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Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications
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Japan Case Study: Mobile 2.0 and the Next Generation of Mobile Applications

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A presentation overview of the Japanese mobile industry given in December 2007 at Mobile Monday Indonesia in Jakarta.

A presentation overview of the Japanese mobile industry given in December 2007 at Mobile Monday Indonesia in Jakarta.

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  • 1. Japan Case Study Mobile 2.0 and the Next Generation of Mobile Applications Christopher Billich, Infinita Inc. Mobile Monday Indonesia Launch Jakarta, December 4, 2007 © 2007 Infinita Inc.
  • 2. 100,000,000,000,000 © 2007 Infinita Inc.
  • 3. ...Mobile Page Views per month in Japan! Source: NTT DoCoMo/Infinita © 2007 Infinita Inc.
  • 4. 40% of Mobile Data Revenues Worldwide Source: Chetan Sharma Consulting, 2006 © 2007 Infinita Inc.
  • 5. Japan Mobile Market: Key Differences The Secret Sauce Same cost for On- and “Free” 80% 3G ★ User Experience Level Off-Deck Messaging penetration access Operators All Operators control handsets pay ★ Operator-Handset Maker handset SIM- handset Relationship Level makers locked makers Operator ★ Operator Business Model Email, not Revenue Open SMS Share Standards Level favors CPs ★ Regulatory/Government Competition on Network Technologies Level No spectrum license costs © 2007 Infinita Inc.
  • 6. Traditional i-Mode Ecosystem Interoperability Interoperability Platform Vendors Business Opportunity Portal Functionality Mobile Handsets Content Operator Volume Revenue Handset Opportunity Collection Content Vendors Providers Content/Handset Integration © 2007 Infinita Inc.
  • 7. Subscribers by Network Technology 2004-2008 (est.), in million C Voice only 2G Data Users 3G Data Users Non-Flat 3G Data Users Flat Rate 3.5G Data Users Source: Impress R&D © 2007 Infinita Inc.
  • 8. Carriers Market Share Mobile Subscribers (Total) NTT DoCoMo au KDDI Softbank Mobile Total mobile penetration: 77.8% Source: Telecommunications Carriers Association of Japan © 2007 Infinita Inc.
  • 9. Carriers Subscribers (Net Additions): Softbank winning for 6 months straight NTT DoCoMo Spring au KDDI Handsets SoftBank Mobile SBM New White DoCoMo MNP Plan Discount Plans Source: Telecommunications Carriers Association of Japan © 2007 Infinita Inc.
  • 10. ARPU Pressure on Voice ARPU - High Data ARPU ratio (JPY) 9,000 Voice ARPU 6,889 Data ARPU 7,500 6,245 5,766 5,263 4,902 6,000 4,670 4,440 4,350 4,500 3,000 1,500 1,867 1,992 2,120 2,080 1,607 1,805 1,740 1,346 0 FY2001 FY2002 FY2003 FY2004 FY2005 FY2006 FY2007 Q1 DoCoMo au Source: Japan Ministry of Internal Affairs and Communications © 2007 Infinita Inc.
  • 11. Handsets Manufacturers Market Share 2002-2007 Sharp NEC Panasonic Toshiba Sanyo SonyEriccson Fujitsu Kyocera Mitsubishi Casio 25.00 18.75 12.50 6.25 0 2002 2003 2004 2005 2006 2007 Source: Nikkei BP Consulting © 2007 Infinita Inc.
  • 12. Handsets Key Facts ★ 70% of users replaced handset in past 10 months ★ JPY 8,000 average purchase price (heavy subsidies!) ★ 90% of users are “fine with current pricing” (handsets & voice/data) Source: CIAJ, July 2007; JEITA, October 2007 © 2007 Infinita Inc.
  • 13. All-Round Product Attractiveness Factors Source: KDDI © 2007 Infinita Inc.
  • 14. Mobile Content Market Mobile Content Market Segments, 2003-2006 (JPY billion) 2003 110 3 27 73 2004 117 20 0 41 0 0 82 2005 105 46 10 59 1 2 92 2006 84 52 24 75 6 7 119 0 100 200 300 400 Poly Ringtones Real Tones Full Tracks Games Decomail Books and Manga Other Source: Mobile Content Forum © 2007 Infinita Inc.
  • 15. Mobile Messaging Service Example: Decomail ★ On- and off-deck ★ Service Provider: Various ★ Service Model: Graphics/ animations for HTML mobile mail ★ Business model: Subscription; advertising ★ Fastest-growing mobile content category along with mobile books/ Manga ★ More popular than search, picture messaging, music, games, video... Source: Decotomo.jp; NTT DoCoMo © 2007 Infinita Inc.
  • 16. Mobile Books and Manga Service Example: Mobile Manga ★ On- and off-deck ★ Service Provider: Various ★ Service Model: Mobile versions of comics, sold in episodes (USD 0.30 color/0.10 b&w) ★ More than 10,000 titles available ★ Business model: Tiered Subscription/points ★ 430% YoY growth in 2006 ★ 60% of readers female Source: NTT Solmare © 2007 Infinita Inc.
  • 17. Mobile Books and Manga Service Example: Mobile Books ★ On- and off-deck ★ Service Provider: Various ★ Service Model: Novels/stories written on mobile - for mobile ★ Not your standard book: Heavy use of emoticons and “keitai shorthand” ★ Author and audience “writing together” ★ Business model: Subscription; Advertising ★ “Deep Love”: from 2,000 flyers to book (2.7 mln), film, TV series, manga © 2007 Infinita Inc.
  • 18. Mobile Music Service Example: au LISMO ★ On-deck (au) ★ Service Provider: au KDDI ★ Service Model: Cross-platform (mobile & PC) digital music service ★ ca. USD 2.50 per track ★ Full track downloads can be used as ringtones ★ Mobile-to-PC backup for music, address data and pictures ★ utatomo: playlist-based mobile social networking Source: KDDI © 2007 Infinita Inc.
  • 19. Mobile Music Service Example: au LISMO utatomo ★ Service Provider: au KDDI ★ Playlist-based mobile social networking • Integration with au Music Player • Blogs/communities • Location-based playlists Source: KDDI © 2007 Infinita Inc.
  • 20. Mobile Music Mobile Full Track Downloads Usage (All Mobile Internet Users, in %) Handset doesn’t support it Enabled Handset, but never used Have used it Source: Impress R&D, October 2006 © 2007 Infinita Inc.
  • 21. Mobile Music Average Full Track Downloads per Month (Active Users) Total Male Junior High School Students Source: RIAJ, March 2007 © 2007 Infinita Inc.
  • 22. Mobile Video Service Example: MyTube ★ Off-deck ★ Service Provider: Key Life Inc. ★ Service Model: Video sharing aggregation and re-formatting for mobile plus Social Networking ★ Aggregates videos from YouTube, Google Video, Ameba Vision, dailymotion and others ★ Pre-filtered for “Japanese relevance” ★ Most recommended mobile service among teenagers © 2007 Infinita Inc.
  • 23. Mobile Games Average Downloads per Month (All Mobile Internet Users) Never <1 per month 1-4 per month >5 per month Source: Impress R&D, October 2006 © 2007 Infinita Inc.
  • 24. Mobile Games Service Example: DoCoMo Mega i-Applis (905i Series Demo) Source: IT Media © 2007 Infinita Inc.
  • 25. Mobile Games Preferred Types of Games (Active Gamers, in %) Definitely prefer short games Usually prefer short games Usually prefer long games Definitely prefer long games Source: Famitsu, July 2007 © 2007 Infinita Inc.
  • 26. Mobile Games Service Example: DoCoMo Motion-controlled Games (904i Series) Source: NTT DoCoMo © 2007 Infinita Inc.
  • 27. Mobile Games Service Example: DoCoMo Motion-controlled Games (904i Series) Source: Taito © 2007 Infinita Inc.
  • 28. Mobile Social Media Service Examples: mobagetown ★ Off-deck ★ Service Provider: DeNA ★ Service Model: Free, mobile- only site combining games + social networking + avatars + mobile commerce + news ★ Business Model: Advertising/ mobile commerce ★ More than 6m users in 18 months ★ 10 billion+ PV/month ★ Core Enabler: Virtual currency “MobaGold” © 2007 Infinita Inc.
  • 29. Mobile Social Media Service Examples: mobagetown (ctd.) © 2007 Infinita Inc.
  • 30. Mobile Social Media Service Examples: mobagetown Source: DeNA © 2007 Infinita Inc.
  • 31. Mobile Social Media Service Examples: mobagetown Source: DeNA © 2007 Infinita Inc.
  • 32. Mobile Blogging Awareness and Usage (All Mobile Internet Users, in %) 2005 2006 Source: Impress R&D, October 2006 © 2007 Infinita Inc.
  • 33. Mobile Social Networking Awareness and Usage (All Mobile Internet Users, in%) Awareness Usage Source: Rakuten Research/Mitsubishi Research, February 2007 © 2007 Infinita Inc.
  • 34. Mobile Social Media Service Examples: mixi ★ On-deck ★ Service Provider: mixi Inc. ★ Service Model: Mobile and PC social networking site ★ Business Model: Advertising (90%), Premium features (10%) ★ #1 service in JP SNS market ★ More than 10m users ★ 10 billion+ PV/month ★ 30% of traffic generated via mobile ★ Key Success Factors • Invitation-only • Clear mobile/PC differentiation Source: mixi Inc. © 2007 Infinita Inc.
  • 35. Mobile Social Media Service Examples: Kaocheki ★ Off-deck ★ Service Provider: J-Magic ★ Service Model: Face recognition + entertainment + community • “What celebrity do you look like?” • 50m picture emails received since launch in summer 2007 ★ Business Model: Advertising ★ Other implementations of core technology • Photo-sharing/image recognition SNS (eyenowa) • CD/book cover visual search Source: J-Magic • Visual search API © 2007 Infinita Inc.
  • 36. Mobile Social Media Service Examples: eyenowa Gourmet ★ Off-deck ★ Service Provider: J-Magic ★ Service Model: Visual recognition + food info + community • Find restaurant reviews by sending a picture of shop sign/ business card • Share your own reviews and pictures • Create personalized maps of restaurants you like Source: J-Magic © 2007 Infinita Inc.
  • 37. Mobile Social Media Service Examples: Kaocheki “Zombie Check” ★ Advertisers: Pizza Hut / Sony Pictures ★ Campaign Date: current ★ Campaign Outline: “What pizza/ zombie do you look like? • tweaks of ultra-popular Kaocheki service (J-Magic) • take a picture of yourself to see which Pizza suits you (then order it) • take a picture of yourself and be transformed into a Zombie from Resident Evil - find other Zombies Source: IT Media/J-Magic on a map © 2007 Infinita Inc.
  • 38. Mobile Social Media Service Examples: “Koala March” Campaign ★ Advertiser: Lotte ★ Target Group: Junior High School Students ★ Campaign Date: 04/06-10/06 ★ Campaign Outline: “Next- generation fortune cookies” • Take a picture of the Koala on the cookie (217 kinds!) and receive a free fortune-telling message from the Koala • Return email contained link to official community on Mobile SNS Gocco • Boost membership points on Source: Impress K-tai Watch Gocco the more you collect © 2007 Infinita Inc.
  • 39. Mobile Content vs. Mobile Commerce Market Volume, 2003-2006 (JPY billion) Mobile Content Mobile Commerce Source: Mobile Content Forum, July 2007 © 2007 Infinita Inc.
  • 40. Mobile Commerce Market Mobile Commerce Market Segments, 2003-2006 (JPY billion) Transactions Services Goods Source: Mobile Content Forum, July 2007 © 2007 Infinita Inc.
  • 41. Mobile Shopping and Auctions Service Examples: Girlswalker.com ★ Off-deck ★ Service Provider: Xavel Inc. ★ Service Model: Mobile Commerce + Events + Real Stores ★ #1 service in JP women’s market • 7 million users • 1.4 billion PV/month ★ Operates a portfolio of fashion- and entertainment-related sites,e.g. • Fashionwalker.com (Shop and read fashion magazines) • Stylewalker.com (Blog, connect and strut your avatar) © 2007 Infinita Inc.
  • 42. Mobile Shopping and Auctions Service Examples: Girlswalker (ctd.) ★ Twice-yearly “Tokyo Girls Collection” events combining • 20+ Brands’ fashion shows • 60+ Top Models and Idols • Real-time shopping via mobile • Live Acts • Beauty Contest ★ Attendance: 25,000 Source: Xavel, Inc. ★ Tickets: USD 20-80 ★ Xavel Inc. also active in actual off- line commerce (fashion, cosmetics, beauty salons, design hotels) through collaborations © 2007 Infinita Inc.
  • 43. Mobile Shopping Usage (All Mobile Users, in %) Once a year 2-4 times/yr. 5-10 times/yr. >10 times/yr. Every month Every week Not at all Don’t know Source: Impress R&D, October 2006 © 2007 Infinita Inc.
  • 44. Mobile Shopping Average Yearly Spending (Mobile Shoppers) vs. Yearly ARPU (All Users) Yearly Mobile Shopping Spendings in JPY (av.) Yearly ARPU in JPY (av.) Sources: Impress R&D, October 2006; Japan Ministry of Internal Affairs and Communications © 2007 Infinita Inc.
  • 45. Mobile Shopping and Auctions Service Examples: Rakuten ★ On-deck (DoCoMo) ★ Service Provider: Rakuten ★ Service Model: Online Shopping Site Aggregator ★ Biggest online retailer in Japan (40% market share) ★ More than 15 million goods for sale ★ 25% of sales generated via mobile commerce ★ Also operates Rakuoku mobile auctions site with DoCoMo Source: Rakuten © 2007 Infinita Inc.
  • 46. Mobile Shopping and Auctions Service Examples: au Shopping and Auction Sites ★ On-deck (au) ★ Service Provider: au KDDI ★ Service Model: Mobile/PC shopping sites (operator-branded, partner-powered) ★ Site lineup: • au Shopping Mall • EZ au Records • EZ au Books • EZ au Tickets • EZ au Games • EZ au Travel • EZ au Auctions Source: KDDI © 2007 Infinita Inc.
  • 47. Mobile Auctions Total Mobile Auction Trading Volume, 2003-2006 (JPY billion) Sources: Mobile Content Forum, July 2007 © 2007 Infinita Inc.
  • 48. “Location-based Services” Service Examples: Otetsudai Networks ★ Off-deck ★ Service Provider: Location Value ★ Service Model: “Location-centric auction system for temp staff” • Businesses post openings with rate • Workers post profiles and availability via Java client/GPS • Includes ranking systems for employers and workers • Includes negotiation options ★ Business Model: B2B subscription Source: Location Value ★ About 45,000 workers and several large clients so far © 2007 Infinita Inc.
  • 49. The Off-Portal Shift i-Mode Traffic On-portal Off-portal © 2007 Infinita Inc.
  • 50. Driver I: QR Codes Source: qrcodeblog.com © 2007 Infinita Inc.
  • 51. Driver II: Mobile Search „Japanese teens in the 13-19yr age segment prefer searching using mobile search in 70.1% of cases, as opposed to official mobile carrier listings in 47.1%.“ Source: CNET Japan, May 2007 © 2007 Infinita Inc.
  • 52. Mobile Search Usage Frequency (All Mobile Internet Users) Source: Mobile Marketing Data Laboratory, October 2007 © 2007 Infinita Inc.
  • 53. Mobile Search Service Examples: au and Google Source: KDDI © 2007 Infinita Inc.
  • 54. Mobile Search Service Examples: au and Google Source: KDDI © 2007 Infinita Inc.
  • 55. Mobile Search Service Examples: Yahoo! Mobile on SoftBank © 2007 Infinita Inc.
  • 56. Mobile Search Service Examples: DoCoMo Multi-Engine Search © 2007 Infinita Inc.
  • 57. Mobile Advertising vs. Content vs. Commerce Revenues, 2005-2007 (JPY billion) “Pure Ads” Mobile Search Ads Mobile Content Mobile Commerce Sources: Dentsu, Ministry of Internal Affairs and Communications © 2007 Infinita Inc.
  • 58. Mobile Advertising Preferred Types of Mobile Advertising among Users (in %) Website Text/Content Ads Banner Ads Mobile Email Ads/Mail Magazines Source: Impress R&D, October 2006 Base: Mobile Advertising Responders (multiple answers possible) © 2007 Infinita Inc.
  • 59. Mobile Advertising Marketer Attitudes toward Mobile Advertising (in %) Active Not active Source: D2 Communications, May 2007 Base: 274 large Japanese corporations © 2007 Infinita Inc.
  • 60. Mobile Advertising Preferred Types of Mobile Advertising among Marketers (in %) 2006 2007 Source: D2 Communications, May 2007 Base: Corporations with current Mobile Advertising activity © 2007 Infinita Inc.
  • 61. 1seg Digital Mobile TV 1seg Today ★ Free Service (Regulation!) - for now • Standard TV Channels (Regulation!) - for now • Data Feed with Back Channel for selected programs • Time-shifting on some models ★ From 2008: Tailor-made programming, several joint ventures between operators and broadcasters in progress ★ Issues • Reception quality & service areas Source: Yomiuri TV • Battery problems © 2007 Infinita Inc.
  • 62. 1seg Digital Mobile TV Enabled Handsets, cumulative shipments (in million) Number of 1seg handsets shipped Sources: JEITA, July 2007; NTT DoCoMo, October 2007 © 2007 Infinita Inc.
  • 63. 1seg Digital Mobile TV Usage and usage intention (Representative sample) Source: CIAJ, July 2007 Base: Mobile Phone Users in Tokyo/Osaka © 2007 Infinita Inc.
  • 64. Consumer Attitudes 1seg usage and usage intention (Teens, male) Source: CIAJ, July 2007 Base: Mobile Phone Users in Tokyo/Osaka © 2007 Infinita Inc.
  • 65. Consumer Behavior Key Facts ★ 6.1 times average use per week ★ 11.7 times weekly use at peak ★ 47 minutes per week average viewing time ★ 75% of users view less than 10 minutes per session ★ 9-12 pm weekday primary attention peak ★ Weekend usage much lower than weekdays ★ 50% use email or voice while watching TV on phone Source: CIAJ, July 2007; MMRI, October 2007 © 2007 Infinita Inc.
  • 66. 1seg Digital Mobile TV Integration with ToruCa/FeliCa (Contactless Payment) Source: K-tai Watch Impress © 2007 Infinita Inc.
  • 67. 1seg Digital Mobile TV NTT DoCoMo x TBS x McDonald’s Campaign ★ Advertiser: McDonald’s ★ Trial Date: June 2007 ★ Campaign Outline: Mobile TV + mobile FeliCa coupons (ToruCa) + quizzes/games • Quiz after each inning of Yokohama Bay Stars baseball games • Users who participate are rewarded with ToruCa coupons that can be redeemed at McDonald’s and other prizes Source: AV Watch © 2007 Infinita Inc.
  • 68. 1seg Digital Mobile TV 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 events, security applications etc. Source: Fujitsu © 2007 Infinita Inc.
  • 69. Contactless Payment FeliCa Plattform Sources: FeliCa Networks © 2007 Infinita Inc.
  • 70. Contactless Payment Enabled Handsets, cumulative shipments (in million) Number of FeliCa handsets shipped Source: NTT DoCoMo, October 2007 © 2007 Infinita Inc.
  • 71. Contactless Payment JR East: Mobile Suica; BitWallet: Edy Source: JR East © 2007 Infinita Inc.
  • 72. Contactless Payment NTT DoCoMo: iD/DCMX Source: NTT DoCoMo © 2007 Infinita Inc.
  • 73. Contactless Payments NTT DoCoMo: iD Platform Approach Source: NTT DoCoMo © 2007 Infinita Inc.
  • 74. Contactless Payment Comparison of Major Players (Installed Mobile Client Base) Nanaco Suica DCMX/DCMX mini Edy Sources: IT Media Business, August 2007 © 2007 Infinita Inc.
  • 75. Contactless Payment Usage and usage intention (Representative sample) ★ Av. monthly spend: JPY 5,270 ★ Mobile-type users spend 7% more than card-type ★ Heaviest users: Male in teens and twenties ★ Biggest spenders: 50 years and older ★ Most used locations: convenience stores and train stations Source: CIAJ, July 2007 Base: Mobile Phone Users in Tokyo/Osaka © 2007 Infinita Inc.
  • 76. SoftBank: Strategic Approach A Mobile Carrier and...then some Source: SoftBank © 2007 Infinita Inc.
  • 77. KDDI: Strategic Approach Fixed-line, Mobile and Broadcasting Convergence Source: IT Media © 2007 Infinita Inc.
  • 78. DoCoMo: Strategic Approach “Life Assist” Concept Source: NTT DoCoMo © 2007 Infinita Inc.
  • 79. DoCoMo Vision Source: NTT DoCoMo © 2007 Infinita Inc.
  • 80. Infinita Mission ★ Research and promote mobile innovation ★ Build mobile sites/applications ★ Bring together partners with complimentary goals ★ Facilitate business between Japan and abroad © 2007 Infinita Inc.
  • 81. Infinita Clients © 2007 Infinita Inc.
  • 82. Thank you! www.infinita.co.jp/en © 2007 Infinita Inc.

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