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The Future of Mobile Commerce in Japan
ROA Holdings, July 2006, Pages: 93
The Future of Mobile Commerce in Japan report focuses on trends, players and consumer behavior in the mobile market of Japan. The report is useful for mobile carriers who seek new income sources in North America, Europe, and East Asia and other matured markets, as well as companies such as financial institutions, e-commerce companies and content providers who want to break into the mobile commerce market. It is also useful to other interest groups such as solution providers, security solution companies and device manufacturers in designing and implementing their future business plans.
Executive Summary
As mobile market matures and service provider competition intensifies, mobile carriers cannot realize sustainable development only with mobile communications revenue in Japan. Accordingly, they strive to create new business models by combining mobile industry with others, accelerating mobile convergence. Among others, mobile commerce is emerging as a concept, which has the biggest potential to help generate substantial profit for mobile carriers.
Conventionally, mobile commerce refers to online transactions utilizing mobile devices on mobile network. In Japan, however, the scope of the concept has expanded as mobile payment and marketing are being used in offline transactions. In addition, media mix is playing an increasing role in the commerce industry as mobile phones are combining with conventional media such as TV and radio.
Therefore, in this report, ROA defines mobile commerce as all online and offline commercial activities related to finance, marketplace, and marketing via mobile devices.
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