Categories
Mobile

5 top tips for mobile marketing?

Answering the question: “What are the 5 top tips for mobile marketing”

Our company worked for several of the world’s largest consumer companies on mobile marketing here in Tokyo/Japan.- Many of Japan’s mobile trends usually move to Europe and US within about 3-5 years. So here are some tips from our work on mobile marketing in Tokyo/Japan:

  1. Leverage spontaneity: use the “here & now” effect of mobile

Mobile phones are among the very few privileged items almost all people carry on their body at all times and allow people to react on the spot. Mobile phones allow people to buy “here and now”, on the street, on the toilet, from bed, changing trains, waiting for a bus etc. Successful mobile marketing campaigns use this “here and now” effect. As an example, see the iPod campaign in Tokyo-Shibuya, or the North-West Airlines campaign in Tokyo/Shinjuku (discussed in detail in our QR-code report).

  1. Provide real value

Things work best when people perceive and actually receive real value. For example, an airline seat, or a share purchasing/selling transaction at the moment they want it. Don’t disappoint people by promising value, which you don’t deliver.

  1. Make it fast: close a transaction in seconds not minutes

Mobile phones are mostly used in short bursts. Attention span is short. Apple’s iPod campaign allowed people to buy an iPod from the Apple store via mobile phone here and now, in a very short time (find a detailed description in our QR-code report)

  1. Do innovate if its really new – but don’t re-invent the wheel

Japan is a huge mobile laboratory – many mobile business models discussed in Europe or US now have already been tested out years ago in Japan. Read our reports,
search on the internet, or do thorough market research in Japan

  1. Treasure security – your mobile sites need to be more secure than websites, not less secure

Customer data lost via mobile phones, or a hacked mobile banking site is just as disastrous as if the same occurs for a fixed line traditional website. Mobile sites can potentially be broken from remote locations in your own country or from a country you wish you never had to deal with.

We worked on security of mobile financial industry sites.

Copyright (c) 2013 Eurotechnology Japan KK All Rights Reserved

Categories
Mobile

M-Commerce towards US$ 100 billion

Eurotechnology Japan KK·All Rights Reserved·

” title=”Eurotechnology report on mobile payments and mobile commerce” target=”_blank”>Mobile commerce (the mobile phone equivalent of mailorder) exceeded mobile content (music, weather, news, etc) first in 2004 in Japan and is on the way to reach US$ 100 billion in the not too distant future. Read more about Japan’s m-commerce sector below.

mobile commerce and mobile content in Japan
mobile commerce and mobile content in Japan

US$ 0.5 Billion killer application for m-commerce?

We estimate that m-commerce (the mobile equivalent of mail order, or instant purchase of goods and services) has reached approximately US$ 10 billion per year in Japan, and most likely exceeds this mark already. Mobile phones are used in Japan to purchase many different types of products from music, to train tickets, air tickets, event tickets, books, and even cars. In our work for our customers we analyzed in detail a “killer application” for mobile commerce, where in Japan a single mobile website achieves about US$ 0.5 billion in annual sales.

read about mobile commerce (and the US$ 0.5 Billion/year killer m-commerce site…

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Categories
ecommerce Galapagos effect Mobile mobile payment QR codes Software

Amazon.co.jp captures mobile purchases directly inside competing brick-and-mortar stores with barcode i-appli

Amazon.co.jp introduced a barcode reader i-Appli (JAVA application for DoCoMo’s i-Mode phones), with which shoppers in brick-and-mortar stores can directly compare the prices with Amazon.co.jp’s mobile webstore prices. If the shopper prefers, he/she can order directly by i-Mode mobile phone from Amazon.co.jp online while still standing in front of the shelves of the brick-and-mortar store.

With this barcode reading mobile phone application (i-Appli), Amazon.co.jp is directly taking the competition into brick-and-mortar stores, battling on the same ground.

User interface of Amazon.co.jp’s barcode reading i-Appli – click to scan:

With Amazon.co.jp's barcode scan application customers shopping in a store can compare prices with Amazon.co.jp's ecommerce prices, and if cheaper, can order from Amazon.co.jp directly
With Amazon.co.jp’s barcode scan application customers shopping in a store can compare prices with Amazon.co.jp’s ecommerce prices, and if cheaper, can order from Amazon.co.jp directly from the mobile phone

The customer can directly scan the barcode with his/her Docomo i-Mode phone, and the Amazon.co.jp barcode i-Appli:

Customer scans the barcode in a store using the Amazon.co.jp bar code application on a DoCoMo i-mode phone
Customer scans the barcode in a store using the Amazon.co.jp bar code application on a DoCoMo i-mode phone

On the next screen Amazon.co.jp’s i-Appli shows the same product’s page in the Amazon.co.jp mobile store. The customer can directly order with one click if he/she prefers Amazon.co.jp’s offer instead of the brick-and-mortar store, where he/she is currently shopping. This i-Appli allows Amazon.co.jp to catch customers from within traditional stores.

After scanning the barcode, the Amazon.co.jp i-appli directly shows the price and order page of the same product on the Amazon.co.jp mobile site
After scanning the barcode, the Amazon.co.jp i-appli directly shows the price and order page of the same product on the Amazon.co.jp mobile site

Read our QR-code report for in-depth analysis and lots of applications of QR-codes and bar codes in Japan.

Categories
Economics Internet Mobile

M-Commerce in Japan

Presentation given by Gerhard Fasol, to the Asia/Pacific – Midwest Business Conference
Panel Presentation “E-commerce in Asia”, on Wednesday April 10, 2002, 8:00-9:30am, organized by the US Department of Commerce and the Illinois District Export Council.

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