Presentation from 2nd Asia Mobile Marketing & Advertising Summit, Singapore, May 28, 2008. - Part 2 of 2 -

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

2. [continued from Part 1]

3. 20% of Japanese teenagers
lovin’ it already.

4. Who? What? When? Where?

6. Slice ‘n’ dice!

7. vs.

9. Noticed anything?

10. None of these are even
remotely digital brands!

11. Principles

12. Make it desirable

13. Create
Engagement

14. Keep them coming
back

15. Blend virtual and real

16. Glue for other media

17. Other things to keep in mind

18. 1/3 use mobile
search daily

19. 1 in 6 use GPS already

20. 2nd most
important reason
to upgrade phone

21. 30% usage among
enabled base

22. Think way beyond the browser

23. Think way beyond mobile

24. “Something entirely
new will
arise from
this...”

25. “...we just don’t
know yet what
it will be.”
COO,
Carrier/Agency
Joint Venture

26. Cool Stuff!

27. All is well then?

28. Not quite

29. Japan Advertising Market
70 billion US$

30. Mobile Advertising: 1%

31. It should be 4 times
that *
*at least

32. Why isn’t it?

33. Still early
To still early. within
It’s double
next 4 years

34. Still haven’t really figured out the
details

35. Still very basic

36. To double too complicated
Buying is within
next 4 years

37. Resistance is fierce
To double within
next 4 years
Education is necessary

38. To double within
next 4 years
Education is necessary

39. Thank you.
www.infinita.co.jp/research