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Presentation from Mobile Copenhagen 2009 conference, June 15, 2009.
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Future Insight:Mobile Commerce in Japan
Christopher Billich
Mobile Copenhagen 2009June 16, 2009
What I will talk about in the next 30 minutes
Why the Mobile Webis huge in Japan
Mobile Shopping via Browser
Mobile Shopping via NFC
Some interesting Statistics
What I won’t talk about
daddytypes.com
I work for a company called
based
somewhere around herenasa.gov
which works for companies like
The Shameless Advertising
Part
The Shameless Advertising
Part
Who all want to know One Thing:
The Shameless Advertising
Part
“How can we applywhat already works in Japanin our mobile market?”
The Shameless Advertising
Part
“Wheel” [(h)w ēl]
circular object rotating on an axle
need not reinvent
Why look for answers in Japan?
“It’s when a technology becomes normal, thenubiquitous, and finally so pervasive it’s invisible, that the really profound changes happen [...].”
108 million mobile subscribers
9 in 10 use theMobile Web
>3 hrs 2-3 hrs 1-2 hrs 30 min-1 hr Daily, <30 min Less than daily I don’t
3%4%
13%
16%
22%
15%
24%
“More than an hour daily”: 61%
“At least daily”: 90%
...and they use it lotsMobile Web Usage Frequency, 16-24 year-old users
Source: Infinita, April 2008
Why that is
istockphoto.com
Operators: benevolent dictators
High-Spec Handsets
No device fragmentation
Unwalled Gardens
Revenue sharefavoring contentproviders
istockphoto.com
Carrier X Android iPhone Nokia 日本70%30-50% 90%70% 70%
Content Provider Revenue Share
Messaging is (almost) free ¥0,--
istockphoto.com
10,000 charactersMobile PCMultiple LinksEmoticonsAttachments
...yet extremely rich:
4 in 5 of them on 3GAlmost everyone on 3G
40% of mobile data users on data flat rate plans
istockphoto.com
The Low Entry Barrier Gym MembershipPricing Model
Email, not SMS
Operators control handset makers
(Open) standards
Operator revenue
share favors CPs
Same cost for on- and off-deck access
All handsets SIM-locked
Flat rate data with “free” messaging
Competition on network technologies
>90% 3G penetration
Operators pay handset
makers
Regulatory/Government Level
Operator Business Model Level
Operator-Handset Maker Relationship Level
User Experience Level
No spectrum license costs
The Secret SauceKey differences to other markets
Market VolumeMobile Commerce and Auctions (US$ billion)
Source: Mobile Content Forum (2005-2007), Infinita (2008 est.; 2011 est.)
2005 2006 2007 2008
1.85
1.55
1.30
1.12
1.34
1.23
1.11
0.89
3.39
2.71
1.93
1.65 4.443.292.58
1.54
GoodsServicesTransactionsAuctions
2011
3.06
1.79
6.23
9.17
29%
1%4%
11%17%
34%
4%
Active UsageVery interestedInterestedUndecidedNot really interestedDefinitely not interestedDon’t know
Mobile Commerce User BehaviorUsage and Usage Intention
Source: impress R&D, 2008 (Mobile Internet Users, N=3,178)
Total 10s 20ies 30ies 40ies 50ies 60ies
9179746971
6271
921263130
3829
10s 20ies 30ies 40ies 50ies 60ies
9282
63646464
818
37363636
Male Users
Male Users
Female Users
YesNo
Mobile Commerce User BehaviorUsage by Demographic
Source: impress R&D, 2008 (Mobile Internet Users, N=3,178), in %
Mobile Commerce User BehaviorPreference Criteria
Source: IMJ Mobile, 2008 (Active Mobile Shopping Users, N=312), in%, multiple answers
Trustworthiness
Ease of purchase
Loading speed
Convenience
Ease of reaching products page
Ease of comparing products
Degree of information detail
Quality of product search
Design
Ease of registration 22.4
22.8
27.9
33.3
41.0
49.4
54.8
59.9
60.3
63.1
Mobile Commerce User BehaviorPayment Preferences
Source: impress R&D, 2006 (Active Mobile Shopping Users, N=795), in%, multiple answers
Cash on Delivery
Credit Card
Pay at Convenience Store
Bank Transfer
Postal Transfer
via Mobile Phone Bill 6.3
20.5
22.6
36.1
49.4
65.0
Mobile Commerce User BehaviorProduct Categories
Source: impress R&D, 2008 (Active Mobile Shopping Users, N=927) in%, multiple answers
Fashion
Books, Magazines
CD, DVD
Cosmetics
Foods
Travel, Accomodation
Furniture, Design Goods
Health Goods
PC-related
Games 11.4
12.4
13.4
13.7
14.8
20.6
22.4
30.3
35.7
39.5
Mobile Commerce User BehaviorSpend per Year (in US$)
Source: impress R&D, 2008 (Active Mobile Shopping Users, N=927)
12%
15%
20%24%
11%
9%5% 1%
up to 2930-4950-99100-299300-499500-9991,000-2,9993,000-4,9995,000+
Mobile Commerce User BehaviorUsage Frequency
Source: impress R&D, 2008 (Active Mobile Users, N=927)
10% 16%
37%17%
11%
8%2%
Not at allOnce a year2-4 times/yr.5-9 times/yr.10-19 times/yr.More than 20 timesDon’t know
Mobile Users Mobile Data Users Mobile Shoppers
411
10389
205
8177
Mobile Commerce User BehaviorAverage Spend per Year by Reference Group (in US$)
20072008
Sources: impress R&D, 2008/2007; Mobile Content Forum 2007; Infinita 2008 (est.); includes Auctions
Product RecognitionCamera! ER Search
Product RecognitionCamera! ER Search
Operator/Retailer Collaborationau Shopping
Shopping for LaborOtetsudai Networks
Luxury Goods meet Manga on MobileLouie Vuitton
Love Soap and Runway ShowsGirlswalker/Tokyo Girls Collection
Mobile TV with Built-in Shopping1seg
Mobile NFCEnabled: 73%Usage: 18%
Source: impress R&D, September 2008 Base: All Respondents, N= 3,178 (2008)
Payment (Prepaid & Credit)
Coupons/CRM
Flight Check-in
“Lifestyle Infrastructure”
:
a.k.a.
Glued to the screen 24/7.
The second-best screen to be glued to:
Check out www.infinita.tv(it’s completely free)