The Secret Sauce: How It All Adds Up. Conclusion to our eight part introduction to the Japanese mobile market. Coming next: cool mobile sites and a look at the future!
4. The Secret Sauce
Key differences to other markets
Same cost for Flat rate data
User Experience Level >90% 3G
on- and off- with “free” penetration
deck access messaging
Operators
Operators
Operator-Handset Maker control All handsets pay handset
Relationship Level handset SIM-locked makers
makers
Operator
Operator Business Model Email, not revenue (Open)
Level SMS share favors standards
CPs
Regulatory/Government Competition on network technologies
Level
No spectrum license costs
5. Mobile Telecommunications Market Japan
Content: Driver for Data Revenues (¥ billion)
Data
2,477
Voice 423 Content
5,074 723
62 Commerce
Advertising
Sources: Mobile Content Forum, Dentsu, NTT DoCoMo, KDDI, SoftBank (2007;2008)
