Yesterday night at Mobile Monday Beijing #29 Wang Yong, CEO of DeNA China shared with us his humble plans for China. I say humble as Wang must have mentioned 3 times during his presentation that replicating DeNA’s extremely successful Japanese services in China is impossible. Before I will describe why Wang did not expect DeNA to do very well in China I will briefly introduce DeNA.

DeNA?
DeNA is the biggest mobile social network in Japan. Currently it has 632 employees with a market cap of USD1.5 billion. Their most popular service is called Mobile Game Town (Mobagetown), a service that primarily attracts users by offering free games and that monetizes through advertising. Other services of DeNA include several successful m-commerce related portals such as Mobaoku (mobile C2C), Pocket Affiliate (Japans largest mobile advertising affiliate network), Mobagetown L (services targeted at Ladies) and Mobakore (fashion retail, 79% female users). DeNA has around 14.2 million users in Japan that are good for 18 billion page views per month.

As one of DeNA’s most popular services Mobagetown was launched back in 2006 it offered games for free. As a result users were rather young at that time: over 70% were teenagers. This has changed in the last few years, currently over 60% of DeNA users are over 20 years old which means they can spend money and are worth more to advertisers. DeNA has over 500,000 partner sites to advertise to mobile users. Wong explains that, among others, advertisers can place ads on the front-page, place text ads between search results, and advertise through (mobile) mail. Moreover Mobagetown has partnerships with big brands to integrate their brand in the service. For instance users could at some point get a Coca Cola avatar.

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