Keynote #2 What is the ecosystem of the smartphone-native generation? The key to the switching-on desire of 18 million user markets requires meaningful experience and authenticity.
The smartphone-native generation accounts for about 15% of Japan's total population. Born between the late 1990s and 2010, they have become familiar with the lifestyle of utilizing smartphones since their childhood, and their expectations for the brand are very different compared to millennials known as digital natives. In this session, together with four creators representing the smartphone-native generation, we will explore the switches that will allow them to give their heart and soul.