基于位置服务的日本商业模式研究.ppt

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1、Location-based Mobile Ad:A Lesson From Japan,Gen MiyazawaRen AndoCirius Technologies,Inc.Oct 23,2008,Introducing speakers,Gen Miyazawa,Ren Ando,Founder and CEOEstablished the company in 2004 after graduating The University of Tokyo.Authored 3 books such as“Mobile 2.0”,published in Japan.,Director,Pr

2、oduct DevelopmentResponsible for ad server product strategy,roadmap and engineering strategy.Previously worked on web product planning at Microsoft in Redmond.,A little about us,A mobile ad technology company.Founded in 2004 in Tokyo.Running a few mobile advertisement platforms including“AdLocal”.Ad

3、Local is a location-based mobile advertising service using GPS and Cell-IDs.,About Cirius Technologies,Inc.,Tell us a little about you,How familiar are you with the Japanese market?Any specific impression of the Japanese mobile market?Any specific topics you are interested in hearing today?,Japanese

4、 mobile market trendsJapans rising mobile ad market Location-based mobile ads and Case StudiesOpportunities for the European mobile market,-6-,Agenda,Part I:Japanese Mobile Market Trends,Overview Japanese mobile market from these aspects;,Growth of the mobile populationPaid contentsE-commerceVideoRe

5、al-world integrationTrends in 2009,90%of the subscribers use the mobile web.90%on 3G by 2008.Almost 1/2 are GPS enabled phones.,Japanese mobile market quick glance,Mobile Subscriber Forecast(2004-2011),Source:ROA Group,Japan mobile subscriber growth,(K),Penetration,Mobile commerce market hit$10B,Sou

6、rce:Ministry of Internal Affairs and Communications,Popular mobile contents,Source:Mobile Content Forum(July 2007),(Millions USD),Mobile Video and TV,TV watching(w/digital TV tuner)and video sharing will soon become a top mobile entertainment.,You Tube on mobile,Nico Nico Video Sharing,IC wallets in

7、tegrated with mobile phones,28.5 mil subscribers(as of Mar 31,2008)Public transportations,supermarkets,vending machines,Why did the market grow so rapidly?,Broad coverage of 3G networkFlat-rate data plansOperators had more influence upon mobile ecosystem than in GSM markets.,A new regulation to put

8、GPS for all 3G phonesTop 2 operators have integrated Google as default searchMassive growth of non-official sites,Latest trends to promote mobile ad market expansion,Part II:Japanese Mobile Ad Market,Overview Japanese Mobile Ad Market from the aspects below;,Market sizeStructural characteristicsComp

9、ensation models,Mobile ad growth forecast in Japan,unit:millions USD,Large mobile/total ad spend ratio,1%of total,0.3%of total,Large spending on display and search ads,Source:Dentsu Inc.,Feb 2008eMarketer,Mar 2008,Preferred compensation models among advertisers,Sponsored listings are growing rapidly

10、,Part III:Location-based mobile ads and Case Studies,The location-based mobile ad platform,Cirius Technologies has started operating the location-based mobile ad platform since 2006.The facts and case studies here are all based on our experience on AdLocal,Location Based Ad Service AdLocal,Advertise

11、r,Target range,How AdLocal works,Advertisers,Publishers,Operators,Mobile Phone,Ads are inserted,Landing Page or Click-To-Call,Examples of Advertisers,Most successful categories of advertisers:Food&RestaurantLocal Jobs and Employment Educational InstitutionsBeauty salonsCar dealers,Strong publisher n

12、etwork in Japan,PRSALE!10%Discount Tokyo,PRNo.1 Sushi Bar!Shibuya Sta.PREnglish Lessons at ShibuyaPRSALE!10%Discount Coupon,【】http:/K,Inc.,Moba-ge Town,NTT-BJ i-Townpage,Proved performance for advertisers,Non-Local Ads Local Ads,(Average CTR for 12 month from mid-2007 to mid-2008),Proved performance

13、 for publishers,(Average CPM for 12 month from mid-2007 to mid-2008),Non-Local Ads Local Ads,Case Studies,A car manufacturer targeted their ads to the areas near their dealers.,Actual Screen Image,A fast food franchiser promoted their franchisees.,Case Study 1:Pinpointing Market Areas,Before:$1,000/

14、student tutor hired,Case Study 2:A home tutoring company,After using AdLocal:$300/student tutor hired,The tutoring company targeted university campuses.,Combined with a big screen advertising in downtown Tokyo,to promote a new album of a singer.,10,000 customers interacted with this campaign within

15、3 days.,Case Study 3:Simultaneous-ad campaign,Part IV:Opportunities for the European mobile market,Growing GPS enabled phones,PrintAdvertisingTo Mobile,Newspaper InsertsFlyersFree paperFree magazinesYellowpage ads,Print Ad Spending,Printed local ads to shift mobile,Potential partners,Mobile content

16、providers(especially LBS)Mobile network operatorsHandset manufacturersPND manufacturers,Content Providers,Monetize mobile apps and contents.,Operators,Operators can enable AdLocal platform in their marketsBy providing Cell-IDs to the publishers in their ad networkNo GPS-phone required,Handset Manufa

17、cturers,Monetize pre-installed apps with local ads,WidgetsApps,PND manufacturers,Another monetizing vehicle or value-add for PNDsDistribute coupons,Our New International Product is Coming Soon in Spring 2009,Please contact us at:infociri.usOur temporary international site:http:/www.cirius.co.jp/enNew international site:http:/ciri.us(from mid-Nov),APPENDIX,Comparison To Contextual Ads,User,Azabuarea,Roppongi area,$0.40 bid by store B,$0.30 bid by store A,$0.60 bid by store C,*Roppongi and Azabu are two areas in Tokyo which are in the same market space.,Ad Impressions in Tokyo,