This very interesting report by TechCrunch highlights Google’s approach to entering the Japanese market via the backdoor… if one can call it that. Mobile networks and more importantly the use of the Mobile/cellphone in Japan has always been recognised to be the leading edge in mobile technology from the innovative insight of NTT DoCoMo… to the ubiquitous handsets used by over 70 million people.
It looks like Google, through it’s partnerships with NTT DoCoMo and KDDI au is looking to leapfrong Y! Japan…. by creating brand awareness and locking-in mobile users. It’s a pretty strong move and I think will work to some extent… my feeling is that mobile and web in Japan have become two different networks with users using each in a completely different way.
On a trip to Osaka a few months ago, it was quite refreshing to see Japanese web users ignore Google’s products… and presence on the web. SEM and PPC Marketing is dominated by advertising on Overture which has by far the largest market share. This trend resonates in other Asian markets such as Korea… where Google only has 3% and Naver has the majority market share (search ads on Naver are powered by Overture/Yahoo).
I wonder whether Google will consider this option to enter the Korean market as well…
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[...] Japan where Yahoo has the largest market share, Google has used the Mobile channel as a backdoor to gaining ...