Hardly a week goes by without a press article or conference reporting how ubiquitous mobile payment services and their adoption are in Japan. Forrester decided to put some figures on the so-called Japanese mass-market reality and to understand why Japan is the declared leader in mobile contactless payment services. What lessons can others learn from the Japanese market and to what extent do they apply to Europe?
There are several reasons why Japan is ahead of the curve among which the role of Felica Networks in the value chain and the scale merchants could benefit from (Sony and DoCoMo invested several dozens of million euros to make sure that retailers and points of sale had the technology to read the chipsets embedded in mobile devices), the loosening of Japan's financial regulations (making it possible for non-banks to become financial services players), operators' role in paving the way for mass market adoption of mobile Internet and higher usage of mobile services (fostering the natural expansion of mobile payments).
Despite this, reality is that the mobile contactless market in Japan is only reaching critical mass, not mass-market adoption. In Europe, conditions differ quite a lot and even if Near-Field Technology is likely to play a key role in the future, the technology is only entering the pre-commercial era.
The success of Apple's iPhone has acted as a marketing catalyst and showcased the potential of the mobile platform.
Leading brands such as l'Oréal, Audi, Kraft, Bank of America and many others have embraced the trend and launched iPhone applications to engage with a high-profile audience, appear innovative or benefit from richer mobile media capabilities.
Many recent innovations in the mobile space are led by new entrants such as Apple or Google. However, let's be fair with telcos. They invest significant amounts of money in R&D and have very creative staff. There has been some skepticism in the industry on selected Orange services such as Pikeo, Djinngo (ex Bubbletop) or Soundtribes where Orange was trying to "reinvent the wheel" without partnering with the right Internet players. However, these services have never been really marketed and does not prevent strategic partnerships to be signed. Orange in particular has many Orange Labs worldwide and is driving innovation.
I saw recently some interesting demos of products and services to be launched by Orange:
[UPDATE, 8 AUGUST 2012: As much as I appreciate seeing this research continue to circulate online, I'd like to note that these findings are now almost 4 years old, and are almost certainly no longer accurate. Just as you wouldn't rely upon Nielsen ratings from January 2009 to tell you what's popular on TV today, nor can the data below tell you how Google is handling search results today.]
If you're like most interactive marketers, you probably don't think much about search optimizing your online video content. Less than 20% of marketers tell us they insert keywords into the filenames of the videos on their site, and even fewer use more advanced tactics like writing keyword-rich captions and annotations, or creating online video libraries.
But if you're not optimizing your videos, you should start. "Blended search," the practice in which search engines display videos, images, news stories, maps, and other types of results alongside their standard search results, has become increasingly common on major search engines. And optimizing video content to take advantage of blended search is by far the easiest way to get a first-page organic ranking on Google.
Recently, we conducted a little experiment to learn more about how search engines respond to common queries. We created a list of 40 of the most-searched keywords -- pulled from the search engines' own lists of popular and fast-growing search terms, like Google Trends -- and ran those searches on Google in the US and the UK, as well as on MSN UK and Yahoo UK.
The French Competition Council - the Conseil de la concurrence - ordered yesterday that Orange's iPhone exclusivity be immediately suspended, with the result that any French carrier (SFR and Orange) is now able to offer Apple's iPhone.
Orange will appeal the decision before the Court of Appeal in Paris, but in the meantime (it may take as long as 12/18 months to have a final decision) Orange's competitors will be able to sign distribution deals with Apple. SFR annnounced it had anyway already 45,000 unlocked iPhones active on its network. However, the time those agreements are in place, Bouygues and SFR cannot benefit from the Xmas sales period. After one year of its exclusive partnership, Orange announced that they will have sold over 150,000 first generation iPhones and over 450,000 3G iPhones. But beyond the idea of attracting high-end users, such an exclusive agreement was a key way for Orange to differentiate from competition, drive traffic to shops to cross-sell other Orange/France Telecom products and to nurture the brand (iPhone being all about "convergence").