1. Mobile Marketing Workshop 2009
Innovation Mobile Marketing in Japan
-Aug 2009
Manager, International Business Development
kuanxun wu（吴 宽洵）
kuanxun.wu@d2c.co.jp
http://www.linkedin.com/in/kuanxunwu

2. D2C’s Presentation in China
2008/6 Madhouse Workshop
Presented by Kuanxun Wu
2007/8 Madhouse Workshop
Presented by Isao Shinozaki
2005/11 Ad:tech Shanghai
Presented by Kuanxun Wu
2

3. Awards of 2008: Nike Japan – Road to be Ronaldinho
Show 3 Minutes Video
(C) 2009 D2Communications.All Rights Reserved. 3

4. Chapter 1
Japan market
Why Mobile
Mobile Ad Awards
4

5. 2008 Advertising Expenditures of Japan
• Television Fell for the Fourth Straight Year; Internet Expenditures
Climbed 16.3%
Classified by Medium Ad Expense by year Internet
Radio
Magazine Satellite
Newspaper
TV
Promotion Media
SOURCE: DENTSU INC. As of 2009
5

6. Internet advertising expenditures of Japan
PC and Mobile Mobile only
Million US$ Million US$
PC Display
Mobile Search
PC Search
Mobile Display
Mobile
SOURCE: DENTSU COMMUNICATION INSTITUTE INC. As of 2007, 4, 16
• Mobile ads will grow at 3x previous rate within 5 years.
(C) 2009 D2Communications.All Rights Reserved. 6

7. D2 COMMUNICATIONS
1. The world’s first company to
specialize in mobile advertising
and marketing
- “D2” stands for Digital & Direct
- Sales: 15 billion yen (FY2008)
- Employees: 280
2. The “One-stop mobile marketing
service company”
- Mobile Site Winner of Cannes Gold Award
3. Mobile advertising and marketing
evangelist
- Established the Mobile Ad Awards in 2002
7

8. Contribution to the Industry
Published Books Industry Newspaper
Illustrated Handbook on i-mode Marketing and Advertising
A Prescription for Mobile Marketing
Practical Series: Mobile Marketing
Practical Series: Mobile Marketing and Solutions
Mobile Ad Awards
Practical Series
/ Cross Media Marketing
The Mobile Phone Superpower's
Mobile Business Handbook
Mobile Marketing
(C) 2009 D2Communications.All Rights Reserved. 8

9. Introduce Fujita（藤田）， CEO of D2C
No.1 Mobile Marketing Authority in Japan
1965: Born in Japan
1991: Joins Dentsu
1996: CCI (Founding Member & Director)
2000: D2C(Founding Member & Representative Director)
A leader in the development of cross-platform
PC & Mobile Advertisements
-Authored and edited 7 publications
-MBA Lecturer (Waseda University)
-Vice Chairman of Japan Internet Advertising
Association 9

10. D2C PR Activities Recently
Net Marketing Forum Ad:Tech Tokyo
Jun 30th 2009 Sep 2009
• D2C is the top sponsor • Fujita is the advisory board member and selected
as moderator for the mobile marketing session
(C) 2009 D2Communications.All Rights Reserved. 10

11. Chapter 2
Japan market
Why Mobile
Mobile Ad Awards
11

12. Advertiser’s mobile usage trends, 2009
• Co-research by Nikkei(No.1 Business Media) and D2C yearly.
• 2009, We surveyed more than 4000 companies and received 444
feedback.
12

13. AD Budget Classified Media (2008 VS 2009)
Increase Ad Budget Compared with last year
Newspaper TV Magazine Radio PC Mobile Outdoor DM
Decrease
Only Mobile’s AD Budget will be increased at 2009!
13

14. 3 Questions from the Survey
Q1) How much percent of replied companies have their own mobile
sites?
A) 1/4 B)1/3 C)1/2 D)2/3
Q2) How much percent of B2C companies have their own mobile
sites?
A) 1/4 B)1/3 C)1/2 D)2/3
Q3) How much percent of B2C companies have experienced Mobile
Marketing?
A) 1/4 B)1/3 C)1/2 D)2/3
14

15. Two Selections When Economy Depression
1.Find Customers
2.Create Customers
15

16. Funnel Communication Model to Find Customers
Awareness
CPC
1.Find Customers
CPA
Purchase
16

17. Change your Mind
17

18. Reverse Funnel Model to Create Customers
Unknown
2.Create Customers
Awareness F u j it a @ d 2 c 2 00 9
18

19. Communication Model at Cyber Space
Enterprise
Creatorsÿ ÿ^ 3% ÿ
?ÿ
?%ÿ^ ?%ÿ
Contributorsÿ 3%~10%
Opportunistsÿ ?%ÿ^ ?%ÿ
10%~20%
Lurkersÿ ÿ^ ?%ÿ
80%
F uj ita@ d2c 2008
19

20. How to approach Lurkers Effectively
Mass Media Friends
Tru fromM
st ass Lurkers Tru fro F2F
st
20

21. Proposal 1 from Fujita@D2C - W Funnel Model
• Important Framework
Unknown
Potential Market
2. Create Customers ADÿ BUZZ by using Mobile
Awareness
1. Find Customers Promotionÿ SEM
Purchase
Fjita dc2 9
u @ 00
2
21

22. Traditional Marketing Process
Insight into user
ÿ# ÿ-
Sales Promotion
ÿ0 ÿ#
What Mobile Bring?
mobile
22

23. Marketing Effect by Using Mobile
ÿ ÿ Speed UPÿ
ÿ ÿ Volume UPÿ
ÿ ÿ Minimize the Riskÿ
23

24. Case Study- Coco-Cola, 2007
Mass Media
$` $a $b $c $d
24

25. Proposal 2 from Fujita@D2C - MPR Theory
• Re-engineering the Marketing Process!
Marketing Communication
Process
Re-engineering
0Ref0 BPR
Business
Process
F jita d 200
u @2c 9 Re-engineering
25

26. Marketing Process Re-engineering
Insight into user Insight into user
ÿ# ÿ- Mobile Marketing
Sales Promotion
Sales Promotion
PC
PC
Mobile Mass Media
F uita d2c 200
j @ 8
26

27. Booster Marketing – Important Marketing Model
Enterprise
Creatorsÿÿ^ 3%ÿ
Net/Real
Contributrsÿ3%ÿ^ 10%ÿ
Opportunistsÿ 10%ÿ^ 20%ÿ
Massÿ Buzz
Lurkersÿÿ^ 80%ÿ
Fujita@ 2008
d2c
27

28. Proposal 3 from Fujita@D2C – Separate Platform and Tactic
Separate Platform and Tactic at Marketing Process
Platform0û000Eco System0
û û
Big investment/Long term return
Strategy Partner is important
0Tactic00û000Campaign0
û û
Small Investment/Short term return
Human experience is important
28

29. Chapter 3
Japan market
Why Mobile
Mobile Ad Awards
29

30. Mobile Ad Awards
• The world's longest-running competition dedicated to mobile
advertising, first started in Japan by D2C in 2002 and now extended
to include entries from around the globe.
(C) 2009 D2Communications.All Rights Reserved. 30

31. Awards of 2002
Black and White Banner Only
Picture Size < 500 Byte
31

32. Awards of 2003
Colorful Picture Ad Application
32

33. Awards of 2004
Photo Mail by Mobile’s Camera
Apply the Campaign by entering the number Send face photo by mail and
printed at the product package receive auto customized pictures in 24 hours
33

34. Awards of 2005
Cross Media
进入各详细页面
待机图
可带走的「iPod
mini」卡片
活动网站首页
彩铃
发送空邮件
至指定邮箱
34

35. Awards of 2006
Mobile official site for Enterprise Flash site
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35

36. Awards of 2007
i-menu Top Cross Media SNS
SS
N
0]0S0g
!
Mobile become the end point of the Cross Media.
36

37. Awards of 2008
CGP?( Consumer Generate Product)
iss evelop Cup N le ba on consum ’
N in, D ood sed er
37

38. Awards of 2009
0Grand Prix0
Tokusuru Mobile Site / Tokusuru Appliÿ McDonald’s Company (Japan), Ltd. / The JV, Ltd.ÿ
Marketing Category
0Outstanding Performance0
Tokusuru Mobile Site / Tokusuru Appli ÿ McDonald’s Company (Japan), Ltd./The JV, Ltd.ÿ
0Award0 Pair Movie, “If I could be honest” Sony Music Entertainment (Japan) Inc.ÿ
0Award0 31 Sons de mode et Chambre à Paris Collection
Advance reservation Campaign ÿ Toyota Motors Corporationÿ
0Award0 Axe Chocoman Hunter ÿ Unilever Japanÿ
0Award0 Axe Wake-up Service, Inc. ÿ Unilever Japanÿ
Campaign Site Category
0Outstanding Performance0 0A half of life is game0 ÿ NHN Japan Corporationÿ
0Award0 Kamogawa Horumo Official Site ÿ Shochiku Co., Ltd.ÿ
0Award0 New model Qube Mobile Promotion ÿ Nissan Motor Co., Ltd.ÿ
0Award0 Gambare Obento Shokun! Campaign ÿ Marumiya Corporationÿ
0Award0 Fits Mobile site ÿ LOTTE Co., Ltd.ÿ
Ad / Creative Category
…
38

39. Award of 2009, Sony Music- Pair Movie
Show 3 Minutes Video 39

40. Award of 2009, Unilever Japan – CHOCOMAN
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Show 3 Minutes Video 40

41. Award of 2009, AXE WAKE-UP SERVICE INC.
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42. Award of 2009, NHN - A half of life is game
Show 3 Minutes Video

43. Grand Winner of 2009, - MacDonald/ The JV
Top Page of Mobile Site Picture flow when using application at the Shop
Subscribes Growth of Mobile site and Application
AoMc200
sf ah 9
r
>100M PV/ Month 12M Users
Mobile Site
3M Users
Mobile Application
0 84 08.05 08.06 08.07 08.08 0 89 08.10 08.11 08.12 09.01 09.02 09.03
.0 .0 43

44. Mobile evolution in Japan
100 ,00
2, 000
Mobile Wallet
ÿ3
Mobile TV
ÿ.
Ringtone Full
ÿ3
Flash
100 ,00
0, 000
GPS
Photo Mail
i-Appli
Mobile Marketing
Concierge
8,0 ,00
000 0
i-Mode
Search
Mobile Video
6,0 ,00
000 0
Mobile Users
4,0 ,00
000 0
2,0 ,00
000 0 Mobile Internet Users
3G Users
0
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
44

45. Big Question
Japanese Teenagers areÿeee
ÿ ÿ
[A] Weird creatures [B] The future
from a remote island direction of mankind
45

46. Digital Native
1.Japanese people 29 or younger who actively used
mobile email in their teens encounter media
in a completely different way. (Hakuhodo 2008)
2.Children in Japan 16 or younger who are habitual
mobile users also approach media in a completely
different same way. (Gartner 2006)
3.What is happening in Japan today tell us how the world
will shape up over within the next 10 years.
Japan should be considered as a future indicator,
rather than an isolated case. (Fujita@d2c)
46

47. About me
• My background
– Born in China, visited Japan as a foreign student at 1994.
– Graduated from Tokyo institute of Technology, began career at
Accenture Tokyo as IT consultant at 2000.
– Joined D2C to in charge of international Business Development
at 2005.
• My contact:
– kuanxun.wu@d2c.co.jp
– http://www.linkedin.com/in/kuanxunwu
Prepare to launch blog on Sep, to introduce mobile marketing of Japan
47