Smartphone Ad Networks
The growth of smartphones in Japan is of course great for local consumers who want more interesting interfaces on their devices. But what does it mean for mobile advertising? Who is providing the needs for advertisers? INterRIDE has done a round-up of the main players in the smartphone field.
AdMob is of course Google’s ad network and famous for its share of the app market. Currently it is top of the pack, not unsurprisingly, and a lot of its ads target working consumers in their thirties and forties.
The second leader among ad network providers is adPapri, who are distributing mobile ads for giants like KDDI, Recruit, Suntory, Kodansha and more. They have around 20 billion impressions per month, and are known for their diversity across different industries and media.
AMoAd focuses its ad solutions for clients looking to advertise on local SNS giants mobage and Ameba (in fact, the operators of those sites, DeNA and Cyber Agent formed AMoAd together), and it has carried its advertisers over from feature phones to the smartphone platform. Its control of female e-commerce advertising is also notable.
AdLantis is known for its GREE smartphone ads and its focus on male consumers in the Tokyo area. Last but not least is nend, whose advertising system is very flexible and allows clients to freely customize banners, circulation and exposure.
On the basis of this general summary the main network providers are pretty distinct at present, though it is early days yet. INterRIDE speculates that for now the providers are trying out different solutions, to meet the competition that will surely only rise as the smartphone becomes the most important device on the market.
Early Warnings, courtesy of Apple
Anyone not satisfied with the popular earthquake warning system apps like Yurekuru Call will be interested in this late August development.
For the Japanese version of iOS5 Apple has added a SMS earthquake early warning system widget. Post 3.11, apps and services offering warnings of tremors and aftershocks flooded the market as consumers tried to cope with the crisis through their mobile lifestyles. This latest system won’t be anything new to mobile users, then, though it is new to Apple devices.
The best thing is that iPhone users won’t require third party apps now but can just receive quake information directly from the national early warning signals. However, since it is permanently connected to the server in order to receive immediate warnings, your battery will potentially die down much faster.
GPS ripora
Gourmet-themed GPS ranking service newbie ripora kicked off at the start of this month. The smartphone app features reviews and info on eateries, drinkers — i.e. the things Japanese consumers are obsessed with — as well as ranking the “reporters”, or the users, by how many posts and reviews they give out.
Ripora is aiming for 300 thousand users in its first year, and hopes in the future to tie-up with corporate partners to offer a SNS platform that connect with potential consumers and diners. Judging purely by ripora’s website, though, the service will definitely need to improve its look in order to stand out in an already very crowded market.
Sharp enters the tablet ring (again)
After previously prompting a host of snide comments following the debut of its poorly titled Galapagos tablet (above, right), so ironic given the Japan market’s oft-criticized insularity, Sharp is back with the RW-T107 (above, left), a FeliCa IC card reader-equipped tablet for businesses.
Not on sale for individuals, the ultra light (around 395g) device works on Android and is being touted as a new system for retailers, banks and others to deal with CMS at the point of sale. In other words, next time in Bic Camera you may end up paying by e-money and giving your membership details to a retail assistant wandering around with a mobile tablet cash register. Sharp aims to shift 5,000 units per month.
This is the latest in a series of blogs based on newsletters provided by our local research partner, INterRIDE Inc.
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