Mobile TV In Japan

1seg: Mobile TV in Japan Market Overview Tokyo, October 27, 2008 Christopher Billich

1seg Introduction NHK-developed ISDB-T standard (Mostly) simulcast + BML data feed Free reception Lack of business model Tailored content starting to appear, but limited due to high development costs Early advertising experiments Battery life issues

Cumulative Handset Shipments 81 in million 71 64 Percentage of 1seg-enabled 55 handsets shipped 32 41 30 36 28 20 14 10 6 2 3 0 1 Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Aug 2006 2007 2008 Source: JEITA, August 2008

Top 10 Most Popular Phone Functions Other than Voice and Email 1. Calculator 2. Alarm Clock 3. Camera 4. Calendar 5. Note Pad 6. QR Code Reader 7. 1seg 8. Game Apps 9. Infrared 10. Music Player Source: goo Ranking, September 2008

Usage by Time of Day ”When do you use 1seg?” - in % 39 7 am 32 11 pm 20 15 12 12 6 3 3 2 2 2 t t t h d ... ... er se r r er as fas as ne ne nc be to m u nn th kf kf in in ak fro lu ’t O re e ea a di gd rd on ut re re s, fo br e re ak m gb rb D te in ut Be fo re om re ur Af m te in Be gb Source: japan.internet.com, October 2008 fo D om ur Af C Be in D Base: Users with enabled handsets, N=89, C ur multiple answer D

Usage Frequency ”How often do you use 1seg?” - in % 2008/08 8 12 17 45 18 2007/07 11 12 18 41 18 2006/05 12 14 14 41 19 Every day 3-4 times/week 1-2 times/week Spontaneously Don’t use Source: Seed Planning, September 2008 Base: Users with enabled handsets, N = 600 (2008; 2007), 300 (2006)

Usage Context ”Where/how do you use 1seg?” - in % 37 At home, room with no TV 33 41 38 25 At work or school 27 7 6 24 Right before/after sleep 22 29 24 23 Waiting for public transportation 22 17 16 18 Weekdays (2008) Passenger-/backseat of car 19 Weekdays (2007) 21 21 Weekends (2008) 17 Weekends (2007) On train/bus 17 Source: Seed Planning, September 2008 13 Base: Active users, 12 N = 497 (2008), N = 494 (2007) multiple answers

Usage Context (ctd.) ”Where/how do you use 1seg?” - in % 15 In room with TV 15 17 18 13 At store/cafe 6 13 8 11 Waiting in line 11 12 12 10 Waiting for people 18 12 18 9 In bathroom 5 8 4 Weekdays (2008) 7 Weekdays (2007) Doing chores at home 7 7 Weekends (2008) 8 Weekends (2007) 3 Other 4 Source: Seed Planning, September 2008 1 Base: Active users, 3 N = 497 (2008), N = 494 (2007) multiple answers

1seg vs. Mobile Video Downloads ”Which do you use more?” Neither 13% Video 17% 1Seg 70% Source: japan.internet.com, October 2008 Base: 1seg/mobile video active users, N=89, multiple answer

Usage Position Mobile Moving Image Content Other Lying down Phone in 1% charging 12% stand 5% Phone 53% in hand Phone 29% on table Source: japan.internet.com, October 2008 Base: 1seg/mobile video active users, N=89, multiple answer

Consumer (Dis)satisfaction with 1seg in % 59 61 34 9 Completely satisfied Battery life No service in some areas Clarity of reception Source: CIAJ, July 2007 Base: Mobile Phone Users in Tokyo/Osaka (multiple answers possible)

Preferred Types of Programming in % Users w/ Enabled Handset Users w/o Enabled Handset, but and Viewing Interest Viewing Interest 70 63 65 54 50 48 46 22 25 21 -- -- s s s s ts a t ts a t ts a t ts a t en en en en ew ew ew ew m m m m or or or or ra ra ra ra m m m m N N N N Sp Sp Sp Sp D D D D ain ain ain ain rt rt rt rt te te te te En En En En Men Women Men Women Source: Infoplant, April 2007

Use of BML Data Feed “How often do you use this feature?” Often Never 34% 7% 29% Sometimes 31% Rarely Source: goo Research, September 2007 Base: Active 1seg Users

Simulcast vs. Tailored Programming in % “Prefer Simulcast” 46.7 53.3 “Prefer Mix of Simulcast and 49.5 50.5 Tailored Programming” 2008/09 2007/07 Source: Seed Planning, September 2008; July 2007 Base: Active users, N = 497 (2008), N = 494 (2007)

Beyond Simulcast Fujitsu Spotcasting Local area broadcasting with limited reach H.264 format plus BML Automatic launch of 1seg client and tuning via FeliCa chip on phone Installation cost: ca. USD 1,000 In-store broadcasting, temporary broadcasts at Source: Fujitsu events, security applications etc.

Beyond Simulcast 1seg + QR Code Coupons NTV, Coca Cola & NTT DoCoMo Trial, September 2007 Receive QR code coupons via BML feed Redeem at over 20,000 QR code reader-enabled vending machines P2P distribution of Source: NTT DoCoMo coupons via Ir, Email and NFC

Beyond Simulcast 1seg + Games + Coupons TBS & McDonald’s Trial Campaign, July 2007 Sports Betting Game during Baseball Broadcast Prizes: Coupons redeemable at McDonalds Source: AV Watch

Inﬁnita Business Areas

Inﬁnita Selected Clients

Thanks! billich@inﬁnita.co.jp www.inﬁnita.co.jp/en www.slideshare.net/cbillich/slideshows

http://www.infinita.co.jp	50
http://asia.2803.com	33
http://mobilecrmjapan.blogspot.com	9
http://nakedtokyo.typepad.com	7
http://www.youth-marketing-presentations.com	6
http://www.slideshare.net	6
http://infinita.co.jp	5

Mobile TV In Japan

by Christopher Billich on Dec 03, 2008

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