Mobile Market  Aug, 2010 Cozy Mizoguchi [email_address]  / +81-80-1205-8448 <  Outline of trend Analysis > In Japan
Cozy Mizoguchi, all rights reserved 2010 Index Mobile Market  In Japan 1  Volume of Japanese Internet Market  2   The way ...
1  Volume of Japanese Internet Market                          Cozy Mizoguchi, all rights reserved 2010 Generic trends of ...
2   The way to access to Internet by Tools                         P  C Mobile TV, Game How to access to Internet by Tools...
3   Market share by Japanese Mobile Operators                         <ul><li>NTT DoCoMo:  sold units: 56,514,500 / projec...
4   Japanese Smart-phone market <1>                        - Smart-phone market in Japan - ・  Volume of shipments in 2009:...
4   Japanese Smart-phone market <2>                        *resource from MIC research institute, 2010 i-Phone is dominant...
5   Main users of Japanese Mobile Internet <1>                        1 Averagely 50% in all age bracket  to access to Web...
Female / 20’s – 30’s  Male / 30’s – 40’s Family, Kids Teen, Music fans < Mobile > <P  C> < usage amounts / High > Who are ...
5   Main users of Japanese Mobile Internet <3>                        *resource from impress R&D, 2010 - Clusters by Acces...
6   Demands in Japanese Mobile Internet <1>                        *resource from NRI research institute, 2010 - Demands P...
*resource from NRI research institute, 2009 6   Demands in Japanese Mobile Internet   <2>                       - Main Tre...
< data for mobile EC > ■  Male = 60.2%, Female = 73.1% experienced Mobile EC, up from Male = 31.8% / Female = 42.7% in 200...
< data for mobile EC > <ul><li>- % of Accepting to </li></ul><ul><li>Mail Magazine: </li></ul><ul><li>35.9%   </li></ul><u...
・モバイルコマース年齢別利用者 7   Outline / Trends in Japanese Mobile EC <3>                        < data for mobile EC > ■  Mobile EC ...
7   Outline / Trends in Japanese Mobile EC <4>                        *resource from CA, 2009 < data for mobile EC > ■  Po...
*resource from Ministry of Internal Affairs & Communication, 2008 Units; 100 million Units; 100 million RingTone Mobile Co...
Number of Mobile Download  Entire Japanese mobile download market shows grim; Ring-tune = 70% size to compared with FY07, ...
New mail service Deco-mail (HTML mail) that started with new handset in 2005, has become a popular service amongst users N...
Upcoming SlideShare
Loading in …5
×

Japanese mobile internet trends

1,901 views

Published on

Basic outline of Japanese Mobile Internet such as; Mobile Main Users in Japan, Mobile EC, Mobile Contents, Trend of Smart-phone, etc

Published in: Technology
1 Comment
10 Likes
Statistics
Notes
  • Hi Cozy,

    Thanks for reaching out on LinkedIn. You're knowlege of the Japanese market and emerging technologies is impressive. Let's stay in touch and share ideas.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total views
1,901
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
1
Likes
10
Embeds 0
No embeds

No notes for slide

Japanese mobile internet trends

  1. 1. Mobile Market Aug, 2010 Cozy Mizoguchi [email_address] / +81-80-1205-8448 < Outline of trend Analysis > In Japan
  2. 2. Cozy Mizoguchi, all rights reserved 2010 Index Mobile Market In Japan 1 Volume of Japanese Internet Market 2   The way to access to Internet by Tools 3   Market share by Japanese Mobile Operators 4   Japanese Smart-phone market 5   Main users of Japanese Mobile Internet 6   Business Demands in Japanese Mobile Internet 7   Outline / Trends in Japanese Mobile EC 8   Outline / Trends in Japanese Mobile Contents                                                                      
  3. 3. 1  Volume of Japanese Internet Market                         Cozy Mizoguchi, all rights reserved 2010 Generic trends of Japanese entire internet market / % of Penetration % of Penetration # of Users (Units; million) Close to 100million = around 80% of Japanese experienced Internet *resources from MIC, GarbageNews.com
  4. 4. 2   The way to access to Internet by Tools                         P C Mobile TV, Game How to access to Internet by Tools How many kinds of Tools using access to Internet Around 65million = access to Internet by both PC & Mobile About 9million accessing to Internet only via Mobile Units; million *resources from MIC, GarbageNews.com Cozy Mizoguchi, all rights reserved 2010
  5. 5. 3   Market share by Japanese Mobile Operators                         <ul><li>NTT DoCoMo: sold units: 56,514,500 / projected shares:48% </li></ul><ul><li>KDDI / au: sold unites: 32,091,400 / projected shares: 27% </li></ul><ul><li>SOFTBANK: Sold units: 22,573,200 / projected shares: 19% </li></ul><ul><li>EMOBILE: sold units: 2,537,300 / projected shares: 3,882,800 </li></ul><ul><li>WILLCOM: *went bankruptcy </li></ul>DoCoMo is still dominant, but SOFTBANK is increasing drastically, especially after launching i-Phone. *resource from MIC research institute, 2010 Cozy Mizoguchi, all rights reserved 2010
  6. 6. 4   Japanese Smart-phone market <1>                        - Smart-phone market in Japan - ・ Volume of shipments in 2009: 3.02 million / 219% increased ・ Predicted shipments in 2010: 4.75 million / 157% from 2009 < relevant marketing data > *resource from Yano research institute, 2008 Actual shipments Year to year comparison Close to accumulated 9million Smart-phone sold *resource from MIC research institute, 2010 ■ % of having Smart-phone, 33.9% in Urban area to compared w/ nationwide average 12.7% / 28.4% owned by Businessman Cozy Mizoguchi, all rights reserved 2010
  7. 7. 4   Japanese Smart-phone market <2>                        *resource from MIC research institute, 2010 i-Phone is dominant by sold 1.4m in 2009, projected 1.6m in 2010. But Android is becoming bigger with projected 20% share in 2010. Cozy Mizoguchi, all rights reserved 2010
  8. 8. 5   Main users of Japanese Mobile Internet <1>                        1 Averagely 50% in all age bracket to access to Web by Mobile *10’s = 80%, 20’s = 70% tend to use Mobile as “Web Tool” 2 Gathering info is the top reason they use mobile mainly.   *In addition to mailing, Gathering hobbies related info are very popular. 3 Youngsters less use PC - % of PC usage under 19 = 11.8% - 20’s   = 11.9% - 30’s   = 24.0% - 40’s     = 24.0% - 50’s = 11.8% < relevant marketing data > *resource from Ministry of Internal Affairs & Communication, Net rating, etc in 2008 Cozy Mizoguchi, all rights reserved 2010
  9. 9. Female / 20’s – 30’s Male / 30’s – 40’s Family, Kids Teen, Music fans < Mobile > <P  C> < usage amounts / High > Who are the users to access, actually buy something with info / items / services @ mobile internet? < relevant marketing data > < usage amounts / Low > 5   Main users of Japanese Mobile Internet <2>                        Seniors Housewives Cozy Mizoguchi, all rights reserved 2010
  10. 10. 5   Main users of Japanese Mobile Internet <3>                        *resource from impress R&D, 2010 - Clusters by Accessing Tools to Internet based on Age / Gender – FEMALE MALE ELDER YOUNGER Less Using Group -MALE:50.3% -Ave Age:43.5 = Female: housewife /30s above + Male: Office Workers/50s above, having his own house – Married %:68.3% Other Devises Group -MALE:47.5% -Ave Age:41.0 = Female: housewife /30s above + Male: Office Workers / 50s above, having his own house Married %:57.4% -MALE:46.9% -Ave Age:33.2 = Female: housewife, Students /10-30s + Male: Students/ 20-30s Married %:47.1% Mobile Main Group P C Main Group - MALE:63.6% -Ave Age:41.3 = Male: Office Workers/30s above , having his own house – Married %:51.8% PC + Mobile Group -MALE:58.4% -Ave Age:30.6 = Female: students / Under 20s + Male: Students, Tech related / Under 30s, Married %:33.3% Smart - phone Group -MALE:81.7% -Ave Age:30.7 = Male: IT, Tech related, Services, Media, etc / 20 - 30s, -having his own house -Married %:32.5% -Higher PC = Mac Usage, Higher expenditure to Net related Cozy Mizoguchi, all rights reserved 2010
  11. 11. 6   Demands in Japanese Mobile Internet <1>                        *resource from NRI research institute, 2010 - Demands Projection Units; 100million Market / Category Internet Market Mobile Market B2C EC Net AD Music Download Online Games Internet Auction Wallet Services related Contactless Online Bill-Paying related Mobile Operators Wireless Broadband Mobile Contents Mobile Solutions related Cozy Mizoguchi, all rights reserved 2010
  12. 12. *resource from NRI research institute, 2009 6   Demands in Japanese Mobile Internet   <2>                       - Main Trends - 1 The entire Japanese Internet markets: to expand to 14 trillion in 2014 = 1.8 times 2009 markets size = 8 trillion 2 The biggest market = B2C EC: to increase 12 trillion in 2014, due mainly to Mobile EC growth = 2.5 trillion / 20% share in entire EC from 17% in 2009 3 Internet AD: to expand to 900 billion = 12% share among the entire Japanese AD arena, due also to the growth of Mobile AD = 25% share in all internet AD 4 Mobile Contents: to increase 46 billion , lead mainly by Entertainment related such as: e-Magazines/Books, Online-Game , etc but growth rate to slow down Cozy Mizoguchi, all rights reserved 2010
  13. 13. < data for mobile EC > ■ Male = 60.2%, Female = 73.1% experienced Mobile EC, up from Male = 31.8% / Female = 42.7% in 2008 7   Outline / Trends in Japanese Mobile EC   <1>                       < Male > - Male; PC oriented EC - Female: Mobile centric EC <ul><li>Net shopping by PC </li></ul><ul><li>Net shipping by Mobile </li></ul><ul><li>Never used EC </li></ul><ul><li>Tele shopping </li></ul><ul><li>Mail order </li></ul><ul><li>Net shopping by Mobile </li></ul><ul><li>Net shopping by PC </li></ul><ul><li>Mail order </li></ul><ul><li>Never used EC </li></ul><ul><li>Tele shopping </li></ul>< Female > *resource from MMD research institute, Update inc. 2008 Cozy Mizoguchi, all rights reserved 2010
  14. 14. < data for mobile EC > <ul><li>- % of Accepting to </li></ul><ul><li>Mail Magazine: </li></ul><ul><li>35.9% </li></ul><ul><li>% of Repeat Buying: </li></ul><ul><li>36.2 % </li></ul>7   Outline / Trends in Japanese Mobile EC <2>                        ■ Results of survey = response from EC retailers How is EC sales? Drastically Growing Surely Growing Stable Slightly Declining Awfully Declining Going up No Significant Change Going down Average Consumers Spending ? *resource from MMD Labo. 2010 Cozy Mizoguchi, all rights reserved 2010
  15. 15. ・モバイルコマース年齢別利用者 7   Outline / Trends in Japanese Mobile EC <3>                        < data for mobile EC > ■ Mobile EC users by Age *resource from CA, 2009 40s above Late 30s Early 30s Late 20s Early 20s Under Teens Experienced None ■ Average Spent fees per 1 usage Cozy Mizoguchi, all rights reserved 2010
  16. 16. 7   Outline / Trends in Japanese Mobile EC <4>                        *resource from CA, 2009 < data for mobile EC > ■ Popular items @ Mobile EC by Gender < Male > 1 Apparel 2 Accessories 3 Cosmetics 4 CD / DVD 5 Books / Magazines 1 Foods / Beverage 2 CD / DVD 3 Accessories 4 Electronics 5 Apparel < Female > 21.9% 2 位  CD 、 DVD( 音楽 ) 20.8% 3 位 アクセサリー 19.7% 4 位 家電製品 23.6% 1 位 食品・飲料 18.5% 5 位 衣料 《男性》 30.4% 2 位  ファッション 小物 23.8% 3 位 化粧品 20.1% 4 位  CD 、 DVD( 音楽 ) 35.0% 1 位 衣料 19.6% 5 位 書籍・雑誌 《女性》 Cozy Mizoguchi, all rights reserved 2010
  17. 17. *resource from Ministry of Internal Affairs & Communication, 2008 Units; 100 million Units; 100 million RingTone Mobile Contents Mobile Commerce RingTune Game e-Commics Augury Customized-Display others 8   Outline / Trends in Japanese Mobile Contents <1> < data for Mobile Contents > Cozy Mizoguchi, all rights reserved 2010
  18. 18. Number of Mobile Download Entire Japanese mobile download market shows grim; Ring-tune = 70% size to compared with FY07, Full-track = showing sudden slowdown 0 10 20 30 40 50 60 70 0 50 100 150 200 250 300 ( million ) Last year comparison (%) Ring-tune Full track FY08 FY07 FY06 1Q 2Q 3Q 4Q FY05 1Q 2Q 3Q 4Q 1Q 2Q 4Q *Resource from RIAJ, 08 8   Outline / Trends in Japanese Mobile Contents <2> Cozy Mizoguchi, all rights reserved 2010
  19. 19. New mail service Deco-mail (HTML mail) that started with new handset in 2005, has become a popular service amongst users Number of mail sent using Deco-mail About 200m Handset enable to send Deco-mail pictogram mail Deco-mail service start with new handset Number of mail sent by “Deco-mail” Example of “Deco-mail” 8   Outline / Trends in Japanese Mobile Contents <3> Cozy Mizoguchi, all rights reserved 2010

×