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1、,Japan Mobile SNS Study,January 2010,mixi,facebook,gree,mobagetown,twitter,Yahoo!Days,2,Part 1.Japans Mobile Phone Market Overview,3,Japans mobile phone market is in a mature phaseThe saturation is here with penetration rate standing at 89%The growth is modest with 4%up YoY(Aug.08-Aug.09)(see Chart:
2、3)Japan is a dominantly postpaid marketJust 1.3%of accounts are prepaid and they are decreasingThere are two types of mobile phone standards in Japan:cellular and PHSAmong countrys 113.7m wireless subscriptions,96%account for cellular phonesRemaining 4%go to Personal Handy-phone System(PHS),Japan mo
3、bile phone market is well developed,4,Source:Telecommunications Carriers Association,August 2009,Last year Japans wireless market grew by mere 4%,5,Source:Japan Ministry of Internal Affairs and Communications,2008,Mobile phones,including PHS,are the most owned communications devicesIn popularity the
4、y surpass personal computers and fixed line telephones,Mobile phones outshine landline telephones&PCs in Japan,6,There are three main cellular standards employed in Japan:PCD,CDMA KDDI au backs CDMAData usage is abundant due to high 3G penetration and advanced devices availableAmong 109m cellular co
5、nnections,84.3%have data plans added on,3G penetration stands at 95%,making Japan the leader in 3G,7,Source:Japan Ministry of Internal Affairs and Communications,2008,In 2008,about 62m users accessed Internet from both PC and mobile phone82.6%of mobile phone users browsed mobile Internet from their
6、phones in 2008In 2009,this number increased to 84.3%(see Chart 6),Chart:7 Internet Access in Japan by Device Type,2008,Mobile phones are in the driving seat when accessing Internet,8,Social networking is on mobile radar but has plenty room for growth,Source:Mobile Marketing Data Labo.,Aug.2009;n=2,0
7、10(multiple responses allowed),Chart:8 Japan Internet Services Accessed from Mobile Phone in August 2009,Breakdown of mobile Internet usage in Japan,9,Part 2.Mobile Social Networking in Japan,10,When logged in from a mobile phone,almost 60%of users play games,Source:Mobile Marketing Data Labo.,Aug.2
8、008;n=3,880,Most users access social networks from mobile,Source:Mobile Marketing Data Labo.,Aug.2008;n=2,926,Chart:9 Access methods of social networks in Japan,Chart:10 Main SNS features used on mobile phone,11,Social network user demographics skew toward female users,Source:Mobile Marketing Data L
9、abo.,Aug.2008;n=6,898,Japans social networking demographics,Source:Mobile Marketing Data Labo.,Aug.2008;n=3,478,Source:Mobile Marketing Data Labo.,Aug.2008;n=3,420,Chart:11 SNS usage/awareness in Japan,12,Among most used features are blogging,gaming and messaging,Source:Mobile Marketing Data Labo.,A
10、ug.2009;n=3,880(multiple responses allowed),Chart:14 Features most used on social network sites(including both PC and mobile phone users),Social networks attract users by multiple features,Good selection of games is an important attribute of successful social network in Japan,13,Late coming and lack
11、 of relevant local offering keep global brands at bay in Japan,Source:Mobile Marketing Data Labo.,Aug.2008;n=3,880(multiple responses allowed),Chart:15 Mobile Social Networks Accessed In Japan,2008,Home-grown social networks rule in Japan,Chart:16 Mobile Sites Used for Communication,2009,Source:Cros
12、s Marketing,Sep.2009;n=2,993,Foreign players struggle to get footing in Japan,Big three dominate the social networking marketplace in Japan,14,Twitter in Japan:growing but yet to make an impact,Twitters reach in Japan is comparatively low but with such personalities like Japans prime minister Yukio
13、Hatoyama joining the service it can get more tractionBy now,Twitter in Japan is high-jacked by the male audience(75%of Twitter users),Table 1:Stats of Twitter usage in Japan,US&UK,April 2009,Source:http:/ratings.co.jp/New_news/News05272009.htm,15,Facebook in Japan:relying on organic growth,Having st
14、arted offering localized home page in May 2008,Facebook relied on organic growth in Japan reaching out to 2.3%of Internet users by November 2009Lack of localized apps makes Facebook less appealing compared to mixi and likes,Table 2:Facebook Japan vs.Facebook USA and mixi Japan,November 2009,Source:h
15、ttp:/ratings.co.jp/nnr/PDF/Newsrelease12242009_J.pdf,16,Source:Companies reporting numbers,Mixi is a leading social networking site in Japan by user base,17,7.1%,Mobage Town,Gree,mixi,18.2%,Source:Mobile Marketing,March 2008;n=352,About 30%of respondents reported actively using multiple mobile socia
16、l networks,Chart:7 Mobile social network member overlap,Mobile social network membership overlap is common in Japan,6.8%,7.1%,4.8%,10.5%,13.9%,18,Source:Companys reporting numbers,Marketers must target mobiles as the main vehicle for serving ads,Mixi and other social networks in Japan get most page
17、views from mobile phones,19,Mobage Town is a game-centric social network with a focus on delivering fun and entertainment experienceMixi is focusing on creating the value of communication among real life friends through social apps and gamesGree is a virtual online community where users can socializ
18、e with each other through avatars,play games and earn or buy virtual goods,Differentiation strategies of big three social networks in Japan,Availability of games and entertainment content is pivotal for success of SNS in JapanBig three are in the race to match up each other offerings;In Japan,real u
19、ser identity is often hidden behind the virtual avatar,Chart:20 Brand positioning of big three in Japan,20,Mobage demographics:games appeal to younger male audience,By gender,By age,mixi,mobage town,gree,Source:Companys reporting numbers,21,Mobage town offerings at glance,Source:Company,22,mixi offe
20、rings at glance,Source:Company,23,Social network revenue model:Gree primer,Source:Company,24,Premium content and ad sales equally contribute to revenue,Source:Company,mobage town sales breakdown,25,Near future outlook:opening APIs and luring developers,Source:Companies,Battle for developers mindshar
21、e begins:availability of third-party applications will become a competitive advantage for social networks in JapanMixi payment program for developers provides advertising vehicles,billing,consulting help and 80%cut of revenue generated by applicationMobage Town:providing OpenSocial-based APIs for social gaming,
