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mixi Mobile
Going Mobile:
Japan’s Most Successful Social Networking
Service on the Big Small Screen

August 24, 2009




                                        Infinita Inc., 2009
mixi Mobile                                                                                            2


mixi
  mixi is by far the most popular social networking service in Japan. It is operated by mixi,
  Inc., which is listed on the Tokyo Stock Exchange. Launched in February 2004 on the PC
  web and on mobile in September of the same year, it currently has more than 16 million
  members and generates more than 14 billion page views per month total.
  The company has been highly successful due to its first-mover role in the social
  networking space in Japan, and its rapid innovation in terms of features and functionalities,
  and tailoring its service offering in different ways for the PC and mobile platforms.
  Although it does feature ca. 40 simple Flash Lite games for added entertainment mixi
  Mobile -- as opposed to competitors mobagetown and GREE -- is not focused on mobile
  games, but is a service built around core social networking functionalities such as profiles,
  pages, blogs (“diaries”), friends, groups, photo and video sharing.
  mixi’s business model (both on PC and mobile) is mostly-advertising based, with only 10%
  of revenues generated via several premium features, some of which are only available on
  mobile.




                                                                                           Infinita Inc., 2009
About this Report
D
    When we published our original mixi research report in March 2007, only 30% of its traffic
    originated from mobile phones, and mobile-related revenues were minimal compared to the
    PC platform. A good two years down the line, 70% of mixi traffic are coming from mobile
    devices, and an estimated ¥1.5 billion (US$ 15.8 million) of mixi Inc.’s ¥2.98
    (US$ 31.5 million) billion social networking-related quarterly revenues (as of FY08 Q4) are
    generated by the mobile version of the service.
    Over the past two years, mixi has added a string of innovative features to the mobile version
    of its service, including premium content like decorated messages and branded profile
    templates, as well as (in response to rising competitive pressure from mobagetown and
    Mobile GREE) a portfolio of casual games.
    In light of these developments, we have completely revised, expanded and updated our
    original mixi report - this time around largely focusing on mixi Mobile, and only touching
    upon the PC version of the service where necessary. This is the only detailed research
    report available in English providing detailed analysis of the factors that have made mixi
    Mobile the market leader in mobile social networking in Japan. It includes step-by-step
    walkthroughs of all major features, insight into business model and financials, as well as into
    usage patterns and demographics, and analysis of the games portfolio.
    Current version 2.0 published August 24, 2009. 111 pages, 16 charts, graphs and tables, more
    than 200 screenshots. Author: Christopher Billich, SVP, Research & Strategy, Infinita Inc.
    Company-wide license: US$ 1,500
                                                                                              Infinita Inc., 2009
Who should read this Report and why
D
    Social Networking Providers: Whether you run a branded or white label platform,
    whether you already have entered the mobile space or are considering moving into it, this
    is a unique and rare chance to learn from one of the very best in the business - and a
    highly profitable one at that.
    Mobile Content Providers: See how to monetize mobile content beyond
    subscription and pay-per-download fees - and how to let your users contribute to create
    more compelling services.
    Mobile Network Operators: Get ahead with best practices from one of the most
    innovative mobile social networking providers in one of the most advanced markets
    worldwide - to create or improve upon your own mobile social networking strategy,
    whether you are following a “build” or “partner” approach.
    Advertising Agencies and Marketers: Find out how mixi Mobile has developed its
    highly sophisticated portfolio of mobile advertising formats, and how they work with some
    of the largest consumer brands to create truly engaging campaigns.
    Game Studios and Publishers: Learn how to successfully integrate mobile gaming
    content with a community platform, and how to monetize social networking services with
    branded entertainment.



                                                                                         Infinita Inc., 2009
Key Questions answered in this Report
D
    How does mixi Mobile work? Step-by-step descriptions and walkthroughs for all major features:
    social networking functions (pages, blogs, friends, groups, photo and video sharing), information
    content (news, weather), personalization tools and casual games.
    How does the service make money? Business model and revenue stream analysis, including fiscal
    year 2008 financial data on parent company mixi Inc.
    How does it leverage its virtual currency/points system to generate revenues? See how
    the virtual currency model results in substantial revenues from personalization tools for mixi Mobile.
    How has the service evolved, and where is it headed strategically? Check the detailed
    timeline of major feature and content innovations.
    What mobile advertising formats does the site offer, how are they priced, and what do
    successful campaigns look like? Learn how mixi ties up with major consumer brands to monetize
    its mobile traffic with engaging campaigns.
    How do they promote it? Comprehensive information on marketing strategy and promotional
    activities.
    What does the games portfolio look like, and how do the games work? Detailed description
    of the top-ranking casual titles.
    Who uses it, and how much? Read about how demographics and usage are developing.
    How does it all tie together? An in-depth analysis of mixi’s strategy: From PC-centric play to
    cross-platform leader.

                                                                                                   Infinita Inc., 2009
Company Background
D
    Founded in 2005 and based in Tokyo, Infinita Inc. helps clients from all corners of the globe
    define and improve their mobile strategy, based on learnings from a part of the world that
    epitomizes the transformation into a mobile society: Japan.
    We work with network operators, media companies, technology providers, consumer
    brands and marketers, investors and government agencies worldwide, leveraging insights
    from one of the world's hotbeds of mobile innovation to develop concrete business
    strategies for local markets. Our product and service lineup spans quantitative and
    qualitative research, innovation workshops and ongoing strategic advisory, covering
    business models, service concepts, user behavior, and enabling technologies.
    Infinita’s clients include DoCoMo.com, Deutsche Telekom Group, Swisscom Innovations,
    Orange, Maxis, IBM, AOL, Adobe, Qualcomm, Naspers/MIH, NHN, Gameloft, Embassy of
    Canada in Japan, Embassy of Denmark in Japan, GroupM and Dentsu Avenue A Razorfish.




                                                                                             Infinita Inc., 2009
Author Background
D
    In late 2005, Christopher Billich stored his former life in his Grandmother's attic and
    moved to Japan to spend some time inside the giant pinball machine more commonly
    known as Tokyo. As SVP of Research & Strategy at Infinita Inc., he manages the company's
    market intelligence and research operations, advising a wide variety of international and
    Japanese clients on mobile strategy. He is a frequent speaker at conferences and industry
    events across the globe.
    Christopher has been active in the digital media and communications field since 1998.
    Prior to joining Infinita, he worked as a consultant for online and mobile strategy in the
    German media and telecommunications industries for 7 years, including assignments with
    Vodafone D2 Germany, BenQ Mobile and Deutsche Telekom. He holds a cum laude
    masters degree in psychology from University of Cologne, with a focus on communications
    psychology, entrepreneurship research and business psychology.




                                                                                          Infinita Inc., 2009
Disclaimer
D
    Claims: Due to the nature of this product, all sales are final. Therefore, we recommend
    you study the information, table of contents and sample pages provided to ensure this
    report fits your needs.
    Brands and trademarks: All brands and trademarks mentioned or pictured in this
    report as well as the promotional materials relating to it are the sole property of their
    respective owners.
    Liability: We have gone to great lengths to ensure that all information in the report itself,
    as well as the promotional materials relating to it, is correct and actual. However, Infinita
    Inc. does not assume any responsibility for potential errors that this report or related
    documents may still contain, nor for any potential damages or losses arising from relying
    on or applying the information contained herein.
    Feedback: Whether you have purchased the full report, read the sample pages or
    attended a conference where we spoke on the topic, we are greatly interested in hearing
    your opinion.You can contact the author directly via email at billich@infinita.co.jp. More
    detailed contact information can be found on the final page of this report.




                                                                                             Infinita Inc., 2009
Copyright
D
    This is a free sample of the full report, released under a Creative Commons “Non-
    commercial, derivative works, share alike” license. This means Infinita Inc. grants you
    permission to copy, distribute, display, and perform this work, as long as this happens for
    non-commercial purposes only, and as long as you credit us for it. Furthermore, Infinita
    grants you permission to modify this work and to distribute derivative works based on it
    under the same license or one compatible with the one that governs this work. For
    further details, please visit www.creativecommons.org.


    To order the full version of the report (US$ 1,500, company-wide license), please visit
    www.infinita.co.jp/research, or email us at info@infinita.co.jp.




                                                                                              Infinita Inc., 2009
Table of Contents                                                                                                                       2



 Part I: Company and Service Profile                       5    Usage                                                   34
 mixi, Inc. Company Data                                  6                Registered Members                          34
 Introduction                                             7                Page Views Mobile vs. PC                    35
 mixi Mobile Service Overview                             9                Net Member Additions; Page Views per User   36
            Main Components                               9    Demographics                                            37
            Registration and Account                      10               mixi Mobile Gender Distribution             37
            Top Page                                      11
                                                                           mixi Mobile Age Distribution                38
            Diary                                         12
                                                               Company History and Service Evolution                   39
            my mixi Friends                               13
                                                               Major Feature and Content Innovations                   48
            Profile Page                                   14
                                                               Marketing                                               54
            Messages and Notifications                     15
                                                                           Approach                                    54
            Footprint                                     16
                                                               Advertising Formats and Pricing                         55
            Communities                                   17
                                                               Advertising Campaign Examples                           67
            Photos and Videos                             18
                                                                           CC Lemon                                    67
            Information Content                           19
            Games                                         20               Acuvue                                      68

                     Top 10-ranked Titles                 22
                     Portfolio                            25
 Business Model and Financials                            26
            Business Model                                26
            Charged Services Details                      28
            Charged Mobile Content                        29
            mixi, Inc. Revenues by Business Segment       30
            mixi, Inc. Operating Profit and Profit Margin   32
            mixi Mobile Revenues Estimate                 33
                                                                                                                            Infinita Inc., 2009
Table of Contents                                                                          3



 Part II: Major Functionalities Overview                 69   News        98
 Inviting a New Member by Email                          70   mixi Echo   99
 Setting up a New Account                                71
 Standard and Kantan Login                               72
 Inviting a New Member by QR Code                        73
 Search                                                  74
 People You May Know                                     75
 Friend Request                                          76
 Friend List                                             79
 Footprint                                               80
 Sending and Receiving Messages                          81
 Creating and Viewing Diary Content                      84
 Commenting on a Diary Entry                             85
 Creating a Community                                    86
 Creating a Topic in a Community                         87
 Commenting on a Topic in a Community                    88
 Purchasing the mixi Points Monthly Course               89
 Purchasing, Sending and Receiving a Decorated Message   91
 Discovering Games                                       93
 Playing Games; High Score Rankings                      94
 High Score Rankings                                     92
 My Games                                                95
 Creating a Diary Entry about a Game                     96
 Tell a Friend about a Game                              97
                                                                               Infinita Inc., 2009
Table of Contents                                             4



 Part III: Casual Games Overview (Top 10)   100
 Zoo Keeper Mini                            101
 Chuzzle                                    102
 Blood Type Homerun King                    103
 Mahjong Line Puzzle                        104
 Homerun King Returns                       105
 Keep Your Friends Awake                    106
 Mind Reading Trainer                       107
 Baseball MVP Returns                       108
 Kuta’s Eco Adventure                       109
 The Wig Game                               110




                                                  Infinita Inc., 2009
Sa
                               mp
                                         le




Part I
Company and Service Profile




                                  Infinita Inc., 2009
Sa
mixi Mobile Service Overview                                                                                mp          9


Main Components                                                                                                    le
                                        Social Networking Functionalities
  Profile          Diary             Photos & Videos   Friends       Messages          Footprint        Communities




                 Games                                                              News Content
                                                                               News, Weather, Sports etc.
  approx. 40 casual games (Flash)




                                                                                                            Infinita Inc., 2009
Sa
mixi Mobile Service Overview                                              mp            11


Top Page                                                                           le
                        The top page is the page that members always see first
                        when logging in. This setting cannot be changed.
                        The very top of the page displays alerts, such as new
                        friend requests and messages.
                        Also on the immediately visible portion of the screen,
                        the member finds links to all the core functions: write
                        diary entry, view (own) diary entries, messages,
                        footprint (list of people who have visited one’s page)
                        bookmarked members, photo albums and mixi Echo (a
                        Twitter-like microblogging function for use within mixi).
                        Further down on the page the user finds links to the
                        news, games, mixi Collection (profile page backgrounds)
                        and search functions, and endorsements, followed by
                        links to his friend list and list of communities.
                        The rest of the page features sections for the following
                        (showing 3 links to the most recent entries):
                        •    Recent diary posts by friends
                        •    Recent comments to one’s own diary
                        •    Recent new topics in communities
                        •    Recent new comments to communities
                        •    Recently updated friends’ photo albums
                        •    Recent posts to reviews section by friends
                        •    Note: any of these can be ex- or included in the
Top page                     default view via the settings

                                                                           Infinita Inc., 2009
Sa
mixi Mobile Service Overview                                                     mp            12


Diary                                                                                     le
                            Diaries are a core component of mixi. They are
                            essentially blogs built into the larger content of a social
                            networking service. Each mixi member has a maximum
                            of one diary within the site.
                            Members can access a friend’s diary from the friend’s
                            profile page. When clicking on a headline, they are then
                            taken to the relevant diary post, with comments by
                            other members displayed below the diary entry.
                            It is possible to comment on the original post, as well as
                            secondary commenting (leaving a comment on a
                            comment).
                            When posting their own diary entries, members can set
                            privacy for diary entries to limit their visibility to “self
                            only”, “friends only”, “friends of friends” or make them
                            publicly visible to all mixi members. Users can specify a
                            default setting, and change this on a per-post basis when
                            necessary.
                            Members can delete their own diary posts, as well as
                            comments other members have made to their own
                            posts.
                            Diary entries can contain pictures and videos (as links).
                            An option in the settings allows users to syndicate
                            content from a blog outside of mixi via URL or RSS
                            feed, which is then displayed as part of their mixi diary.
Comments on a diary entry

                                                                                 Infinita Inc., 2009
Sa
mixi Mobile Service Overview                                                  mp           13


my mixi Friends                                                                       le
                        It is possible to discover other members in a variety of
                        ways (through other friends’ friend lists, by friend
                        search, via footprints left on a members page etc.) and
                        then connect with them as “my mixi Friends”.
                        In order to do this, one member sends a friend connect
                        request to the other through mixi’s internal mail
                        system, which is then confirmed (or not) by the
                        recipient.
                        All friends are listed in the friend list, which is accessible
                        from a member’s profile page. All members can in
                        principle view everyone else’s friend lists, no matter
                        whether they are connected or not. There is no setting
                        available to make one’s whole friend list invisible to
                        other mixi members.
                        However, users can adjust privacy settings in order not
                        to be included in search results from friend search.




my mixi Friends list

                                                                               Infinita Inc., 2009
Sa
mixi Mobile Service Overview                                                                                                                                   mp           23


Games: Top 10-ranked Titles                                                                                                                                            le
Rank       Title                  Description                                                                                                                 Category




6          Keep Your Friends      Player is a student sitting in a class room, right behind 3 other students, who are about to doze off to sleep. Hit them Timing
           Awake                  on their head to keep them awake. There is a teacher who is facing the blackboard, but who will occasionally look at
                                  the students. If you are caught hitting one of the heads, or if any of the three other students are caught sleeping, the
                                  teacher will throw an eraser at you. 3 times and game over. Be careful when you hit the heads -- if you smack them
                                  too hard, it will increase the chance of the teacher of looking back at the classroom.
7          Mind Reading Trainer A branded adver-game for Johnson & Johnson's one-day Acuvue contact lenses. Simple quiz game with 10 a/b choice Quiz
                                questions. The questions relate to "how to react to a girl’s behavior in different circumstances” (thus the game’s title).
                                Player starts off as decidedly clueless guy, who does not understand girls’ behavior, but the right answers he scores,
                                the more attractive he becomes, resulting in more and more girls following him. The questions are displayed on the
                                upper half of the screen, and the player is walking on the bottom half, with the girls following him.
8          Baseball MVP           Another baseball game. There are two timing elements to the game -- hit “enter” (or “5” button) for when to hit, and Sports
           Returns                afterwards to select direction you want the ball to fly. The first time you hit the ball, the game will give you a opaque
                                  ball shadow, where you are supposed to hit the ball when it actually passes the shadow. The nearer the ball is to the
                                  shadow, the further the ball will fly. The second timing element is after hitting the ball -- an arrow will appear, and you
                                  are supposed to hit the button again to fix a direction where there aren't that many opponents (the positions are
                                  shown in a small box upper right of the game screen). If it’s a hit, the ball will fly towards the fence, where there will
                                  be signs that will tell you how many bases you will be able to move. Final score is based on how many hits and runs
                                  were scored.
9          Kuta’s Eco Adventure Based on a farm Hokkaido, fantasy character Kuta is on a mission to help cut CO2 emissions. Kuta is always moving;            Timing
                                change directions left/right to time movements to vacuum plumes of CO2 (emitted by cows) out of the air. The
                                more CO2 you vacuum away, the more points you get. Game ends when too much CO2 has been released into the
                                atmosphere.
10         The Wig Game           Setting: a boring staff meeting with the CEO and subordinates at the same table. CEO falls asleep. The player has to        Timing
                                  switch fans to the left and right side of him on and off to prevent his wig from falling off his head. The score is based
                                  on how long wig has remained on top of his head, with bonus points for keeping it in the most proper position (it
                                  will say "FIT" when it is). Game over when wig falls off.


Note: as of April 24, 2009, ranked by total times played; mixi only publishes ranking of top 10 games                                                          Infinita Inc., 2009
Sa
Business Model and Financials                                                             mp            26


Business Model                                                                                     le
  mixi’s business model relies almost exclusively on advertising. Excluding revenues from its
  job listings site Find Job!, only 7% of FY08 Q3 revenues were generated from non-
  advertising revenue streams.
  In FY08 Q3, about half of advertising revenues were generated via the mobile version of
  the site (up from a less than 1/3 ratio a year earlier).
  At +118% year over year (FY07 Q3 to FY08 Q3) mobile advertising revenues are growing
  much faster than revenues from PC online advertising, and at almost twice the usage
  growth rate in terms of mobile page impressions (+51%).
  mixi generates additional revenues from premium memberships (introduced in early
  2005), which grant users more storage space for diary, photos etc. (on both the mobile and
  the PC version of the site) as well as some premium-only functions like message search.
  Premium memberships are priced at ¥315 per month. However, these revenues have never
  significantly contributed to the company’s revenues (less than 10%).
  In mid-2008, mixi launched a new initiative to cultivate additional revenues stream based
  on a paid content model, both on the PC (focusing on music streaming with “Music Plus”
  and “Gift Songs”) and on the mobile (focusing on personalization with “Character mixi
  Collection”, and since December 2008, “Decorated Messages”). For a more detailed
  discussion of these, please refer to the following pages.


                                                                                            Infinita Inc., 2009
Sa
Business Model and Financials                                                  mp           27


Business Model                                                                         le
                          uses services


                                                  provides
                          views
                                                  adver-
                          advertising
                                                  tising
                                                  frame-         Ad
                                                  work
                                                                Agen-
                                                                 cies          Adver-
                          direct revenues                                      tisers
     mixi Premium
                                                                Media
                          direct revenues
                                                  pay adver-    Reps.
                                                  tising fees
 Mobile Content Charges


                          direct revenues
       Music Plus
       Gift Songs




        Advertising revenues (PC and Mobile)   Mobile content revenues (Mobile only)
        Premium Membership revenues
                                               PC content revenues (PC only)
        (PC and Mobile)
                                                                                Infinita Inc., 2009
Sa
Business Model and Financials                                                                          mp           29


Charged Mobile Content                                                                                         le
  Character mixi Collection (launched July 2008)      Decorated Messages (launched Dec. 2008)




   Character mixi Collection                       Deco Message
   (Profile pages with decoration)                  (back: Message without decoration; front: message with decoration)
                                                                                                        Infinita Inc., 2009
Sa
   Usage                                                                                                                                                                                                             mp                36


   Net Member Additions (million) and Page Views per User                                                                                                                                                                        le
3,500
                                                                                                                                                                               PV/UU PC*
                                                                         0.6
                                                                                                                                                                               PV/UU Mobile*
                                                                   0.6
3,000
                                                                                     0.6                                                                               * Note: calculated
                                                                               0.5
                                                                                                 0.5
                                                                                                                                                                       by PC/Mobile PV
                                                 0.5
2,500
                         0.5                           0.5                                 0.5
                                                                                                       0.5                                                             per all mixi users
                               0.4                                                                           0.4 0.4
                                     0.4                                                                               0.4
               0.4 0.4
2,000                                                        0.4
                                           0.4                                                                               0.4
         0.4
                                                                                                                                               0.4
                                                                                                                                                           0.4
                                                                                                                                   0.3
                                                                                                                                                     0.3
                                                                                                                                                                       0.3
                                                                                                                                         0.3                     0.3
1,500                                                                                                                                                                                    0.3 0.3
                                                                                                                                                                             0.3
                                                                                                                                                                                                   0.2
                                                                                                                                                                                   0.2
                                                                                                                                                                                                                                 0.2
                                                                                                                                                                                                         0.2
1,000                                                                                                                                                                                                          0.2
                                                                                                                                                                                                                     0.2

                                                                                                                                                                                                                           0.1


 500



   0
        Feb 06             Jun 06            Sep 06            Dec 06            Mar 07            Jun 07          Sep 07            Dec 07            Mar 08            June 08           Sep 08          Dec 08            Mar 09



                                                                                                                                                                                                                     Infinita Inc., 2009
Sa
Company History and Service Evolution                                                                      mp             44


mixi and mixi Mobile                                                                                                 le
                                                                                                  2008
  With a mobile desktop widget for the Willcom 9 handset, mixi Mobile releases its first                  July
  mobile widget. It automatically displays notifications regarding newly arrived mixi messages,
  friends’ diary updates and comments to the user’s own diary.
  Under the “mixi Radio” umbrella, mixi launches several new music services for mixi PC,
  including paid-subscription streaming music channels and “Gift Songs” that users can send to
  each other with a personalized message.
  mixi reaches 15 million users.
  mixi announces the extension of its existing mixi Collection option for mixi Mobile, with the
  new Character mixi Collection feature, which lets users choose designs for profile, blog and
  photo/video album backgrounds, featuring well-known characters from Disney, Snoopy, Hello
  Kitty and others. The point-based service base subscription costs ¥315 per month (base fee).
  mixi launches a free downloadable application for iPhone and iPod touch. Features include
  posting to mixi, alerts for new diary posts and comments to friends’ diaries, newly arrived
  mixi mail, and activity in the communities the user belongs to. The footprint (= recent
  visitors to the user’s page) can be easily viewed as well.
  mixi beta-launches mixi Echo, a Twitter-like microblogging service that lets users post text-          August
  only updates of 150 characters or less from a text form on the mixi PC or mobile site.
  mixi launches a new version of its friend search function for both the PC and the mobile
  version.
  As part of its mixi Platform strategy, mixi announces mixi OpenID, which allows all users to
  use their mixi account login on more of 10,000 web sites that support the OpenID standard.
  Additionally, mixi releases the mixi OpenID API, which enables developers to use mixi ID for
  authentication.
  mixi announces the launch of a new “Friends you may know” function on both the PC and
  the mobile version of the service.
                                                                                                              Infinita Inc., 2009
Sa
 Major Feature and Content Innovations                                                                       mp            52


 mixi and mixi Mobile                                                                                                 le
Games                           Apple
                                Hunter

SNS and       kirakira   Handsets                    Per-post   Willcom     Friends    ACCESS             Decora-
general       i-Appli    with mixi                   privacy    Widget      you may    mixi               ted
(mobile)                 Appli-                                             know       Widget             Messages
                         cation                                 Character
                         pre-                                   mixi Col-              Softbank           Minimum
                         installed                              lection                Alliance           age 15

                                                                iPhone                        Commu-
                                                                app                   10      nity Ran-
Other                                                                                 billion king
Content                                                         mixi Echo


Platform                                                                    mixi                          mixi Appli
                                                                            OpenID                        beta
Advertising                                                                                    Japan Post
/Campaigns
                                                     mixi
                                                     Music
mixi PC       Commu-                     Embed       Relaunch   mixi        Friends          Commu- Minimum
              nity                       Nico Nico              Radio       you may          nity Ran- age 15
              Browser                    Douga       Per-post               know             king
Page Views                                           privacy    mixi Echo
 2008                                                                                                                   2009
                                                                                                               Infinita Inc., 2009
Sa
Advertising Formats and Pricing                                                                       mp             58


mixi Mobile                                                                                                     le

                      Completion Screen XL Banner

Description and       Large banner ad on completion screens after
Placement             posting diary entries, comments, sending
                      messages etc.
Period                7 days


Impressions (est.)    1.2 million

Slots available per   18 (non-targeted)
week                  15 (men)
                      20 (women)
Price                 ¥400,000 (non-targeted)
                      ¥450,000 (men)
                      ¥650,000 (women)

Click Through Rate    0.4% (men; non-targeted)
                      0.5% (women)
Size                  GIF 192x106 px

Targeting             Gender                                        Comment posted screen (top),
                                                                    Message sent screen (bottom)
                                                                    (Completion Screen XL Banner)
                                                                                                         Infinita Inc., 2009
Sa
Advertising Formats and Pricing                                                           mp             66


mixi Mobile                                                                                         le

                    Other Options



Page production     ¥500,000
(page price)


Page update         ¥150,000
(per update)


Banner production ¥50,000
(per banner)


Sign-up/            ¥300,000
registration form
creation (one)

mixi Collection     ¥300,000 and up
(per design)

                                      mixi Collection Page Background Design Examples


                                                                                             Infinita Inc., 2009
Sa
Advertising Campaign Examples                                                                mp            67


CC Lemon                                                                                              le
                                                          Campaign Date: May 2008.
                                                          Promoted via login jack, a special
                                                          “corner” for soft drink manufacturer
                                                          CC Lemon was set up on mixi Mobile.
                                                          Core of the promotion was a series of
                                                          daily Keitai Novel chapters featuring
                                                          CC Lemon-related characters (note
                                                          that mixi otherwise does not feature
                                                          Keitai Novels as part of its general
                                                          portfolio of features).
                                                          The promotion also featured several
                                                          branded minigames, as well as branded
                                                          profile backgrounds (mixi Collection).




Tie-up top page (back)      mixi Collection page (back)
Keitai Novel page (front)   Games page (front)


                                                                                               Infinita Inc., 2009
Sa
                                   mp
                                             le




Part II
Major Functionalities Overview




                                      Infinita Inc., 2009
Sa
Major Functionalities                                                                            mp             85


Commenting on a Diary Entry                                                                                le




On friend’s profile page,   View diary entry, click   Enter comment page   Enter comment text
click diary entry          “comment”




Post                       Preview/confirm            Done.View updated    Updated entry with
                                                                                                    Infinita Inc., 2009
                                                     entry?               comment
Sa
  Major Functionalities                                                                  mp         89


  Purchasing the mixi Points Monthly Course                                                    le




From mixi Collection page,       Click OK   Click “proceed”    Enter carrier billing
click “Course”                                                 password page




                                 Confirm     Done.             “You are subscribed to the
Enter carrier billing password
                                                              monthly course at ¥315” Infinita Inc., 2009
Sa
 Major Functionalities                                                                                              mp         94


 Playing Games; High Score Rankings                                                                                       le




 On the description page,   Game loads                  Push 5 to start                Play game
 click “play”




Exit page shows personal    ...high score ranking for   “Everyone’s ranking” (also    ...the overall ranking for the
                                                                                                                  Infinita Inc., 2009
score, link leads to...     one’s friends.              from exit page) leads to...   particular game.
Sa
                                   mp
                                             le




Part III
Casual Games Overview (Top 10)




                                      Infinita Inc., 2009
Sa
  Keep Your Friends Awake                                                                                        mp           106


  S                                                                                                                       le




  Game start                   Students in classroom        Hit dozing students with   ...to keep them from
                               with teacher                 “4”, “5” and “6” keys...   falling asleep




Hitting them too often will    Don’t hit them then or he   Game ends when three        Go to ranking and score
                                                                                                                   Infinita Inc., 2009
make the teacher turn around   will throw an eraser        erasers have been thrown
Sa
 Baseball MVP Returns                                                                                            mp         108


 S                                                                                                                      le




 Game start                   Pitch comes in, shadow   Hitting the ball results   ...a swinging arrow
                              marks right timing       in...                      appearing, watch position...




...of opponents (top right)   ...going...              Home run.                  Go to ranking and score
                                                                                                                 Infinita Inc., 2009
and hit at right time...
How to order
D
    Order online: You can easily purchase and instantly download this report via our online
    shop at www.infinita.co.jp/research. We accept all major credit cards.
    Alternatively: We are happy to arrange non-credit card forms of payment, such as wire
    transfer and PayPal. Please email us for details at info@infinita.co.jp.


    Mobile Social Networking Research Mega Bundle: For a limited time, we offer
    a bundle of our research reports on all 3 leading Japanese mobile social
    networking services (mixi Mobile, Mobile GREE and mobagetown) at
    just US$ 3,375 (that’s 25% off the per-report price!) - available online at
    www.infinita.co.jp/research, or email us at info@infinita.co.jp.


    Loyalty Discount: Existing Infinita Inc. research clients (with research purchases
    prior to July 15, 2009) are entitled to a 15% discount on the mixi Mobile report, as well
    as the Mobile Social Networking Research Mega Bundle. Please email us for details at
    info@infinita.co.jp.




                                                                                         Infinita Inc., 2009
Contact
D
Christopher Billich, SVP, Research & Strategy
Infinita Inc.

202 Arrow Plaza Harajuku
4-19-8 Jingu-mae, Shibuya-ku
Tokyo, 151-0001, Japan

Phone: +81-3-5775-7270
Mobile: +81-90-9015-3572
Fax:    +81-3-5775-7281

www.infinita.co.jp/en
info@infinita.co.jp
                                                Infinita Inc., 2009

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mixi Mobile Research Report V2.0

  • 1. mixi Mobile Going Mobile: Japan’s Most Successful Social Networking Service on the Big Small Screen August 24, 2009 Infinita Inc., 2009
  • 2. mixi Mobile 2 mixi mixi is by far the most popular social networking service in Japan. It is operated by mixi, Inc., which is listed on the Tokyo Stock Exchange. Launched in February 2004 on the PC web and on mobile in September of the same year, it currently has more than 16 million members and generates more than 14 billion page views per month total. The company has been highly successful due to its first-mover role in the social networking space in Japan, and its rapid innovation in terms of features and functionalities, and tailoring its service offering in different ways for the PC and mobile platforms. Although it does feature ca. 40 simple Flash Lite games for added entertainment mixi Mobile -- as opposed to competitors mobagetown and GREE -- is not focused on mobile games, but is a service built around core social networking functionalities such as profiles, pages, blogs (“diaries”), friends, groups, photo and video sharing. mixi’s business model (both on PC and mobile) is mostly-advertising based, with only 10% of revenues generated via several premium features, some of which are only available on mobile. Infinita Inc., 2009
  • 3. About this Report D When we published our original mixi research report in March 2007, only 30% of its traffic originated from mobile phones, and mobile-related revenues were minimal compared to the PC platform. A good two years down the line, 70% of mixi traffic are coming from mobile devices, and an estimated ¥1.5 billion (US$ 15.8 million) of mixi Inc.’s ¥2.98 (US$ 31.5 million) billion social networking-related quarterly revenues (as of FY08 Q4) are generated by the mobile version of the service. Over the past two years, mixi has added a string of innovative features to the mobile version of its service, including premium content like decorated messages and branded profile templates, as well as (in response to rising competitive pressure from mobagetown and Mobile GREE) a portfolio of casual games. In light of these developments, we have completely revised, expanded and updated our original mixi report - this time around largely focusing on mixi Mobile, and only touching upon the PC version of the service where necessary. This is the only detailed research report available in English providing detailed analysis of the factors that have made mixi Mobile the market leader in mobile social networking in Japan. It includes step-by-step walkthroughs of all major features, insight into business model and financials, as well as into usage patterns and demographics, and analysis of the games portfolio. Current version 2.0 published August 24, 2009. 111 pages, 16 charts, graphs and tables, more than 200 screenshots. Author: Christopher Billich, SVP, Research & Strategy, Infinita Inc. Company-wide license: US$ 1,500 Infinita Inc., 2009
  • 4. Who should read this Report and why D Social Networking Providers: Whether you run a branded or white label platform, whether you already have entered the mobile space or are considering moving into it, this is a unique and rare chance to learn from one of the very best in the business - and a highly profitable one at that. Mobile Content Providers: See how to monetize mobile content beyond subscription and pay-per-download fees - and how to let your users contribute to create more compelling services. Mobile Network Operators: Get ahead with best practices from one of the most innovative mobile social networking providers in one of the most advanced markets worldwide - to create or improve upon your own mobile social networking strategy, whether you are following a “build” or “partner” approach. Advertising Agencies and Marketers: Find out how mixi Mobile has developed its highly sophisticated portfolio of mobile advertising formats, and how they work with some of the largest consumer brands to create truly engaging campaigns. Game Studios and Publishers: Learn how to successfully integrate mobile gaming content with a community platform, and how to monetize social networking services with branded entertainment. Infinita Inc., 2009
  • 5. Key Questions answered in this Report D How does mixi Mobile work? Step-by-step descriptions and walkthroughs for all major features: social networking functions (pages, blogs, friends, groups, photo and video sharing), information content (news, weather), personalization tools and casual games. How does the service make money? Business model and revenue stream analysis, including fiscal year 2008 financial data on parent company mixi Inc. How does it leverage its virtual currency/points system to generate revenues? See how the virtual currency model results in substantial revenues from personalization tools for mixi Mobile. How has the service evolved, and where is it headed strategically? Check the detailed timeline of major feature and content innovations. What mobile advertising formats does the site offer, how are they priced, and what do successful campaigns look like? Learn how mixi ties up with major consumer brands to monetize its mobile traffic with engaging campaigns. How do they promote it? Comprehensive information on marketing strategy and promotional activities. What does the games portfolio look like, and how do the games work? Detailed description of the top-ranking casual titles. Who uses it, and how much? Read about how demographics and usage are developing. How does it all tie together? An in-depth analysis of mixi’s strategy: From PC-centric play to cross-platform leader. Infinita Inc., 2009
  • 6. Company Background D Founded in 2005 and based in Tokyo, Infinita Inc. helps clients from all corners of the globe define and improve their mobile strategy, based on learnings from a part of the world that epitomizes the transformation into a mobile society: Japan. We work with network operators, media companies, technology providers, consumer brands and marketers, investors and government agencies worldwide, leveraging insights from one of the world's hotbeds of mobile innovation to develop concrete business strategies for local markets. Our product and service lineup spans quantitative and qualitative research, innovation workshops and ongoing strategic advisory, covering business models, service concepts, user behavior, and enabling technologies. Infinita’s clients include DoCoMo.com, Deutsche Telekom Group, Swisscom Innovations, Orange, Maxis, IBM, AOL, Adobe, Qualcomm, Naspers/MIH, NHN, Gameloft, Embassy of Canada in Japan, Embassy of Denmark in Japan, GroupM and Dentsu Avenue A Razorfish. Infinita Inc., 2009
  • 7. Author Background D In late 2005, Christopher Billich stored his former life in his Grandmother's attic and moved to Japan to spend some time inside the giant pinball machine more commonly known as Tokyo. As SVP of Research & Strategy at Infinita Inc., he manages the company's market intelligence and research operations, advising a wide variety of international and Japanese clients on mobile strategy. He is a frequent speaker at conferences and industry events across the globe. Christopher has been active in the digital media and communications field since 1998. Prior to joining Infinita, he worked as a consultant for online and mobile strategy in the German media and telecommunications industries for 7 years, including assignments with Vodafone D2 Germany, BenQ Mobile and Deutsche Telekom. He holds a cum laude masters degree in psychology from University of Cologne, with a focus on communications psychology, entrepreneurship research and business psychology. Infinita Inc., 2009
  • 8. Disclaimer D Claims: Due to the nature of this product, all sales are final. Therefore, we recommend you study the information, table of contents and sample pages provided to ensure this report fits your needs. Brands and trademarks: All brands and trademarks mentioned or pictured in this report as well as the promotional materials relating to it are the sole property of their respective owners. Liability: We have gone to great lengths to ensure that all information in the report itself, as well as the promotional materials relating to it, is correct and actual. However, Infinita Inc. does not assume any responsibility for potential errors that this report or related documents may still contain, nor for any potential damages or losses arising from relying on or applying the information contained herein. Feedback: Whether you have purchased the full report, read the sample pages or attended a conference where we spoke on the topic, we are greatly interested in hearing your opinion.You can contact the author directly via email at billich@infinita.co.jp. More detailed contact information can be found on the final page of this report. Infinita Inc., 2009
  • 9. Copyright D This is a free sample of the full report, released under a Creative Commons “Non- commercial, derivative works, share alike” license. This means Infinita Inc. grants you permission to copy, distribute, display, and perform this work, as long as this happens for non-commercial purposes only, and as long as you credit us for it. Furthermore, Infinita grants you permission to modify this work and to distribute derivative works based on it under the same license or one compatible with the one that governs this work. For further details, please visit www.creativecommons.org. To order the full version of the report (US$ 1,500, company-wide license), please visit www.infinita.co.jp/research, or email us at info@infinita.co.jp. Infinita Inc., 2009
  • 10. Table of Contents 2 Part I: Company and Service Profile 5 Usage 34 mixi, Inc. Company Data 6 Registered Members 34 Introduction 7 Page Views Mobile vs. PC 35 mixi Mobile Service Overview 9 Net Member Additions; Page Views per User 36 Main Components 9 Demographics 37 Registration and Account 10 mixi Mobile Gender Distribution 37 Top Page 11 mixi Mobile Age Distribution 38 Diary 12 Company History and Service Evolution 39 my mixi Friends 13 Major Feature and Content Innovations 48 Profile Page 14 Marketing 54 Messages and Notifications 15 Approach 54 Footprint 16 Advertising Formats and Pricing 55 Communities 17 Advertising Campaign Examples 67 Photos and Videos 18 CC Lemon 67 Information Content 19 Games 20 Acuvue 68 Top 10-ranked Titles 22 Portfolio 25 Business Model and Financials 26 Business Model 26 Charged Services Details 28 Charged Mobile Content 29 mixi, Inc. Revenues by Business Segment 30 mixi, Inc. Operating Profit and Profit Margin 32 mixi Mobile Revenues Estimate 33 Infinita Inc., 2009
  • 11. Table of Contents 3 Part II: Major Functionalities Overview 69 News 98 Inviting a New Member by Email 70 mixi Echo 99 Setting up a New Account 71 Standard and Kantan Login 72 Inviting a New Member by QR Code 73 Search 74 People You May Know 75 Friend Request 76 Friend List 79 Footprint 80 Sending and Receiving Messages 81 Creating and Viewing Diary Content 84 Commenting on a Diary Entry 85 Creating a Community 86 Creating a Topic in a Community 87 Commenting on a Topic in a Community 88 Purchasing the mixi Points Monthly Course 89 Purchasing, Sending and Receiving a Decorated Message 91 Discovering Games 93 Playing Games; High Score Rankings 94 High Score Rankings 92 My Games 95 Creating a Diary Entry about a Game 96 Tell a Friend about a Game 97 Infinita Inc., 2009
  • 12. Table of Contents 4 Part III: Casual Games Overview (Top 10) 100 Zoo Keeper Mini 101 Chuzzle 102 Blood Type Homerun King 103 Mahjong Line Puzzle 104 Homerun King Returns 105 Keep Your Friends Awake 106 Mind Reading Trainer 107 Baseball MVP Returns 108 Kuta’s Eco Adventure 109 The Wig Game 110 Infinita Inc., 2009
  • 13. Sa mp le Part I Company and Service Profile Infinita Inc., 2009
  • 14. Sa mixi Mobile Service Overview mp 9 Main Components le Social Networking Functionalities Profile Diary Photos & Videos Friends Messages Footprint Communities Games News Content News, Weather, Sports etc. approx. 40 casual games (Flash) Infinita Inc., 2009
  • 15. Sa mixi Mobile Service Overview mp 11 Top Page le The top page is the page that members always see first when logging in. This setting cannot be changed. The very top of the page displays alerts, such as new friend requests and messages. Also on the immediately visible portion of the screen, the member finds links to all the core functions: write diary entry, view (own) diary entries, messages, footprint (list of people who have visited one’s page) bookmarked members, photo albums and mixi Echo (a Twitter-like microblogging function for use within mixi). Further down on the page the user finds links to the news, games, mixi Collection (profile page backgrounds) and search functions, and endorsements, followed by links to his friend list and list of communities. The rest of the page features sections for the following (showing 3 links to the most recent entries): • Recent diary posts by friends • Recent comments to one’s own diary • Recent new topics in communities • Recent new comments to communities • Recently updated friends’ photo albums • Recent posts to reviews section by friends • Note: any of these can be ex- or included in the Top page default view via the settings Infinita Inc., 2009
  • 16. Sa mixi Mobile Service Overview mp 12 Diary le Diaries are a core component of mixi. They are essentially blogs built into the larger content of a social networking service. Each mixi member has a maximum of one diary within the site. Members can access a friend’s diary from the friend’s profile page. When clicking on a headline, they are then taken to the relevant diary post, with comments by other members displayed below the diary entry. It is possible to comment on the original post, as well as secondary commenting (leaving a comment on a comment). When posting their own diary entries, members can set privacy for diary entries to limit their visibility to “self only”, “friends only”, “friends of friends” or make them publicly visible to all mixi members. Users can specify a default setting, and change this on a per-post basis when necessary. Members can delete their own diary posts, as well as comments other members have made to their own posts. Diary entries can contain pictures and videos (as links). An option in the settings allows users to syndicate content from a blog outside of mixi via URL or RSS feed, which is then displayed as part of their mixi diary. Comments on a diary entry Infinita Inc., 2009
  • 17. Sa mixi Mobile Service Overview mp 13 my mixi Friends le It is possible to discover other members in a variety of ways (through other friends’ friend lists, by friend search, via footprints left on a members page etc.) and then connect with them as “my mixi Friends”. In order to do this, one member sends a friend connect request to the other through mixi’s internal mail system, which is then confirmed (or not) by the recipient. All friends are listed in the friend list, which is accessible from a member’s profile page. All members can in principle view everyone else’s friend lists, no matter whether they are connected or not. There is no setting available to make one’s whole friend list invisible to other mixi members. However, users can adjust privacy settings in order not to be included in search results from friend search. my mixi Friends list Infinita Inc., 2009
  • 18. Sa mixi Mobile Service Overview mp 23 Games: Top 10-ranked Titles le Rank Title Description Category 6 Keep Your Friends Player is a student sitting in a class room, right behind 3 other students, who are about to doze off to sleep. Hit them Timing Awake on their head to keep them awake. There is a teacher who is facing the blackboard, but who will occasionally look at the students. If you are caught hitting one of the heads, or if any of the three other students are caught sleeping, the teacher will throw an eraser at you. 3 times and game over. Be careful when you hit the heads -- if you smack them too hard, it will increase the chance of the teacher of looking back at the classroom. 7 Mind Reading Trainer A branded adver-game for Johnson & Johnson's one-day Acuvue contact lenses. Simple quiz game with 10 a/b choice Quiz questions. The questions relate to "how to react to a girl’s behavior in different circumstances” (thus the game’s title). Player starts off as decidedly clueless guy, who does not understand girls’ behavior, but the right answers he scores, the more attractive he becomes, resulting in more and more girls following him. The questions are displayed on the upper half of the screen, and the player is walking on the bottom half, with the girls following him. 8 Baseball MVP Another baseball game. There are two timing elements to the game -- hit “enter” (or “5” button) for when to hit, and Sports Returns afterwards to select direction you want the ball to fly. The first time you hit the ball, the game will give you a opaque ball shadow, where you are supposed to hit the ball when it actually passes the shadow. The nearer the ball is to the shadow, the further the ball will fly. The second timing element is after hitting the ball -- an arrow will appear, and you are supposed to hit the button again to fix a direction where there aren't that many opponents (the positions are shown in a small box upper right of the game screen). If it’s a hit, the ball will fly towards the fence, where there will be signs that will tell you how many bases you will be able to move. Final score is based on how many hits and runs were scored. 9 Kuta’s Eco Adventure Based on a farm Hokkaido, fantasy character Kuta is on a mission to help cut CO2 emissions. Kuta is always moving; Timing change directions left/right to time movements to vacuum plumes of CO2 (emitted by cows) out of the air. The more CO2 you vacuum away, the more points you get. Game ends when too much CO2 has been released into the atmosphere. 10 The Wig Game Setting: a boring staff meeting with the CEO and subordinates at the same table. CEO falls asleep. The player has to Timing switch fans to the left and right side of him on and off to prevent his wig from falling off his head. The score is based on how long wig has remained on top of his head, with bonus points for keeping it in the most proper position (it will say "FIT" when it is). Game over when wig falls off. Note: as of April 24, 2009, ranked by total times played; mixi only publishes ranking of top 10 games Infinita Inc., 2009
  • 19. Sa Business Model and Financials mp 26 Business Model le mixi’s business model relies almost exclusively on advertising. Excluding revenues from its job listings site Find Job!, only 7% of FY08 Q3 revenues were generated from non- advertising revenue streams. In FY08 Q3, about half of advertising revenues were generated via the mobile version of the site (up from a less than 1/3 ratio a year earlier). At +118% year over year (FY07 Q3 to FY08 Q3) mobile advertising revenues are growing much faster than revenues from PC online advertising, and at almost twice the usage growth rate in terms of mobile page impressions (+51%). mixi generates additional revenues from premium memberships (introduced in early 2005), which grant users more storage space for diary, photos etc. (on both the mobile and the PC version of the site) as well as some premium-only functions like message search. Premium memberships are priced at ¥315 per month. However, these revenues have never significantly contributed to the company’s revenues (less than 10%). In mid-2008, mixi launched a new initiative to cultivate additional revenues stream based on a paid content model, both on the PC (focusing on music streaming with “Music Plus” and “Gift Songs”) and on the mobile (focusing on personalization with “Character mixi Collection”, and since December 2008, “Decorated Messages”). For a more detailed discussion of these, please refer to the following pages. Infinita Inc., 2009
  • 20. Sa Business Model and Financials mp 27 Business Model le uses services provides views adver- advertising tising frame- Ad work Agen- cies Adver- direct revenues tisers mixi Premium Media direct revenues pay adver- Reps. tising fees Mobile Content Charges direct revenues Music Plus Gift Songs Advertising revenues (PC and Mobile) Mobile content revenues (Mobile only) Premium Membership revenues PC content revenues (PC only) (PC and Mobile) Infinita Inc., 2009
  • 21. Sa Business Model and Financials mp 29 Charged Mobile Content le Character mixi Collection (launched July 2008) Decorated Messages (launched Dec. 2008) Character mixi Collection Deco Message (Profile pages with decoration) (back: Message without decoration; front: message with decoration) Infinita Inc., 2009
  • 22. Sa Usage mp 36 Net Member Additions (million) and Page Views per User le 3,500 PV/UU PC* 0.6 PV/UU Mobile* 0.6 3,000 0.6 * Note: calculated 0.5 0.5 by PC/Mobile PV 0.5 2,500 0.5 0.5 0.5 0.5 per all mixi users 0.4 0.4 0.4 0.4 0.4 0.4 0.4 2,000 0.4 0.4 0.4 0.4 0.4 0.4 0.3 0.3 0.3 0.3 0.3 1,500 0.3 0.3 0.3 0.2 0.2 0.2 0.2 1,000 0.2 0.2 0.1 500 0 Feb 06 Jun 06 Sep 06 Dec 06 Mar 07 Jun 07 Sep 07 Dec 07 Mar 08 June 08 Sep 08 Dec 08 Mar 09 Infinita Inc., 2009
  • 23. Sa Company History and Service Evolution mp 44 mixi and mixi Mobile le 2008 With a mobile desktop widget for the Willcom 9 handset, mixi Mobile releases its first July mobile widget. It automatically displays notifications regarding newly arrived mixi messages, friends’ diary updates and comments to the user’s own diary. Under the “mixi Radio” umbrella, mixi launches several new music services for mixi PC, including paid-subscription streaming music channels and “Gift Songs” that users can send to each other with a personalized message. mixi reaches 15 million users. mixi announces the extension of its existing mixi Collection option for mixi Mobile, with the new Character mixi Collection feature, which lets users choose designs for profile, blog and photo/video album backgrounds, featuring well-known characters from Disney, Snoopy, Hello Kitty and others. The point-based service base subscription costs ¥315 per month (base fee). mixi launches a free downloadable application for iPhone and iPod touch. Features include posting to mixi, alerts for new diary posts and comments to friends’ diaries, newly arrived mixi mail, and activity in the communities the user belongs to. The footprint (= recent visitors to the user’s page) can be easily viewed as well. mixi beta-launches mixi Echo, a Twitter-like microblogging service that lets users post text- August only updates of 150 characters or less from a text form on the mixi PC or mobile site. mixi launches a new version of its friend search function for both the PC and the mobile version. As part of its mixi Platform strategy, mixi announces mixi OpenID, which allows all users to use their mixi account login on more of 10,000 web sites that support the OpenID standard. Additionally, mixi releases the mixi OpenID API, which enables developers to use mixi ID for authentication. mixi announces the launch of a new “Friends you may know” function on both the PC and the mobile version of the service. Infinita Inc., 2009
  • 24. Sa Major Feature and Content Innovations mp 52 mixi and mixi Mobile le Games Apple Hunter SNS and kirakira Handsets Per-post Willcom Friends ACCESS Decora- general i-Appli with mixi privacy Widget you may mixi ted (mobile) Appli- know Widget Messages cation Character pre- mixi Col- Softbank Minimum installed lection Alliance age 15 iPhone Commu- app 10 nity Ran- Other billion king Content mixi Echo Platform mixi mixi Appli OpenID beta Advertising Japan Post /Campaigns mixi Music mixi PC Commu- Embed Relaunch mixi Friends Commu- Minimum nity Nico Nico Radio you may nity Ran- age 15 Browser Douga Per-post know king Page Views privacy mixi Echo 2008 2009 Infinita Inc., 2009
  • 25. Sa Advertising Formats and Pricing mp 58 mixi Mobile le Completion Screen XL Banner Description and Large banner ad on completion screens after Placement posting diary entries, comments, sending messages etc. Period 7 days Impressions (est.) 1.2 million Slots available per 18 (non-targeted) week 15 (men) 20 (women) Price ¥400,000 (non-targeted) ¥450,000 (men) ¥650,000 (women) Click Through Rate 0.4% (men; non-targeted) 0.5% (women) Size GIF 192x106 px Targeting Gender Comment posted screen (top), Message sent screen (bottom) (Completion Screen XL Banner) Infinita Inc., 2009
  • 26. Sa Advertising Formats and Pricing mp 66 mixi Mobile le Other Options Page production ¥500,000 (page price) Page update ¥150,000 (per update) Banner production ¥50,000 (per banner) Sign-up/ ¥300,000 registration form creation (one) mixi Collection ¥300,000 and up (per design) mixi Collection Page Background Design Examples Infinita Inc., 2009
  • 27. Sa Advertising Campaign Examples mp 67 CC Lemon le Campaign Date: May 2008. Promoted via login jack, a special “corner” for soft drink manufacturer CC Lemon was set up on mixi Mobile. Core of the promotion was a series of daily Keitai Novel chapters featuring CC Lemon-related characters (note that mixi otherwise does not feature Keitai Novels as part of its general portfolio of features). The promotion also featured several branded minigames, as well as branded profile backgrounds (mixi Collection). Tie-up top page (back) mixi Collection page (back) Keitai Novel page (front) Games page (front) Infinita Inc., 2009
  • 28. Sa mp le Part II Major Functionalities Overview Infinita Inc., 2009
  • 29. Sa Major Functionalities mp 85 Commenting on a Diary Entry le On friend’s profile page, View diary entry, click Enter comment page Enter comment text click diary entry “comment” Post Preview/confirm Done.View updated Updated entry with Infinita Inc., 2009 entry? comment
  • 30. Sa Major Functionalities mp 89 Purchasing the mixi Points Monthly Course le From mixi Collection page, Click OK Click “proceed” Enter carrier billing click “Course” password page Confirm Done. “You are subscribed to the Enter carrier billing password monthly course at ¥315” Infinita Inc., 2009
  • 31. Sa Major Functionalities mp 94 Playing Games; High Score Rankings le On the description page, Game loads Push 5 to start Play game click “play” Exit page shows personal ...high score ranking for “Everyone’s ranking” (also ...the overall ranking for the Infinita Inc., 2009 score, link leads to... one’s friends. from exit page) leads to... particular game.
  • 32. Sa mp le Part III Casual Games Overview (Top 10) Infinita Inc., 2009
  • 33. Sa Keep Your Friends Awake mp 106 S le Game start Students in classroom Hit dozing students with ...to keep them from with teacher “4”, “5” and “6” keys... falling asleep Hitting them too often will Don’t hit them then or he Game ends when three Go to ranking and score Infinita Inc., 2009 make the teacher turn around will throw an eraser erasers have been thrown
  • 34. Sa Baseball MVP Returns mp 108 S le Game start Pitch comes in, shadow Hitting the ball results ...a swinging arrow marks right timing in... appearing, watch position... ...of opponents (top right) ...going... Home run. Go to ranking and score Infinita Inc., 2009 and hit at right time...
  • 35. How to order D Order online: You can easily purchase and instantly download this report via our online shop at www.infinita.co.jp/research. We accept all major credit cards. Alternatively: We are happy to arrange non-credit card forms of payment, such as wire transfer and PayPal. Please email us for details at info@infinita.co.jp. Mobile Social Networking Research Mega Bundle: For a limited time, we offer a bundle of our research reports on all 3 leading Japanese mobile social networking services (mixi Mobile, Mobile GREE and mobagetown) at just US$ 3,375 (that’s 25% off the per-report price!) - available online at www.infinita.co.jp/research, or email us at info@infinita.co.jp. Loyalty Discount: Existing Infinita Inc. research clients (with research purchases prior to July 15, 2009) are entitled to a 15% discount on the mixi Mobile report, as well as the Mobile Social Networking Research Mega Bundle. Please email us for details at info@infinita.co.jp. Infinita Inc., 2009
  • 36. Contact D Christopher Billich, SVP, Research & Strategy Infinita Inc. 202 Arrow Plaza Harajuku 4-19-8 Jingu-mae, Shibuya-ku Tokyo, 151-0001, Japan Phone: +81-3-5775-7270 Mobile: +81-90-9015-3572 Fax: +81-3-5775-7281 www.infinita.co.jp/en info@infinita.co.jp Infinita Inc., 2009