Mobile 2.0


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Mobile 2.0- Keynote talk at the Korean Communications Conference 2009 in Seoul, South Korea

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Mobile 2.0

  1. 1. ©2009 www.eurotechnology.com1Gerhard FasolEurotechnology Japan K. Track 3-3 at theKorea Communications Conference 2009Seoul, Korea, June 18, 2009 (see track 3-3)(©2009 Eurotechnology Japan KK, all rights reserved)Mobile 2.0
  2. 2. ©2009 www.eurotechnology.com2AgendaWhat will be “Mobile 2.0”?Japan and Korea = the mobile time machinesThe critical issues – how to we create and satisfycustomer needs?1. Platforms2. Business models3. Globalization4. Standardization vs risk taking & early adoption
  3. 3. ©2009 www.eurotechnology.com3Mobile 0.9 = voice + SMSVoice is legacy-killer application for traditional telcos-can be replaced by VOIP, Skype and will be-traditional telcos can’t easily cut into their voicerevenue, while newcomers successfully focus on data(e.g. e-Mobile )SMS is legacy:is (legacy) SMS exciting enough for Mobile 2.0?
  4. 4. ©2009 www.eurotechnology.com4au Auctions au style eZ Book Land eZ music LISMO!and more…au o-kaimono ezGameStreet au Books au RecordsMobile 1.5 (2000s in Japan) - example: m-portals by KDDI/AUsee:
  5. 5. ©2009 www.eurotechnology.comAdvanced mobile navigation services are unique to mobilecannot exist on PCcombine 2D, 3D graphics, GPS, compass, vibration, voice guidance, up-to-the-minute traffic information, train schedules, directories etc.see:
  6. 6. ©2009 www.eurotechnology.comOeco-navigation + saving time�Navigation site’s value to user = save timeOeco-navigation:Japanese navigation site also has been offering information on CO2 (gasresponsible for global warming) production associated with navigation formany years.Last year a global mobile conference awarded First Prize to a very similar“Western oeco-navigation mobile service” which has already been incommercial use for many years in Japan – demonstrating the informationdisconnect between EU/US “Western” markets and Japan/Korea“Eastern”markets.see:
  7. 7. ©2009 www.eurotechnology.com79%(see: )
  8. 8. ©2009 www.eurotechnology.com89% =DoCoMo’s commission for i-mode mobileservice and content providersDoCoMo’s 9% commission rate for mobile content providers is animportant reason for i-Mode’s success in Japan.(see: )Most operators expect far higher commissions for mobile content andservice providers.
  9. 9. ©2009 www.eurotechnology.com9Mobile 2.0? > Beyond content!Mobile payments and banking?( )Mobile SNS?Mobile P2P movies?Fully integrated mobile TV?( )Fully converged media on mobile?
  10. 10. ©2009 www.eurotechnology.com10US$ 3 billionm-commerce!see:
  11. 11. ©2009 www.eurotechnology.comJapan and Korea = the mobile time machines(many services are first to market in Korea and Japan)�Services, technologies� Japan, Korea� EU�3G� 2001� 2003/2004�HSDPA (3.6Mbps, 7.2Mbps)� Nov 28, 2003� 2006�Packet Switched Network� March 28, 1997� 2000�Mobile internet (i-Mode…)� Feb 22, 1999� 2005/2006�SMS� 1997� 1995�Mobile email� 1999� 2002�Camera phones� November 2000� 2002�Clamshell phones� 2000� 2002�JAVA on mobile phones� January 2001�Digital TV for mobile phones� November 2005�Mobile money, wallet phones� January 2004�Full songs for mobile phones� 2002� 2004�…�11
  12. 12. ©2009 www.eurotechnology.com12Japan and Korea = the mobile time machinesGlobal mobile-TV by country(December 2008)Japan(50 million, 72.5%)South Korea(17.2 million, 25%)Italy (850,000, 1.2%)China (600,000, 0.9%)other (285,000, 0.4%)(C) 2009 Eurotechnology Japan“Time machines”: many services are first brought to market in Korea andJapan and come to US and EU several years later. For example, Mobile digitalTV. For mobile TV see:
  13. 13. ©2009 www.eurotechnology.comLunch box mobile digital TV�13“Lunch box TV” is a mobile digital TV services in Japanbroadcast to mobile phones (and other mobile terminals)only between 12:00 and 13:00 on weekdays for consumptionby office workers during their lunch break.Programs are designed to fulfill the needs of office workersduring their lunch break.This service is typical for new highly targeted mobileservices.See:
  14. 14. ©2009 www.eurotechnology.com14Recognize& buymusicplayed onTVSee:
  15. 15. ©2009 www.eurotechnology.com15From mobile TV to mobileshoppingSee:
  16. 16. ©2009 www.eurotechnology.com16Do people really watch mobile TV?Our estimate for Japan:50-290 million mobile TV hours / month
  17. 17. ©2009 www.eurotechnology.comCritical issue #1 = Platforms�OS� App stores�Mobile payments,walletphones etc…�Android (Linux)� Apple iTunesAppstore�DoCoMo Walletphone�RIM / Blackberry� Blackberry� Mobile TV platform �Apple MacOS (Unix)� OVI�Symbian� (i-Mode)�MS Windows Mobile� …�Qualcomm�…�17
  18. 18. ©2009 www.eurotechnology.com181995 2000 2005 2010 20151 million10 million100 millionlinesofcode lines of code for mobile phone softwareshort maili-modeJavacameramusicmulti-tasking2009: Super-3G(c) 2007 Eurotechnology Japan KKWhy do we need platforms?�See:
  19. 19. ©2009 www.eurotechnology.com19If Android and Symbian are free…Where is the value?
  20. 20. ©2009 www.eurotechnology.com20Critical issue # 2 = Business modelsFrom SMS and simple one-offtransactionstoeco-systems
  21. 21. ©2009 www.eurotechnology.com21Critical issue # 3 = GlobalizationAre Japan and Koreaperfect time machines?> Galapagos syndrome
  22. 22. ©2009 www.eurotechnology.com22Critical issue No 4Standardization vs risk takingand early adoptions
  23. 23. ©2009 www.eurotechnology.com23Do our customers care?Do we care for our customers?See:
  24. 24. ©2009 www.eurotechnology.com24Summary & Conclusion“Mobile 2.0” will include many sophisticated services such as personalnavigation, fully integrated mobile TVJapan and Korea are (far from perfect) “mobile time machines”, muchinnovation comes first to market in Japan and Korea, however, there its oftenvery difficult to transfer services between markets. One could say, that theiPhone is the “Western” response to i-ModeCritical issues include:1. Platforms (OS, application platforms, payment platforms…)2. Business models (from simple models like premium SMS to complexecosystems)3. Globalization (services tend to go dead-end unless globally adopted)4. Standardization vs risk taking & early adoption (standardization can slowprogress, risk taking + early adoption regardless of standardization acceleratesinnovation)OS and software stacks go “free”…Where is the value? Only the customer decides.
  25. 25. ©2009 www.eurotechnology.com25More information: contact us – because we need your feedback:fasol@eurotechnology.com
  26. 26. ©2009 www.eurotechnology.com26Eurotechnology Japan KK is theleading technology & telecomsadvisory boutique in Tokyo/Japansince 1997. contact us –because we need your
  27. 27. ©2009