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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
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                                                                                                                        Source: japan.internet.com, October 2008
  fo




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                                                                                                                        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

                                                                                         --                              --
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                                                                                                                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

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Mobile TV In Japan

  • 1. 1seg: Mobile TV in Japan Market Overview Tokyo, October 27, 2008 Christopher Billich
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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)
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. 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)
  • 12. 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
  • 13. 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
  • 14. 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)
  • 15. 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.
  • 16. 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
  • 17. 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