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Short presentation on current state of mobile TV in Japan, doing away with a few myths in the process.
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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!
www.infinita.co.jp/enwww.slideshare.net/cbillich/slideshows