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Japan's 3G sucess story (Market research report, pdf-file)

Summary

This report demonstrates that the fantastic success of 3G (UMTS) in Japan was achieved because Japan introduced 3G as disruptive innovation - not as premium service, as in other markets. The report explains which services make 3G successful in Japan and why.

Sample pages (strongly reduced size)

Sample pages

Table of Contents

  • Executive Summary, Agenda (List of Contents)
  • How successful is 3G in Japan?
    Q: Is 3G successful in Japan? A: Yes- very much so
    How successful is 3G in Japan?
    3G conversion is almost complete (Graphics: percentage of 3G conversion of Japan's major operators, 2001-2008)
    Handsets are two years ahead of subscriptions (Graphics: percentage of 3G conversion of Japan's major operators vs 2G:3G handset shipping ratio, 2001-2008)
    90 million subscribers converted in 6 Years (Graphics: number of 3G subscriptions by operator in Japan, 2001-2008)
  • Leys to 3G success in Japan (and elsewhere): disruptive innovation drives 3G in Japan
    Keys to 3G success - waves of diruptive innovation
  • Japan's 3G market landscape
    Market shares in Japan's 3G market (Graphics: 3G subscriptions (2001-2008), market shares of Japan's 3G operators 2001-2008)
    Japan's telecommunications landscape (Graphics of major players and transactions of August 20, 2008)
    Table: Japan's mobile phone companies 2008
    Japan's mobile phone market landscape: subscriber numbers of all operators (Graphics: subscriber numbers of all operators 1998-2008)
    Growth of Japan's mobile phone market (Graphics: subscriber net growth per year and per month 1998-2008)
    Subscriber numbers of all Japanese mobile networks for all different radio networks (2001-2008)
    What are the main differences between 3G in Japan and in GSM countries?
    Standardization philosophies differ
  • Operators
    3G operators in Japan
    Comparing 3G introductions for different operators in Japan (table: NTT DoCoMo, KDDI/AU, Vodafone, Softbank, eMobile)
    Annual revenue of Japan's top mobile operators
    Annual operational income
    Annual net after-tax profits
    Investments (capital expenditure) by Japan's mobile operators
  • NTT-DoCoMo - the pioneer
    NTT-DoCoMo - the world's first 3G pioneer
    i-Mode and 3G
  • Lets learn from Japan's most successful 3G introduction: by KDDI / AU
    Why was KDDI's 3G introduction so successful?
    KDDI's success strategy
  • SoftBank - the challenger
    SoftBank overview
    Group structure
    Softbank's strategy: leverage content assets
    The time-machine company
    The Vodafone KK acquisition
    Rebranding
    Immediate action: Softbank's turnround of the former Vodafone-Japan
    • eMobile - the new entrant
    eMobile's strategy
    CEO Dr Sachio Semmoto
    eAccess and eMobile
    Company structure
    EM-ONE Terminal
  • Handsets and infrastructure
  • Handsets
    Handsets are one of the keys to 3G success
    Ratio of 2G:3G subscribers and ratio of 2G:3G handsets shipped in Japan (Graphics: 2005-2008)
    Ratio 2G:3G handsets shipped in Japan (Graphics: 2005-2008)
    Number of handsets shipped in Japan, incl number of Mobile-TV handsets shipped (Graphics: 2001-2008)
    Cellular phones and PHS phones shipped per month (2001-2008
    DoCoMo's 900i Series
    Promoting the 901i series
    Significance of the "AU design project"
    Prototype INFOBAR-2 handset
    Sweets handset
    SHARP AQUOS handset
    Handsets in the mobile number portability (MNP) battle
    Handsets in 20 Pantone colors
    Swarovski handsets
    Hello-Kitty handsets
  • Software
    Basic design of a 3G mobile phone (ICs and software stack)
    The complexity of the mobile phone handset business - where is the value?
    Phone software complexity increases exponentially (Graphics: lines of code/handset 1995 - 2015)
    Operating system and software stack
    Software for Japan's mobile phones
  • Coverage
    3G base stations and coverage in Japan (Graphics: number of base stations for DoCoMo, KDDI / AU, Softbank / Vodafone-Japan 2002-2009)
    Coverage
    2G / 3G handover in Japan
    Indoor coverage
    Indoor coverage (Graphics: Number of 3G / FOMA indoor systems: 2001-206)
  • Services and applications for 3G
    Is there a "killer application" for 3G?
    Why flat all-you-can-eat data for 3G in Japan?
    Why flat data rates?
    Impact of flat mobile internet rates
  • Mobile internet in Japan: i-Mode, EZweb, and Yahoo-keitai
    Why was the mobile internet (i-Mode born in Japan? Why was the mobile internet not born in Europe?
    The i-Mode eco-system
    Today's 3G i-Mode in a nutshell
    KDDI's EZweb is the clear winner for market share gains in Japan's mobile internet market
    Mobile internet subscribers (Graphics: mobile internet subscribers in Japan)
  • EZweb: the official menu
    AU m-commerce portfolio
    AU auctions
  • Softbank and YAHOO-Keitai
    Leveraging YAHOO for the Softbank brand
    Yahoo-Keitai replaces Vodafone-Live!
    +Yahoo-Keitai=Softbank Campaign
  • m-Commerce, mobile payments, and mobile transactions
    Japan's mobile internet supports a range of m-commerce and m-transactions
  • Mobile music
    Characteristics and trends
    KDDI Chaku-uta and chaku uta full statistics vc iTunes
    Mobile music compared to total music market
    Mobile music market size in Japan
    J-POP in position No. 1
    Full songs: Chaku uta full
    AU listen mobile service: LISMO
    AU music port
    LISMO music store
  • Location based mobile services (LBS) and global positioning systems (GPS) for mobiles
    Location based mobile services
    EZnaviwalk by KDDI / AU
    3D navi
    i-Area by DoCoMo
  • Mobile payments and keitai credit in Japan
    E-money, mobile payments and keitai credit landscape
    Felica Walletphones
    Edy in Felica Walletphones
  • Mobile TV
    Sharp / Aquos / Softbank 905SH TV phone
    SONYEricsson mobile TV phone
    Graphics: ratio of Mobile-TV phones to total number of mobile phones shipped in Japan (2005-2008)
    Total number of mobile-TV phones shipped in Japan (2005-2008)
  • Mobile eBooks and Manga
  • Mobiles games
    Games on mobile phones
    Mobile games market size projections (Graphics: Japan's game markets and Japan's video game markets, including mobile games 1985 -2010 - projections)
    Games on i-Mode
  • Mobile auctions
  • "Crossing the Chasm" - reviewing the early days of 3G in Japan
    Dynamics of the first wave of 3G introduction in Japan
    3G introduction in Japan - market situation in 2005
    DoCoMo's "FOMA Chasm"
  • Crucial factors for the success of 3G in Japan
    Important issues
    Not so important issues
  • Summary

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