The Emerging Value Network in the Mobile Phone Industry: The case of Japan and its implications for the rest of the worldReviewer : Johnsir Ohjohnsir@korea.ac.kr

Value Chain vs. Value Networkvalue chain is connected with multiple activities between firms value network is linked with multiple sellers and buyers and relevant to network industries such as PC and internet

The emerging value network

The Result: EntertainmentJava and Vector graphic (e.g. 3D, Flash)Mini-MIDI ringtonesMP3 with lyricsGamesDownloadable at i-appli

The Result: General Internet sitesNTT DoCoMo'si-mode is a wireless internet service popular in JapanUnlike Wireless Application Protocol or WAP, i-mode encompasses a wider varietyof internet standards, including web access,e-mail and the packet-switched network that delivers the datae-mail, sports results, weather forecast, games, financial services and ticket booking Content is provided by specialized services,typically from the mobile carrier, which allowsthem to have tighter control over billing

The Result: Publishinghttp://www.colorzip.co.kr/sub/info_03.asp

The Result: Location-based serviceshttp://www.ubergizmo.com/15/archives/2009/03/let_your_phone_speak_to_the_car.html

Osaifu-Keitaihttp://www.nttdocomo.com/services/osaifu/index.html

The Result: Retail and ticketing systemsBitWallet, based in Tokyo, is an electronic money service provider that started Edy from November 2001Edyis a contactless electronic money service based on FeliCa technology developed by Sony CorporationAs of August 2006, more than 40,000 retail shops and websites in Japan including convenience stores, airports, restaurants, supermarkets, amusement parks and game centers, etc.

The Result: BroadcastingOne-Seg is a terrestrial digital TV broadcasting service for mobile devicesThis service is called "One-Seg" because the bandwidth of the single channel (6 MHz) allocated to each broadcaster is divided into 13 segments and one of those segments is used for mobile devicesJust as with terrestrial digital broadcasts, data broadcasts can also be received at the same time as videohttp://www.nttdocomo.co.jp/english/service/function/1seg/

ImplicationsFirms involved, complex relationshipsStrategic approachComplexity of critical massNew interface standardsNew methodologyInterdependency Policy involved

DiscussionWhat reason to retard m-commerce in Korea?Aren’t there any superior assets to Japan in mobile circumstance?