InfinitaTV Episode 2

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  • Highest aggregate ARPU
    Highest absolute data ARPU (ca. US$ 20)
    Highest non-messaging data contribution to ARPU (at least 85%)







  • “A slightly less optimistic study...”
    More people using Internet from Mobiles than from Home PCs
    Still more overall Internet usage from PCs if you include office PCs (68 million)



  • InfinitaTV Episode 2

    1. 1. Infinita.tv Episode 2 The Question, Part 2 How on Earth did the mobile Internet in Japan get so huge?
    2. 2. Some of the things people do with their phones in Japan
    3. 3. Payment Camera Shopping Books Coupon Manga Navi SNS Search Games VoD Music TV Radio
    4. 4. If you really want to
    5. 5. you can even make a phone call.
    6. 6. Japan World Champions by (almost) any measure 40% Data 20% Contribution to ARPU 10% $20 $5 $10 Ave. Wireless Data ARPU Source: Chetan Sharma Consulting, 2008
    7. 7. Average Return per User (ARPU) Data vs.Voice Revenues by Operator Data ARPU in ¥ 7,000 Voice ARPU in ¥ 6,000 2,200 2,130 5,000 1,360 2,220 2,390 4,000 3,000 1,790 4,160 4,150 4,130 2,000 3,650 3,340 1,000 1,790 0 NTT FY2007 DoCoMo au KDDI Softbank NTT DoCoMo au KDDI Softbank FY FY2007 FY 2007 FY 2008
    8. 8. Individual Internet Users by Device in million PC only 14.69 m Source: Ministry of Public Management,Home Affairs,Posts and Telecommunications, Telecommunications Usage Trend Survey 2007
    9. 9. Individual Internet Users by Device in million PC only 14.69 m PC and Mobile 59.9 m Source: Ministry of Public Management,Home Affairs,Posts and Telecommunications, Telecommunications Usage Trend Survey 2007
    10. 10. Individual Internet Users by Device in million PC only 14.69 m PC and Mobile 59.9 m Mobile only 9.92 m Source: Ministry of Public Management,Home Affairs,Posts and Telecommunications, Telecommunications Usage Trend Survey 2007
    11. 11. Individual Internet Users by Device 2006 vs. 2007 -9.7% Source: Ministry of Public Management,Home Affairs,Posts and Telecommunications, Telecommunications Usage Trend Survey 2007
    12. 12. Individual Internet Users by Device 2006 vs. 2007 -9.7% -1.7% +44.2% Source: Ministry of Public Management,Home Affairs,Posts and Telecommunications, Telecommunications Usage Trend Survey 2007
    13. 13. Mobile vs. Home PC Internet Users in million Mobile 70 Home PC 57 62 50 48 43 49 39 47 42 31 35 36 20 29 16 18 0 1 2000 2001 2002 2003 2004 2005 2006 2007 Source: impress R&D, September 2007
    14. 14. Most Important Medium? across age groups, in % TV Newspaper Mobile PC Magazine Book Radio Other 10-19 25 2 42 22 31 5 20-29 23 2 28 37 6 13 30-39 39 3 21 30 3 22 40-49 48 4 13 26 433 50-59 50 10 9 19 373 60+ 53 15 6 11 3 10 5 Source: NTT Advertising, 2007
    15. 15. Most Popular Activities in Free Time by age group and gender, rank M10-19 F10-19 M20-34 F20-34 M35-49 F35-48 Rank 1 TV TV TV TV TV TV 2 Mobile Web Mobile Web PC Mobile Web Newspaper Mobile Web 3 Games Music Mobile Web Magazine PC Web Magazines 4 Music Study DVD PC Web Drinking PC Web 5 Sports Friends Music DVD Magazines DVD 7 PC Web 9 PC Web 13 Mobile Web Source: Dentsu, 2008
    16. 16. Time spent on Mobile Web per day among 16-24 year-old mobile web users (in %) All “At least daily”: 90% Female 40 “More than an hour daily”: 61% Male 33 30 24 22 21 22 20 20 17 16 16 16 15 14 13 12 10 9 435 333 0 >3 hrs 2-3 hrs 1-2 hrs 30 min -1 hr Daily, <30 min Less than daily I don’t Source: Infinita, April 2008, N = 600
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