Lara Srivastava, Strategy and Policy Unit (ITU)
Lecture delivered at Michigan State University(East Lansing, Michigan)
24 March 2006
Note: The views expressed in this presentation are those of the author and do not necessarily reflectthe opinions of the ITU or its membership. Lara Srivastava can be contacted at [email protected]
Crazy for Keitai : Mobile ubiquity in
Japan
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Background
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Why Japan? • Tech-savvy population
– Popularity of consumer electronics on the whole, and particularly the mobile phone
• Mobile phones as ubiquitous & indispensable fashion statements
• One of the first countries to launch IMT-2000/3G
• Nation with cheapest broadband access in the world (Source: ITU)
• Government implementing a number of strategy initiatives geared specifically towards the further development of a “ubiquitous network society”
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3G or IMT-2000 “Keitai”Japan's 3G/IMT-2000 subscribers by technology (millions)
1.152.65
4.676.81
8.410
11.8 12.314.7 15.9 16.8
1.993.18
4.78
6.75
8.87
0.03 0.09 0.120.14
0.15
0.360.53
1.09
Dec-01
Mar-02
Jun-02
Sep-02
Dec-02
Mar-03
Jun-03
Sep-03
Dec-03
Mar-04
Jun-04
Sep-04
Dec-04
W-CDMA
CDMA 2000 1x
7.174.82
2.791.27
8.9311.09
13.7915.48
19.48
22.65
25.67
Source: MIC
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M o b ile s u b s cr ib e r s , to p 10, 2004, m illio n s
44.647.3
61.162.865.671.374.4
91.5181.1
334.8
Franc eIndia
United KingdomItaly
Braz ilGermany
Rus s ia
JapanUnited States
China
Japan as a leader in mobility
Source: ITUMIC
87 .0%33.0%
30.9%25.3%
24.4%22.4%21.7%
20.2%19.3%
17.9%14.8%
13.8%13.2%
12.5%12.1%12.0%11.7%11.1%9.3%8.9%8.7%8.5%8.3%1.2%1.1%
89.5%Japan
K orea (R e p .)
A rg entina
C hina
S ingapo re
T aiwan
Italy
C anada
A us tria
Ne the rland s
F inland
A us tralia
G e rm any
S witze rland
F rance
Unite d S tate s
Ne w Z ealand
F rance
P o rtug al
United K ing dom
Unite d S tate s
Hong K ong
G erm any
S pain
B e lg ium
D enm ark
Mobile Internet Subscribers as % of Mobile SubscribersSource: MIC, 3G Mobile
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3G – WCDMA subscribers
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The “Keitai” Context• Success of mobile Internet• Operator-led mobile sector• Revenue-sharing for content• Early introduction of IMT-2000/3G
services, including e.g. video services• Recent introduction of flat-rate 3G
billing• Ubiquitous network society
– Active governmental programmes and policy
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Mobile as Internet access method Mobile Internet Usage in Japan (2001-2003)
20.6%35.1%
47.1%16.9%
22.3%
22.0%33.5%
21.7%14.8%
2001 2002 2003
Unable to access the Internet viamobile phoneInternet can be accessed via mobilephone, but don't use itCan and do access Internet via mobilephone
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Mobile internet is everywhere
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Patterns of use
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Mobile: not only for ‘on the move’
Location when making mobile calls (2002)
11.7%
23.8%
30.4%
33.7%
38.3%
46.2%
In transit(train, bus)
In transit (ina car)
Station orbus stop
Publicplace (e.g.
shop)
Workplaceor school
At home
Location when using mobile browser (2002)
9.4%12.7%
21.1%23.9%
31.7%
63.2%
In transit (ina car)
Publicplace (e.g.
shop)
Station orbus stop
Workplaceor school
In transit(train, bus)
At home
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Content accessed throughnear–ubiquitous mobiles vs. PCs
Types of Content Accessed from Cell Phones(2003)
43.4%
21.9%
20.2%
13.9%
7.3%
3.8%
2.4%
0.4%
4.3%
84.0%Ring tones
Wallpapers
Music
Video games
News/weather
Visuals
Paid email newsletters
Software
Online Books
Other
Types of Internet Content Accessed from PCs(2003)
28.0%
21.3%
19.7%
12.4%
10.0%
7.0%
6.7%
5.3%
4.3%
4.0%
Softw are
Music
Visuals
Video Games
New s/Forecasts
Screensavers
Ring tones
Paid email new sletters
Online Books
OtherSource: MIC
Mobile Content (2003)
PC Content (2003)
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The role of age and genderInternet Access Method (PC or Mobile Phone)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%te
ens
twnt
ies
thirt
ies
fort
ies
fiftie
s
sixt
ies
teen
s
twen
ties
thirt
ies
fort
ies
fiftie
s
sixt
ies
Male Female
Mobile phone only
Both PC and Mobile Phone
PC only
Source: NRI
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New devices for anytime anywhere access
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New applications and services• IMT-2000 or 3G• Audio and video• LBS (ima-doko)• Mobile gaming• Multimedia home• In-vehicular
applications• Vending/ticketing • Digital Wallets
Top reasons for using the Mobile Internet inJapan (2003)
74.3%
50.1%
32.9%
26.4%
16.1%
10.9%
10.0%
Music
Wallpapers etc..
New s/Weather
Info search
Quiz, questionnair
digital video Source: MIC
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Keitai Device Evolution
DoCoMo SO504iCWith Felica card for payment/transport
TU-KA TS41First “sonic speaker” handset with
bone conduction technology
Vodafone V601NWith built-in TV tuner
DoCoMo SH2101VPDA-style terminal with
detachable pen-sized handset
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Enter: mobile digital wallets• Since March 2005, service by NTT DoCoMo,
integrating using contactless smart chip, FeliCa (widely used for public transport)
• Services include:– Cash withdrawal at ATMs– Shopping at kiosks, vending machines– Tickets for transport (air, rail…)– Ticketing for concerts, cinemas and theatres – Member’s card of sports clubs and shops – Key/ID to unlock automatic doors
of home and companies– online shopping
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But ubiquity also means access for all segments of the population
• Great demand for simple mobile handset for those not wishing/needing to use Internet or cameras
• TU-KA, KDDI’s 2G arm, released this simple handset (Tu-Ka S) in Nov 2004.
• Tu-Ka S has no LCD display or users manual, and has been a smash hit for users over 60!
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New network developments
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So what’s next in Japan• Japan is aiming for a “ubiquitous network
society”, that is to say a society in which there is “anytime, anywhere” access, for “anyone and anything”
• Since 2003, MIC has been working closely with industry and academia to stimulate the development of ubiquitous networks
• The current focus is on three technologies:• 1. Microchip network technology• 2. Ubiquitous network identification and agent
technology • 3. Ubiquitous network control and management
technology
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… in more detail:• Microchip network technology:
– Network technology enabling cooperation and control of large volume of microchips, in an environment where all devices are attached to the network
• Ubiquitous network identification & agent technology– Identification and agent technology that, with the use of
a contactless card, makes it possible to identify the individual instantly. That individual should then be able to use any terminal, anywhere. This terminal is to have the same configuration as the individual’s own terminal
• Ubiquitous network control & management technology– Technology to manage and control the network, allowing
the user to connect to the network anywhere, at anytime and providing the optimal communication service environment, based on the user’s particular situation at a given time
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Microchip network technologyMicrochip network technology
Securities, stamps and vouchers
Brand goods
Books Documents
Parcels
Control connectivity of 10 billion chips
Chips attached to various objectsClothes
Microchips Welfare, elderly, care
Through high-functionality microchips, a variety objects can be freely connected to the network.
Through simply holding a no-touch card, any terminal can be instantly configured as your own. Wherever you are and whenever you like, you can enjoy
the same communication services and diversity of content as in the office.
office
Able to get the same information
as in the office wherever you are
Variety of large-
scale information
Variety of large-volume
information
Ubiquitous network to which it is possible to unconsciously
connect anywhere, anytime and with anything. It is essential to develop complex
management technology.
Ubiquitous network authentication and agent technology
Ubiquitous network authentication and agent technology
Ubiquitous network control and management technology
Ubiquitous network control and management technology
Regardless of the terminal type, anything and anywhere can be configured as your own terminal.
Identification
Server
Identification information
Confirmed identity! Send configuration information
Please configure
Ubiquitous Network
To own settings
e-money
IC card
Source: MIC
The three-part approach
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The path to ubiquitous networksThe increase in the scale of
network connections over time
ITU-T NGN Forum s6_01, Murakami, July 2003
u-Japanu-Japan
From E-Japan to U-Japan
utilityevolution
Ubiquitous network
Solution-
oriented
Computer-ization
Narrowband Broadband
e-commerce, e-
government
7 leading areas
Usagee-Japane-JapanⅡⅡ
e-Japane-Japan
Infrastructure
Infrastructure
Usage
Solution-oriented
The challenge of
controversial iss
ues
Ubiquitous network
Source: MIC (Japan)
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Highlights: Chips and Codes
• The DoCoMo 2D Code– With this, mobile can read data from a
simple code– Eventually hyperlinks will be included– A first step to the T-Engine Forum’s
“Ubiquitous Communicator”?
• RFID – In Roppongi Hills trial – read or shop?– Sushi à la RFID– RFID tracking and transport– Mobile digital wallets
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Japan’s Concept of the Ubiquitous Network Society
Ubiquitous Network Society
User-oriented
Unique
UbiquitousEveryone and EverythingConnected to Networks
Universal
4U = For You
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4U: Consumer protection
and etiquette
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User concerns relating to ubiquitous communications…
User concerns relating to their use of ubiquitous network services (2003)
62.7%
59.7%
58.2%
49.2%
37.8%
37.5%
35.7%
34.7%
24.7%
7.7%
2.3%
1.2%
Fraud and unscrupulous methods of business
Leaks and improper use of personal information in the possessionof businesses
Improper access to and use of personal information
Increasing complexity of services and devices
Infection by computer viruses etc…
Possibility of being monitored by 3rd parties including family
Excessive reliance on ICT devices
Decline in thinking abilities and reading/writing skills
Weakening of personal relationships
None in particular
Other
No reponseSource: MIC
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… addressed by Japan’s Charter for “Ubiquitous Network Society”
Latent potential of ICT and its role in future society Ubiquitous network society — definitions, objectives and significance Balance between free and diverse information distribution, and safe and secure information distribution Positioning of the Charter
Preamble
Information access & dissemination rights
Information diversity
Promotion of information technology in business and society
Information literacy
Free and diverse information distribution
Privacy
Information security
Intellectual property rights
Information ethics
Safe and secure information distribution
Balance
Support
Ubiquitous Network Society Charter (Draft)
Construction of new social infrastructure
Establish a charter summarizing the basic principles and shared understandings for the ubiquitous network society
Balance between the real society and the cyber society Systems for local and international coordination and cooperation
Latent potential of ICT and its role in future society Ubiquitous network society — definitions, objectives and significance Balance between free and diverse information distribution, and safe and secure information distribution Positioning of the Charter
Preamble
Information access & dissemination rights
Information diversity
Promotion of information technology in business and society
Information literacy
Free and diverse information distribution
Privacy
Information security
Intellectual property rights
Information ethics
Safe and secure information distribution
Balance
Support
Ubiquitous Network Society Charter (Draft)
Construction of new social infrastructure
Establish a charter summarizing the basic principles and shared understandings for the ubiquitous network society
Balance between the real society and the cyber society Systems for local and international coordination and cooperation
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Protecting Data and Consumers
• Camera phones and privacy– Sounds
• Enhanced personal IDfunctions– Accessories
• Data protection and privacy– MPHPT study groups– National legislation– Guidelines DoCoMo F505i
With fingerprint sensor
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Privacy: the case of spam in Japan
2001 spam “to mobiles” increased dramatically→ Self-regulation by mobile operators
Administrative guidance by government to implement new measures
2002 Two Laws were enacted→ Legislation of Anti-spam Law & Amendment of Commercial
Transactions Act(For PC spam as well as Mobile spam)
2003 Spread of Domain-Designation Service (to Block PC spam)
spam sent “from mobiles” increased→ Self-regulation by mobile operators
(・・・and then it decreased)
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Spam: Mobiles vs PCsDevice
Type of spam
10%Sent “to mobiles”
90%Sent Sent ““to PCsto PCs””
Others(※)
10%Advertisements of matchmaking (dating) sites
90%
Sent “from PCs”50%(※)
Sent “from mobiles”50%
※ porno, drugs, software, etc.
※ Due to disguised sender's name, the real rate is suspected to be higher.
Source: Survey by Japan Computer Communications Association, 2003 fiscal year
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Japan’s Law on Regulation of Transmission of Specified E-Mail
Obligations of labeling for senders of specified electronic mail① Identification as Specified electronic mail(Label ”未承諾広告※”)② Sender’s Name/address ③ Sender’s E-mail Address ④ Opt-out E-mail Address
Obligations of labeling for senders of specified electronic mail① Identification as Specified electronic mail(Label ”未承諾広告※”)② Sender’s Name/address ③ Sender’s E-mail Address ④ Opt-out E-mail Address
・ Administrative Orders by Minister to uphold the law・ Fines up to 500,000 yen ($5,000) assessed on failure to observe Administrative Orders
・ Administrative Orders by Minister to uphold the law・ Fines up to 500,000 yen ($5,000) assessed on failure to observe Administrative Orders
L a b e l i n g
Transmission of specified electronic mail to a person who has indicated he/she does not want to receive such mail is prohibited.
Transmission of specified electronic mail to a person who has indicated he/she does not want to receive such mail is prohibited.
O p t - o u t
P e n a l t y
・ Prohibition of mail transmission utilizing any program that generates random fictitious e-mail addresses・ Telecommunications carriers are authorized not to provide volume e-mail transmission services if the e-mails include random fictitious addresses.
・ Prohibition of mail transmission utilizing any program that generates random fictitious e-mail addresses・ Telecommunications carriers are authorized not to provide volume e-mail transmission services if the e-mails include random fictitious addresses.
O t h e r s
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RFID Privacy Protection Guideline (June 2004)
Business operators and government agencies provide information and explanation to consumers to gain fair understanding.
10. Provide information and explanation to consumers
Establishment of information manager is necessary for proper information management.9. Establish information manager
In case of recording personal information into RFID tag, keep the information (1) accurate with no obsoleteness, (2) revise the information with request from the consumer, and (3) prevent falsification of information.
8. Secure the information accuracy
Try to notify the person the objective of information usage when a consumer’s personal information is recorded into RFID tag. When it is used for other than primary objectives, try to gain agreement of the consumer.
7. Restriction of information collection and use
Privacy protection law will be enforced in case that it is easy to put the information in RFID tag into database and specify particular individuals,
6. Use of information data base
Explain the society’s benefit and harm caused by consumers refusal to provide information
5. Information provision as society’s benefit
Notify that consumers are able to choose their personal information not to be read (entirely or partially).
4. Consumer’s choice
Notify consumers of RFID tag’s existence with the commercial items (place, recorded information)
3. Existence and Appearance
Rules that business operators should observe when a RFID tag remains on the purchased items
2. RangeRFID tag’s smooth acceptance in society, respect consumer’s right1. Objective
Business operators and government agencies provide information and explanation to consumers to gain fair understanding.
10. Provide information and explanation to consumers
Establishment of information manager is necessary for proper information management.9. Establish information manager
In case of recording personal information into RFID tag, keep the information (1) accurate with no obsoleteness, (2) revise the information with request from the consumer, and (3) prevent falsification of information.
8. Secure the information accuracy
Try to notify the person the objective of information usage when a consumer’s personal information is recorded into RFID tag. When it is used for other than primary objectives, try to gain agreement of the consumer.
7. Restriction of information collection and use
Privacy protection law will be enforced in case that it is easy to put the information in RFID tag into database and specify particular individuals,
6. Use of information data base
Explain the society’s benefit and harm caused by consumers refusal to provide information
5. Information provision as society’s benefit
Notify that consumers are able to choose their personal information not to be read (entirely or partially).
4. Consumer’s choice
Notify consumers of RFID tag’s existence with the commercial items (place, recorded information)
3. Existence and Appearance
Rules that business operators should observe when a RFID tag remains on the purchased items
2. RangeRFID tag’s smooth acceptance in society, respect consumer’s right1. Objective
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Mobile “etiquette” in Japan
• A time and a place?• Industry self-regulation
– Restaurants– JR Railway– Shinkansen
• Individuals– Awareness– Etiquette
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Discussion
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Discussion Points
• How does the Japanese experience with mobile phones differ from your (your country’s) experience?
• What do you see as the main factors of Japan’s success?
• What can other countries learn from this experience? Are the same success factors applicable in other countries?