Published on February 15, 2014
February 9, 2014 Japan Digital: Business Culture, Mobile, Games
The Hollywood Perspective Long Duk Dong, “Sixteen Candles”
The Israeli Perspective
The Real Basis for Japanese Culture 4
Rice Farming Has Moved to the Office 5
Japan viewed by Hofstede’s 5 Dimensions - Power distance - Individualism vs collectivism - Masculinity vs femininity - Uncertainty avoidance index - Long term orientation 6
Role of the Individual Japanese Artwork Western Artwork
Japanese is Very Generational 20-30 30-40 YUTORI Generation LOST Generation Bubble Sedai and upper • Digital natives • Fear becoming oyaji • • Fast moving • • Gentle but risk averse Responsibility shy in their private lives Suffering from pension crisis • Harder to adapt to changing workplace AGE GENERATION LIFESTYLE • Fewer getting married 40-55+ 8
Japanese young people: Real = Danger LIFE HISTORY OF A 22 YEAR OLD KOBE EARTHQUAKE (5 YRS OLD) POKEMON (7 YRS OLD) MOBILE VIRTUAL SNS (13YRS OLD) EARTHQUAKE, TSUNAMI, Government Failure (21 YRS OLD) SUBWAY TERROR (4 YRS OLD) iMODE MOBILE WEB (8 YEARS OLD) BUBBLE COLLAPSE SARS EPIDEMIC (12 YEARS OLD) Self-Expression Platforms (16 YRS OLD) STAGNATION & RECESSION
Gen Y: “SOUSHOKU DANSHI” DO YOU THINK YOU ARE A “SOSHOKU DANSHI”? “Soshoku Danshi” (lit. Herbivore Men): (noun) They are men with gentle hearts. They don’t worry about being “masculine”, or greedily pursue the opposite sex. They are men that dislike being hurt and hurting others. They are Socializers. Source: Masahiro Morioka “Heisei Danshi Zukan (Guide to Men in Heisei Era)” Source: Research on 20-year-olds 2010, Macromill 10
Not a herd, but a swarm 11
YASHIMA Operation 12
Japan Operator Market Share (Jan, 2014) ■ 128 million subscriptions Softbank (25.3%) KDDI (29%) Source: Bloomberg Reports, Q3 2013 59.62 million (45.7%)
Higher iOS Share than US and growing…
The Future of Mobile?
More Likely THIS is the Future of Mobile?
THIS is the Future of Mobile 17
THIS is the Future of Mobile 18
Maybe, THIS is the Future of Mobile 19
Look to JAPAN for the Future of Mobile
Japan 1st market to near saturation • • • • • Media / Video (most popular category) Photos Shopping Lifestyle Tools Mandatory tablets in all K-12 classrooms
Japan: Networks Change Behavior Japan LTE deployments clustered in Tokyo
Say こんにちは to Phablets
Growth / decline in ad-spend by category, 2010-2012 Total Ad spend Newspaper Magazine TV Radio Digital Ads
Balloon Fishing http://www.youtube.com/watch?v=j-6jn4Qo76E
Social Gaming Market Size : $5 billion USD in 2013 2010 2011 2012 2013 Annual Market Size (unit: 100 million Yen) ¥1,064 ¥2,385 ¥3,394 ¥4,135 Market size (monthly) 89 199 283 345 ARPU (monthly) 2365 3775 4635 5510 Paying users (unit: 10,000) 375 527 610 626 Paying Ratio 10% 13% 15.5% 17% Active Users (unit: 10,000) 750 810 875 920 Active User Ratio 30% 27% 25% 23% Unique Players (unit: 10,000) 2500 3000 3500 4000 Source: UFJ Morgan Stanley
Monetization: Japan has ¼ of US Google Play downloads but highest revenues in the world Source: AppAnnie Index, Nov,
iOS: World #2 revenue despite smaller user base • DoCoMo, Japan’s largest operator, just launched iPhone in October • Japanese consumers ready to spend for mobile content • Games account for >80% of revenue in Japan App Store • Catching up to US- faster growth in Japan Source : AppAnnie Index, Nov
Japan Social Mobile Gaming Market Drivers • Carrier billing- integration of virtual wallets into games • Game friendly society and mobile-centric users • Faster mobile networks • Integration between mobile and social gaming via SNS • High disposable income, especially women gamers • Card Battle represents 70% of Top 20 on Gree & DeNA
2 Closed platforms- DeNA and Gree Source: Serkantoto.com
Japan-Only Genres: Manga based social games Bandai Namco: Gundam
Japan-Only Genres: Social RPGs
Japan-Only Genres: Social Dating/ Love Simulation
Special Genres: Social Idol Raising Games
Special Genres: Social Card Battle Games
Building a Successful Mobile Game in Japan • Focus on popular genres- RPG (21%) & Romance (18%) popular on mobile
Localized marketing with celebrities and events
Prevent abandonment with easy game-play
Target female players with genre, art & game flow
Simple, colorful and streamlined UI
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