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Insights from the Japanese Wireless Market 2005

A report by Berg Insight
Paper Copy: US$1,200
PDF: US$1,600
Paper Copy and PDF: US$1,800
Corporate license: $3,200
June 2005
119 pages

What are the latest trends in Japan – the world’s most advanced mobile market? Find out more about how mobile phones are becoming the ubiquitous tool for most personal electronic needs. How has it become possible to pay in a store, enter a doorway, check in at an airport or get onboard a train just by waving the mobile phone in front of a sensor? Learn the latest about the evolution of the mobile phone as a multimedia terminal. Did you know that monthly sales of full length music tracks for mobile phones already exceed one million songs on a monthly basis? The answers are found in this 110+ pages report written exclusively for Berg Insight by Sweden’s leading expert on Japanese IT and telecom.

Highlights:

  • Current numbers on 3G and advanced mobile services from Japan.
  • The background and success factors behind the early uptake of mobile Internet usage.
  • Analysis of the launch of 3G network services and the expanding roles of mobile terminals.
  • Insights into future developments in the mobile industry beyond 3G.
  • Check list for service providers based on experiences from the Japanese market.

Key questions answered by the report:

  • What are the new roles for mobile phones in the emerging ubiquitous computing environment?
  • Which new services and applications are attracting the most users in the Japanese market?
  • What are the future visions for IT and 4G network services envisioned by the Japanese telecom industry, researchers and policy makers?
  • How did Japanese mobile operators respond to challenges from spam, mobile camera abuse and the “Wanigiri” scam?
  • Which were the key success factors for i-mode and why was the success not repeated with 3G?

About the author:

Sabine Ehlers, M.Sc., has over 15 year’s experience of working internationally with IT and telecom. She has lived 8 years in Asia and was until 2004 Science and Technology Attaché at the Swedish embassy in Tokyo. She is currently an independent market analyst, working with customers both from the public and private sectors. She also has a regular column in Sweden's largest IT-magazine and is a frequent speaker at conferences.

REPORT'S EXECUTIVE SUMMARY

____________________________________________________________________________________________

TABLE OF CONTENT

Executive summary

Chapter 1: A success story: Some current numbers

Chapter 2: Mobile Internet: Getting it right

2.1 Starting point: From brush to keyboard
2.2 I-mode: A development project with a difference
2.3 The success factors
       2.3.1 It was not the speed
       2.3.2 Simple business model
       2.3.3 Tight cooperation operator, contents provider and terminal makers
       2.3.4 Low-price, simple revenue model
       2.3.5 Consumer oriented marketing and branding
       2.3.6 Simple technology for creating contents
       2.3.7 Fun terminals
       2.3.8 Specific Japanese circumstances?
2.4 Challenges
       2.4.1 Spam e-mail
       2.4.2 The Wangiri scam
       2.4.3 Dating sites
       2.4.4 Camera abuse

Chapter 3: 3G and next generation terminals: Not a revolution, but a natural evolution

3.1 3G networks – an unexpected reaction from the users
3.2 Expanding roles of the mobile phone
       3.2.1 E-mail terminal
       3.2.2 E-book reader
       3.2.3 Multimedia terminal
       3.2.4 Music player
       3.2.5 Game console
       3.2.6 Information retriever for RFID and QR
       3.2.7 Electronic cash
       3.2.8 Electronic ticket
       3.2.9 Electronic credit card
       3.2.10 Integrated electronic wallet
       3.2.11 Remote control and monitoring
       3.2.12 Localisation and safety

Chapter 4: Beyond 3G: From mobile to ubiquitous

4.1 4G and other networks
4.2 The frequency issue
4.3 Ubiquitous computing
4.4 Challenges
       4.4.1 Technical issues
       4.4.2 Personal safety
       4.4.3 Corporate integrity
       4.4.4 National security
       4.4.5 The digital divide

Chapter 5: Checklist for service providers

Glossary
____________________________________________________________________________________________

TABLE OF FIGURES

Figure 1.1 – Million subscribers for the largest Japanese ISPs (Q2/Q3-2004)
Figure 1.2 – Uptake of advanced mobile phones in Japan (million units)
Figure 1.3 – Japanese mobile and PC content market values (¥ million)
Figure 1.4 – Average number of packets sent per day for DoCoMo 2G and 3G customers
Figure 1.5 – Monthly ARPU per Japanese 3G customer Q1-2004–Q1-2005
Figure 2.1 – Subscriber growth of NTT DoCoMo’s i-mode service
Figure 2.2 – Comparison of data speeds for Japanese and international 2G services
Figure 2.3 – Business model of traditional telecom
Figure 2.4 – Example of players in business model for new telecom services
Figure 2.5 – NTT DoCoMo’s business model for i-mode
Figure 2.6 – Shop selling mobile phones in Tokyo
Figure 2.7 – Revenue sharing model for i-mode
Figure 2.8 – Evolution of Japanese mobile phones
Figure 2.9 – Mobile phones and mobile phone accessories sold in Tokyo
Figure 2.10 – Average daily distribution of e-mail traffic over NTT DoCoMo’s network
Figure 2.11 – Countermeasures against spam taken by NTT DoCoMo
Figure 3.1 –Terminals available for NTT DoCoMo’s 3G launch in October 2001
Figure 3.2 – Bulky 3G terminals
Figure 3.3 – KDDI hits the street in Tokyo to market new au 3G handsets in 2002
Figure 3.4 – Introduction of 3G mobile Internet services in Japan
Figure 3.5 – Japan’s 3G/IMT-2000 subscribers by technology (millions)
Figure 3.6 – Average number of i-mode e-mail messages per person and day
Figure 3.7 – Recipients of mobile e-mail
Figure 3.8 – Top subject of mobile e-mail messages
Figure 3.9 – Features Japanese consumers look for when buying a mobile phone
Figure 3.10 – Functions of the mobile phone that subscribers use
Figure 3.11 – Comparison of data speeds for Japanese and international 2G services
Figure 3.12 – Music royalty fees collection data (Japan 2003–2004)
Figure 3.13 – Mobile and PC screen images from the collecting game Mogi
Figure 3.14 – QR two dimensional barcode and R-Clicker
Figure 3.15 – Online information about vegetables accessed with QR barcode
Figure 3.16 – Vending machine compatible with C-mode e-wallet service
Figure 3.17 – Infrared enabled credit card POS terminal and infrared ticket reader
Figure 3.18 – JAL check-in with i-mode FeliCa mobile phone
Figure 3.19 – East Japan Railway Mobile Suica train pass
Figure 3.20 – NTT DoCoMo Home Appliance Controller for FOMA
Figure 3.21 – Applications for NTT DoCoMo Home Appliance Controller
Figure 4.1 – Evolution path for wireless LAN cells
Figure 4.2 – “The stupid network” scenario
Figure 4.3 – “The differentiating network” scenario
Figure 4.4 – Ad-hoc networks where the terminals make up the network
Figure 4.5 – Traditional division of frequency spectrum
Figure 4.6 – Efficient use of frequency spectrum with smart terminals
Figure 4.7 – Vision of ubiquitous computing
Figure 4.8 – Evolution of computers in ubiquitous computing scenario
Figure 4.9 – The Japanese government's view of the ubiquitous networking society
Figure 4.10 – Japanese vision for ubiquitous computing
Figure 4.11 – Potential demand for mobile services (Japan, 2010)



$1,200.00Report format: