"The business of Mobile in Tokyo" Lars Cosh-Ishii, Representative Director da Mobikyo apresenta o ecossistema Mobile no Japão e como o pais se transformo em um business model de sucesso para pagamento via celular. Fotos e vídeo no site http://momorio.com

2. So what are the real keys to the success of mobile in Japan?

3. The uniiversal value proposition This unique combination of a keyboard, display panel and voice connection in All Pockets That truly has combined power Anywhere - Anytime - Anyone Think about the impact that each of these legacy tools had. However.. In Japan we see >>

4. Good Tools Perform Much Better with Great Models!

5. Yes, the Bikini is Distracting - Waterproof is the point!

6. “ The success of mobile in Japan is because of it’s unique user culture..”

7. NOT..!!!

8. Mickey Mouse is just as popular in Tokyo as Mario Bros are in New York

9. Certainly the iPod is just as popular in Japan as Toyota is (?) overseas

10. Results are driven by a Unique Business Model culture

11. Strongly Suggest - Read This Book - Rule #1 = Value Over Culture

13. Japanese Mobile Ecosystem

14. Japanese Mobile Ecosystem

16. Japanese Mobile Ecosystem

17. Japanese Mobile Ecosystem :: Replicated

18. Total Subscribers: 56.2M i-Mode Subscribers: 49M 3G Subscribers: 53.6M Operators: Total Subscribers, Data Plans and 3G Contracts Total Subscribers: 31.9M EZ Web Subscribers: 27M 3G Subscribers: 31.7M Total Subscribers: 22M Yahoo! Subscribers: 17.3M 3G Subscribers: 22M Total Subscriber Base: --110.3M Total Data Subscribers – 93.4M Total 3G Contracts – 107.5M Estimated 3G vs. 3.5G Subs @ 60/40 Estimated Flat-Rate Data Subs +65% Pure Data ARPU - Blended @ +40% Source: Telecommunications Carriers Association - March 2010

19. Japan Mobile: Key Metrics on Operators Data ARPU

20. Japan Mobile: Key Metrics on Operators Data ARPU Three Japanese operators still have slightly higher combined data ARPU compared to US despite ½ the Subscriber base AND that is ‘pure’ data as messaging here is essentially free!

21. So what are people doing with mobile now in Japan?

22. The mobile functions and services used on a daily basis - results below - via the annual survey conducted by CIAJ. Japan Mobile: Key Metrics on Average User Behavior

23. Osaifu-Ketai = Wallet Phone.. for all aspects of your daily life..!!

24. DoCoMo Mobile Payments Range from Pre/Post - POS or Virtual

25. Commercial Launch 2004 FeliCa Networks is 3-way JV between Sony, DoCoMo and Japan Rail. Current Status: 75% Handsets enabled 30% Regular User base High-Speed Touch & Go transactions for cash and related services based on NFC technology developed and deployed in traditional cards. Results – Estimated: While no official numbers are released, for a variety of reasons, it can be estimated, at very least, some $2Billion in annual POS transactions Forward looking: According to Nomura Research; The credit card companies and telcos estimate low-value purchases annually at 60 trillion yen ($550 billion), more than 90% of it in cash.

26. Japan Rail – Suica – Offers more than just transportation services

27. Transport Overview: JR East has 1,700 stations =Total 16M passengers daily est. perhaps 20% access using NFC-enabled mobile phone Also useful at vending machines, coin-lockers, on-site shops and long list of off-site partners incld Bic Camera mega-store JR claims 13Billion JPY infra cost to build the system with 4B annual returns on increased sales and cost reductions, therefore three year break-even on the build. 27 railway companies with 54 public/private bus-lines, plus Most major taxi chains, run Inter-operable PASMO system.

29. Felica NFC is also increasingly seen as embed on lap-tops

30. As well as within outdoor ad-campaign posters – SUIPO!

31. Launched by all mobile operators April 1st 2006 the NHK developed ISDB-T standard transmit national broadcasters free-to-air programs so each channel is divided into 13 segments. HDTV broadcast signal occupies 12 segments, leaving the remaining one segment for mobile receivers. Thus mobile service reception was code-named 1seg. The Broadcast Markup Language (BML) service allows additional information linked to on-air programs, such as information on athletes and celebrities, recipes, shopping and can provide local emergency alert information as well. According to JEITA, August 2008, 81 million units shipped and we estimate over 50% current total penetration rate. A very useful addition to bolt-on with other service offerings!

32. Two Points Trigger Purchase: Pleasure – Or – Pain

33. All Offers Address - Enterprise or Entertainment

34. The Strategic Intent for mobile money is obvious However, Tactical Approach is always most critical

35. Founded in 2001, we publish Wireless Watch Japan , organize MobileMonday Tokyo events, operate Mobile Intelligence guided tours and provide custom reporting and consulting services on retainer for international clients. Based in Tokyo, our core business is the production and dissemination of media content, and market intelligence targeted at global companies. The founding directors are deeply connected with, respected by, and committed to, Japan's wireless community.

36. Thank-you! Lawrence Cosh-Ishii Representative Director Mobikyo K.K. E: [email_address] W: www.mobikyo.jp M: +8180-3174-8847