Mobile marketing in Japan has grown tremendously over the past decade. By 2007, mobile advertising revenues exceeded half a billion US dollars, more than doubling from the previous year. This growth was driven by factors like widespread adoption of advanced smartphones without device fragmentation, unlimited data plans, and a strong focus on customizing the user experience. Standardization across carriers and a wide choice of advertising formats also contributed to the mobile marketing boom.

1. Part 1 of 2
21st Century
Mobile Marketing: Japan
The 2nd Mobile Advertising & Marketing Summit
Singapore, May 28, 2008
Christopher Billich

3. 90% of subscribers
use the
Mobile Web

4. 4 4 in 5 of them on 3G
in 5 of them on 3G

5. How we got there

6. Luscious handsets

7. Without device fragmentation

8. All you can eat pricing

9. Gardens without walls
Gardens without walls

10. Healthy
obsession
with
user
experience

11. Standardization

12. Wide choice of formats

13. as a result of which

14. Mobile Advertising
revenues exceeded 621
half a billion US$ last year.
390
288
180
100
2003 2004 2005 2006 2007

15. To double within
next 4 years

16. 2003
Advertising Content

17. 2007
Advertising Content

18. Campaigns that work

19. One in every phone

20. Digital
fortune cookies!

21. 268 kinds!

22. “How many
you got?”

23. Hardware
feature
#1

25. Helloooo!

26. Not an
idle screen
anymore.

27. Get me!
Get me! Get me!
me!
Get
Get me!
Get me!

28. [continued in Part 2]