Would you know Japanese smart phone market? This market is a little specific but there is huge market. Lui Okada of Samurai International, top smart phone app developer of Japan did the presentation at Mobile Monday Taipei in June 18 2012. This is the event slide.

1. JAPANESE
APP MARKET
MOBILE MONDAY TAPIEI JUNE 18 2012

3. AGENDA
• Samurai International
• Japanese Smart Phone Market
• Japanese App Market
• Social Game
• Simple Game
• Other Apps
• How to Promote App in Japan

4. SAMURAI INTERNATIONAL INC.
Founded: August, 2011
CEO: Lui Okada
Business Content: Smart Phone Apps Development
Stock Holder: Cyber Agent Ventures
Management Team
4
Samurai International Inc.

5. OUR APPS
• Launched over 10 apps
• Over 1 million downloads.
•1 st prize 2 times.

6. JAPANESE SMART PHONE MARKET

7. SMART PHONE USERS IN JAPAN
The smart phone users grew by 4 million
in only 3 months. Android iPhone Microsoft Others
19.3M
0.8
15.1M
iPhone
0.9 6.6
iPhone
5.0
Android
Android 11.9
9.2
Nov.2011 Feb.2012
(ComScore 2012)

8. DEMOGRAPHICS
Urban and young people use.
Female users are increasing.
SEX AGE AREA
65 13- Kyushu,O Hokkaido,
55- Over, 4.4 17, 6.8% kinawa, 1 3.20% Tohoku, 5
64 , 8.6% % Shikoku, 1 1.80% .40%
.70%
18- Chugoku,
Femal 45- 3.90%
24 , 19.
e, 38. 54 , 12. 4%
50% 5% Kansai,
Kanto(T
Male, 19.60% okyo),
61.50 35- 25- 39.70%
% 44 , 22. 34 , 25.
7% Chubu,
6% 13.80%
(Oct 2011 ComScore)

9. What is different iPhone
users and Android Users?

10. DIFFERENCE OF IPHONE AND ANDROID USERS
iPhone users tend to get more apps than
[Paid App] How many get?
Android users.
[Free App] How many get?
(Ask Smart.ly 2012)

11. FEMALE HIGH SCHOOL STUDENTS DATA
Often young girls makes trend in Japan.
When you will reach them, your app will expand.
Have you bought the mobile phone? What kind phone did you get?
http://www.fumi23.com/2012/04/sp5/sp5enqend.html

12. JAPANESE APP MARKET
- SOCIAL GAME
- SIMPLE GAME
- OTHERS

13. SMART PHONE GAME MARKET IN JAPAN
Smartphone game market is quickly expanding.
97B TWD
34B TWD
App Purchase Advertisement
(Reference: Seed Planning 2011)
13
Samurai International Inc.

14. JAPANESE APP MARKET
- SOCIAL GAME
- SIMPLE GAME
OTHERS

15. 3 TYPES OF PLAYERS
Independent players are increasing.
Independent Players
SNS SNS Independent
App and Web App and Web App only

16. 2 PLAT FORMERS ARPU
GREE and Mobage have high ARPU users.
Their users spend 138 TWD (370 JPY)/month.

17. TOP 2 BILLION IN SALES
Card game system is popular in Japan.
GREE Mobage / Cygames
Doriland Rage of Bahamut

18. GACHA SYSTEM
Gacha is card vending machine.
If users get the strong cards, users can win the battle.
1 card costs about 113 TWD.
Card

19. GACHA SYSTEM
3 Types of Cards.
Users feel pride when they get rare cards.
Normal Rare Super Rare
Super
Normal
Rare Rare
Card
Card Card
Strong /
Proud

20. GLOBAL RANK
Gacha system start to success in Global.

21. JAPANESE APP MARKET
- SOCIAL GAME
- SIMPLE GAME
OTHERS

22. SUCCESS SIMPLE GAME PLAYERS
These are free games.
They get sales about 10 million yen / month!
Touch the Numbers Cocolo-bit

23. TOUCH THE NUMBERS
Tap the numbers in order.
110,000 DAU.
3.8M TWD / month of Sales.
Play game Check Ranking

24. COCOLO-BIT
They release simple funny games every
1-2 weeks.They ranks high every time.
Build a Fire Karate Master Soul Beam

25. OUT SIDE GAMES
Many apps get few million JPY / month.
• Bijin Weather (Tool)
• World Mystery (Tool)
• iPic (Tool)
• PriGazo (Tool)
• Chat Match (SNS)
• …

26. HOW MUCH SALES CAN
WE GET IN JAPAN?

27. MONETIZE
3 types monetize way.
• In App Purchase
• Social game
• Advertisement
• Simple game
• Paid app
• Simple game as Angry birds

28. IN APP PURCHASE
Top 1st-5th apps get 400K-800K TWD (1M-
2M JPY) sales per day.
Almost games but LINE ranks 12th.

29. FREE APP’S AD REVENUE SIMULATION
Impression 10,000,000
CTR 1%
CPC 10 JPY (3.8 TWD)
AD Revenue 1M JPY (380,000 TWD)

30. AD NETWORK REVENUE
CPC
・Nend 9～10JPY (3.42 – 3.80 TWD)
・imobile 8～9JPY (3.04 – 3.42 TWD)
・AdLantis 7～8JPY (2.66 – 3.04 TWD)
・AMoAd 7～8JPY (2.66 TWD – 3.04 TWD)
・AdMob 6～8JPY (2.28 – 3.04 TWD)
・Mediba 3～5JPY (1.14 – 1.9 TWD)
1 JPY = 0.38 TWD
Source:
http://ameblo.jp/porcom-yokoyama/entry-11184573931.html

31. HOW TO GET MANY DOWNLOADS IN
JAPAN?

32. 日本AppStoreをもう 細かく
APP STORE JAPAN
少し
App Store Ranking is most important.
無料アプリ
[Free App] [Paid App]
有料アプリ
(Source: Ad Innovation 2012)

33. FREE PROMOTION PLAN
1. Icon Design and App Name
2. SEO in App Store
3. Press Release
4. Over 20 Review Site
5. Twitter, Facebook

34. OUR SERVICE
FREE NOW!(我很闲)

35. PROBLEM
In current chat services, users
cannot connect with new people.
I have free time.
I have free time.
I want to chat with
I want to chat with
someone.
someone.
Japan US/EU Korea China Facebook
35
Samurai International Inc.

36. SOLUTION
Free Now is the connecting service of the user
ID with Skype, LINE, KAKAO TALK and
WeChat.
I have free time.
I have free time.
I want to chat with
I want to chat with
someone.
someone.
Connecting!
36
Samurai International Inc.

37. HOW TO USE
Easy to announce only 2 taps!
37
Samurai International Inc.

38. EXCHANGE
Copy ID, search people, and Chat in group chat!
Paste ID
& Search
38
Samurai International Inc.

39. KPI（FIRST MONTH）
We have 40K downloads, 100K Free Now! Posts.
And high DAU.
New Users/Day
DAU Rate
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
39

40. THANK YOU!!
If you would like to expand in Japan,
we will support.
Lui Okada
Samurai International Inc.
+81-(0)3-5962-8573
lui_okada@samurai-international.jp
Facebook: lui.okada
LinkedIn: http://jp.linkedin.com/in/luiok