目次
価格・ご注文について この調査レポートは、日本のモバイル市場の革新について調査し、独自のエコシステムや今後の展望について、分析・予測しています。
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 Japan’s closed innovation paradigm.
Key Questions
- What are the key mobile innovations from Japan to date?
- What are the mechanisms enabling and ecosystems surrounding 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?
TOP
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
