iWhile playing the real player FOMAP2102V.htmlj
I appreciate you came here.
I give the presentation short time about the Japanese cell phone market from now.
I am hoping to help your future work by this.
First I must say.
My English is very poor.
Also, my English pronunciation is very improper.
Please offer it to me if there is an incomprehensible part while giving a presentation.
But, tell me more slowly than usual in case of that.
Then, I begin.
iHere PPT. Start/ cover pagej
In Japan, I can call cell phone KEITAI. KEITAI means gbeing portableh originally.
I am explaining about Japanese country.
Economical comparison with America is involved in this, too.
Japan is a very little island country.
There is land about 1/25 of America.
Also, there is less level ground because Japan has many mountains.
In that small area
About half of the number of American population lives.
About capital Tokyo
In 0.02% of the American areas
People that are 4% of the American population live.
This is so-called night-population of Tokyo.
It is about two more times of this in the daytime.
Though Japan is under the recession at present.
The gross domestic product is the second, next to America.
The GDP of around one person is the first in the world.
The annual income of around one person is as same as America.
I explain about the network career of the Japanese cell phone.
A Japanese cell phone market is dominated by three service providers.
I explain about NTT DOCOMO first.
DOCOMO is the acronym for " Do Communications over the Mobile Network"
DOCOMO is the creator of i-MODE and w-CDMA
There are 44million customers.
80% of the numbers is the subscriber of I-mode.
A 3G-cell phone FOMA was launched for the first time in the world.
FOMA is the acronym for "Freedom Of Mobile multimedia Access"
Although, DoCoMo is a private enterprise at present
They are the subsidiary companies of NTT which was a government enterprise by 1985.
NTT is a private enterprise now.
This company was established in 2000 by the merger of DDI that was the cell phone company and KDD that was the international telephone call company and IDC that was the long-distance call company, to fight against the Gulliver DoCoMo.
There are 17million customers.
The brand name of the cell phone of this company is being called AU.
This company made a start as a subsidiary company of JR that was the largest railroad enterprise of Japan
This company attached a digital camera to the cell phone for the first time in the world.
This service is being called "ľáß[é".
Sha means gtaking pictureh in Japanese.
There are 14million customers.
This company became one of the border phone groups.
Each provider offers a different service and a charge plan.
There is no big difference about the target of each company
I explain about the system adopted in the Japanese cell phone.
Most Japanese cell phones adopt this standard.
This is original standard of Japan.
Communication by the packet of 9.6bps, can be done.
This was put on the market exclusively by KDDI.
In other countries
This is introduced as 2.5G.
But it is treated as 2G in Japan.
The selling point was that quality of voice was very good.
Leading the whole world
DoCoMo put it on the market in 2001.
A brand name is being called FOMA.
As you know, this is 3G.
Wireless Data Transmission of FOMA is 384kbps-packet and 64K data transmission
And, this has a videophone function.
The capacity of the battery couldn't satisfy the user.
But, that problem is being cut down with the latest model, too.
KDDI calls this as 3G.
But DoCoMo is calling this 2.5G.
Wireless Data Transmission is 144kbps packet and 64K data transmission no-packet.
This was put on the market last year.
It has already gotten more than 8million customers.
KDDI stopped already making CDMA-ONE.
At the end
PHS has been coexisting with the cell phone as a simple target mobile phone since 1995.
The biggest advantage of this is to have 64K data transmission
no-packet with a low charge.
By this advantage
This has been often used for the communication device with the PC
Many Japanese high-tech companies are making the device of the cell phone.
But for the Japanese customer
The important point is network career
So device makerfs name is not so important.
It is because each handset is sold as the name of each network career
I explain about The Channel of Distribution of the Japanese cell phone.
I think that this figure is almost the same as American that.
But, Japanese structure is a little more complicated.
Each carrier shop is managed by the general trading company that had made a contract with service provider.
As well as America
Consumers donft buy directly from Handset makers.
And, when a consumer changes device, the number changes, too.
But, FOMA adopts the chip called the FOMA card that all numbers and information were on.
Like a SIM card of GMS.
Therefore, When you changed present FOMA to other FOMA devices.
A telephone number is unchanged for changing a FOMA card.
I want you to see the photograph of the actual stores.
A Japanese cell phone counter is very much displayed like this.
Most decorations are the sales promotion tool that it is supplied from the service providers.
Most large electric store locates the cell phones and cell phone accessories near the entrance as well as on the floor.
It is because a cell phone is a strong product for large electric store.
I explain about the change in device.
A cell phone was such a device.
It weighed no less than 3000g.
Follow such a change from 1987 to1995.
It became such size in 1999.
This is the commemorative first-device of I-mode.
The weight of this was only 57g.
I explain about the growth of the Japanese cell phone market.
As an example, I wrote the time line of DoCoMo here.
Subscribers of the Japanese cell phone have been increasing since 1996 each 10million every year.
As that reason
The device price became so lower and lower, and a personal market grew
And cell phone was recognized by a consumer as an entertainment tool. by having the function such an I-mode.
Nowadays for the young man, women and young-adult
A cell phone exists as an indispensable tool of their life.
Let me explain about the advent of I-mode.
This figure is the time line of the number of I-mode contractor.
The emergence of i-mode changed the meaning of existence of the Japanese cell phone.
If you travel in Japan, you will be able to see very many passengers watching the big screen of the cell phone in the train as well as in town.
I-mode is the service begun by DoCoMo in 1999.
A customer can read the various i mode Compatible sites made by Compact HTML.
Also, they became to do the various that they want.
For example, sending e-mail, to download ring-tone, download various entertainment programs.
The matters that can be realized are lot, in others as well.
Other service providers have already begun the same service like an I-mode, too.
I explain what you can do with i mode.
And then I show you what can be done with other main services in Japan.
By using i mode, you can take the following service, for example.
Check train schedules and city maps, sees the weather forecast, check a bank account, looking for the restaurant and make a reservation, buy a concert ticket,
the payment of the money, read a newspaper, and download wallpaper images and
ring tone melodies
Next, I explain about I-APPRI.
This is Java-based i-Mode service.
You can download a game program and financial service application software and more by this through DoCoMo's packet network.
Next, I explain about i-motion.
i-motion is supplied only to FOMA exclusively.
That is distribution service of the video clip.
FOMA user can see the climax of sport, and see a press conference,
and enjoys the announcement of the latest movie,
and you can enjoy the video of the popular song.
Also, a user can mail the video file taken by using FOMA through i-motion mail service.
Next, I explain about "Sha- mail".
"Sha- mail" was started by J-phone in 2001.
This was the first service of the world.
Using this service, you can attach the still picture that you take with the built-in-camera on the mail and send it.
Customers of J-phone have increased rapidly since the start of this service.
Next, I explain about "EZ -navigation".
This is the service using GPS to know your position.
A user can attach the image of the map to the mail.
Therefore, this service is being convenient when you are making an appointment
with the friend, or something like that.
The characteristics of the Japanese cell phone market are that it is using mainly as a personal use and as entertainment tool.
Of course it is using for the business as well.
There is a communication in the base of the entertainment
But, a user hasn't been satisfied any longer only by the communication.
The survey of one university revealed a tendency that the student who doesn't study
often uses a cellular phone more than average.
When some students are about to be late for school,
If they leave cell phone on the house,
They will come back home to take it.
Then, I explain about a part of the amusement function of the cell phone.
It is very popular to exchange a message with friends.
If you come to Japan, a Japanese cellular phone isn't put on their ears,
but looked at the screen in the crowded commuters' train
Each provider also allows special color characters to be sent,
such as a happy and sad faces, small animated images, animals, people, hearts, etc to show emotion.
I explain about the game and the entertainment.
A game is mainly downloaded
That are JAVA based program.
The graphics is very important for Japanese.
The game of black and white can't be seen now.
We download not only a game but also short video of Winne the Pooh, karaoke,
and color screen savers and more.
Almost all young men's ring tones were downloaded.
That is chosen from several thousand songs.
Ring tone is composed of 64 chords.
By one survey, 70% of the people download ring tone from the charged site, every month.
This is my FOMA. Please listen to my ring-tone.
Feel free to pass over.
The next is Built-in-Camera.
A Japanese user not only takes a picture, and sends it.
But also, we enjoy printing out as a photograph.
Recently, there is a model built the camera of mega-pixel.
There is a music distribution service called M –stage music
to FOMA and the PHS exclusively with 64Kbps.
This service hasn't been spreaded widely yet.
I heard that there are a few line-ups of the new tune.
I talk about the Japanese cell phone charges.
Japanese cell phones have a basic monthly fee, and then charge you
by minute depending on the talking time of day.
Email/Internet access also has a small basic monthly fee (about $3),
plus a data-transmission charge (about half a cent per only text e-mail).
Cell phone charges are paid by the person who called.
The charge of the e-mail is paid by the person both who receive it and sent it.
Like this figure
The amount usage of Japanese per month is about 80 dollars to average.
A volume zone is an office worker for thirtyfs and teen-ager
Then, finally I talk you that the latest information of the Japanese cell phone
According to the latest reference,
Subscriber of cell phone and the PHS exceeds 79milion.
A diffusion rate to all the population is 62%.
Rapid increase in since 1996 is slowing down recently.
This shows that a market is about to be saturated.
So, service provider has begun a new challenge.
That is to develop device for the car, the infant, the vending machine,
for the crime prevention of the house, and so on.
According to the latest information
The market share of the handset makers is like left figure.
This right figure Show the reason why the user bought that cell phone.
A price and design score are strong.
The woman "Easy to manage E-mail" is smaller than a man.
As for the battery, a man worries more than a woman.
Except young man,
A man can be called a heavy user more.
As for the cell phone form, folding - flipping type and a color liquid crystal screen is the main stream.
I can say that for twenty generations and 30's almost all cell phones are these types.
I explain about the latest cell phone.
This is so505i of NTT DOCOMO.
This is PDC.
Hand set maker is Sony.
Surprisingly, the built-in camera is 1.3million pixel.
This pixel is the same as the digital still camera of average Japan.
This is available even as the remote controller of the television.
Therefore, you can download Tv-guide and turn on the TV program that you want to watch.
Next, this is P504i of NTTDOCOMO.
This is PDC, too. And maker is Panasonic.
This has two cameras.
And have two screens.
This is the structure which is convenient for a user's taking pictures of them self.
Next, PHS and FOMA
This is a PHS.
Say "Xg" by the Japanese pronunciation.
As for "Xg", it means the friend of the wrist in Japanese.
Since penetration of a cell phone.
Some young men stopped wearing a wristwatch.
I am one of the people who don't wear a wristwatch, too.
This was made by CASIO.
I don't know if this will make it. Because this has black and white screen.
This is P2102V of FOMA.
A user can enjoy a videophone and i-motion with the big screen.
A screen rotates 360 degrees.
A user can take pictures and videos of the various angles.
By equipping a memory card.
They can take a video clip for 3 hours and 76 hundreds photographs.
Next, KDDI and J-PHON
This is KyoceraA1013K.
It is CDMA2000-1X.
This model is being bought by the person who treated old CDMA-one for this, very well.
A user buys a new cell phone within one year on the average.
Also, this model has various color variations, which is one of the popular reasons, too.
What a price is low is one of the charms.
In my opinion
Any design should be put on the performance and the function that can satisfy the present consumer.
A customer in Japan doesn't choose a cell phone by only design.
This is J-SA51.
Made by Sanyo.
It is one of the popular reasons that Standby Time is very long with 330 hours.
And, various amusement functions are equipped in the camera by J-Phone that is the pioneer of the built-in camera.
Then, see a Japanese TV commercial.
And, I put the latest catalog on the table.
Feel free to look it.
I ordered this video from Japan for this presentation.
It costs no less than 400 dollars.
Then, Video start
It will be about two minutes
Please let me talk about these TV commercial.
Remember the commercial that a woman is waiting for the boy friend in the town of winter.
Like that, mail attached photograph@ is used to make personal mail nicer.
Do you remember the commercial of the housewife?
That advertises the cell phone of the simple function for aged man.
The commercial that a soccer player, David Beccam appeared.
He is one of the most popular sport players of foreign countries in Japan.
He is very handsome.
The copy of that say that "J-PHONE goes over the wall of the border."
Santa Claus' commercial is the advertisement of the promotion.
The purchaser of J-phone can get photograph E-mail from real Finland Santa Claus.
Santa Claus is seen as the father's second image in Japan, also.
This photograph is the event of FOMA planned by me.
This was held in the inside of the station where many people gather and at the crowded down town.
I put the report of this event and POP on the table.
Feel free to look.
This is the campaign of FOMA planned by me.
DoCoMo targets new university graduates and new students in
April - the start of the fiscal year.
A FOMA Purchaser may be able to receive various premiums at the lottery.
By the latest quantity survey,
I explain the trend of the present Japanese cell phone user.
This figure showed the use number of times ratio of voice call and e-mail.
They use cell phone for the mail more than voice call.
As for the average receiving-sanding one-day, voice-call is 4.0 times. And "e-mail" is 7.0 times
This figure is a result of survey about How cell phones equipped with Web and mail services are used.
Though both a cellular phone and a personal computer can give the same E-mail.
But that use seems to be respectively different.
It shows a tendency that cell phone is used more personal and in informal.
This figure is showing about Attached functions of cellular phones that are considered necessary / unnecessary
In being disappointing.
It seems that I can't say that users are completely still aware of the various new services.
For the Japanese user
A perfectly necessary thing seems to be E-mail, a camera and Internet browsing function with color screen.
But, if researching only about young,
I think some score of the necessary functions will rise more.
This figure shows the photography subject of the built-in camera.
A user is using a camera as a tool to make a memo and mail nicer.
This graph shows "Typical subscription services used over the past year"
A young user often downloads music and an image.
The over 50th user often visits a site to see news and a weather forecast.
The person who has ever purchased something over the cellular phone is 23.7%.
Books and fashion apparel is first and second.
Cell phone coming into wide spreading in the personal market.
The wicked crimes that aimed at the general, and social problems have been increasing.
A crime such as murder with mobile dating services
Schoolgirls compensated dating.
Exactly, this is just prostitution of Schoolgirl. But they never call it prostitution.
They look for sugar daddy or something like that through E-mail or bulletin board,
And then, they want him to give allowance by dating involved sex.@
A debt increasing by the young's cell phone charge
The abduction for which pre-paid cell phone was used
A fighting with the user of the cell phone in commuters' train
The molester who use a built-in camera
WANGIRI means one-ring hang-ups.
My friend took the charge of several hundred dollars by this.
Each service provider is carrying out various countermeasures to that.
Here, as a typical example
I wrote the countermeasure of NTT DOCOMO.
But, a problem for the client can become a business chance for the advertising agency, too.
I made various projects to advertise the various countermeasures of DoCoMo.
At the end
In Japan we can do various thing by using the cell phone now.
Entirely, the telephone of a quality like a real voice
Anywhere Without roaming,
High-speed data communication
E-mail and game and more amusement
See various images, motion and the newspaper and others
Listen to the music.
Take a photograph and a motion picture.
Understand where the pet and their child are now through GPS with attached small device on their neck or somewhere.
Buy juice with a vending machine, and use it for the commuterfs pass.
Take a remote controller substitute with karaoke.
Use as a remote controller of the television.
The presence of mobile phones and mobile devices has grown so large that they are now considered an indispensable partner in the daily lives of people.
Their potential is not limited to voice communications.
It also includes many methods of communications that connect us to things around us.
So, for the end
Watch the video of the cell phone market, which NTT DoCoMo is proposing for 2010.
This is real player of the Internet.
Well, it is a start.
Thank you for your long time.
I put a document for this presentation in the my folder of the server of the account planner.
If you want to see Japanese advertisement,
Please tell me
All materials are put on the side of my desk.
All I want to present was finished.
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