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"KDDI's success story" (Report, pdf-file)

Summary

Through a continuous restructuring process, spin-outs, mergers and acquisitions, and through intensive customer focus and focus on Japan's market alone, KDDI has transformed itself from a former monopoly voice phone operator to one of the world's most successful and most advanced communications companies.
KDDI has consistently won market share from it's competitors DoCoMo and Vodafone/SoftBank-Mobile, and is the clear winner in the aftermath of the introduction of number portability in Japan.
KDDI is constantly pioneering services and technologies. There are many advanced services which KDDI brings to market several years before competitors DoCoMo and and Vodafone/SoftBank follow, examples are 3.5G high-speed mobile internet, flat-rate data plans, full-song mobile music downloads (Chaku-uta full), GPS and location based services, and many more - which are explained and documented in this report.
The present reports outlines the corporate structure of the KDDI group, explains some of the M&A history, and gives a detailed overview of many of the advanced services which have been the platform for KDDI's success. The report also contains detailed statistics (financial data, market share data) documenting KDDI's successes.

Sample pages (strongly reduced size)

Sample pages

Table of Contents

  • Executive Summary: KDDI's success story
  • KDDI's profile
    KDDI's main businesses: core businesses, affiliates (corporate structure, fixed/mobile sector financials)
    KDDI's sales in different sectors (graphics showing sales percentages for different business sectors: mobile, fixed line etc, data for 2007)
    KDDI's history (graphics showing major mergers and acquisitions history since foundation of KDD in 1953 up to 2007)
    History of KDDI's services for fixed line and mobile services covering 1986-2008
  • KDDI's financials
    KDDI's annual revenue, all KDDI compared to AU (data for 2000-2006, estimation for FY 2007)
    KDDI's annual net income, all KDDI compared to AU (data for 2000-2006, estimation for FY 2007)
    KDDI's capital expenditure, investments shown for major segments of business (data for 2004-2006, projection to 2007)
  • "Customer Satisfaction" - KDDI's strategies in the sandwich position between NTT and SoftBank
    "Customer Satisfaction" campaign and strategy
    KDDI's mobile strategies
    KDDI's fixed net strategies, Metal-Plus and Triple play on FTTH
  • KDDI's position in Japan's markets
    KDDI's market position
    Japan's telecommunication landscape (graphics showing all major players, and recent mergers and acquisitions, date: August 4, 2006)
    KDDI on position No. 2 (graphics showing sales of major players for FY 2006)
    Origin and "DNA" of Japan's telecom operators
  • The TOYOTA Connection
    KDDI's share holder structure
    The Toyota - KDDI relationship and synergies
  • Fixed line markets
    Summary - KDDI's overall strategy
    Fixed line telephony markets (graphics showing all major players, date: March 2004)
  • Basic phone voice services - Metal Plus
    Market shares of local and medium distance carrier preference for Sept 2004
    Effects of competition of price reduction/increases for major service segments
    Unbundling of fixed line services
    KDDI's IP telephone services
    Competition for basic voice telephone services
  • Broad band (Triple play), Hikari-One
    Development of Japan's broad band markets: history, today, trends
    ADSL subscriptions in Japan (data for Sept 2004)
    Broad band internet ISP subscriptions in Japan (data for March 2004)
    KDDI's web portal ranking (access data for top 15 web portals, April 2004)
  • KDDI's Broad band business and strategy
    KDDI's Broad band services
    Triple play on FTTH, Hikari-One
  • KDDI's Wireless businesses: AU
    AU
    KDDI's market position in Japan's wireless markets
    KDDI's mobile services
    KDDI's firsts, innovations and strategy
    KDDI's and AU's spectrum allocations
  • AU's market position
    AU market position - summary
    AU focus on 3G, summary
    3G market statistics (data of 3G subscriptions for FOMA, Vodafone/SoftBank-3G, KDDI CDMA2000-1X and CDMA2000-1X EVDO (WIN) in Japan for 2001-2006
    KDDI gains market share: statistics of mobil phone subscription numbers for all mobile operators including PHS (DoCoMo, KDDI, SoftBank, Willcom) (data for 1998-2006)
    Market shares of mobile operators (DoCoMo, KDDI, SoftBank and Willcom) in Japan's mobile phone market (all mobile phones and cellular market only, data for 1998 - 2006)
    Month-to-month growth/loss for KDDI (AU and TuKa), DoCoMo, SoftBank and Willcom subscribers (monthly gain/loss of subscribers for 2004 - November2006) 3G and 3.5G in Japan
  • AU setting the agenda for new business models
    Business models vs competing on price
    Charges, ARPU and business models for 3G
    Voice calls KDDI/au vs DoCoMo and Vodafone (table compares voice call pricing for 2G and 3G)
    Data pricing
    Data charges for 3G: metered vs flat rates
    Data charges for 3G and 2G
    Data charges for 3G at high volumes
    Data charges for 3G at high volumes and compared with PHS
  • Impact of flat rate mobile internet access
    Details of flat rate data charges on 3G
    Details and impact of flat rate mobile internet rates
  • AU's winning strategy cocktail
    AU's winning strategies
    Strategic tool
  • The AU design project
    Significance
    Summary of the AU design project (data for 2001-2006)
    Infobar (2001-2002) and Infobar-2 (2006)
    AU Design Project 2006 (cypres, kaos, vols)
    talby
    Penck
  • The KDDI designing studio
    Overview and images
    "KDDI designing studio" vs the SoftBank flagship store in Shibuya (the former Vodafone flagship store)
    "KDDI designing studio": outline
  • AU competitive mobile phone design
    AU competitive mobile phone design for specific segments
    Accessories
    "Style up" panels
    "Sweets"
  • EZweb - mobile internet
    EZweb - different from i-Mode
    EZweb's strategic differentiation
    The official menue
    English menu - global site
    EZweb market share in Japan's mobile internet market (market share data for i-Mode, EZweb, Jsky / Vodafone-Live! / YAHOO-Keitai for 2001-2006)
    Cumulative subscription numbers in Japan's mobile internet market (data for EZweb, YAHOO-Keitai / Jsky / Vodafone-Live!, and i-Mode for 1999 - 2006)
    Absolute subscriber numbers for i-Mode, EZweb and Jsky - Vodafone-Live! - YAHOO-Keitai (data for 1999 - 2006)
    month-by-month net gain/loss in subscriber numbers for i-Mode, EZweb and Jsky - Vodafone-Live! - YAHOO-Keitai (data for 2004 - 2006) including the effect of number portability
  • Mobile search on AU/EZweb and GOOGLE
    Mobile search
    GOOGLE - KDDI/AU partnership
  • Mobile music as a competitive advantage for KDDI/AU
    Mobile music in Japan - introduction
    KDDI/AU has consistently used music as a competitive advantage
    Music distribution via EZweb
    Characteristics and trends
    Mobile music compared to total music market (data for 1994-2004, projection to 2010)
    Mobile music market size in Japan (data for 1994-2004 with extrapolation to 2006/2007)
    Chaku-uta, Chaku-Uta-full vs i-Tunes (data for 2003-2005 with projection to 2006)
    AU's music distribution channels
    KDDI Chaku-Uta-Full
    Chaku-Uta-Full - J-POP menu, top 3 chaku-uta-full sites
  • LISMO - au Listen Mobile Service
    LISMO overview
    Utatomo, social networking via music
    AU Music Port, and LISMO Music Store as a competitor to i-Tunes
    LISMO Music Store
    Music-HDD mobile phone as a competitor to iPod
  • EZ.FM and the "On Air Check Appli" - selling mobile music
    Overview
    Menu site structure, segmentation, analysis and discussion
    "On Air Check Appli" screen images and functionality
  • EZchannel as a specific 3G services and a means of competitive differentiation
    Top menu
    What is EZchannel?
    EZchannel program guide menu
    Sample list of subscribed EZchannels
    Examples of several EZchannel issues
  • AU location based services and GPS: EZnaviwalk
    GPS and EZnaviwalk
    Description and functionality with sample screen images
    EZnaviwalk user interface and functions: train travel, car travel, walking, and other functions
    Test report on location determination accuracy (simple test)
    3D navi - 3D navigation
    Location based security and emergency services
  • "EZ Book Land"
    Overview
    Menu site structure, segmentation, analysis and discussion
  • eBooks for mobile phones
    Menu site structure, segmentation, analysis and discussion
    Site listings for eBooks
    Sample eBook online store
    Read an eBook, demonstration with screen images and sample pages
  • "EZ Game Street"
    Menu site structure
  • AU's EZweb strategy
    KDDI's m-commerce businesses
    EZweb shopping and auctions
    AU's m-commerce portal portfolio
    AU shopping and auctions, AU shopping mall
  • KDDI The Card - and KDDI Money Program
    KDDI's emerging credit and banking business
  • Mobile TV and video
    SONY-Ericsson's AU moble phone for one-seg mobile digitial terrestrial TV
    Mobile TV in Japan - overview
    1-seg broadcast vs IP-TV
    Combining mobile digital TV and mobile internet
  • Duogate and AU-My-Page
    Duogate
    AU-myPage
  • Prepaid mobile phones
    Prepaid mobile phones in Japan
    Prepaid mobile phones in Japan (data for Sept 2004)
    Prepaid mobile phones in Japan: DoCoMo, AU, Vodafone and Tu-Ka (graphics for Sept 2004)
    Prepaid mobile phone ratios as a ratio of all mobile phones: DoCoMo, AU, Vodafone and Tu-Ka vs: Europe, Japan and Italy (graphics for Sept 2004)
  • Summary: KDDI's success story

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