A Four-Layer Success Factor View Model of Mobile Social Games: Analysis of Mobage Success in Japan

The mobile Internet business is entering a new era in Japan with the emerging revenue being generated from item purchasing in mobile social games. Users using high-speed mobile Internet with flat-rate data services have acceptance of micro-payments and increased payment acceptance in mobile social games. This has been impacting mobile business and the game business in Japan since the emergence of Open Social-based platforms in October 2009.With all of hype being generated by mobile social games, the author attempts to identify the key success factors in this mobile business landscape. The author proposes a four-layer approach to identify the success factors for the mobile social games business in Japan. The author presents the implications for mobile business ecosystems from the emerging real-time Web. Then, the author provides a strength analysis of Mob age, one of the leading service providers of mobile social games.