0
© 2014 NTT DOCOMO, INC. All rights reserved.
Mick Etoh (@mickbean)
March 12th, 2014
How Changing Mobile Technology
Is Chan...
© 2014 NTT DOCOMO, INC. All rights reserved.
Who am I?
• Mick Etoh, SVP, NTT DOCOMO
• Role: R&D Strategy Planning
• Expert...
© 2014 NTT DOCOMO, INC. All rights reserved.
Unbundling the corporation
by John Hagel III and Marc Singer (1999)
•Customer...
© 2014 NTT DOCOMO, INC. All rights reserved.
DOCOMO as
Wireless Carrier,
Network Vendor,
and
Service Provider
Experiencing...
© 2014 NTT DOCOMO, INC. All rights reserved.
What is Innovation?
Invention?
Monetization?
New Design?
Smash Hit Product?
5...
© 2014 NTT DOCOMO, INC. All rights reserved.
Joseph Schumpeter‘s
“neuer Kombinationen”
(Theorie der wirtschaftlichen Entwi...
© 2014 NTT DOCOMO, INC. All rights reserved.
“All technologies are combinations of
technologies that already exist.”
! • C...
© 2014 NTT DOCOMO, INC. All rights reserved.
Innovation Example
2.5G Internet connectivity,
DOCOMO
1998
Micro Browser,
Acc...
© 2014 NTT DOCOMO, INC. All rights reserved.
Wireless Technologies as Game Changers
Personal Storage
SNS/Comm. Tools
3.9G ...
© 2014 NTT DOCOMO, INC. All rights reserved.
Very Simplified Formula
for Mobile Innovations
Wireless
Broadband
Innovation X...
© 2014 NTT DOCOMO, INC. All rights reserved.
LTE-Advanced Network (2016?)
Macro Cell Base Station
Small Cell Base Station
...
© 2014 NTT DOCOMO, INC. All rights reserved.
Let’s imagine, you are always connected
at WiFi speed wherever you are...
Wha...
© 2014 NTT DOCOMO, INC. All rights reserved.
Personal Assistant Agent
(i.e., very thin client) with
a killer new functiona...
© 2014 NTT DOCOMO, INC. All rights reserved.
Battle for the place where people visit
in the cyber space
14
Wednesday, Marc...
© 2014 NTT DOCOMO, INC. All rights reserved.
Next One Billion
15
Wednesday, March 12, 2014
© 2014 NTT DOCOMO, INC. All rights reserved.
Next Tens of Billions
16
Internet of X
Wednesday, March 12, 2014
© 2014 NTT DOCOMO, INC. All rights reserved.
Very Fat & Robust Pipe
toward massive M2M Comm.
17
Wednesday, March 12, 2014
© 2014 NTT DOCOMO, INC. All rights reserved.
Those who have gone.
18
Wednesday, March 12, 2014
© 2014 NTT DOCOMO, INC. All rights reserved.
The Next Game Changer
Personal Storage
SNS/Comm. Tools
3.9G LTE:∼75Mbps2010
+...
© 2014 NTT DOCOMO, INC. All rights reserved.
New Formula in 4G+ Era
Machine-Connected
Large Scale
Wireless Network
Innovat...
© 2014 NTT DOCOMO, INC. All rights reserved.
Asset-Focused
and API-Centric Innovation
21
Wednesday, March 12, 2014
API as Alternative
© 2014 NTT DOCOMO, INC. All rights reserved.
Application Programing Interface (API)
PAI
pps
artners
nco...
© 2014 NTT DOCOMO, INC. All rights reserved.
APIs mean a lot of exposure for web giants
9,000
8,000
7,000
6,000
5,000
4,00...
© 2014 NTT DOCOMO, INC. All rights reserved.
Why API matters
Disadvantages
•Limited user reach
•Limited brand awareness
Tr...
© 2014 NTT DOCOMO, INC. All rights reserved.
APIs enable business to create “ Revenue Ecosystem”
Amazon.com
Mobile Apps
Af...
© 2014 NTT DOCOMO, INC. All rights reserved.
Change of API Offering Models
Consumer Product
End Users
API API API
Develope...
© 2014 NTT DOCOMO, INC. All rights reserved.
Rise of Cloud API Startups
Location Billing Analytics
Communication
Authentic...
© 2014 NTT DOCOMO, INC. All rights reserved.
Yet Another New Formula
Your
Asset
Innovation X
?API
Design
28
Wednesday, Mar...
© 2014 NTT DOCOMO, INC. All rights reserved.
“Throughout history, the engine of human
progress has been the meeting and ma...
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How Changing Mobile Technology Is Changing The Way We Create Economy.

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According to Schumpeter's definition of "Innovation," all the
innovation instances are combinations of technologies that already exist.
In that context, this talk covers the progress of mobile network technologies from
2nd Generation to 4th Generation, and innovation derivatives from it.
Then the speaker and audience will discuss what will come next and how it will changes
our economy.

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Transcript of "How Changing Mobile Technology Is Changing The Way We Create Economy. "

  1. 1. © 2014 NTT DOCOMO, INC. All rights reserved. Mick Etoh (@mickbean) March 12th, 2014 How Changing Mobile Technology Is Changing The Way We Creates Economy 1 Wednesday, March 12, 2014
  2. 2. © 2014 NTT DOCOMO, INC. All rights reserved. Who am I? • Mick Etoh, SVP, NTT DOCOMO • Role: R&D Strategy Planning • Expertise: Pattern Recognition & Machine Learning, Signal Processing & Multimedia, Mobile Networks Fun: Bike Riding, Fly Fishing, and Wine Tasting 2 Wednesday, March 12, 2014
  3. 3. © 2014 NTT DOCOMO, INC. All rights reserved. Unbundling the corporation by John Hagel III and Marc Singer (1999) •Customer Relationship Management –Battle for Scope: Identify, attract, and build relationships with customers •Infra Structure Management –Battle for Scale: Build and manage facilities for high-volume, repetitive operation tasks •Product Innovation –Battle for talent: conceive of attractive new products and services and commercialize them http://hbr.org/1999/03/unbundling-the-corporation/ar/1 3 Wednesday, March 12, 2014
  4. 4. © 2014 NTT DOCOMO, INC. All rights reserved. DOCOMO as Wireless Carrier, Network Vendor, and Service Provider Experiencing a Big Challenge 4 Wednesday, March 12, 2014
  5. 5. © 2014 NTT DOCOMO, INC. All rights reserved. What is Innovation? Invention? Monetization? New Design? Smash Hit Product? 5 Wednesday, March 12, 2014
  6. 6. © 2014 NTT DOCOMO, INC. All rights reserved. Joseph Schumpeter‘s “neuer Kombinationen” (Theorie der wirtschaftlichen Entwicklung) What is Innovation? 6 Wednesday, March 12, 2014
  7. 7. © 2014 NTT DOCOMO, INC. All rights reserved. “All technologies are combinations of technologies that already exist.” ! • Combinatorial Explosion  ! • Creates Economy W. Brian Arthur 7 Wednesday, March 12, 2014
  8. 8. © 2014 NTT DOCOMO, INC. All rights reserved. Innovation Example 2.5G Internet connectivity, DOCOMO 1998 Micro Browser, Access Co. 1995 i-mode, DOCOMO 1999 Serendipity 8 Wednesday, March 12, 2014
  9. 9. © 2014 NTT DOCOMO, INC. All rights reserved. Wireless Technologies as Game Changers Personal Storage SNS/Comm. Tools 3.9G LTE:∼75Mbps2010 +Big data synchronization Smartphone Platform as Application Market 3.5G: ∼14Mbps 2006 +Flat Rate + Cloud Mobile Multimedia 3G: 64-384Kbps 2001 +CODEC i-mode 2G:9.6KbpsX3 1998+micro browser 9 Wednesday, March 12, 2014
  10. 10. © 2014 NTT DOCOMO, INC. All rights reserved. Very Simplified Formula for Mobile Innovations Wireless Broadband Innovation X ? 10 Wednesday, March 12, 2014
  11. 11. © 2014 NTT DOCOMO, INC. All rights reserved. LTE-Advanced Network (2016?) Macro Cell Base Station Small Cell Base Station Centeraized Radio Access Network 11 Wednesday, March 12, 2014
  12. 12. © 2014 NTT DOCOMO, INC. All rights reserved. Let’s imagine, you are always connected at WiFi speed wherever you are... What you’ll see depends on technologies... 12 Wednesday, March 12, 2014
  13. 13. © 2014 NTT DOCOMO, INC. All rights reserved. Personal Assistant Agent (i.e., very thin client) with a killer new functionality Copyright: Microsoft's "Cortana" Personal Assistant App 13 Wednesday, March 12, 2014
  14. 14. © 2014 NTT DOCOMO, INC. All rights reserved. Battle for the place where people visit in the cyber space 14 Wednesday, March 12, 2014
  15. 15. © 2014 NTT DOCOMO, INC. All rights reserved. Next One Billion 15 Wednesday, March 12, 2014
  16. 16. © 2014 NTT DOCOMO, INC. All rights reserved. Next Tens of Billions 16 Internet of X Wednesday, March 12, 2014
  17. 17. © 2014 NTT DOCOMO, INC. All rights reserved. Very Fat & Robust Pipe toward massive M2M Comm. 17 Wednesday, March 12, 2014
  18. 18. © 2014 NTT DOCOMO, INC. All rights reserved. Those who have gone. 18 Wednesday, March 12, 2014
  19. 19. © 2014 NTT DOCOMO, INC. All rights reserved. The Next Game Changer Personal Storage SNS/Comm. Tools 3.9G LTE:∼75Mbps2010 +Big data synchronization Smartphone Platform as Application Market 3.5G: ∼14Mbps 2006 +Flat Rate + Cloud Mobile Multimedia 3G: 64-384Kbps 2001 +CODEC 4G +Large Scale Data Synchronization Personal Agent new B2B Biz M2M/eSIM 19 Wednesday, March 12, 2014
  20. 20. © 2014 NTT DOCOMO, INC. All rights reserved. New Formula in 4G+ Era Machine-Connected Large Scale Wireless Network Innovation X ? 20 Wednesday, March 12, 2014
  21. 21. © 2014 NTT DOCOMO, INC. All rights reserved. Asset-Focused and API-Centric Innovation 21 Wednesday, March 12, 2014
  22. 22. API as Alternative © 2014 NTT DOCOMO, INC. All rights reserved. Application Programing Interface (API) PAI pps artners ncome Adam DuVander, 22 Wednesday, March 12, 2014
  23. 23. © 2014 NTT DOCOMO, INC. All rights reserved. APIs mean a lot of exposure for web giants 9,000 8,000 7,000 6,000 5,000 4,000 3,000 2,000 1,000 0 2005 2006 2007 2009 2010 2011 2012 API is a key success driver for these businesses Annual growth in number of APIs: 100% 13B Calls / Day (2011.05) 5B Calls / Day (2010.04) 5B Calls / Day (2009.10) 1.4B Calls / Day (2012.05) 1.1B Calls / Day (2011.04) 1B Calls / Day (2012.05) 1B Calls / Day (2012.03) 1B Calls / Day (2010.01) API Billionaires Club (Programmable Web) API Growth Rate (Programmable Web) 23 Wednesday, March 12, 2014
  24. 24. © 2014 NTT DOCOMO, INC. All rights reserved. Why API matters Disadvantages •Limited user reach •Limited brand awareness Traditional Web business model APIs help you grow your business Advantages •Unlock distribution channels •Expand user reach through the V.S. 24 Wednesday, March 12, 2014
  25. 25. © 2014 NTT DOCOMO, INC. All rights reserved. APIs enable business to create “ Revenue Ecosystem” Amazon.com Mobile Apps Affiliate Sites Supplemental Services Internal Developers + API 25 Wednesday, March 12, 2014
  26. 26. © 2014 NTT DOCOMO, INC. All rights reserved. Change of API Offering Models Consumer Product End Users API API API Developers Consumer oriented API Offering (e.g.) Cloud API Developers End Users (e.g.) Cloud oriented API Offering 26 Wednesday, March 12, 2014
  27. 27. © 2014 NTT DOCOMO, INC. All rights reserved. Rise of Cloud API Startups Location Billing Analytics Communication Authentication Banking Shipment Print Healthcare Translation 27 Wednesday, March 12, 2014
  28. 28. © 2014 NTT DOCOMO, INC. All rights reserved. Yet Another New Formula Your Asset Innovation X ?API Design 28 Wednesday, March 12, 2014
  29. 29. © 2014 NTT DOCOMO, INC. All rights reserved. “Throughout history, the engine of human progress has been the meeting and mating of ideas to make new ideas. The human race will prosper mightily in the years ahead, because ideas are having sex with each other as never before.”! ! • Urbanization ! • Interdisciplinary Disruption ! • Globalization Matt Ridley 29 Wednesday, March 12, 2014
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