第11章日本手机移动SNS分析.ppt

Japan Mobile SNS Study January 2010 Japan’s mobile phone market is in a mature phase The saturation is here with penetration rate standing at 89% The growth is modest with 4% up YoY (Aug. ’08 - Aug. ’09) (see Chart: 3) Japan is a dominantly postpaid market Just 1.3% of accounts are prepaid and they are decreasing There are two types of mobile phone standards in Japan: cellular and PHS Among country’s 113.7m wireless subscriptions, 96% account for cellular phones Remaining 4% go to Personal Handy-phone System (PHS) There are three main cellular standards employed in Japan: PCD, CDMA WCDMA 2G: cdmaOne (a CDMA flavor) and PCD, a home-grown standard vanishing from the scene 3G: CDMA and WCDMA evolutions Japan cellular phone market has almost completely switched to 3G standards Just about 5% of accounts are still 2G In 3G, WCDMA takes lion’s share as three operators support it vs. single CDMA operator WCDMA operators are NTT DoCoMo, Softbank and eMobile; KDDI au backs CDMA Data usage is abundant due to high 3G penetration and advanced devices available Among 109m cellular connections, 84.3% have data plans added on Mobage Town is a game-centric social network with a focus on delivering fun and entertainment experience Mixi is focusing on creating the value of communication among real life friends through social apps and games Gree is a virtual online community where users can socialize with each other through avatars, play games and earn or buy virtual goods Japan’s Cellphone Edge @ Japan’s Cellphone Edge @ mixi facebook gree mobage town twitter Yahoo!Days Part 1. Japan’s Mobile Phone Market Overview Japan mobile phone market is well developed Source: Telecommunications Carriers Association, August 2009 Last year Japan’s wireless market grew by mere 4% Source: Japan Ministry of Internal Affairs and Communications, 2008 Mobile phones, including PHS, are the most owned communications devices In popularity they surpass personal computers and fixed line telephones Mobi