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Read our bestselling market reports (Lots of Japanese companies buy our market reports....)
Japan's Telecom Industry

A market report on Japan's US$ 200 billion telecommunications industry. The report gives a market overview, quantitative analysis and trend analysis, discusses the key players and visualizes a wealth of statistical and financial data.
Version 33 of August 27, 2008
approx. 275 pages, approx. 65 Figures and 100 Photographs and 12 tables, pdf-format, 8 Mbyte
[BUY and DOWNLOAD] Corporate license: US$ 4750| [info]|[Sample pages]
Version 33 of August 27, 2008
approx. 275 pages, approx. 65 Figures and 100 Photographs and 12 tables, pdf-format, 8 Mbyte
[BUY and DOWNLOAD] Single copy license: US$ 475| [info]|[Sample pages]
Japan's game industry

Japan's game industry is continuously setting global trends both in hardware and software. Nintendo and SONY are two of the world's three platform players (the third being Microsoft's XBox). Wii and DS are breaking new ground. Consolidation and trends to online games, MMORPGs and networked gaming are changing the face of the industry. If you are planning business in the game industry you need to read this report to be up-to-date with game industry trends in Japan. Japan's game industry trends will impact you, even if you do not do business in Japan!
Version 4 of Sept 5, 2005
approx. 162 pages, 28 Figures, 80 Photos, 8 tables, pdf-format, 5.9 Mbyte
[BUY and DOWNLOAD] Corporate license: US$ 2375| [info]|[Sample pages]
Version 4 of Sept 5, 2005
approx. 162 pages, 28 Figures, 80 Photos, 8 tables, pdf-format, 5.9 Mbyte
[BUY and DOWNLOAD] Single copy license: US$ 475| [info]|[Sample pages]
Japan's Media Industry

Newspapers and TV form the public opinion, and via advertising promote all important products. Slowly but steadily the internet changes the media landscape. Japan's newspapers have a total circulation of 72 million copies per day, substantially larger than the USA. This report gives an overview and analysis of Japan's media landscape - newspapers, TV and radio, internet and advertising and other media such as cable TV, and long term trends.
Version 3 of October 24, 2005
approx. 224 pages, 46 Figures, 80 Photos, 17 Tables, pdf-format, 6.8 Mbyte
[BUY and DOWNLOAD] Corporate license: US$ 2375| [info]|[Sample pages]
Version 3 of October 24, 2005
approx. 224 pages, 46 Figures, 80 Photos, 17 Tables, pdf-format, 6.8 Mbyte
[BUY and DOWNLOAD] Single copy license: US$ 475| [info]|[Sample pages]
Solid State Lighting, GaN LEDs and lasers

Lights bulbs and fluorescent tubes are soon going to be replaced by GaN light emitting diodes, disrupting and innovating the global lighting industry. This report explains the technologies, markets, key players, and much quantitative analysis to understand the solid state lighting revolution (written by one of the authors of the book "The Blue Laser Diode" by Shuji Nakamura and Gerhard Fasol, Springer Verlag)
Version 11 of August 18, 2008
approx. 122 pages, approx. 27 Figures, 21 Photographs, 9 tables, pdf-format, 2.7 Mbyte
[BUY and DOWNLOAD] Corporate license: US$ 2375| [info]|[Sample pages]
Version 11 of August 18, 2008
approx. 122 pages, approx. 25 Figures, 21 Photographs, 9 tables, pdf-format, 2.7 Mbyte
[BUY and DOWNLOAD] Single copy license: US$ 475| [info]|[Sample pages]

News

- "Will The iPhone Trigger A Turning Point In Japan's Mobile Phone Industry?", panel discussion by Tetsuzo Matsumoto, Senior Exec VP and Board Member of SOFTBANK MOBILE Corp., and Gerhard Fasol of Eurotechnology-Japan, at the Foreign Correspondents Club in Tokyo, Wednesday, August 13, 2008, 12:00-14:00

- watch the video clips of our CEO's interviews on CNBC

- more news

Doing business in Japan: why does it make sense?

Quick answer:

Japan is the world's second largest market, competitor, and partner. With 125 million people it's a large and important country. Technologically it is very advanced: there are about 20 million internet users, and 50 million mobile phone users for example. A large proportion of internet users also use e-commerce.
15% of the world's economy is in Japan
25% of the world's high-tech products are made in Japan

Longer answer:

You'll find a lot of details in our presentation at Stanford University some time ago:

(1) world's second largest GNP

(2) 10% of the world's internet users

(3) important technologies

Win big - or lose big. Business in Japan. Why can it be so difficult?

Japan was never a western colony

... and that is not a coincidence, but largely due to Japanese people's strong will and traditional abilities. (Thailand is another Asian country which was never a western colony...)

Some - but by far not all - western companies find it difficult to succeed in Japan. Reasons include:

- Japanese customers can be very demanding, and often have quit different tastes and needs than Western customers. Therefore in many cases western companies must redesign or redevelop products in order to succeed with Japanese customers. Examples where this is the case range from baby napkins, to tooth brushes, cars and mobile phones.
- Because of Japan's size, substantial investments are necessary, and therefore the inherent risks are also large: you either win big, or lose big.
- Japan has many very strong local companies. As an example, eBay lost in Japan against local competition and withdrew from Japan. Japanese companies also will not usually welcome a new competitor, but develop strategies to compete hard against new entrants. You must be prepared for such competition with very thorough market research and strategy development. If you do not thoroughly understand your competition in Japan, you have little chance to win. In order to win in Japan you must understand and must be prepared and able and willing to compete with local competition.
- Management methods and the actual managers at headquarters in US and EU have certainly won many achievements in the US and Europe and elsewhere. In many cases, however, Western managers and Western management teams are ill prepared to succeed in Japan. In many cases, drastic changes in thinking and management methods and personell changes at headquarters would be necessary to succeed in Japan. However, there are not many Western companies, which act on this knowledge.

Changes and new opportunities

"Lost ten years" followed by Prime Minister Koizumi's government cause changes

Japan's "bubble economy" of the 1980's a period of denial followed with hopes that share prices and real estate prices would jump back to bubble-time levels and continue their bubble-style rise. This denial was a major factor for the "lost decade" which enabled Prime Minister Koizumi to reinforce reforms of Japan's government, legal and economic structure. After the end of Prime Minister Koizumi's government the pace of reforme slowed down considerably, however was not reversed as some voices demanded. These changes create new opportunities for many parties, including industrial companies and investment funds. There are several other factors which drive change, such as the globalization of the economy and the internet - which was not planned at all by the Japanese government, but imposed on Japan as a fait-acompli.

Avoid well-known mistakes...

There is a large range of well-known mistakes foreign companies have been making over and over again in Japan for many years. Surprisingly foreign companies continue to make these well-known mistakes! Don't make such well-known mistakes! (We can help you avoid them....)

Much of it is common sense. However, you also need to study a lot of facts about Japan, and customs. You will find that some assumptions you made are wrong! You'll also find (surprise, surprise...) that not everybody (Japanese and foreigners) tells you everything they know.

Most "well-known mistakes" lie within the organization of your own company!

Sometimes problems in a Japanese subsidiary are best solved by changing responsibilities in the main office at home! We would be delighted to discuss such issues with you and work on a solution using our large range of experience.

A big "No-No":

The biggest "no-no" is not to do proper preparation, or to start without a strategy. You can assume that normally your Japanese partners will do their preparations and they will have a big advantage, if you are unprepared. You will be surprised how many time consuming and expensive mistakes (in a well-known and extreme case this has cost approx. US$ 10 Billion...) are just due to lack of preparation, lack of information, and lack of planning. You will also need to learn a lot of basic facts. (It can save a lot of time and money to use an experienced consulting company)

Why can doing business in Japan be so difficult - and what can we do about it?

You may often hear that doing business in Japan is very difficult - but you may have experienced that everybody was incredibly friendly when you visited Japan... So what's going on? Here are a few facts:

- There is no other advanced industrial country with so little foreign investment. This is because for a long time foreign investors have been kept out. This policy has recently changed, and foreign investment is increasing rapidly.
- Very few Japanese people (less than 3% - 5%) speak good English and as a consequence there has been a certain amount of intellectual isolation from the rest of the world.
- Traditionally financial conglomerates (historically: Zaibatsu, now: Keiretsu) dominated the traditional large industry. It was difficult to do any commerce across the boundaries of these Keiretsu, and these barriers were even stronger against foreign companies. However, the old Zaibatsu/Keiretsu structure is now gradually breaking down.
- It's a very bureaucratic country in many ways, with a dense network of regulations, permissions, certifications, procedures, offices and authorities with approval procedures for many things, which don't need approval in UK or US. Many of these restrictions are designed as entry barriers against newcomers to existing industries. Slowly these regulations are "eased" and seldom eliminated. With professional help, for example by lawyers or experienced management consultants - depending on what needs to be done - you can often find ways to do work - particularly in new industries. Note however, that there are also industries, where Japan is more open than the US and Europe to outside investment. An example is Japan's telecommunication industry: Vodafone had no difficulty at all to acquire almost 100% of Japan's No. 3 telecom operator. That Vodafone failed had nothing to do with the closed nature of Japan or any Government intervention - Vodafone's failure in Japan was largely due to two factors: (a) Vodafone did not invest enough into the network infrastructure, and (2) Vodafone did not offer the mobile phone handsets which Japanese consumers prefered, so they defected to competing operators. In fact, after acquiring Vodafone-Japan, SoftBank succeeded to turn around the company within about 6 months by giving customers the handset and the tariffs they wanted, and by investing at the levels required in Japan for network coverage etc.
- However, internet, e-commerce, and the present "opening" may bring many changes, and evaporate some of the traditional difficulties...

Relationships

Relationships are important in every country, and even more so in a "high context" country as Japan. You need to build relationships, take care of your relationships, understand why and with whom you build relationships, and avoid certain kind of relationships. You also need to understand the network of relationships which your partners and competitors work under. Here are a few facts:

- You need to carefully plan your relationships in Japan, and you need to understand your relationships. You need to be aware, that relationships in Japan are seldom defined by legal contracts alone, you need to work on your relationships and take care of them.
- You need to be aware that, as anywhere else, your business partners in Japan will not tell you everything they know and everything they think and feel and plan for the future. In that regard Japan is really not that different from other countries. However, in your own country it will be easier for you to make guesses about what your partner could think and fell, while in Japan this might be more difficult for you. There are many examples, als in this day and age, where Western top management returns from negotiations with Japanese partners, celebrating success, while two days later a relationship breaks up. There are many cases where the Western side view and the Japanese side view of one and the same partnership are dramatically different, and one or both sides do not even know about this difference. Be warned, and do your homework.

- Traditional big industry in Japan tends to be organized and structured in historically grown industry groups. These used to be called "Zaibatsu" (= financial groups), and today these groups are usually called "Keiretsu" (= industrial groups). Until recently there were six such large groups, each grouped around a large bank and a large trading company at the center with a large number of companies in many different areas ranging from transportation, ship building, cars and electricals to insurances and department stores and beer factories. Recent bank mergers and other economic difficulties mean that the importance of these Keirets has somewhat decreased, but Keiretsu relationships are still enormously important in Japanese business and economy. For many foreign companies it is essential to understand the Keiretsu structure and to plan your business taking account of this knowledge. The figure below shows an up-to-date mapping of todays Keiretsu structure taking account of recent Bank mergers, including the announced Mitsubishi-Tokyo-Bank and UFJ merger. You will find a more detailed discussion and a large scale image (for printing) of our Keiretsu map here: "Best practice for foreign technology business in Japan"

Figure: Plan of "Keiretsu" industrial groups in Japan. Traditionally companies will only do business within the same keiretsu. For example, a keiretsu member will only buy beer from the beer company within the same beer company within the keiretsu, even if that beer is much more expensive than non-keiretsu beer. Of course such traditional business practices are opposite to procurement by competitive bidding. In today's Japan you will find both competitive bidding, and other cases where traditional relations take priority over achieving the best price.

Etiquette

There are many books claiming to prepare you for Japanese etiquette. Don't believe everything these books say, and don't make the mistake that you believe you are well prepared to do business in Japan after reading a book about "Japanese etiquette"! Still, here are a few essential tips:

- Take enough ("enough" often means a couple of hundred) professionally prepared "meishi" ("meishi" = business cards). For Japanese people (as else where in Asia-Pacific) exchanging "meishi" are like shaking hands. It is very awkward not to exchange "meishi" when you first meet - few people will think this is funny. So make sure you have enough. Not to have "meishi" has the meaning of being unemployed (actually this is not specific to Japan alone, but Meishi are equally important in most East-Asian countries).
- Impress with facts and achievements, or the fame and power and size of your corporation. Bring documentation of your company in Japanese language.
- Be on time and well prepared for meetings.
- There is a sophisticated protocol how seating is arranged at meetings, at dinners or in cars etc. The seating protocol depends on seniority, guest-host relationship, the position of the door, decorations in the room, etc. If you are arranging important meetings or dinners at high level, it will impress if you follow these seating customs. Most foreigners who have not worked a long time in Japan will need advice from Japanese professionals to select the correct seating order.
At dinners there are also customs about filling glasses etc.
- There are a number of unwritten rules in daily life in Japan, which everybody observes, but nobody talks about, and which don't exist in Europe or USA. For example: no eating and drinking and no baby's perambulators (except folded up) on short-distance commuter trains. It's your choice in a way, but you'll make more friends if you observe these little rules.
- There are some things you should definitely not do:
(1) Don't blow you nose in front of other people!
(2) Don't kiss anybody as a greeting! (You'll thoroughly embarrass your "victim"!)
(3) Never throw objects at somebody asking them to catch! Books, papers, documents, meishi, presents, and other important objects are given with both hands and a bow of the head.
(4) There are a couple of other "no-no's" (gestures, comments etc) which will provoke embarrassment, or even hostility in Japanese people, and you might be unaware of them. You better ask for them and avoid them.
- Be prepared for surprises! Everything is changing rapidly recently!

Relax! Don't overestimate etiquette! Although your Japanese business partners may look dead serious (and Japanese people usually take work dead-serious...), they also are human and know to laugh... Here is a famous story (not sure it's a true story though...) demonstrating what can happen with exaggerated cultural adaptation:

An important US-Japan negotiation is scheduled in Hawaii - midway between the american continent and Japan. The Japanese party and the US negotiation party both have done their preparations well: they studied the material, the facts, prepared strategies, fall-back positions, read up on how to negotiate with the Japanese (or the Americans) and read about cultural differences, and learnt a few polite word's in the other party's language. The doors open and in come the Japanese and the US negotiators. The Japanese negotiators - all experienced senior managers - trying their best to adapt to American culture and to create a good atmosphere, enter the conference room dressed in Aloha shirts, sandals, shorts while on the other side of the room the American delegation enters: dressed in stiff white starched shirts, dark tie, dark blue business suits, polished black shoes...

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