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Mobile Marketing: Lessons From Japan and Korea

In 2005, revenues from mobile advertising in Japan grew by 60%, generating a €200 million market within four years. Similar revenues were not achieved with Internet advertising until year five but this now represents a €2 billion market in Japan. Korea too is seeing significant growth in mobile advertising and this market is forecast to grow strongly again in 2006, to €50 million.

This paper analyses the developments in both these markets that have enabled mobile advertising to grow at a more aggressive pace than that seen in Europe. We provide a critical assessment of the initiatives that have contributed to accelerated development in these markets. We detail the roles of the key players (operators and mobile marketing agency partners) and explain how this vibrant market has developed.

Case illustrations are provided which demonstrate campaign and media platform innovations that have delivered campaign results far in excess of expectations. We show how the pricing philosophy adopted in both these markets has helped to quickly deliver a low cost environment for brands and consumers to 'relate' through mobile marketing. Finally we reveal how mobile operators in these markets hope to generate increased revenues once the foundation for a successful mobile marketing industry, (capable of challenging TV and Internet media) has been established.

Price: EUR 2,500.00 / GBP 2,000.00

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Table of Contents

1 
Overview 
1
2 
Japan 
2
2.1 
Market Overview 
2
2.2 
Why is Mobile Marketing taking off in Japan? 
2
2.2.1 
Mobile marketing Catalysts 
3
2.3 
Two Platforms for Mobile Marketing 
4
2.3.1 
2G 
5
2.3.2 
3G 
5
2.3.3 
Increased interest from traditional industries 
6
2.4 
Case Illustration: D2 Communications (D2C) 
7
2.4.1 
Service line-up 
8
2.4.2 
Main portal 
9
2.4.3 
Mobile EPG advertising 
10
2.4.4 
'Message Free' push advertising 
10
2.4.5 
Profit number 
11
2.4.6 
DoCoMo Coin 
12
2.5 
Some Conclusions on Japan 
13
3 
South Korea 
14
3.1 
Market overview 
14
3.1.1 
General figures 
14
3.1.2 
Opt-in regulation 
14
3.2 
Case Illustration: AirCROSS 
15
3.2.1 
Company overview 
15
3.2.2 
Services line-up 
15
3.2.3 
Some Integrated Multi Channel campaigns 
18
3.3 
Case Illustration: KTF Mhows 
21
3.3.1 
Company overview 
21
3.3.2 
Mobile Business Card 
21
3.3.3 
Hot Code 
22
3.3.4 
KTF **114 
22
3.3.5 
Mobile search Ads 
23
3.3.6 
Mobile Promotion 
23
3.3.7 
Some campaign illustrations 
23
4 
Lessons Learned 
26
4.1 
Introduction 
26
4.2 
Knowing your customers 
26
4.3 
Getting permission 
26
4.4 
Monitoring Impacts 
26
4.5 
Timing & Relevance 
27
4.6 
Extending Service Adoption/Penetration 
27
4.7 
Key Enablers 
28
4.7.1 
Flat rate data plans 
28
4.7.2 
Service Access Speed 
28
4.7.3 
Developing Innovative Message Delivery Platforms 
28
4.8 
Operator Revenues 
28