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Handsets innovation Learning from Japan’s mobile market Benjamin Joffe | March 08 Managing Director | Plus Eight Star Ltd
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Handsets innovation
Learning from Japan’s mobile market
Benjamin Joffe | March 08Managing Director | Plus Eight Star Ltd
Agenda
1. Is Japan useful to look at?
2. Are Japanese makers successful?
3. What can we learn from Japan?
1. Why look at Japan?
100 mln 500 mln
Mobile subscribers
ARPU
450 RMB 90 RMB
High value customers
Revenues of mobile carriers
490bln RMB 450bln RMB
Prepaid/postpaid ratio
5% prepaid 65% prepaid
More stable business
Stronger controlby mobile carriers
Easier to introduce
Products & services
Handsets market
Handset sales
50 million 150 million
Replacement rate
50% 30% (at best)
Faster innovation
New models introduced
100
900?
Innovation by numbers?
Not really….
Makers
Sharp 25%
Panasonic 13%
Fujitsu 12%
Toshiba 12%
NEC 9%
TOTAL 71%
Mitsubishi, Sony-Ericsson,
Casio + Hitachi, Kyocera
(Nokia, Motorola, Pantech, Samsung, LG)
Nokia 33%
Motorola 16%
Samsung 11%
TOTAL 60%
Many others…
Local makers ~30%
Very fiercelocal competition
No foreign brandsin Japan
Weak local brandsin China
What works today in Japan?
(data courtesy of IDC Japan)
No candybars!
Why?
(is it “Asian design”?)
Bigger screens!
3 inches
260,000 colors
TFT Full-wide VGA
480x854
For mobile services(95% is non-messaging traffic)
Slimmer than ever
NTT DoCoMo
Spring 08 models Number of colors
Saturated market?
Less is more
Tu-Ka S (2004)
NTT DoCoMoRakuRaku Phone Simple (2005)
KDDI Junior Mobile (2006)(with GPS!)
NTT DoCoMo “Kid‟s mobile”
(both by Sanyo)
KDDI Design Project
KDDI Design Project
INFOBAR 2
Integrating services
Takeshi Natsuno
Senior VP & inventor of i-mode
NTT DoCoMo
It's not about bandwidth, nor standards,
nor unique Japanese culture.
It is about fun and convenience.
Japanese put great effort into designing
new technologies that can be adopted by
anyone, especially techno-phobes.
Product innovation
vs.
Ecosystem innovation
2. Are Japanese makers
successful?
Well…
Global market shares
Nokia 40%
Samsung 14%
Motorola 12%
Sony-Ericsson 9%
LG 7%
Others 17%
1. Aversion to Risk
Missing the global market
2. Over-dependence
on carriers
Missing the global market
3. Stuck with
local standards
Missing the global market
Who takes the
riskof innovating?
Why innovate?
OEM/ODM
(Made in China)
Brand
(Made by China)
Up the value chain
3. Key learning
0Predict the futureby looking at Japan
1Great screens
2Collaborative design
3Underserved
niche markets
4Fun and Convenience
Thanks!
Inside Cyworld
Inside QQ
Published research
Free sample | www.plus8star.com
• [+8*] (Plus Eight Star Ltd) is a consulting boutique
operating from Beijing, China
• To learn more about us, please visit our site at
www.plus8star.com.
The company
• Provide strategic analysis to operators & content providers
to anticipate their markets
• Bring best practices in business models, service design
and marketing to Internet and mobile companies to
accelerate their business
• Other services range from M&A advisory, market entry,
partners identification to negotiation support
Our services
• „Innovation Arbitrage‟: bridging differences in market
maturity worldwide, using Asia as a source
• Strategic consulting on best practices in mobile and
Internet services in China, Japan and South Korea
Our focus
• Multicultural team covering the 3 markets
• Hands-on experience with local companies
• Large network of contacts
• Cross-market & cross-cultural awareness
Local expertise and global perspective
Co-Founder & Organizer | Mobile Monday Beijing
• Leading Information & networking event for mobile
professionals in China
• 18 sessions since March 2006
• 2300+ members, 60 presentations
• www.mobilemondaybeijing.com
Managing Director | Benjamin Joffe
• 8 years in Internet & mobile in Japan, Korea and China
• Tel: +86 1371 880 3321
• Skype: benjamin0123
• Email: [email protected]
The future has already arrived. It is just not evenly distributed yet.
William Gibson
Science fiction author & father of the cyberpunk genre
Coined the term "cyberspace" in 1982
About +8*
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