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Marketing Trends for Mobile Communication
The Japanese mobile market is potentially offering marketers a glimpse into the future of media marketing trends. The number of Japan’s mobile subscribers has risen only marginally in recent years, mobile and wireless has reached almost full penetration, and innovation is shifting towards business models and marketing rather than features and gadgets. Is this the future for mobile marketing?
As of February 2007, Japan’s mobile subscribers exceeded 100 million, which in effect means the country is fully penetrated with advanced wireless services capturing most of the internet-based activity across the country. It is estimated that around 70% of Japan’s population is internet-connected, of which mobile exceeds PC as the preferred platform of access.
Japan’s mobile market is considered well advanced when compared to the US and Europe, where success tends to be driven by technical gadgetry: music phones, TV phones, camera phones, email phones and so on. The levelling out of the Japanese market has meant marketing tactics are taking precedence over technical innovation as a way of reaching Japanese consumers.
The current best-selling handset in Japan is the Motorola Razr, a relatively simple device which is low on technical features (no camera for example) but high on style. It has been marketed using a combination of social networking, celebrity brand endorsement, and targeted messaging.
Following in the footsteps of Japan, industry experts expect all major communication markets will ultimately follow the same pattern, converging beyond short-term ‘must-have’ novelty features and reaching a new maturity. It offers a glimpse of where the US and European markets could be heading.
www.businessinberkshire.co.uk/mymobilenews
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