2005-12-12 Mobile japan overview - Jan Michael Hess - Mobile Economy

8/14/2019 2005-12-12 Mobile japan overview - Jan Michael Hess - Mobile Economy

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Mobile Monday

Italy www.mobilemonday.it


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Mobile Monday Milan - 12 December 2005Jan Michael Hess, CEO, www.mobileeconomy.de

Mobile Executive Tour to Tokyo and Seoulw w w .mobileeconomy.de/ met

"As close as you can get toour mobile future."

MET Tokyo 3-7 April 2006MET Seoul 10-14 April 2006

The Mobile Executive Tour (MET)is a guided 1-week trip to leadingmobile epicentres; loaded with15-20 meetings that provideintelligence and business opportunities.


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Subs and 3G migration

As of 30 Nov 2005, Source: Telecommunications Carriers Association


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Mobile Market Summary

Next to South Korea, Japan is the leading mobile market

Japanese mobile market is carrier-controlled

3 MNOs are competing fiercely: NTTDoCoMo, KDDI, Vodafone

ARPU is very high, data ARPU is also very high

Push e-mail for consumers a standard feature since 1999

MNOs specifiy mobile Internet experience (thousands of requirements for

handset makers and software vendors such as Access)

The market is about migrating to 3G

All 3 MNOs offer data flat rates for heavy users for keitai use only

Only recently European and Korean handset makers have entered or will enter

the market, yet their volumes are very small


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KDDI au ARP U


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New Carriers in Japan in 2006/ 2007

Mobile market (68 billion ) 11 times bigger than fixed broadband market (6billion ). 3 players in mobile, 495 players in fixed broadband.

IP Mobile:

1,7 GHz, TD-CDMA (UMTS-TDD),

launch October 2006

MVNO model

flat rate price: 5.000 YEN direct, 3.000 YEN indirect

downlink up to 5.2 Mbps, uplink up to 858 Kbps

Softbank (Yahoo Japan): 2 GHz, W-CDMA HSDPA, launch 2007

eAccess (TV broadcaster as invesetor): 2 GHz, W-CDMA HSDPA, launch 2007

All 3 new entrants will offer data flat rates without limitations

They will promote VoIP on laptops and portable devices


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h ll f h d d f


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Challenges DoCoMo faces w ith i-mode outside of Japan

between 5 and 10 mio i-moders outside of JapanSome operators successful, e.g. Bouygues Telecom in France

E-Plus Germany stopped i-mode marketing a long time ago now E-Plus plays

host network to many MVNOs and concentrates on being a bit pipe, in early

2006 they will launch with Base and through MVNOs a UMTS flat rate for 25

/month, E-Plus already has Skype deal

2 year gap between i-mode Japan specs and i-mode global specs

Popular handset makers in Europe (Nokia, SonyEricsson, Motorola) only do i-

mode variants after WAP variants -> i-mode variants would hit the market too

late

Handsets are still the problem

Critical mass for content providers not there no virtuous cycle


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Thank You! Your questions are welcome!

Documents

2005-12-12 Mobile japan overview - Jan Michael Hess - Mobile Economy