InfinitaTV Episode 2
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InfinitaTV Episode 2

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  • Highest aggregate ARPU <br /> Highest absolute data ARPU (ca. US$ 20) <br /> Highest non-messaging data contribution to ARPU (at least 85%) <br /> <br />
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  • “A slightly less optimistic study...” <br /> More people using Internet from Mobiles than from Home PCs <br /> Still more overall Internet usage from PCs if you include office PCs (68 million) <br />
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InfinitaTV Episode 2 InfinitaTV Episode 2 Presentation Transcript

  • Infinita.tv Episode 2 The Question, Part 2 How on Earth did the mobile Internet in Japan get so huge?
  • Some of the things people do with their phones in Japan
  • Payment Camera Shopping Books Coupon Manga Navi SNS Search Games VoD Music TV Radio
  • If you really want to
  • you can even make a phone call.
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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
  • 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