Mobile Innovation in Japan
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In-depth market report - 09/03/2010
Looking inside the closed mobile island
For the past 10 years, Japan has seen a wave of mobile innovation, yet these innovations are rarely replicated globally.
This report investigates the key innovations, the unique ecosystem behind them, and the future of Japans closed innovation paradigm.
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What are the key mobile innovations from Japan to date?
What are the mechanisms enabling and ecosystems sourrounding innovations?
Who is in control of innovation: operators or handset vendors?
Are there any foreign players who are enjoying success in Japan?
Are there any signs of mobile Japanese technology opening up to the rest of the world?
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1. EXECUTIVE SUMMARY
1.1. The mobile Internet service and NFC are
prime examples of Japanese innovation
Mobile Internet Service, started by NTT
DoCoMo in 1999
Mobile Wallet service (NFC-enabled mobiles), started by NTT DoCoMo
in 2004
1.2. The operator-centric model puts operators in complete control
1.3. The innovation cycle at a half yearly pace
1.4. Shift in Japanese user needs pushing for Japan to move out of the Galapagos
Shifting towards cheaper and simpler user needs
Apple enjoying success where other foreign players failed
Smartphones being considered as alternative to high-end phones
2. METHODOLOGY
3. THE PAST AND THE PRESENT SITUATION OF THE JAPANESE MOBILE MARKET
3.1. Current market overview
3.1.1. Market shares of the Japanese operators
3.1.2. The Japanese market in context of the world
3.2. Mobile content revenues
3.3. Mobile commerce revenues
3.4. Terminals used for accessing the Internet
trends in terminals used to access the Internet, 2001-2009
Internet user activities PC-based
Internet user activities mobile-based
4. KEY MOBILE INNOVATIONS
4.1. Mobile Internet
4.1.1. The Business Model
The Japanese model of 'paying for mobile access' and 'paid mobile sites'
Revenue sharing between operator and content provider
4.1.2. Usage
4.1.3. i-concier; the latest i-mode spin-off service
4.2. Mobile Wallet; NFC (FeliCa) enabled phones
4.2.1. Main applications
4.2.2. The Business model
NTT DoCoMo Business Model
KDDI Business Model
SoftBank Business Model
Wrap-up: mobile payment applications pre-installed by operators
4.2.3. Usage
Number of Felica users, card and mobile
Edy has the most users, but services are gaining fast
4.3. BeeTV
4.3.1. The Business Model
4.3.2. Usage
5. THE INNOVATION MECHANISM
5.1. Local vendors dominate the handset market
5.2. The operator centric model
5.2.1. Handset vendors in a very weak position
5.2.2. Network equipment vendors also under operator control
5.3. The speed cycle of creating new services
6. THE CHANGING ECOSYSTEM
6.1. The shifting user demand
6.2. Examples of foreign players entering Japan
6.2.1. Vodafone
6.2.2. Apple
Increasing numbers at all costs?
i-Phone brings major advantages and expectations...
... but must clear major hurdles
6.3. The alternative to operator centric, high-end phones
6.3.1. NTT DoCoMo with Xperia and DoCoMo Market
6.3.2. Goodbye, mobile Galapagos |
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