1. copyright 2013 ADINNOVATION,INC.Confidential
Digital Marketing in Japan
Opportunities for UK companies
UKTI Webinar

2. copyright 2013 ADINNOVATION,INC.Confidential
Agenda
1. About Us
2. The latest Japanese smartphone apps market
3. The latest Japanese smartphone advertising market
4. Business opportunities for UK companies in Japan
5. UK companies we are looking for as our partner
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About Us
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Corporate Profile
Ryoma Hosokawa
Operating officer at Adinnovation
ryoma.hosokawa@adinnovation.jp
https://www.facebook.com/ryoma.hosokawa
Business Career
Since 2005 worked for mobile Ad industry. In 2010, started to work for Dwango that provides
NicoNico Douga (largest internet movie service in Japan).
In 2012, joined Adinnovation Inc.
Adinnovation Inc.
Establishment : 15 Mar, 2010
Location : Roppongi,Minato-ku, Tokyo, Japan
Contact : info@adinnovation.jp
Website: http://adinnovation.co.jp/
Facebook :
https://www.facebook.com/adinnovation
- A Professional Marketing Firm for Smartphone Apps -
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Marketing
Marketing Channel 【Market Data】
A smartphone app store
analysis company in
Netherland.
We provide this data
as an agent in Japan
・ Estimated download volumes
・ Estimated revenues
etc…
We support the promotion which suited
various environmental elements of a
smartphone in the domestic and the global
market
Marketing
Smartphone Media
Re-planning/optimisation
Real active users
Download
Expected active
users
Effect
meaturement/RO
I analysis
Marketing Support
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Media Consulting
Consulting
Consulting
コンサルティングメニュー例
広告メニューの精査・設計
広告売上目標の設定
媒体資料の改修
広告枠管理表の作成
広告売上管理表の作成
メディアレップ・代理店開拓
広告販売窓口の代行
決定案件の進行管理代行
レポート作成代行
当社主催セミナーでの媒体紹介
【Service Menu】 【Consulting Service/Case study】
AppBank Kami Appri OCTOBA
We support media companies to maximise
their ad reviews mainly for the leading app
review sites. We can provide “one-stop-
service” from sales strategy planning,
product design, developing channel and
total operation.
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ADSTORE TRACKING
Technology
【Clients】
Game developers, internet ad agencies(OEM) and social
networking content providers(OEM).

Overseas Advertising
Analysis data on a user
basis
In Japan In US and Europe
Possible ad networks/affiliate networks
We have our own original smartphone
ad effective measurement tool called
“ADSTORE TRACKING”. We can
provide this system as OEM.
Technology
 Quick view of PDCA/ROI

Measure up to “in-apps
purchase” revenue.
 Cover major international
ad networks
One SDK to place an ad in
multiple media
【Product Benefits】
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Latest Information
 Raised￡1.06M as Series A round.
We intend to expand the tracking solution
made in Japan globally.
 Going to have a new tracking solution in
Adtech London in this September.
 If you'll come to Adtech and have an
interest, I hope we can meet!
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The latest Japanese smartphone
apps market
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Japanese Mobile Market
Japanese mobile market was like a Galapagos
Islands...
For Western companies, Japan was a difficult
country to enter.
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1.Variety of content
Ringtone, wallpaper, decorated
email, customized skin, music,
movie, digital comics, social
Game, etc.
2. Operator oriented
 Low commission
 Payment system
3. Business Model
 Monthly subscription
Japanese Mobile Market
These business models are changing dramatically in Japan
now by the increase of smartphone users and the
popularity of smartphone app stores
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Smartphone Penetration in Japan
73.5
67.8
66.9
59.9
59.1
58.8
58.6
34.8
0.0 20.0 40.0 60.0 80.0
Spain
UK
Canada
UK
Italy
France
Germany
Japan
Smartphone Penetration
（May, 2013/Unit：％）
Source : comScore MobiLens May, 2013
The smartphone penetration in Japan in May, 2013 is 34.8%.
More smartphone users and app business are expected.
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Market Size of iPhone/Android apps
£42,319,538
£52,823,562
£23,038,415
£50,381,698
£0
£10,000,000
£20,000,000
£30,000,000
£40,000,000
£50,000,000
£60,000,000
December, 2012 June, 2013
Total Revenue of Top 400 apps in Japan
iPhone
Android
Source : Distimo AppIQ/December 2012 & June, 2013
The Japanese smartphone apps market is growing rapidly.
Growth rate from December, 2012 to June, 2013(6 months)
 iPhone : 124%
 Android : 218%
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Market Size of iPhone/Android apps
£54,949,441
£12,238,030
£52,823,562
£32,984,328
£4,149,609
£50,381,698
£0 £20,000,000 £40,000,000 £60,000,000 £80,000,000 £100,000,000£120,000,000
US
UK
Japan
Total Revenue of Top 400 apps
(June, 2013)
iPhone
Android
Total revenue amount of the top 400 apps of iPhone and Android in
June, 2013 in Japan was more than the US market.
Source : Distimo AppIQ/June, 2013
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The latest Japanese smartphone
ad market
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Market Size of Smartphone Ads
163.8
565.1
767.1
1,003.9
1,211.8
1,352.6
1,455.9
2011 2012 2013 2014 2015 2016 2017
Smartphone Ad Market Value and Forecast
(Unit : ￡M)
In accordance with the smartphone apps market, the advertising
market is also growing. The market value in 2013 is expected to be
more than ￡760M.
Source : CyberZ & Seed Planning
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Type of Ads
23.0 73.7 82.9 96.7 115.8 125.0 135.551
138
201
268
329
381 426
88.8
351.3
482.9
639.5
767.1
846.7
894.1
2011 2012 2013 2014 2015 2016 2017
Type of Ads/Forecast
Affliate Display Listing
As for the type of ads, “Listing” is the top ad expenditure in Japan.
It has more than 50% share of the total ad expenditure.
Source : CyberZ & Seed Planning
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The Opportunity of
Japanese Market for UK companies
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Opportunities for UK Companies
For content providers;
 Japanese smartphone apps market is huge and rapidly growing.
Especially Google Play market.
 Japanese smartphone users have started accepting the Western taste
contents. Not to stick to Japanese contents any more.
 They are willing to pay money to quality contents
For ad agencies;
 Some of Japanese content providers are successful in the global
market. Therefore, they are looking for a good ad agency to support
their marketing activities in the global market.
 By the success of some of Japanese content providers outside Japan,
many other Japanese content providers are planning to enter into the
global market.
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Successful Western Smartphone Apps
“Clash of Clans”
by Supercell in Finland
“Candy Crush Saga” by
King.com in UK
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Successful Western Apps in Japan
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Successful Western Apps in Japan
Released a Japanese version
Clash of Clans
 Released a Japanese version on 17th of June.
 The daily revenue after that went up to more than ￡50,000 a day.
 Started the in-game promotion with a Japanese app “Puzzle & Dragons”
Source : Distimo AppIQ
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Successful Western Apps in Japan
Candy Crush Saga
 Released a Japanese version for both iPhone and Android
 The sales are growing and the daily total revenue of both iPhone and
Android is about ￡70,000 a day.
Source : Distimo AppIQ
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Successful Japanese Apps outside Japan
LINE Rage of Bahamut CocoPPa
Source : Distimo AppIQ
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UK companies we are
looking for as our partner
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Partner
 Advertising agencies in UK which;
• Specialises in smartphone apps ads and promotion
• Owns games publishers/developers in UK as clients.
• Have ability to plan and implement marketing
programs for Japanese clients in UK.
 Partnership scheme
 Revenue share model
 Exchange of the market data
 Introduction and joint services for mutual clients in
each market
 Joint sales and promotion of our smartphone ad
analysis tool “ADSTORE TRACKING” in UK.
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Thank you very much
for your attention
Please contact with;
ryoma.hosokawa@adinnovation.jp