Japan Mobile SNS Study

Soochoel Lee
Market Overview
3G Networks / Flat-rate Data
Powerful / Internet-Enabled Handsets
Rich Content / Apps / Service
• 3G penetration rate: 96%
• 95M 3G Users
• 97M mobile Internet users
• flat rate data plans
• 85% of the subscribers use the
mobile web.
• Flash on all Mobiles
“More than use 1+ hour daily”: 61%
100,000,000,000
...Mobile Page Views per month in Japan!
Source : Morgan Stanley Research.
Web Access in Japan
Internet 이용단말의 종류 - 2008년도 末 Source : 総務省「平成20年通信利用動向調査」

PC only
15.0m (9.0%) PC Users
82.5m (90.8%)

PC & Mobile Phone Users

61.9m (68.2%)
0.76m (0.8%)
Mobile Phone Users 4.7m (5.2%)
75.0m (82.6%) Game device/TV users
5.6m (6.2%)

Mobile phone only 0.13m (0.1%) Game device/TV only

8.2m (9.0%) 0.02m (0.0%)
Mobile web-based services
Mobile Commerce Mobile eBoook Mobile Advertising

QR Code Mobile Tie-up Ads and SNS

coupons

Mobile Paid Service

Web manga i Concier

Open Market Photo sharing Check in Pay for

Rakute Mobile Flights Food / Goods

SNS
CASE STUDY – mixi
mixi 2004年 Service start

Message
Profile
Ad.

mixi voice

My mixi list mixi news

My List

Community

Update
CASE STUDY – mixi

Monthly PV 27.6B
-- PC 5.1B
OPEN APP 제공 -- Mobile 22.4B

Subscribers 18.5M
Source : 2009년 12월 31일 기준
PV mixi 본사 발표자료

OPEN APP 제공

City Building Harvest Moon Shopkeeper By

By Liveware By Liveware Geisha Tokyo

Source : mixi, Inc. IR Data

CASE STUDY – mixi

Most Active Social Network or Game ?

Source : mixi, Inc. IR Data

CASE STUDY – mixi

Total SAP(Social Application Provider) 460 2009년 08월 mixi app (PC), 10월
Mobile Service Start
Total App 2010/2 1110
– PC 780
– Mobile 330

App Ranking

Source : mixi, Inc. IR Data

CASE STUDY – Mobage Town
Mobage Town 2006年 Service start

[SNS]
[UCC] Blog
소설 BBS
영상 Café
Recipes Avatar
Etc. QnA
Etc.

[GAME] [Information]
Casual Game News
Tie-up Game Search
Multi player Game Weather
Etc. Map
200 title 이상 Part-time job
Etc.

[e-Commerce, content]
Mobaoku
Mobakore
Music, Movie
Deco mail
Etc.

Source : DeNA Co.,Ltd. IR Data

CASE STUDY – Mobage Town

Page View 2009년 10월 SNG Service

- Hosiku (ホシック)
- Kaito Rowaiyaru (怪盗ロワイヤル)
- Kiazoku Treasure (海賊ロワイヤル)

Subscribers
SNG Service Start

Source : DeNA Co.,Ltd. IR Data

CASE STUDY – Mobage Town
Main Mobile site PV(1 day)

Mobage Town Subscribers

CASE STUDY – Mobage Town

Revenue

Game etc.
게임 아이템 판매

Avatar Sales
아바타 판매

Affiliate Ad.
Avatar relation
스폰서 사이트 등의 회원
가입을 통하여 Mobage로
부터 MobaGold 를 획득,
아이템 구입

Advertising relation
배너, Tie-up, 검색,컨텐츠 연동 광고

Source : DeNA Co.,Ltd. IR Data

CASE STUDY – Mobage Town
Open Platform
2010년 1월 27일 OPEN API Start
Total SAP(Social Application Provider) 53 Total App 2010/3/20 131
Game portal Top 一日 모바코인 소비량

Source : DeNA Co.,Ltd. IR Data

CASE STUDY – Mobage Town
Tie-up Advertising

日本マクドナルド 日清食品株式会社 厚生労働省様

Source : DeNA Co.,Ltd. IR Data

CASE STUDY – GREE
GREE 2004年 Service start
CASE STUDY – GREE

Total Subscriber – 2009/12 16.7 M Page Views – 99% Mobile 24.7 b/month

Sex

Age

Source : GREE, Inc. IR Data

CASE STUDY – GREE

Advertising
B2C Virtual Advertising &
GREE HOME Goods 6.4B Affiliates 1.7B

Avatars

Game

Source : GREE, Inc. IR Data

 Opportunity ?
Japan has led world by 5-10 years
in most mobile Internet areas
- Morgan Stanley Report
Opportunity ?
Mobile SNS 에 등록 하지않은 이유는?
69.2%
흥미가 없음
興味がないから
27.3%

15.9%
이전에는 이용했으나 귀찮아져서
以前は利用していたが面倒くさくなったので
14.4%

10.0%
관심은 있으나 초대 받지 못하여
興味はあるがまだ招待されていないから
58.1%

10.9% 男性
기타その他 女性
10.5%

0% 10% 20% 30% 40% 50% 60% 70% 80%

COPYRIGHT（C） MMD研究所 / 株式会社アップ デイ ト
Mobage 가 만들어진 이유?
건 담에 시간 나면…..
Who a u ?
@lucia116
lsc116@gmail.com

2009年02月帰国
日本ではモバイルシステム開発および運営