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©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
©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
©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?
©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/
©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/
©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/
©2009 www.eurotechnology.com7
9%(see: http://www.eurotechnology.com/store/docomo/ )
©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.
©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?
©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/
©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
©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/
©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/
©2009 www.eurotechnology.com14
Recognize
& buy
music
played on
TV
See:
http://www.eurotechnology.com/store/mobiletv/
©2009 www.eurotechnology.com15
From mobile TV to mobile
shopping
See:
http://www.eurotechnology.com/store/mobiletv/
©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/
©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
©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/
©2009 www.eurotechnology.com19
If Android and Symbian are free…
Where is the value?
©2009 www.eurotechnology.com20
Critical issue # 2 = Business models
From SMS and simple one-off
transactions
to
eco-systems
©2009 www.eurotechnology.com21
Critical issue # 3 = Globalization
Are Japan and Korea
perfect time machines?
> Galapagos syndrome
©2009 www.eurotechnology.com22
Critical issue No 4
Standardization vs risk taking
and early adoptions
©2009 www.eurotechnology.com23
Do our customers care?
Do we care for our customers?
See: http://www.eurotechnology.com/store/softbank/
©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.
©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/
©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
©2009 www.eurotechnology.com27
fasol@eurotechnology.com
www.eurotechnology.com

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