Bring Your Content to Japan A Step by Step guide to Working in Asia
Eyal Rabinovich - Bring your content to japan
Jul 09, 2015
“Bringing Your Content to Japan – Step by Step guide to Working in Asia”
The Japanese market has long been a tricky market to gain access too. Many Western companies try and fail. Those that succeed do so not by chance, but through hard work, learning and training themselves on how to act, what to say and even how to bow when greeting someone. We have learnt from experience that gaining a partner who understands us as well as our target audience is imperative. We would like to share this information with you, to help you on your future deals with the Japanese. After all they are a huge market share and wonderful culture to get to know.
The Japanese market has long been a tricky market to gain access too. Many Western companies try and fail. Those that succeed do so not by chance, but through hard work, learning and training themselves on how to act, what to say and even how to bow when greeting someone. We have learnt from experience that gaining a partner who understands us as well as our target audience is imperative. We would like to share this information with you, to help you on your future deals with the Japanese. After all they are a huge market share and wonderful culture to get to know.
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Bring Your Content to Japan
A Step by Step guide to Working in Asia
Why Japan?
Japanese Market Size
• 112.8 subscriber million in 2009
• 120 subscriber million in 2014
• NTT DOCOMO's subscriber base
will increase from 55.4 million in
2009 to 57.4 million in 2014
0
10
20
30
40
50
60
70
Mobile Subscribers (M)
NTT DOCOMO
KDDI
SOFTBANK MOBILE
Japanese Mobile Content Market
• Japanese mobile content market
grows 12% to $17bn
• Mobile commerce shows a
significant grow
• Items bought in mobile games and
on social networks - the fastest
growing category after a year-on-
year increase of 185 percent saw it
account for $508 million in 2009
Web and Advertising
• 69 million Japanese accessed the Internet via their mobile device in 2009.
• Mobile advertising expenditure in Japan in 2009 was US$1.14 billion
• Japan accounts for 15 percent of global mobile marketing and advertising
• Japan is less than 3 percent of global mobile subscribers
Why Japan is King of Mobile?
• 75 percent of Japanese mobile data users are on flat-rate plans
• At over 95 percent, 3G handset penetration is extremely high, and network quality and
coverage, allowing rich mobile content and engaging campaigns, and encouraging downloads
• Japanese mobile network operators only take 10 percent of content revenues generated via their
mobile portals
• Japan has a very homogeneous handset base, as the operators have kept strict control of mobile
development. This means developers and marketers don't have the device fragmentation issues that
are getting worse in the US or Europe
First Steps
Table of contents:
• Why do you need a partner?
• The Japanese market is a closed market
• Supporting market research and business development
• Bridging cultural differences
• Assisting in the Execution
• How do you find a good one?
• Not a simple task
• Our advise – research and cross reference
Finding a partner
• Being Ceremonial
• Dressing Code
• Exchange of Business Cards and Gifts
• Leaving the Room
• Sitting Format
• Communication
Know your Do’s and Don’ts -Business
• Table Talk
• How to Eat
• Sake and Beer
• Tipping
• Karaoke
Know your Do’s and Don’ts -Socializing
:
• Negotiation
• Straightforward and clear
• Contracts
• Fast work
• Notice every detail
• Technical documents included
• Due diligence
• Very thorough
• Played ALL of the games until the end
Closing the deal
Executing the deal
• Translation
• Not an easy task
• But not only
• Cultural differences
• Public Policy & Regulations
Localization
Translating our games
Translating our games
Cultural differences outcomes
Cultural differences outcomes
“When game failed at third stage, the horrible picture comes out. Please
horrible images changes normal images or please delete.”
Cultural differences outcomes
Cultural differences outcomes
“Undesirable public policy.”
Cultural differences outcomes
Cultural differences outcomes
“Japanese people do not understand the meaning of divination.
Culture is different, do not understand divination results”
• Prompt Replies
• High quality of content
• High quality of execution
• Big language barriers
Account Management
• Finding the partner is not everything
• They can only bring you so far…
• Choose the right business model
• Paid
• Advertisement
• Virtual currencies & commerce
• Other
• Bring your own expertise
• Western content in the Japanese market
Go-to-market Strategy
A few words about
MoMinis
MoMinis Value Proposition
DevelopersPublishers &OperatorsUsers
Rapid Creation
Automated Porting
Easy-to-Use
No-Cost,
No-Risk,
Short Time-To-Market
Distribution via
MoMinisSolutions and
Partners
Value Proposition for Developers
Content Development
Platform
• Rapid creation
• Automatic porting (Android,
Blackberry, Symbian, J2me and
more)
Personal Mobile Playground
Online Stores Mobile Portal FaceWorld App
(Roadmap)
MoMinis International Distribution NetworkMoMinis has partnered with leading partners and customers to bring MoMinis content to users
globally.
MoMinis international distribution network includes distribution in: Asia, Eastern Europe & Western Europe.
Contact us: www.mominis.com +972-3-6443148 [email protected]
Copyright 2010 © MoMinis Ltd. All rights reserved
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