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Lessons from the Japanese and South Korean Mobile Markets: handsets, services, content and pricing
Analysys Mason Group, March 2006
Japan and South Korea have unrivalled track records of continuous technical and service innovations. They have been ahead of the rest of the world in introducing new handset and service capabilities. They were the first markets to launch 3G services and are currently the only markets to have achieved mainstream adoption of 3G, with over one-third of customers in both markets subscribing to 3G services. However, in the race to offer new services, operators in these markets have failed to understand the full commercial implications of their actions – meaning that innovation has not always translated into strong revenue growth.
Lessons from the Japanese and South Korean Mobile Markets examines the most important lessons from these leading markets that can help guide the strategies, service roadmaps and pricing approaches of operators outside Japan and South Korea. The report identifies opportunities and threats faced by mobile operators and provides clear actions that operators can take to seize the opportunities and minimise the threats.
Illustrated with case examples and analysis, this report answers your key questions:
What can be learned from the experience of commercial 3G services in Japan and South Korea?
What have proved to be the key ingredients for rapid take-up of 3G and strong ARPU?
Given the strong emphasis on data service innovation in Japan and South Korea, what has happened with voice telephony and what are the implications for others? Which services and strategies have been successful and why?
What can be learned from the experience of Japan and South Korea in offering a broad range of services, including mobile messaging, ringtones, logos, mobile TV and video, mobile music, games and blogging?
What has been the impact of early adoption of volume-based pricing and flat-rate data pricing, how have these affected ARPU and what conclusions can be drawn about the most effective pricing approaches?
What are the latest trends in, and implications of, handset development – an area where Japan and South Korea are consistently at the leading edge?
What progress has been made in the initiatives to drive new revenues using contactless transactions (FeliCa) and new barcodes, and do these provide significant opportunities?
Who should read this report
Mobile operators: to understand the most important lessons from the most well-advanced 3G markets in the world, in order to help guide their own decisions on strategies, service mix, handsets, new business opportunities and pricing
Wireless infrastructure and handset vendors: to understand the likely evolution of mobile markets, services and handsets, in order to provide their mobile operator customers with the right products
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