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2011 7 7
NEC
k-okamoto@bl.jp.nec.com
NEC CASIO MOBILE COMMUNICATIONSPage 2
NEC
NEC (N) (CA) (H) 3
: 2010 5 1
: 1,330 (2011 4 )
:
NEC CASIO MOBILE COMMUNICATIONSPage 3
N
N
N
(1991 )
N206S
HYPER
(1998 )
N501i
HYPER
(1999 )
FOMA
N901iC
(2005 )
FOMA
N705i...
NEC CASIO MOBILE COMMUNICATIONSPage 4
N
N
N
(1991 )
N206S
HYPER
(1998 )
N501i
HYPER
(1999 )
FOMA
N901iC
(2005 )
FOMA
N705i...
NEC CASIO MOBILE COMMUNICATIONSPage 5
2007
! 
1 5
!  iPhone
2007 1 : 2007 6 :
2008 7 (iPhone 3G)
! 
mixi
! 
NEC CASIO MOBILE COMMUNICATIONSPage 6
2007
! 
1 5
!  iPhone
2007 1 : 2007 6 :
2008 7 (iPhone 3G)
! 
mixi
! 
NEC CASIO MOBILE COMMUNICATIONSPage 7
etc.
NEC CASIO MOBILE COMMUNICATIONSPage 8
:
NEC CASIO MOBILE COMMUNICATIONSPage 9
:
NEC CASIO MOBILE COMMUNICATIONSPage 10
11
61%
39%
56%
44%
84%
16%
49%
51%
30%
70%
24%
76%
A1+
3.8
A1-
12.2
A2+
12.5
A2-
9.9
B1+
17.0
B1-
10.8
B2+
2.2
B2-
8.9
C1+...
12
+
+
3WAY STYLE
N-01A
14
+
15
+
N-02A
16
17
N-03A
18
+
+
19
amadana
N-04A
: 20-30
N-01A
N-03A
N-02A
: 10-30
N-04A
2008
NEC CASIO MOBILE COMMUNICATIONS ConfidentialPage 21
2008
: 20-30
N-01A
N-03A
N-02A
: 10-30
N-04A
3WAY STYLE
NEC CASIO MOBILE COMMUNICATIONSPage 22
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ライフスタイルマーケティングを通じた「脱・折畳みケータイ」へのチャレンジ

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2011年7月7日に、立教大学高岡ゼミナールで講演した際の資料です。折畳みケータイに拘り続けてきたNECが、ライフスタイルの多様化やコミュニケーションスタイルの変化などの環境変化を契機に、ライフスタイルマーケティングというアプローチで「脱・折畳みケータイ」を実現したことを紹介しました。

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ライフスタイルマーケティングを通じた「脱・折畳みケータイ」へのチャレンジ

  1. 1. 2011 7 7 NEC k-okamoto@bl.jp.nec.com
  2. 2. NEC CASIO MOBILE COMMUNICATIONSPage 2 NEC NEC (N) (CA) (H) 3 : 2010 5 1 : 1,330 (2011 4 ) :
  3. 3. NEC CASIO MOBILE COMMUNICATIONSPage 3 N N N (1991 ) N206S HYPER (1998 ) N501i HYPER (1999 ) FOMA N901iC (2005 ) FOMA N705i (2008 )
  4. 4. NEC CASIO MOBILE COMMUNICATIONSPage 4 N N N (1991 ) N206S HYPER (1998 ) N501i HYPER (1999 ) FOMA N901iC (2005 ) FOMA N705i (2008 ) 18
  5. 5. NEC CASIO MOBILE COMMUNICATIONSPage 5 2007 !  1 5 !  iPhone 2007 1 : 2007 6 : 2008 7 (iPhone 3G) !  mixi ! 
  6. 6. NEC CASIO MOBILE COMMUNICATIONSPage 6 2007 !  1 5 !  iPhone 2007 1 : 2007 6 : 2008 7 (iPhone 3G) !  mixi ! 
  7. 7. NEC CASIO MOBILE COMMUNICATIONSPage 7 etc.
  8. 8. NEC CASIO MOBILE COMMUNICATIONSPage 8 :
  9. 9. NEC CASIO MOBILE COMMUNICATIONSPage 9 :
  10. 10. NEC CASIO MOBILE COMMUNICATIONSPage 10
  11. 11. 11 61% 39% 56% 44% 84% 16% 49% 51% 30% 70% 24% 76% A1+ 3.8 A1- 12.2 A2+ 12.5 A2- 9.9 B1+ 17.0 B1- 10.8 B2+ 2.2 B2- 8.9 C1+ 5.5 C1- 5.8 C2+ 3.4 C2- 8.0 13 � � � � � � � � � � � � � � � � � � � � � � � � � � 13
  12. 12. 12 +
  13. 13. + 3WAY STYLE N-01A
  14. 14. 14 +
  15. 15. 15 + N-02A
  16. 16. 16
  17. 17. 17 N-03A
  18. 18. 18 +
  19. 19. + 19 amadana N-04A
  20. 20. : 20-30 N-01A N-03A N-02A : 10-30 N-04A 2008
  21. 21. NEC CASIO MOBILE COMMUNICATIONS ConfidentialPage 21 2008 : 20-30 N-01A N-03A N-02A : 10-30 N-04A 3WAY STYLE
  22. 22. NEC CASIO MOBILE COMMUNICATIONSPage 22

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