Mixi, the most popular Japanese social network, is offering a new birthday gift service. A user will be able to send a gift to a friend with minimal effort – you just choose who you want to send the gift to, make the payment and it’s done. The user will receive a message that a birthday gift has been sent from a friend, and they confirm their home address.
Lowering the friction for users to make purchases on social networks is one of the biggest challenges of the modern virtual good economy. Mixi’s idea to simplify the ability to send gifts is clever – purchasers are only two clicks away from the checkout. I bet Facebook will keep an eye on whether this is successful for the company. The service is more than just about birthdays – it’s about real goods. The gift choices are not too vast at this point, with only 50 different products, but if that’s successful, it may be a great entry point for Mixi to start a product service for their userbase.
Read more about the news at the Japan Daily Press.