3G Handset Trends in Japan
In-Stat/MDR, June 2007, Pages: 49
Based on an analysis of the 3G phones introduced in fiscal year 2006 into the Japanese cellular phone market, and research of the leading edge service offerings of DoCoMo, KDDI, and Softbank, this report provides data to understand the successes and issues in the world?s leading 3G country.
98 3G phones were launched in Japan in fiscal year 2006.
-68 were with 2.4 to 3.0-inch screens; 92 were with QVGA or higher resolution. The large displays are for multimedia, rich-content surfing, and multitasking on phones.
-Operators strived to generate revenue by providing large-size-attachment emailing and integrated mobile Internet-music player interfaces to push mobile data services based on camera and music functions.
-49 phones were mobile wallet phones and 45 were GPS phones. The convenience and usefulness of mobile wallet payment and navigation services are gaining acceptance among customers and providing substantial business opportunities for operators, device makers, content providers, and others participating in the value system.
-19 models supported ?1Seg? mobile TV broadcasting in Japan. The limited models available are not due to the higher cost, but because of an unclear business model for operators to make significant revenue from the free-to-air TV broadcasting service.
Getting to know all of the enticing features of the latest Japanese phones and how their business works will be useful in creating or duplicating the same success in other markets.
Executive Summary
Introduction
Japanese Mobile Service and Handset Market
Mobile Services
Latest Business Status
Major Cellular Operators
Mobile Handsets
Japanese Operators? Approach to Handset Customization
The Ecosystem among Operators, Handset Makers, and Content Providers
Major Handset Makers
DoCoMo
Background and History
Network Expansion
The i-mode Success
The Mobile Wallet Innovation
Business Status and Service Offerings
New Phones in Year 2006
KDDI
Background and History
Network Development
EZweb Wireless Internet Services
Focus on Phone Design
Business Status and Service Offerings
New Phones in Year 2006
Softbank Mobile
Background and History
Growth During the Softbank Mobile Era
Business Status and Service Offerings
New Phones in Year 2006
Mobile Internet
Market Drivers: Content Ecosystem and Flat-rate Data Plans
Push Information Services
Peak Traffic During Off-Peak Hours
Search Engine on Mobile Internet
QR Code Enables Quick Access
Full Web Browsing on Mobile Phones
Games on Mobile Phones
Music Phones
Yes Music Phones, No Dedicated Music Buttons
Mobile TV
Mobile Wallet
Security Concerns
Global Positioning System and Location Based Services
Security Issues
Security-related Services from Operators
Phone Embedded Security Functions
Specially Designed Safety Features
Methodology
Related In-Stat Reports
List of Tables
Table 1. Japan Mobile Services Latest Status (Subscriptions in Millions?ARPU is Monthly)
Table 2. NTT DoCoMo Latest Business Status (Subscriptions in Millions?ARPU is Monthly)
Table 3. Featured Services by NTT DoCoM
Table 4. Correspondence Between DoCoMo Phone Model Suffix and Features
Table 5. List of Phone Models Introduced in Fiscal Year 2006 by DoCoMo
Table 6. KDDI Latest Business Status (Subscriptions in Millions?ARPU is Monthly)
Table 7. Featured Services by KDDI
Table 8. List of Phone Models Introduced in Fiscal Year 2006 by KDDI
Table 9. Softbank Mobile Latest Business Status (Subscriptions in Millions?ARPU is Monthly)
Table 10. Featured Services by Softbank Mobile
Table 11. List of Phone Models Introduced in Fiscal Year 2006 by Softbank Mobile
Table 12. NTT DoCoMo Latest Mobile Internet Business Status
Table 13. Number of Music Phone Models by Operator
Table 14. Mobile Digital Terrestrial Broadcasting ?1Seg? Technical Specifications
Table 15. Phone Models Supporting ?1Seg? Mobile TV Broadcasting Service
Table 16. Phone Models Supporting Mobile Wallet Services
Table 17. Phone Models Supporting Mobile Wallet Services
List of Figures
Figure 1. Functions of Latest 98 3G Phones Introduced Between April 2006 and March 2007
Figure 2. KDDI Vision of Mobile Phone Personal Gateway
Figure 3. Subscribers (in Millions) and Market Share of Major Japanese Mobile Operators in March 2007
Figure 4. Wireless Business Ecosystem Around Operators in Japan
Figure 5. Flat-rate Data Plans from au by KDDI
Figure 6. Commercialized au Design Project Phone Model Media Skin (W52K)
Figure 7. Newly launched Softbank Mobile SH812 Featuring Wide Range of Colors
Figure 8. NTT DoCoMo i-channel Information Service
Figure 9. ?Music Channel? from NTT DoCoMo and BCMCS from KDDI
Figure 10. How the QR Code Works
Figure 11. Viewing Internet Sites on KDDI W51H with 640X800 Resolution Screen
Figure 12. Improved Games on Latest DoCoMo 903i Series Phones
Figure 13. Music-featured Phones with Dedicated Playing Buttons
Figure 14. ?1Seg? TV Program and Data Contents Displayed on Mobile Phone Screen
Figure 15. Sharp ?1Seg? Compatible SH903iTV Phone
Figure 16. Mobile Phone ?Suica? Train Ticket
Figure 17. Mobile Phone Postpaid Purchases
Figure 18. DCMX Mobile Phone Credit Card Service from NTT DoCoMo
Figure 19. NTT DoCoMo ToruCa E-coupon and iC Communication Services Based on Felica Interface
Figure 20. EZ Navi Walk Service from KDDI
Figure 21. EZ Navi Passenger Seat Navi Service from KDDI
Figure 22. EZ Anshin Navi Service from KDDI
Figure 23. Novel GPS Functions from DoCoMo
Figure 24. How Anshin Key Works to Protect the Privacy of Users
Figure 25. Softbank 812T with Specially Designed Children Safety Functions
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