{"id":8763,"date":"2010-10-25T22:57:39","date_gmt":"2010-10-25T13:57:39","guid":{"rendered":"http:\/\/asiajin.com\/blog\/?p=8763"},"modified":"2010-10-25T22:57:39","modified_gmt":"2010-10-25T13:57:39","slug":"luna-luna-mobile-menstruation-care-site-2-7-of-japanese-women-pay-now-goes-u-s","status":"publish","type":"post","link":"https:\/\/asiajin.com\/blog\/2010\/10\/luna-luna-mobile-menstruation-care-site-2-7-of-japanese-women-pay-now-goes-u-s\/","title":{"rendered":"Luna Luna – Mobile Menstruation Care Site, 2.7% Of Japanese Women Pay, Now Goes U.S."},"content":{"rendered":"

In Japan, paying for contents on cellphone web is so common. That supports unbelievable profit on social gaming networks Gree<\/a> and Mobage-Town<\/a>. Over 2% of population purchase weather forecast on cellphone with 105 yen or more<\/a>, which I recently wrote for The Japan Times, is also a good example.
\nThere is another successful, interesting cellphone paid service. But their success is not so well recognized even by Japanese tech-savvy people. Probably the category of the site is off center from interests of people in this male-centric industry.
\nThe service name is Luna Luna<\/a> [J] (Caution: this PC page will sing), which calls itself as a “mobile site for women”. The site takes information many women need, menstruation and contraception care with a lot of guides\/Q&A\/columns around women’s physiology.
\n\"\"<\/a>
\nThe cellphone site, which is reachable from all major 3 Japanese cellphone carrier official portal, boasts 1.8 million registered users. Amazing thing is that all of the 1.8 million members are paid subscribers, who pay 180-189 yen(depends on carrier) each month.
\n\"Luna<\/a>
\nTwo points amazes me, and probably you, too. One is its revenue. 1.8 million people paying 180 yen every month means that their monthly sales is at least 324 million yen (400,000 USD).
\nThe other is how many of targeted people are paying for it. The population of Japan is 127 million, and 65.4 million of them are female<\/a> [J]. So, 1.8 million female members occupies 2.75 % of all women<\/strong>, 1 in 40 at this point. As over 30% of all women are either too old or too young, they should not need such information, then the user ratio against population needing it is even higher, maybe about 4%?<\/p>\n

History<\/h3>\n