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.

Buy and download: NTT Docomo analysis report

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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.

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

Buy and download – NTT Docomo analysis report

[BUY Corporate license: US$ 2375]

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