奥美Wireless Technologies The Future is Japan023.PPTVIP

Wireless TechnologiesThe Future is Japan Overview Internet Market in Japan Wireless Market Trends The Success of i-mode New and Funky i-mode sites The Future The Wireless Market in Japan Japan is alive and happening Internet usage increasing at phenomenal rates Mobile Internet is rocketing as more and more content is made available The i-mode is hot! Everyone wants one “There are a few things a Japanese teenager girl doesn’t leave home without : her six-inch platform shoes, some touch-up toner for her hair colour of the day, and her i-mode phone” [Business Week, 1/17/00] Why the i-mode? i-mode was launched in February 1999 by NTT DoCoMo and is proving to be a huge success Having a Major impact on marketing and e-business in Japan DoCoMo is dominating the Mobile Internet market i-mode allows its users instant access to the Internet via a cell phone - users are always connected, in ‘stand by’ for receive data 98% nationwide access i-mode uses a packet network system which enables cheaper usage fees monthly fee of only \300 with i-mode e-mail address i-mode users - Who are they? User Profile almost half of users are white collar workers the next largest group is students, teenagers user group split quite evenly between men and women, though there are dramatic differences in age distribution by gender female users are younger than male users on average women in their 20’s account for almost 2/3 of all female i-mode users 80% of all male users are between 21 and 40 years of age i-mode Subscriber Rate Number of subscribers to i-mode a huge 4,211,111 (2/20/00) in first 12 months and growing rapidly 250,000 new subscribers weekly The number of i-mode customers exceeded 5,927,764 as of April 13, 2000. NTT DoCoMo is predicting to reach a target of 10 million subscribers in 2000 Internet Access by PC i-mode Forecast i-mode : A Lifestyle Home PC penetration rates remain low in Japan - (29%) 68% of Japanese households have at least one mobile phone The mobile Internet