1. Introduction 1-1. Smartphone Definition 1-2. Target Smartphone Users 1-3. Importance of Smartphone in the Japanese Market 1-3-1. Importance for Users 1-3-2. Importance for Operators 1-3-3. Technological Aspect
2. Japanese Smartphone Market 2-1. Market Size 2-2. Market Share by OS 2-3. Smartphone Market Forecast 2-3-1. Market Forecast Framework 2-3-2. Smartphone (Narrow-sense) Market Forecast
3. Characteristics and Development Directions by Smartphone OS
4. Smartphone Development Trends by Major Makers 4-1. Market Positioning by Smartphone Makers
5. Smartphone Lineups and Strategies of Japanese Operators 5-1. NTT DoCoMo 5-2. KDDI au 5-3. SoftBank Mobile 5-4. Willcom 5-5. EMOBILE 5-6. Smartphone Analysis
6. Conclusion - Japanese Smartphone Market Key Points 6-1. Accelerators and Inhibitors 6-1-1. Accelerators 6-1-2. Inhibitors
List of Tables [Table 1] Smartphone User Needs [Table 2] 3G Subscription Rates by Operators [Table 3] Smartphones Introduced in Japan [Table 4] Notebook PC Shipments (Early Stage) [Table 5] Mobile Handset Shipments (Early Stage) [Table 6] Operating Systems Adopted by Makers [Table 7] Nokia Smartphones [Table 8] Other Smartphones
List of Figures [Figure 1] Definition of Smartphone (Evolutionary Approach) [Figure 2] Definition of Smartphone (Structural Approach) [Figure 3] Handango Web site and Smartphone User Benefits [Figure 4] Target Smartphone Users [Figure 5] Increasing Smartphone Demand [Figure 6] Average Voice/Data ARPUs of Top 3 Operators (2005 Q1-2006 Q3) [Figure 7] Evolution of Mobile Handset Services [Figure 8] Smartphone Market Share of Total Mobile Handset Market (2005, 2006) [Figure 9] Market Share by Smartphone (Broad-sense) OS (2006) [Figure 10] Market Forecast Framework [Figure 11] Smartphone (Narrow-sense) Market Forecast (Shipments, 2005-2010) [Figure 12] Positioning Map by OS (Device Price and Design) [Figure 13] Positioning Map by OS (Flexibility and Design) [Figure 14] Market Positioning by Smartphone Makers [Figure 15] NTT DoCoMo’s Smartphone Lineup [Figure 16] hTcZ for Corporation Market [Figure 17] SoftBank Mobile’s Smartphone Lineup [Figure 18] Willcom’s Smartphone Lineup [Figure 19] EM ONE (S01SH) Specifications [Figure 20] Accelerators and Inhibitors for Market Growth [Figure 21] Smartphone Positioning
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