Infinita.TV Episode 7

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Infinita.TV Episode 7-- The Answer, Part 4: All You Can Eat -- The crucial details of data pricing

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  • - unique address, push (explain this)
    Cross-platform PC/mobile
    - up to 10,000 characters
    - much richer than SMS (emoticons, multiple links, pictures...)
    - major enabler for all kinds of things - like SMS - but without the cost barrier

    Carriers have no SMS business to protect, thus
    no barriers to mobile web adoption/innovation
    SMS = Candles vs.
    Mobile Web = Electricity


  • introduced by KDDI in 2004
    to reach 65-70% by 2011 (Infinita estimate)
    significantly higher content and services usage than non-flat rate users (between 1.5 and 2x)

  • lower end = current data ARPU, top end roughly twice that
    not cheap - but calculable
    does not include use as modem

  • Infinita.TV Episode 7

    1. 1. Infinita.TV Episode 7 The Answer, Part 4: All You Can Eat -- The crucial details of data pricing
    2. 2. 0 ,- - ¥ Messaging is (almost) free istockphoto.com
    3. 3. 40% of mobile data users on data flat rate plans istockphoto.com
    4. 4. Mobile Subscriber Base Japan in millions 120 Mobile Users Mobile Data Users 89% 3G Users 90 86% 3G Flat Rate Users 3.5G Users 60 37% 30 0 2005 2006 2007 2008 2009 2010 2011 Source: Telecommunications Carriers Association of Japan (2005-2008), Infinita (2009-2011)
    5. 5. The Low Entry Barrier Gym Membership Pricing Model Source: au KDDI
    6. 6. Average Return per User (ARPU) Data vs.Voice Revenues by Operator Data ARPU in ¥ 7,000 Voice ARPU in ¥ 6,000 2,200 2,130 5,000 1,360 2,220 2,390 4,000 3,000 1,790 2,000 4,160 4,130 4,150 3,340 3,650 1,000 1,790 0 NTT FY2007 DoCoMo au KDDI FY Softbank NTT DoCoMo FY2007 au KDDI Softbank FY 2007 FY 2008

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