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1
Mobile Internet in Japan(i-mode, Ezweb, J-sky)
2003.3K.Tomisawa Professor
Faculty of Management Dohto University
2
Contents
• Using mobile internet has become a daily scene in Japan
• Mobile internet has two characters: interactive media & mass media
• Will the vertical-integrated business model developed by mobile communication carriers be open?
3
Using mobile internet is a daily scene in Japan
• Mobile Internet has promoted the Internet use in Japan.– Internet users: 69million(2002.12)– Percentage of users population : 54.4%
• PC users:57million• Cellular phone users:27million• Mobile internet users:60million
4
Internet Users 2002 ( For reference )
13.98
16.84
16.97
19.25
26.27
32.10
34.30
59.10
69.42
165.75
0.00 50.00 100.00 150.00 200.00
Brazil
Canad a
France
Italy
Korea
Germany
U.K.
China
J apan
U.S.
million
(Source) MPHPT
5
Internet Users (Japan)
(Source) MPHPT
11.616.9
27.169.4
55.947.1
37.1
44.0
54.5
21.413.4
9.20
20
40
60
80
100
120
1997 1998 1999 2000 2001 2002
(000
)
0
10
20
30
40
50
60
(%)
Intenet Users
percentage of users
6
Game machine,TV User3.6 million( 5.2 %)
PC User57 million( 82.4 %)
Cellular phone, PHS, PDA User28 million( 40.2 %)
The number of internet users of each device
Total 2002.12:69 million
Cellular phone, PHS, PDA only 11 million
PC only39 million
【 16 million 】
【 0.8 million 】
【 0.2 million 】Game machine,TV only1.4milliom
【 1.3 million 】
(Source) MPHPT
Mobile internet users 2002.12 60million
7
0
10000
20000
30000
40000
50000
60000
70000
80000
1988
.3
1989
.3
1990
.3
1991
.3
1992
.3
1993
.3
1994
.3
1995
.3
1996
.3
1997
.3
1998
.3
1999
.3
2000
.3
2001
.3
2002
.3
2003
.1
(000
)
Cellular phoneMobile internet
2003.1 (000)Cellular phone users : 73,900Mobile internet users : 60,235(81.5%)
Cellular Phone & Mobile Internet Users (Japan)
(Source) TCA
8
Mobile Internet Users / Cellular Phone Users (2001.12)
(Source) Baskerville Telecom Group
72.3
59.1
16.5
13.8
9.4
7.9
7.9
7.0
6.9
6.6
5.0
0 20 40 60 80
J apan
Korea
Finland
Canada
Singapore
U.S.
Germany
Italy
U.K.
Taiwan
France
(%)
9
a phone placed over an ear → a phone placed in front of a face.
We use a cellular phone in order to phone, too.
10
Factors of i-mode success
• Careful in selecting contents(Official contents) → NTT Docomo collects the charge of official contents t
ogether with its telephone charges. →NTT Docomo manages the portal site where official c
ontents are linked.
• “What can be done.” is the only PR.– Difficult things, such as an "Internet connectivity", are not sa
id.
• Packet switching service always connected≒• New functional devices at a low price
11
Cellular Phone Users (Company Share)
Mobile Internet Users (Service Share)
61%19%
20%
i-mode
EZweb
J -sky
58%18%
24%
Docomo
KDDI
Vodafone (2003.1)
12
• User’s literacy has progressed• E-mail → picture-mail → movie-mail• Web ( weather news, transfer information, etc.)• Download ( game, ringtone melody, picture,etc.)
• Coupon, prize• Web(shopping, auction, reservation, banking )→ payment, certifica
tion• Web ( link the DB of the company )
• Multicolor, polyphonic ringtone, java, GPS, camera, infrared rays
• Speed up
The highly functional devices have been introduced into the market timed with the progress of user's literacy.
13
Media-mix
Shopping, reservation
Download
Web (gather information)
Mail multicolor Java GPS camera infrared ray
highly functional devices, easy to use
Progress of user's literacy
Expansion of business use
14
02000400060008000
10000120001400016000
2001
.01 03 05 07 09 11
2002
.01 03 05 07 09 11
2003
.01.
14
(000
)
Vodafone total
Camera-equipped
8million59.9%
Camera-equipped cellular phone has become popular
15
Diversification of Mobile Business
• Pay contents (ringtone melody, picture, game,etc.)• Mobile commerce
– Completed type– Store-guided type
• Mobile advertisement ( banner, mail, coupon)• Solution business ( support companies’ usage of mob
ile internet )– A new strategy of content providers– System integrators prepare menus including mobile internet
16
Mobile infra business
Mobile use businessMobile business
Telecommunication carriers, machine makers, software providers
Airline industry, financial industry, transportation industry, retail industry, public field, etc.
Mobile advertisements, mobile commerce, mobile contents, mobile solutions
17
Interactive mass-media
• Media features– Mass-media:60million users
– Portable: carry-on for 24 hours
– Personal: connected with a specific person
– Interactive
– Real time:always connected, immediate reaction
× Unfitted for hierarchical information retrieval
× Difficult to input a long URL
19
0
20
40
60
80
100
5:0
0朝
8:0
0~
8:0
010:0
0~
10:0
012:0
0~
12:0
0昼
13:0
0~
13:0
015:0
0~
15:0
017:0
0~
17:0
019:0
0~
19:0
0夜
21:0
0~
21:0
023:0
0~
23:0
0 1
:00
~
1:0
0深
夜 5
:00
~
%
平日休日
Time zone in which a cellular phone or PHS is within a meter away
(Source)Video Research
weekdays
weekends/holidays
morning midnight
20
0
20
40
60
80
100
120
140
160
180
0:0
0
1:0
0
2:0
0
3:0
0
4:0
0
5:0
0
6:0
0
7:0
0
8:0
0
9:0
0
10:
00
11:
00
12:
00
13:
00
14:
00
15:
00
16:
00
17:
00
18:
00
19:
00
20:
00
21:
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22:
00
23:
00
時 間
アク
セス
指数
(注 )ア クセ ス 指 数 = そ の 時 間 帯 の ア クセ ス 数 /一 日 の 時 間 当 り平 均 ア クセ ス 数
0
20
40
60
80
100
120
140
160
180
0:0
0
1:0
0
2:0
0
3:0
0
4:0
0
5:0
0
6:0
0
7:0
0
8:0
0
9:0
0
10:
00
11:
00
12:
00
13:
00
14:
00
15:
00
16:
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17:
00
18:
00
19:
00
20:
00
21:
00
22:
00
23:
00
時 間
アク
セス
指数
(注 )ア クセ ス 指 数 = そ の 時 間 帯 の ア クセ ス 数 /一 日 の 時 間 当 り平 均 ア クセ ス 数
ガ リ バ ー ・ イ ン タ ー ナ シ ョ ナ ル の モ バ イ ル イ ン タ ー ネ ッ ト サ イ ト へ の 一 日 の ア ク セ ス 状 況
Access index
Access index =No. of access in the time period/ No. of average access per hour
Daily access situation of the used car site
hour
21
Privacy
Screen
Operating
Portable
Starting
Input
Initial setting
Phone
Mobile internet
hard to be seen
poor
easy
always at hand
can use immediately
immediately
difficult
phone function
PC internet
easy to be seen
rich
difficult
at office or home
setup is troublesome
take time
easy
no phone function
Comparison with the mobile internet and PC internet
○
○
○
○
×
×
○
○
×
×
×
×
○
○
×
×
22
Progress of Media-mix
• 「 mass-media 」+「 mobile internet 」=「 Informs widely 」+「 interactive 」
– Mobile commerce ( linkage with magazines )• ちびギャザ (mail order)
– Mobile campaign ( linkage with packages )• ネットでファイヤー (canned coffee)
– Mobile cashing ( linkage with TVCM )• アコム (loan)
23
The lens effect :Mobile internet selects useful information for individual among miscellaneous information and converts to action.
Mass m
edia
select
Action
diffusion
Mobile
internet
convert
24
Applying mobile characteristics in the business field
• Approach to the consumer market– Sales channel, sales promotion, product planning
• Computerization of those who work under the mobile environment– Sales person, driver, etc. ( to raise operating
efficiency ratio )• Gather information about distant places and
things
25
Distinctness of the cellular-phone industry of Japan
• The vertical-integrated business model developed by mobile communication carriers
• MPHPT carved every layer of the model– Opening of a portal site to non-official content providers– Opening of network to ISP– Improvement of MVNO environments– The portability of the telephone number is a left-behind subj
ect.
26
Business process
Contents & Applicationlayer
PlatformLayer
(charges, certifies, manages the portal site, etc.)
NetworkLayer
(telecommunication service operator)
Devicelayer
The vertical-integrated business model developed by mobile communication carriers
The portal site was opened.
Carriers collect the charge of non-official contents.
The network was opened to ISP.
Portability of a telephone number is unsolved.
The environment for MVNO was improved.
Makes the rule of each interface= makes a module of each composition element
MPHPT
27
Classification of product architecture
carIBM360
Lego
PC
Degree of interdependence of a part design
Co
ope
ratio
n b
eyo
nd
the co
mpa
ny
integral modular
closeopen
( Source ) T.Fujimoto, A.Takeishi, Y.Aoshima “Business Architecture” 2001 Yuhikaku, etc.
28
Will business use be expanded?
• obstacles– security– prejudice– the vertical integration model
• factors of promotion– development of solution business
• MVNO, SI
– development of 3G
29
Mobile Phone Users (System Share) 2003.1
Docomo59%
KDDI5%
Vodafone18%
KDDI11%
KDDI7%
Docomo0%
Vodafone0%
W-CDMA
cdmaOne
cdma20001x
PDC