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Live Issue... Twitter Japan strikes out on its own to suit local tastes
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Live Issue... Twitter Japan strikes out on its own to suit local tastes
Japan seems to be Twitter's test-bed.
A little over a year-and-a-half since it launched in Japan under an ad-funded model, the site recently distanced itself further from its parent by unveiling a video-sharing service .
The application enables Japanese users - who currently number around two million - to upload video and photo content via computer and mobile. While similar applications created by outside suppliers exist in other markets, Japan’s TwitVideo was developed by DG Mobile, a subsidiary of Digital Garage, which operates the Japan-specific version of Twitter.
Given Twitter.jp’s free rein for experimentation, observers have noted its potential as a testing ground for techniques that may later come to be applied in other markets. Japan is currently the only country in which Twitter has shown signs of profitability, with ad rates ranging from US$5,500 to $33,000 for a customised page and banner. In addition to the initial fees, the site charges advertisers for targeted exposure to relevant groups.
Adrian Roche, digital lead at OgilvyOne Japan, says TwitVideo is as an attempt to “take Twitter to the next level” and sees the service as having “interesting potential”.
However, Roche also acknowledges that the Japanese Twitter is in some ways a unique case. For a start, there is an emphasis on communities rather than individuals.
“In other countries it’s all about ‘me’. But in Japan we are seeing an adaptation based on the idea of communities,” says Roche, pointing out that many users have multiple identities and switch between them for different communities.
“There is a lot of conversation between users. But ...
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