1seg: Mobile TV in JapanMarket Overview

Christopher Billich

Tokyo, October 27, 2008

1segIntroduction

NHK-developed ISDB-T standard(Mostly) simulcast + BML data feedFree receptionLack of business modelTailored content starting to appear, but limited due to high development costsEarly advertising experimentsBattery life issues

Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Aug

4136

28

20

1410

63210

Cumulative Handset Shipmentsin million

Percentage of 1seg-enabled handsets shipped

Source: JEITA, August 2008

2006 2007 2008

3032

55

64

71

81

Top 10 Most Popular Phone FunctionsOther than Voice and Email

1. Calculator 2. Alarm Clock 3. Camera 4. Calendar 5. Note Pad 6. QR Code Reader 7. 1seg 8. Game Apps 9. Infrared10. Music Player

Source: goo Ranking, September 2008

Befor

e bre

akfas

t

During

brea

kfast

After b

reak

fast

Commut

e to..

.

During

brea

ks, lu

nch

Commut

e fro

m...

Befor

e dinn

er

During

dinn

er

After d

inner

Befor

e bed

Oth

er

Don’t u

se

39

6

20

12

23

15

32

12

322

Usage by Time of Day”When do you use 1seg?” - in %

7 am 11 pm

Source: japan.internet.com, October 2008Base: Users with enabled handsets, N=89,multiple answer

Usage Frequency”How often do you use 1seg?” - in %

Source: Seed Planning, September 2008Base: Users with enabled handsets,N = 600 (2008; 2007), 300 (2006)

2008/08

2007/07

2006/05 19

18

18

41

41

45

14

18

17

14

12

12

12

11

8

Every day 3-4 times/week 1-2 times/week Spontaneously Don’t use

At home, room with no TV

At work or school

Right before/after sleep

Waiting for public transportation

Passenger-/backseat of car

On train/bus

12

21

16

24

6

38

13

21

17

29

7

41

17

19

22

22

27

33

17

18

23

24

25

37

Usage Context”Where/how do you use 1seg?” - in %

Source: Seed Planning, September 2008Base: Active users,N = 497 (2008), N = 494 (2007) multiple answers

Weekdays (2008)Weekdays (2007)Weekends (2008)Weekends (2007)

Usage Context (ctd.)”Where/how do you use 1seg?” - in %

Source: Seed Planning, September 2008Base: Active users,N = 497 (2008), N = 494 (2007) multiple answers

Weekdays (2008)Weekdays (2007)Weekends (2008)Weekends (2007)

In room with TV

At store/cafe

Waiting in line

Waiting for people

In bathroom

Doing chores at home

Other

3

8

4

18

12

8

18

1

7

8

12

12

13

17

4

7

5

18

11

6

15

3

7

9

10

11

13

15

13%

17%

70%

1seg vs. Mobile Video Downloads”Which do you use more?”

1SegVideo

Neither

Source: japan.internet.com, October 2008Base: 1seg/mobile video active users, N=89,multiple answer

1%12%

5%

29%

53%

Usage PositionMobile Moving Image Content

Phone in hand

Phone in charging stand

Phone on table

Lying down

Lying down

Other

Source: japan.internet.com, October 2008Base: 1seg/mobile video active users, N=89,multiple answer

Consumer (Dis)satisfaction with 1segin %

Completely satisfied Battery life No service in some areas Clarity of reception

6159

34

9

Source: CIAJ, July 2007Base: Mobile Phone Users in Tokyo/Osaka(multiple answers possible)

Preferred Types of Programmingin %

News

Spor

ts

Drama

Enter

tainm

ent

News

Spor

ts

Drama

Enter

tainm

ent

65

50

70

46

22

63

News

Spor

ts

Drama

Enter

tainm

ent

News

Spor

ts

Drama

Enter

tainm

ent

48

25 21

54

Users w/ Enabled Handset and Viewing Interest

Users w/o Enabled Handset, but Viewing Interest

Men Women Men Women

-- --

Source: Infoplant, April 2007

Use of BML Data Feed“How often do you use this feature?”

34%

31%

29%

7%

Sometimes

NeverOften

RarelySource: goo Research, September 2007Base: Active 1seg Users

Simulcast vs. Tailored Programmingin %

“PreferSimulcast”

50.5

53.3

49.5

46.7

2008/09 2007/07

“PreferMix ofSimulcast and TailoredProgramming”

Source: Seed Planning, September 2008; July 2007Base: Active users,N = 497 (2008), N = 494 (2007)

Beyond SimulcastFujitsu Spotcasting

Local area broadcasting with limited reachH.264 format plus BMLAutomatic launch of1seg client and tuning via FeliCa chip on phoneInstallation cost: ca. USD 1,000In-store broadcasting, temporary broadcasts at events, security applications etc.

Source: Fujitsu

Beyond Simulcast1seg + QR Code Coupons

NTV, Coca Cola & NTT DoCoMo Trial, September 2007Receive QR code coupons via BML feedRedeem at over 20,000 QR code reader-enabled vending machinesP2P distribution of coupons via Ir, Email and NFC

Source: NTT DoCoMo

Beyond Simulcast1seg + Games + Coupons

Source: AV Watch

TBS & McDonald’s Trial Campaign, July 2007Sports Betting Game during Baseball BroadcastPrizes: Coupons redeemable at McDonalds

Infinita Business Areas

Infinita Selected Clients

Thanks!

billich@infinita.co.jp

www.infinita.co.jp/enwww.slideshare.net/cbillich/slideshows