Product Type: Market Research Report
Published by: Infinita, Inc.
Published: April 2008
Product Code: R3501-3Description This strategic research report provides detailed insights into the inner workings of mobile marketing and advertising in a country where the vast majority of the population uses mobile Internet services - and where mobile marketing is fast evolving into a standard part of the marketing mix, a scenario soon to become reality in many other parts of the world as well.
With the rapid and widespread introduction of new technologies into the mobile ecosystem, highly personalized and effective forms of marketing are becoming possible, encompassing interaction both on- and offline.
"21st Century Mobile Marketing" provides in-depth business intelligence and expert analysis relevant to markets everywhere, including:
- Current and future developments in mobile marketing
- Key enabling technologies and services
- Detailed data on mobile consumer behavior
- Marketer perspective
- Campaign best practice case studies
- Drivers and barriers for mobile marketing
- Interviews with key industry players and mobile consumers
Key questions addressed in this report:
- How has mobile marketing evolved into a USD 620 million market in Japan (and again is set to double by 2011), and what lessons does this hold for other markets?
- How are the players in the value chain working together to scale the mobile marketing opportunity?
- How are the traditional players in the advertising industry approaching the mobile channel?
- Which advertising formats have proven successful in the mobile environment?
- Which mobile marketing campaigns are successful, which aren't, and why?
- How will mobile marketing develop in years to come?
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Who should read this report:
Operators, advertisers, media, agencies and technical enablers anywhere that are looking for mobile marketing insights and best practices from the world's most advanced mobile society to leverage in their local markets.
Table of Contents - 1. Japan Mobile Market
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- Mobile Network Operators Market Share
- Operator Subscribers (Net Additions)
- Subscribers by Network Technology, 2004-2008
- Key Differences
- The Secret Sauce
- Mobile Internet Ecosystem
- All-Round Product Attractiveness Centered on Handsets
- Voice and Data ARPU, FY2001-2007
- Voice Commoditizing and Data not Making Up for it
2. Japan Mobile Advertising Market
- Total Mobile Telecommunications Revenue Distribution (2006)
- Value Chain and Ecoystem
- Advertising Expenditures for Major Media 2007 and Year-on-Year Changes 2006 (2005)
- Mobile Advertising Revenues, 2000-2011 31
- Search-related vs. Non-search-related Mobile Advertising Revenues, 2007-2011
- Standardization
- Targeting
- Main Site Metrics
- Main Campaign Metrics
3. Key Enabling Technologies, Content and Services
- Mobile Browsing
- Mobile Content Market Segments, 2003-2006
- Mobile Messaging: Email and Decomail
- Mobile Music
- Mobile Games and other Java/BREW applications
- Flash Lite
- Mobile Books and Comics
- Mobile Shopping and Auctions
- Mobile Social Networking
- Mobile Search
- QR Codes
- The Off-Portal Shift
- GPS and Location-based Services
- Mobile Digital Broadcasting: 1seg
- Near-Field Communication: FeliCa
- Image Recognition and Visual Search
4. Consumer Attitudes to Mobile Marketing
- Mobile Advertising/Campaign Participation
- Preferred Types of Mobile Advertising
- Subscribing to Mail Magazines
- Favorite Content in Mail Magazines
5. Marketer Attitudes to Mobile Marketing
- Companies with Permanent Mobile Sites
- Mobile Advertising Adoption and Future Intention
- Preferred Media Formats in Mobile Advertising
- Preferred Compensation Models in Mobile Advertising
- Metrics used to judge Campaign Efficiency
- Performance-based and Non-performance-based Mobile Advertising Revenues, 2005-2010
- Top 10 Advantages and Disadvantages of Mobile Advertising
6. Mobile Media and Advertising Formats
6.1. NTT DoCoMo/D2 Communications
- Official Site i-Guide
Music i-Guide
Games i-Guide
i-menu Search
MessageF
Third-party Official Sites on i-mode
Newspapers Text Ads Package (Third-party)
R25 (Third-party)
L25 (Third-party)
goo Mobile (Third-party)
MCN allwords (Third-party)
6.2 au KDDI/mediba
- EZweb Menu/Categories
- EZweb Search
- au Music Player
- EZ News Flash
- au Auctions
- au one GREE
- EZ Hot Info
- au Style
- Third-party Official Sites on EZweb
- PC Site Viewer
6.3 SoftBank Mobile/J-Mobile
- Carrier Menu Categories
- New Arrivals
- Newly Arrived Games
- Third-party Official Sites on Yahoo! Keitai
6.4. Operator Joint Efforts: Tokusuru Menu and G Guide
- Tokusuru Menu
Tokusuru Menu: au KDDI Formats
Tokusuru Menu: SoftBank Mobile Formats
Tokusuru Menu: NTT DoCoMo Formats
Tokusuru Shopping
Tokusuru Travel
TokuNumber/TokuWord System
3toku Cross-Operator Bundle
G Guide Mobile (Eletronic Programming Guide)
6.5. Operator-independent Media
- mixi: Top Banner Ads
- mixi: New Blog Entry/Comment posted Confirmation Screen XL Banner Ad
- mixi: Message sent Confirmation Screen XL Banner Ad
- mixi: "Visitors to my Profile Page" Banner Ad
- mixi: Communities Banner Ads
- mixi: Header Text Ads
- mixi: Footer Text Ads
- mixi: Tie-ups and Promotions
- Yahoo! Mobile: Banner Ads on Category Top Pages
- Yahoo! Mobile: Text Ads on 2nd-Level Pages
- Yahoo!: Impression-based XL Banner Ads
- mobagetown: Top Page Banner/Games Category Banner
- mobagetown: Message sent/Content posted Confirmation Screen XL Banner Ad
- mobagetown: Game Exit Page XL banner
- mobagetown: Monthly Unique Clicks Text Ads
- mobagetown: Email Newsletter Text Ads/Targeted Standalone Email Ads
- Pocket Affiliate
- Overture
- Google
- Google: Integration on EZweb
- AdLocal
- Otetsudai Networks
7. Campaign Examples and Case Studies
- Pokka Coffee
GATSBY "Music Remix Contest"
AXE "Wake-up Service, Inc."
Marlboro "Shift Gears"
Vidal Sassoon "Become An Angel"
mobagetown x NIKE
mobagetown x Coca Cola
mobagetown x AEON
mobagetown x UNIQLO
Northwest Airlines "Giant QR Codes"
Shogakukan Comics
LOTTE Koala March
Kaocheki x Resident Evil 2 "Zombie Check/Kaocheki x Pizza Hut "Pizza Check"
Akarium Call Project
NIKE Mobathlon
Navitime x Kirin Beer
McDonald’s Flash Coupons
SOYJOY Suica Posters
gurunavi "Dancing Johan"
Mapion x JR Travel Navigator "Territory Battle"
NTT DoCoMo x NTV x Coca Cola
NTT DoCoMo x TBS x McDonald’s
8. Expert Insights
- List of Interview Partners
Note on Mobile Content Filtering
Interviews
9. Key Findings
Appendix
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