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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.
©2009 www.eurotechnology.com1 Gerhard Fasol Eurotechnology
Japan K. K. www.eurotechnology.com fasol@eurotechnology.com Track 3-3 at the Korea Communications Conference 2009 Seoul, Korea, June 18, 2009 http://www.koreacomm.org/e_sessions.php (see track 3-3) (©2009 Eurotechnology Japan KK, all rights reserved) Mobile 2.0
2.
©2009 www.eurotechnology.com2 Agenda What will
be “Mobile 2.0”? Japan and Korea = the mobile time machines The critical issues – how to we create and satisfy customer needs? 1. Platforms 2. Business models 3. Globalization 4. Standardization vs risk taking & early adoption
3.
©2009 www.eurotechnology.com3 Mobile 0.9
= voice + SMS Voice is legacy -killer application for traditional telcos -can be replaced by VOIP, Skype and will be -traditional telcos can’t easily cut into their voice revenue, while newcomers successfully focus on data (e.g. e-Mobile http://www.eurotechnology.com/store/emobile/ ) SMS is legacy: is (legacy) SMS exciting enough for Mobile 2.0?
4.
©2009 www.eurotechnology.com4 au Auctions
au style eZ Book Land eZ music LISMO! and more… au o-kaimono ezGameStreet au Books au Records Mobile 1.5 (2000s in Japan) - example: m-portals by KDDI/AU see: http://www.eurotechnology.com/store/kddi/
5.
©2009 www.eurotechnology.com Advanced mobile
navigation services are unique to mobile cannot exist on PC combine 2D, 3D graphics, GPS, compass, vibration, voice guidance, up-to- the-minute traffic information, train schedules, directories etc. see: http://www.eurotechnology.com/store/location/
6.
©2009 www.eurotechnology.com Oeco-navigation +
saving time� Navigation site’s value to user = save time Oeco-navigation: Japanese navigation site also has been offering information on CO2 (gas responsible for global warming) production associated with navigation for many years. Last year a global mobile conference awarded First Prize to a very similar “Western oeco-navigation mobile service” which has already been in commercial use for many years in Japan – demonstrating the information disconnect between EU/US “Western” markets and Japan/Korea “Eastern”markets. see: http://www.eurotechnology.com/store/location/
7.
©2009 www.eurotechnology.com7 9%(see: http://www.eurotechnology.com/store/docomo/
)
8.
©2009 www.eurotechnology.com8 9% = DoCoMo’s
commission for i-mode mobile service and content providers DoCoMo’s 9% commission rate for mobile content providers is an important reason for i-Mode’s success in Japan. (see: http://www.eurotechnology.com/store/docomo/ ) Most operators expect far higher commissions for mobile content and service providers.
9.
©2009 www.eurotechnology.com9 Mobile 2.0?
> Beyond content! Mobile payments and banking? ( http://www.eurotechnology.com/store/mpay_collection/ ) Mobile SNS? Mobile P2P movies? Fully integrated mobile TV? ( http://www.eurotechnology.com/store/mobiletv/ ) Fully converged media on mobile?
10.
©2009 www.eurotechnology.com10 US$ 3
billion m-commerce!see: http://www.eurotechnology.com/store/suica/ http://www.eurotechnology.com/store/mobilepay/ http://www.eurotechnology.com/store/mpay_collection/
11.
©2009 www.eurotechnology.com Japan 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.
©2009 www.eurotechnology.com12 Japan and
Korea = the mobile time machines Global 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 KK www.eurotechnology.com “Time machines”: many services are first brought to market in Korea and Japan and come to US and EU several years later. For example, Mobile digital TV. For mobile TV see: http://www.eurotechnology.com/store/mobiletv/
13.
©2009 www.eurotechnology.com Lunch box
mobile digital TV� 13 “Lunch box TV” is a mobile digital TV services in Japan broadcast to mobile phones (and other mobile terminals) only between 12:00 and 13:00 on weekdays for consumption by office workers during their lunch break. Programs are designed to fulfill the needs of office workers during their lunch break. This service is typical for new highly targeted mobile services. See: http://www.eurotechnology.com/store/mobiletv/
14.
©2009 www.eurotechnology.com14 Recognize & buy music played
on TV See: http://www.eurotechnology.com/store/mobiletv/
15.
©2009 www.eurotechnology.com15 From mobile
TV to mobile shopping See: http://www.eurotechnology.com/store/mobiletv/
16.
©2009 www.eurotechnology.com16 Do people
really watch mobile TV? Our estimate for Japan: 50-290 million mobile TV hours / month http://www.eurotechnology.com/store/mobiletv/
17.
©2009 www.eurotechnology.com Critical issue
#1 = Platforms� OS� App stores� Mobile payments, walletphones etc…� Android (Linux)� Apple iTunes Appstore� DoCoMo Wallet phone� RIM / Blackberry� Blackberry� Mobile TV platform � Apple MacOS (Unix)� OVI� Symbian� (i-Mode)� MS Windows Mobile� …� Qualcomm� …� 17
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©2009 www.eurotechnology.com18 1995 2000
2005 2010 2015 1 million 10 million 100 million linesofcode lines of code for mobile phone software short mail i-mode Java camera music multi-tasking 2009: Super-3G (c) 2007 Eurotechnology Japan KK Why do we need platforms?� See: http://www.eurotechnology.com/store/wireless_collection/
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©2009 www.eurotechnology.com19 If Android
and Symbian are free… Where is the value?
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©2009 www.eurotechnology.com20 Critical issue
# 2 = Business models From SMS and simple one-off transactions to eco-systems
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©2009 www.eurotechnology.com21 Critical issue
# 3 = Globalization Are Japan and Korea perfect time machines? > Galapagos syndrome
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©2009 www.eurotechnology.com22 Critical issue
No 4 Standardization vs risk taking and early adoptions
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©2009 www.eurotechnology.com23 Do our
customers care? Do we care for our customers? See: http://www.eurotechnology.com/store/softbank/
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©2009 www.eurotechnology.com24 Summary &
Conclusion “Mobile 2.0” will include many sophisticated services such as personal navigation, fully integrated mobile TV Japan and Korea are (far from perfect) “mobile time machines”, much innovation comes first to market in Japan and Korea, however, there its often very difficult to transfer services between markets. One could say, that the iPhone is the “Western” response to i-Mode Critical issues include: 1. Platforms (OS, application platforms, payment platforms…) 2. Business models (from simple models like premium SMS to complex ecosystems) 3. Globalization (services tend to go dead-end unless globally adopted) 4. Standardization vs risk taking & early adoption (standardization can slow progress, risk taking + early adoption regardless of standardization accelerates innovation) OS and software stacks go “free”… Where is the value? Only the customer decides.
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©2009 www.eurotechnology.com25 More information: http://www.eurotechnology.com/store/ http://www.eurotechnology.com/blog/ http://www.eurotechnology.com/store/wireless_collection/ http://www.eurotechnology.com/store/mpay_collection/ http://www.eurotechnology.com/store/docomo/ http://www.eurotechnology.com/store/kddi/ http://www.eurotechnology.com/store/softbank/ http://www.eurotechnology.com/store/emobile/ http://www.eurotechnology.com/store/jcomm/ http://www.eurotechnology.com/store/mobiletv/ http://www.eurotechnology.com/store/qr/ http://www.eurotechnology.com/store/location/ http://www.eurotechnology.com/store/newsletters/ please
contact us – because we need your feedback: fasol@eurotechnology.com http://www.eurotechnology.com/
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©2009 www.eurotechnology.com26 Eurotechnology Japan
KK is the leading technology & telecoms advisory boutique in Tokyo/Japan since 1997. http://www.eurotechnology.com/ please contact us – because we need your feedback: fasol@eurotechnology.com
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©2009 www.eurotechnology.com27 fasol@eurotechnology.com www.eurotechnology.com
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