Tag Archives: tsunami

Japan Rethinks Marketing Models

Consumerism, Economy, , , ,

Japan Business Post-Disaster

Since Japan’s disaster a few months ago, while the main aim is for the country to recover as painlessly as possible, on the sidelines it seems there has been a lot of rethinking taking place vis-à-vis marketing directions. It seems like – perhaps in the aftermath and because of the tsunami – people’s perceptions (and thus desires) are changing and so marketing techniques need to adapt to this. In a study entitled ‘Fukkatsu: Japan Rebuilds,’ by the end of last month, 77 percent of Japanese claimed they were “actively seeking out brands they believe are helping recovery of the country and personal stability.” In addition, the study showed how the Japanese are becoming more eco-conscious following the disaster with 75 percent using less electricity; 72 percent making greater attempts at water conservation and 68 percent in general seeking out “greener alternatives to everyday consumption.”

Bigger Japanese Picture

There is generally more contemplation going on it seems. Individuals and the private sector are taking more responsibility for the country’s recovery, as opposed to just relying on a “government that is increasingly seen as not showing leadership.” 93 percent of respondents said that they “just want a more stable life” so it seems that is the motivating factor. There are more bikers now as people become concerned about shortages in gas and price escalations with potential power shortages.

Better Booming Business

On the other hand there has been some good news for businesses following the disaster. Since the Japanese are a big nation of train commuters, businesses are now honing in on this and using the platform for a way to go shopping. Until recently, there were just some eateries around, but it now appears that “post-earthquake, we have seen that all shopping trips are shorter and more directed, and these ‘railway malls’ make that so much easier.”

Brick and Virtual Shopping

This has led to increase in brick and virtual shopping as a way of comparing prices due also to the increased use of mobile phones as shopping aids. The Japanese are also engaging now more in “embarrassment shopping” which is when you check out products to determine their social acceptability levels through mobile services and then decide whether or not to purchase them in the “brick.” Since early March, Japan has seen an increase of around 20 percent of online shopping.

Direct Consumer Involvement

It also seems from the article that in general the Japanese average man on the street wants to be more involved with 60 percent of respondents claiming they want “to be part of a shared process n product and service development.” They are also more aware of “corporate statements and are digging deeper into what goods and services offer.”

Microsoft Beats Apple But Doesn’t Tweet So Good

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While Microsoft just hit the 10,000 apps milestone with their Windows Phone 7 Marketplace quicker than any other competing store, it might not yet be quite time to celebrate.  Apple took 4.7 months to hit this number while Microsoft only took 4.5 month.  This has to be good news.

Gates Overtaking Jobs?

But perhaps it might be a little too soon for Microsoft to be celebrating.  The company made a possible recent mistake with the mixed response it received from the marketing tweet it put  out following Japan’s tsunami in an effort to raise funds for the country’s victims.  The idea was that followers would “retweet a message, with every retweet meaning that an extra $1 would be donated by Microsoft, up to $100,000.”

Gates Needn’t Break Out the Champagne Yet

So even though this week did see some good news for Microsoft, it has to be taken in perspective.   Even with its fast milestone achievement, other markets still have way more apps (Android at 200,000 and Apple at 300,000).  But still, good news is good news and there is cause for recognition of their milestone.  As long as Microsoft is careful with its marketing, the products should be able to speak for themselves and any charity the company chooses to give to might not want to use the events from Japan as part of the package. The message for Mr. Gates is thus clear:  let your products do the marketing for themselves.

iPhone Apps Do it Again: This Time in Japan

Blackberry, Economy, iPad 2, iPhone, Japan, , , , , , ,

During the craziness of the catastrophe to hit Japan last week, how were people trapped about to stay in touch? What was the best piece of technology that linked people to loved ones? A 25-year-old woman from Tokyo who was traveling by train to the airport, spoke about how she managed to tell people she was okay, despite the fact that there was no cellphone network available for voice calls.

3G Saves the Day While Blackberry Is Fruitless

It was the 3G Data Network and a bunch of iPhone apps that came to the rescue. The Blackberry on the other hand, was incapable of sending and receiving messages at all. The iPhone worked, so long as you could keep charging it; it provided consistently good reception. As well, Viber was the only method out of all the networks for getting calls through (Skype was unavailable for many hours).

iPad 2 Figures: Not Surprising

Perhaps given all this it’s not all that surprising that when the iPad 2 was unveiled just over 2 weeks ago, it immediately sold out “within hours” of its launch. It is thinner and more powerful than the first model; has a camera in the front and back to enable video conferencing with photos and videos and is the same price as the first one. Even though this is really just a slight upgrade from the first, customers kept on coming, with one lady selling her spot in the line for $900 to a businessman who just didn’t have time to wait in line from 5 am and had to have the new iPad before his business trip!

Jobs Always on the Job

If Apple creator Steve Jobs just keeps getting it right and his communication tools are even helping in situations such as Japan’s catastrophe, then it makes sense that his products will keep gaining in popularity. Just make sure you reserve your spot in line early for any new Apple launches in the future; you never know, it could be more than just a great gadget; it may be your rescue tool out of a crisis.