Shifting towards Open Mobile in Japan

Takahiro Kikuchi
Deputy Editor with Nikkei Communications
Nikkei Business Publications, Inc.
three aspects in mobile

communication

information

ID
Brief self-introduction

Magazines On-line

Books

On-site trainings
Key numbers of Japan’s mobile

1.352.400.000.000

1.693.100.000.000

4.410

2.860 vs 2.420

113 and 40.000.000
 ￥1.352.400.000.000
=￡9.100.000.000

Japan’s mobile market is increasing
constantly

m-commerce

m-contents

Source: MIC (Ministry of Internal Affairs and Communications)

http://www.soumu.go.jp/menu_news/s-
news/02ryutsu04_000016.html
 ￥1.693.100.000.000
＝￡11.400.000.000

Japan’s mobile money market

Source: Nikkei BP Consulting

http://consult.nikkeibp.co.jp/consult/release/ktai090710.
html
 ￥4.410＝￡29.70

flat rate for data is getting popular

Source: DoCoMo’s IR documents

http://www.nttdocomo.co.jp/corporate/ir/binary/pdf/librar
y/presentation/090428/all.pdf
 ￥2.860 vs ￥2.420
＝￡19.25：￡16.29

Voice ARPU vs Data ARPU in DoCoMo (3.
2010 estimated)

Data ARPU

Source: DoCoMo’s IR documents

http://www.nttdocomo.co.jp/corporate/ir/binary/pdf/librar
y/presentation/090428/all.pdf
 113 and 40.000.000

113: All handsets

incorporating
Symbian OS in
Japan

40.000.000: Shipped
handsets in Japan

Source: Symbian Foundation

http://www.symbian.org/jp/media/ph
ones.php
1) Communication : deco-mail
(a.k.a. De-Co-Me)

(^▽^) (>_<)

http://www.nttdocomo.co.jp/service/imode/ma
ke/content/deco_mail/
2) Communication : C-learning

A field trial in a Japanese high school

400～800 characters
in 10 minutes/ student

http://www.yononaka.net/
3) Communication : real–cyber
linkage

SNS to New year’s cards

http://mixi.jp/
4) Information: AR (augmented
reality)

tonchidot’s Sekai Camera

http://www.tonchidot.com/
 5) Information: AR (augmented
reality)

DoCoMo’s pocket compass

http://smartphone.nttdocomo.co.jp/fordeveloper/
android/pocketcompass/
6) Information: mobile dedicated
video

Avex’s BeeTV

http://pre.beetv.jp/index.html
 7) ID: e-wallet

FeliCa Networks’ e-wallet applications

http://www.felicanetworks.co.jp/
8) ID: mobile marketing

McDonald Japan’s e-coupon

http://id-credit.com/mcdonalds/cp/
9) ID: gathering personal data

Fujitsu’s golf swing analyzer

http://www.fujitsu.com/global/news/pr/archives/month/
2009/20090928-01.html
10) ID: data mining

DoCoMo’s Peta-mining

http://www.nttdocomo.co.jp/english/corporate/ir/
binary/pdf/library/presentation/081204/all_e.pdf
Live Poll: Which is your favorite?
(Live Talkback http://www.livetalkback.com/)

1) Communication: deco-mail
2) Communication: c-learning
3) Communication: real-cyber linkage
4) Information: AR Sekai Camera
5) Information: AR Pocket Compass
6) Information: mobile dedicated video
7) ID: e-wallet
8) ID: mobile marketing
9) ID: gathering personal data
10) ID: mobile data mining
10 years after i-mode,
new waves have come!

We learned an excellent user experience
from iPhone.

Android is restructuring the mobile eco-
system.

Symbian is forced into “zero-price”
market.

iPhone, Android and “free” Symbian is
driving the mobile innovation.
Key Drivers

Technically,…

HTML 5

Mash-up

Sensors such as GPS, compass, etc.

New I/O including a sophisticated UI

⇒ “human-centric idea” is the most

important
Summary

Mobile innovation is just

beginning.

Hoping delightful days in rich

mobile services.
Thank you for your attention!

tkikuchi@nikkeibp.co.jp