these are even remotely digital brands!
Principles
Make it desirable
CreateEngagement
Keep them coming back
Blend virtual and real
Glue for other media
Other things to keep in mind
1/3 use mobile search daily
1 in 6 use GPS already
2nd most important reasonto upgrade phone
30% usage among enabled base
Think way beyond the browser
Think way beyond mobile
“Something entirely new will arise from this...”
“...we just don’t know yet what
it will be.”
COO, Carrier/Agency
Joint Venture
Cool Stuff!
All is well then?
Not quite
Japan Advertising Market70 billion US$
Mobile Advertising: 1%
It should be 4 timesthat*
*at least
Why isn’t it?
To double within next 4 years
It’s still early.
Still early
Still haven’t really figured out the details
Still very basic
To double within next 4 years
Buying is too complicated
To double within next 4 years
Education is necessary
Resistance is fierce
To double within next 4 years
Education is necessary
www.infinita.co.jp/research
Thank you.