NTT docomo (29th edition) – the mobile internet pioneer

NTT docomo market research report

Version 29 of May 13, 2014
pdf-file, approx. 197 pages, 48 Figures, 140 Photographs, 10 tables, 8 Mbyte

Lead author: Gerhard Fasol, works since 1984 with Japan’s telecommunications industries.

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Summary – NTT Docomo analysis report

Docomo pioneered the mobile internet by introducing i-Mode to Japan’s market on February 22, 1999, and was the first operator to bring 3G to market. While Docomo has been less successful to capture global value from these pioneering developments, Docomo is one of the most successful and admired mobile operators. This report presents many financial and market data together with analysis, and also gives a thorough overview of Docomo’s pioneering i-Mode services.

Preview – NTT Docomo analysis report

Table of Contents – NTT Docomo analysis report

  • Executive Summary, Agenda
  • DoCoMo’s market landscape: Japan’s mobile industry
    The main players
    Japan’s telecom landscape (graphics of main players for VPN and enterprise, Copper, POTS, ADSL, FTTH,
    2G cellular, 3G cellular, HSDPA, 3.9G, LTE, WiMax, PHS, major M&qmp;A transactions, mergers, MVNO relationships)
  • DoCoMo within the NTT group
    NTT, DoCoMo, NTT Data, KDDI, SoftBank
    NTT group overview
    NTT operating revenues per sector: NTT East and West, NTT Communications, NTT Data, DoCoMo and other
  • DoCoMo’s financials compared to Japan’s competing mobile operators
    NTT, DoCoMo, NTT Data, KDDI, SoftBank
    Financials of the top players
    Annual revenue of Japan’s top mobile operators (DoCoMo, KDDI, Vodafone Japan, SoftBank)
    Annual operating income of Japan’s top mobile operators (DoCoMo, KDDI, Vodafone Japan, SoftBank)
    Annual net income of Japan’s top mobile operators (DoCoMo, KDDI, Vodafone Japan, SoftBank)
  • Quarterly financial results of Japan’s top three mobile operators
    Quarterly revenue of Japan’s top mobile operators (DoCoMo, KDDI, SoftBank)
    Quarterly operating income / loss of Japan’s top mobile operators (DoCoMo, KDDI, SoftBank)
    Quarterly net income / loss of Japan’s top mobile operators (DoCoMo, KDDI, SoftBank)
    Quarterly operating margins of Japan’s top mobile operators (DoCoMo, KDDI, SoftBank)
  • DoCoMo’s market position
    Overview
    Overview of all wireless networks in Japan (logarithmic display of subscriber numbers)
    No saturation: total number of mobile subscriptions
    Net annual growth
    Net monthly growth
    Stacked display of all Japanese mobile subscriber to show market shares and total (DoCoMo 2G and 3G, KDDI AU and TuKa, Softbank 2G and 3G, Astel,
    Willcom, eMobile (data shown in stacked form)
    Market shares of top mobile operators (DoCoMo, KDDI, SoftBank, Willcom and eMobile)
    Monthly net growth / net loss of subscriptions for top operators
    Monthly changes of market shares
  • DoCoMo’s spectrum allocations and base stations – how many base stations does DoCoMo deploy?
    Overview: radio spectrum allocation for mobile communications in Japan
    How many base stations does DoCoMo deploy (graphics showing data for DoCoMo’s 2G and 3G spectrum bands, DoCoMo’s terminated PHS system is not included)
    Total number of all DoCoMo base stations deployed
    Growth per month of DoCoMo’s base stations – How many base stations does DoCoMo install per month? (graphics showing increase/ decrease of DoCoMo’s radio base stations) (gives a good indication of the number of base stations DoCoMo purchases per month)
  • DoCoMo’s phones
    DoCoMo’s 900i series
    DoCoMo’s 700i series
    DoCoMo’s concept phone series
    DoCoMo’s new series
    Raku-Raku phones for the silver market
  • The i-Mode eco-system
    Graphic overview of i-Mode’s eco-system
    DoCoMo’s commission for content, DoCoMo’s billing system and billing commissions
    Today’s 3G i-Mode in a nut shell
    i-Mode business model
  • The i-Mode user interface and the i-Mode directory hierarchy
    Navigating the i-Mode hierarchy
    The i-Mode menu
    Flash version of the i-Mode top page
    The emergency message board
    Seasonal variations and advertising on the i-Mode top page
    My menu (flash version) – list of subscriptions
    Weekly i-Guide
    Toku suru menu
    My Box
    Payment and registrations
  • The "official" i-Mode i-menu list
    i-Menu list directories
    Ranking of content sites
  • "non-official" ("katte") i-Mode sites
    "non-official" i-Mode sites – statistics
    summary
  • The English language i-Mode menu
  • Search on i-Mode
  • Mobile music on i-Mode
    Market size of mobile music in Japan
    Mobile music market share compared to online music downloads
    Chaku uta vs internet music downloads
    Mobile music, internet downloads vs CD purchases
  • Chaku-Melo (ringtones) on i-Mode
    Top of the ringtone section
    The J-POP ringing melody sites
  • Chaku-Uta (true sound) on i-Mode
    Chaku uta i-Mode portal section
    Chaku- uta J-POP section
    Record kaisha choku ei sound
  • Music sales and music information on i-Mode
    Music movies – show business
    M-commerce for music
    Tower mobile music store
    DoCoMo’s investment
  • Mobile games on i-mode
    The games menu
    Role playing games
    The role playing games section on i-mode, Final fantasy on i-Mode
  • Transactions, banking, m-commerce, and m-payments
    i-Mode supports a range of m-Commerce and m-transactions
    Girlswalker
    Online purchases by mobile phone
    Commerce features unique to mobile phones
    M-Commerce, shopping by mobile phone
    Mobile book store
    Tower mobile – mobile music store
    Rakuten’s mobile mall
    Pia – Event tickets by mobile phone
    Selling flowers by mobile phone
  • Mobile auctions
    DoCoMo’s investment in Rakuten auctions
  • Phones as train tickets
    Suica and mobile suica
  • Mobile banking
    Tokyo Mitsubishi UFJ – mobile banking and Edy
    Mobile banking and transactions
    Edy electronic money and mobile banking
    Mobile consumer banking and e-cash
  • Mobile payments and keitai credit in Japan
    Market dynamics
    The competitive landscape for e-money, mobile payments, and keitai credit in Japan
    e-cash – prepaid
    Keitai credit (postpaid)
    Wallet phones create a new layer in the credit business landscape
    Mobile credit
  • Mobile media and information services, mobile books
    Weather and news
    Mobile newspaper and mobile news sites
    Ranking and usage of mobile newspaper sites
    i-Mode sites of the five top national Japanese newspapers
  • Mobile manga, mobile books
    eManga and eBooks on mobile phones
  • Location based services, i-Area (LBS)
    LBS in Japan’s mobile phones (table showing the history of LBS, time line of LBS for Japan’s mobile services
    i-Area – the world’s first location based service (LBS)
    i-Area’s business model
    i-Area – user access
    i-Area top page today
  • Email and messaging, e-moji
    e-moji as a competitive tool
  • Advertising and marketing on i-Mode
    Banner advertisements
    Message free
    D2C and the toku suru menu
    Creative advertising with i-Mode
  • Mobile TV
    BeeTV
  • Why was i-Mode so successful in Japan?
  • Summary

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