Mobage town – a mobile social network for teens

Mobage town logo
Mobage town has been started in 2006 by Tomoko Namba, a Mckinsey alumna. “Mobage town” is short for “mobile game town”. So, Mobage provides numerous small games and a social network service for mobile phone users. Essentially users are using Mobage as a social network service.
The service has 7.4 million registered users and 13 billion page views per month. 47% of users are teenagers. 37% of users are in their twenties.
Mobage has a very clever growth/revenue model. Each user has an avatar. Avatar needs to be clothed. Clothings can be bought with a virtual money called ‘Mobagold’. Users can obtain Mobagold by registering to adviterser’s services. Its business model is similar to Korean network game site ‘Han game’.
Namba started a company ‘DeNA’ in 1999 as an Internet auction service company. Soon, Yahoo! Japan became a clear winner in Japanese Internet auction market. Her company experienced a long slump. In 2005, DeNA gained a certain success with mobile commerce services, and successfully IPOed to Tokyo stock market.
Mobage’s huge success boosted the company’s profit. DeNA’s revenue reached 14 billion yen, and a profit is 2.5 billion yen.

See also:

  1. Company’s site (in English)
  2. Mobage town article with screen shots (in Japanese)

DeNA:

  • Type: public (JP:2432)
  • Founded: Mar. 1999
  • Went public: Feb. 2005
  • Sales: 14 billion yen ($129 million)
  • Profit: 2.5 billion yen ($23 million)
  • Employee: 415
  • People: CEO, Tomoko Namba
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