1. “Mobile - making the most of the newest new media” 16 th Jan. 2009 Takashi Koyanagi Dentsu Media India

2. Presenting a perspective on this “newest” New Media from the PoV of Japan

3. Actually what is “newest” New Media in India has been New Media in Japan for well over a decade We have been working on mobile marketing and content for over more than a decade

4. 3G is coming to India very soon So, what is the issue, and what is the opportunity?

5. Let me show you some learnings from Japan and how we have been working in maximizing value from mobile as a medium

6. Payment E-book Broadcasting Digital Radio Music Coupon Basic function - Voice talk - e-mail - Internet GPS Search Video Mobile as Tool Mobile as Media PC Browser Mobile in Japan

7. Some learnings

8. Novels Comics Gaming Not just coming of 3G handsets but introduction of flat rate tariff (more like a fixed monthly subscription) has enabled various kinds of content Movie Major Publisher/Content provider Serves on Mobile *User can be author Mobile novels are into Paper books.. Major game soft production Entered in Mobile Ezaki GlicoBVLGARI Japan 第 1 話 第 2 話 ANA / JAL TV station and Major content Provider serve on Mobile Mobile specific content are Provided for clients promotion Content services on Mobile

9. Source: Impress Mobile E-books industry reached US$280 mil (2007) Mobile Comics (“Momics”) leads industry Mobile E-books in Japan

10. Mobile game industry reached US$840 mil (2007) 3G enabled handset/ flat rate tariff leads richer-content games being made available on mobile Mobile content industry Mobile gaming in Japan

11. “Tsui-tsui”: platform for Advergaming Using mass media to communicate brand and brand connect. Advertising is free in branded mobile games Allied ad network Customized Branded games for clients

12. Mobile QR code QR (Quick Response) code leads consumers to campaign site Outdoor ads with QR code Several types of Mobile ads QR code bridges press, even TV to mobile as a medium, making communication action oriented and commerce ready

13. SNS is shifting from PC to Mobile Mobagame-townGREEmixi

14. Mobile = “Can Monitor” You are able to know –When, –Where, –Why, your consumers accessing to you Wake up Transport Office WorkGo home party In bed ・ Wake up by alarm of Mobile ・ Buy BF at CVS store by E-cash Check TV program liet Stock market Ticketing Mail to friend Booking restaurant… Momics Gaming Reading Momics Sending mail ・ Ticketing from outside very easily Booking restaurant Lead by GPS Pay by Mobile credit card

15. We are ready to bring most of these learnings here for Indian consumers

16. Thank you