Japan Mobile

Mobile Advertisement & Social Networksin Japan

Neil RubensAssistant ProfessorAI / eLearning Laboratory (Okamoto/Ueno)University of Electro-CommunicationsTokyo, Japanwww.DataMilking.org

New Metrics for New Media: Analytics for Social Media and Virtual Worlds

softbank.jp

Mobile Photo Sharing (NTT)

Photo is automatically transmitted over cell network

http://otayori.nttdocomo.co.jp

Mobile IC: 28.5M users (Mar.2008)

[cirius]

http://blog.qoqoa.com/2009/05/18/qr-code-usage-in-japan/

Majolica Mirror• send your photo• receive a photo of w/ a new

make up style

[asiajin.com]

http://www.flickr.com/photos/miffymoo2/2885685758/in/set-72157607473383741/

http://wirelesswatch.jp/2009/07/21/japanese-cellphones-global-markets/

• 1.12 cell subscriptns / person (ages 15-64) [Ministry of Public Mgmt]

• 3G penetration rate: 96% – 3.5G penetration

rate: 35%

• 85% of the subscribers use the mobile web.

• mobile web traffic grows faster than the PC traffic.

[cirrius]

[NTT 2007 / Infinita]

[infinita]

[D2 / Dentsu]-7.60%

14%22.90%

47%

100%

Traditional MediaInternet AdPC search engineMobile AdMobile Search

Internet Ad

Mobile Ad

Growth of the mobile advertising market

2008 Growth of Advertising Expenditures

http://www.flickr.com/photos/trippy-purple-cloud/714065406/

• talking on the phone in public is considered rude

• ease of typing w/ numeric keypad

• flat rate data plans (~$40)• high speed: 3.6 - 7.2 Mbps• long train commute

Data Adoption Factors

free digital TV GPS

gaming

internet

[Yamazaki]age 20-49mobile

71%

pc14%

both

15%

[PointOn Research]

mob

ile u

sage

SNS access

personal communications could be stressful

http://www.mukwonago.k12.wi.us/~jushkca/Ed%20bowing.jpg http://chronicle.augusta.com/images/headlines/102498/JAPAN_BANK.jpg

SNS provides an alternative medium

video sharing/commenting

• 9th most visited website in Japan• users: 11 million, 0.26 million premium• 2 billion comments

members can shop

Can add & delete ads[User-selected Ads]

purchase # click # overall click #

working on dataset construction

Need for GPS:

AdvertiserTarget range

Location-based Ads

395% improvement in CTR

Most successful categories of advertisers:Food & Restaurant Local Jobs and Employment Educational Institutions Beauty salons Car dealers

[cirius]

User-generated gourmet SN• 500,000 restaurants

• 900,000 food items

• 170,000 reviewers• millions of users

Mobage• game-based SNS• mostly mobile, free• > 500M PV / day• 70% teen penetration rate• 60% - 70% profit margin

[mobage]

game items4%

avatar39%

affiliate ads21%

other ads36%

Sales

• game-based SNS– free games

• mobile only• sales:– 70% virtual items– 30% ads

• popular SNS: 24M users• Localization / adaptation is important

[sidefeed] http://blog-imgs-22.fc2.com/c/a/n/canonsnk/2007_0319mixi.jpg

• hosts blogs of many celebrities • 40% of new blogs [sidefeed]• can give points to posts

http://www.flickr.com/photos/26537660@N05/3193599369/sizes/o/

http://www.flickr.com/photos/sanchome/525890022/

http://www.flickr.com/photos/27889738@N07/2981556460/sizes/l/

many trends are adopted worldwide

some trends stay local