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China & Japaninfluencing our future
a couple of questions….
Tokyo Beijing
Japan
hardware domination
but not software & services
Japan has been an integral part of the developed world for decades
we are habituated to Japan’s manufacturing influence (and its brands)
products as game changers
aging inspired game changers?
another game changer?
a series of mobile firsts
Internet1999
Camera Phones2000
3G2001
Full music downloads
2002
Electronicpayments
2004
Digital TV2005
the most important was the first
Purposes of Internet Usage via a Mobile Phone (Individuals)
Source: Japanese Ministry of Internal Affairs and Communications (MIC) Communications Usage Trend Survey, 2008
“among young people, the keitai is not so much as phone as primarily an
email-machine.” Misa Matsuda (2005a)
Source: Point On Research, as reported by japan.internet.com
is this our future?
why are there no Japanese mobile phones outside of Japan?
a unique set of circumstances
Timing
Culture
Symbiotic business relations between Carriers and
content providers
Government regulation & pricing
created an entire ecosystem
created an entire ecosystem
Galapagos Syndrome
Japanese handset manufacturers are now exploring how to survive outside their ecosystem
but…
“This is the kind of phone I wanted to make,”
Takeshi Natsuno, creator of i-mode
conclusions
• Japan will play the same role it has for decades
• keep an eye out for game changers• Japan’s mobile present is only selectively
our mobile future• think software & platforms not exotic
hardware
China
‘go out policy’
What we are witnessing is the sustained and dramatic growth of a future world power, with an
unmatched breadth of resources, lofty aspirations, strong bargaining position, and the
financial and technological wherewithal of an established and business-savvy Diaspora.
Oded Shenkar
The Rising Chinese Economy and Its Impact on the Global Economy
China's rise has more in common with the rise of the United States a century earlier than with the progress of its modern-day predecessors
Oded Shenkar
The Rising Chinese Economy and Its Impact on the Global Economy
“We pay great attention to suggestions and advice from our netizens… the web is an important channel for us to understand the concerns of the public and assemble the wisdom of the public”
President Hu Jintao
online explosion in entertainment and socialising
highly social & participatory
• spend more time online*– 6.5 vs 5.3 hours per weekday (USA)
• connect with more people online*– 24 vs 20 per week (USA)
• more likely to contribute to online content*– 95% vs 74% (USA)
• more likely to access the internet via mobile device*– 37% vs 21% (USA)
* broadband users aged 13 to 34 Source: Netpop Research / Journal of Advertising Research
0%
10%
20%
30%
40%
50%
USAChina
highly social & participatory
% of broadband users aged 13 to 34
Source: Netpop Research Journal of Advertising Research
63For more information about this case, please refer to CIC's IWOM watch Special Edition, May 2008
L-China initiative on MSN
Rainbow signature initiative
In light of the turmoil surrounding the torch relay overseas, a mass MSN “Love China” signature campaign broke out online. The campaign was initiated by netizens to show both their support of the Beijing Olympics and support for China.
People's Daily: 7 million MSN users joined the “Love China” initiative
Instant Messaging
In May of 2008, Toyota and MSN jointly launched a “rainbow” signature initiative on MSN. For each “rainbow” signature added to a screen name, MSN and Toyota each donated 0.1 RMB to the earthquake relief.
As of June 2nd, 6,216,469 MSN messaging users participated in the campaign, raising a total of 1,243,293.80 RMB for the earthquake victims.
CASE STUDY: Instant Messenger icons serve to demonstrate support within the Internet Community
Net Language Net Cartoon Net Star
Nicole GGNBA star Louis Scola net nickname is “4 Carats” (四克拉 ); Netizens create “4 carat” logos
A graphic arts student created a Hello Kitty-ish character that became massively popular avatar.
Nicole GG is a popular cosmetics “expert”. His product reviews influence purchase decisions of many buyers.
Tuzki is used as Moto Q’s spokesperson to emphasize its youthfulness and its built in MSN.
Nicole GG participates in high profile offline Lancôme events and road shows.
ANTA sneaker brand creates the Scola “4 carat” shoe
importance of localisation (and a friendly government)
not
IPA China Club
• launching in October
• familiarise agencies with business development opportunities in China.
• offering members the opportunity to meet Chinese brand owners already in the UK market, other member agencies with Asian market experience, and brand consultancies already prolific in Asia
• culminating in a trade mission to Shanghai and a world expo in May 2010.
• the beginning of a long-term export and inward investment initiative which may go on to cover other emerging markets.
conclusions
• underestimate China at your peril– very large and very rich– has only just got started– global aspirations
• underestimate the Chinese web at your peril– classic PC web to mobile device culture– (social) web at heart of modern society– from emulation to innovation?
• we’re here to help
thanks links
• www.cicdata.com
• www.chinasmack.com
• www.japantrends.com
• www.dannychoo.com
• www.whatjapanthinks.com
• www.gapminder.org
