"Japan's 3G Success Story"

"Japan's 3G Success Story" published by Eurotechnology Japan, K.K. in January, 2009. This report consists of 171 pages and the price starts from US $ 2375.

Introduction

Abstract

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.

approx. 171 pages, 41 Figures, 48 Photos, 2 Tables, pdf-format, 5.2 Mbyte.

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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