The Big Small Screen
Mobile UI in Japan
Christopher Billich
Mobile Monday Germany
Home, September 15, 2008

I work for a company called

based

somewhere around here

The
Shameless
Advertising
Part
which works for companies like

The
Shameless
Advertising
Part

(sorry, had to mention that)

useful

benri

= convenient

= beneficial

useful:

Convenient + beneficial
Solution to a Problem

Japanese phones are a bit like these

Or rather, like
this one

A B A AA B B A BB A B
A B
A B A B
A B A BA
A B
A B A B A B
B A A B
A B
A B
A B A B
A
A
B
B
A BA B A B
A B A B AB
A B
A B
A B
A B A B
A B
AA A BB A B A B
A B A B
A B
A B A B
A B
A B A B
A A BB
A B A B
B A B
A B
A BA B A B A B
A B
A BA B A B B B
A B
A B
A A B A B
A

Which is why
the manual looks like this

That’s the bad news.

The good news is that the Japanese
ROCK.

The better news is that the Japanese
ROCK
AT:

Making things simple.

Making things easy.

Making things
appealing.

Simple Easy Appealing
Solutions to Problems

Japanese Operators know that

if you have standards
that

make it simple
and

easy
to
make it easy to

create lots of great content
and services

and

a revenue share
that makes it

appealing
to

create lots of great content
and services

plus

promote flat rate data plans
so people will use them

then

.

How the Japanese solve problems

10,000 characters
Mobile PC
Multiple Links
Emoticons
Attachments

Telling
Love
From
Hate

Knowing what
the weather
will be
without asking

On-deck, off-deck, full web search
in one

Playing games without having to
download stuff

Extending Brand Reach

Finding your
way

Redeeming coupons and paying
with the same touch

Of course,
if your gardens
have no walls

and all sorts of people add new
plants to it, all the time

then some parts
of it are bound
to be less pretty

but not everything that works
great has to look great.

127 million Japanese

with all sorts of different problems

can make things a bit messy

A B A AA B B A BB A B
A B
A B A B
A B A BA
A B
A B A B A B
B A A B
A B
A B
A B A B
A
A
B
B
A BA B A B
A B A B AB
A B
A B
A B
A B A B
A B
AA A BB A B A B
A B A B
A B
A B A B
A B
A B A B
A A BB
A B A B
B A B
A B
A B A B A B A B
A B
A BA B A B B B
A B
A B
A A B A B
A

but, generally speaking

Simple Easy Appealing
Solutions to Problems

(we work the same way)

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