21st Century Mobile Marketing - Insights into the World's Most Advanced Mobile Society: Japan

This strategic research report provides detailed insights into the inner workings of mobile marketing and advertising in a country where the vast majority of the population uses mobile Internet services - and where mobile marketing is fast evolving into a standard part of the marketing mix, a scenario soon to become reality in many other parts of the world as well.

With the rapid and widespread introduction of new technologies into the mobile ecosystem, highly personalized and effective forms of marketing are becoming possible, encompassing interaction both on- and offline.

"21st Century Mobile Marketing" provides in-depth business intelligence and expert analysis relevant to markets everywhere, including:

• Current and future developments in mobile marketing
• Key enabling technologies and services
• Detailed data on mobile consumer behavior
• Marketer perspective
• Campaign best practice case studies
• Drivers and barriers for mobile marketing
• Interviews with key industry players and mobile consumers

Key questions addressed in this report:

• How has mobile marketing evolved into a USD 620 million market in Japan (and again is set to double by 2011), and what lessons does this hold for other markets?
• How are the players in the value chain working together to scale the mobile marketing opportunity?
• How are the traditional players in the advertising industry approaching the mobile channel?
• Which advertising formats have proven successful in the mobile environment?
• Which mobile marketing campaigns are successful, which aren't, and why?
• How will mobile marketing develop in years to come?

Who should read this report:
Operators, advertisers, media, agencies and technical enablers anywhere that are looking for mobile marketing insights and best practices from the world's most advanced mobile society to leverage in their local markets.