Japanese Consumer Dynamics

Publication Date	February 2007
Publisher	Research on Asia
Product Type	Report
Pages	103
ISBN Number
Product Code	ROA00017

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Summary

This is a regular report published in ROA Group's Asian Consumer Dynamics (ACD) Annual Advisory Service Module which provides analyses on convergence trends with a focus on Usage Context, Usage Pattern and Usage Needs.

Japanese Consumer Dynamics report creates a positioning map for key topics that are becoming a trend in the mobile market. With the process, ROA Group suggests measures to boost their marketability and impact.

To gather information on user needs towards mobile services and handset functions, ROA Group categorizes them by using its own methodology. Based on the categorization and indexes in each category, the report predicts future potentials and possible links of the services and functions.

To analyze mobile user needs more specifically, ROA Group divides the user groups into segments according to ages, genders as well as lifestyles.

The convergence services are categorized in order to recognize user needs according to the following:

Communication:
- Email, MMS, SMS, PTT, VoIP
Information:
- LBS, Telematics, Searching, Data Contents/Service
Entertainment:
- Music, Movie/Video, Game, eBook TV, Radio
Community:
- SNS, Blog
Shopping:
- Auction, Promotion, Coupon
Finance:
- eMoney, Credit, Banking, Trading

Content

1. Summary
- 1-1. Report Guideline
- 1-2. Analysis Process and Methods
- 1-3. Analysis Tools
2. Mobile Market Overview 2006
- 2-1. Mobile Market Environment
- 2-2. Major Events in the Mobile Market
- 2-3. Trends in Each Category
  - 2-3-1. Service/Contents
  - 2-3-2. Device
3. 2006 User Analysis
- 3-1. Analysis Overview
- 3-2. Development of Mobile Internet - Mobile Search, SNS
  - 3-2-1. Mobile Search
  - 3-2-2. SNS
- 3-3. New Attractive Mobile Contents and Games
- 3-4. Changing Commerce - Mobile Shopping Mobile Auction
- 3-5. New Mobile Services: OSAIFU-KEITAI, GPS, 1 Seg
  - 3-5-1. OSAIFU-KEITAI
  - 3-5-2. GPS
  - 3-5-3. 1 Seg
- 3-6. Convergence between PC and Mobile Application - PC Linked Music Service
Including User Survey and Positioning Analysis on Each Topic
4. Conclusion
- 4-1. Topic Market Analysis regarding Trends
- 4-2. Topic Target Analysis regarding Trends
- 4-3. Analysis on Relations between the Topics and Mobile Carriers
Appendix
User Survey Graphs
Tables and Figures
- Figure 1. Services of Each Player
- Figure 2. Japan's Mobile Market Data as of September 2006
- Figure 3. Major Events in Japan's Mobile Market (From January to December 2006)
- Figure 4. Unified Pictogram Image
- Figure 5. SBM Arrange Mail Image
- Figure 6. DoCoMo 'CHAKUMOJI' Image
- Figure 7. Developments of Mobile Contents and Commerce Market
- Figure 8. Number of DoCoMo's DCMX Contracts and OSAIFU-KEITAI
- Contracts (As of September 2006)
- Figure 9. Positioning Map based on User Survey Results
- Figure 10. User Survey Segment
- Figure 11. Devices Used for Internet (Regardless of Age)
- Figure 12. User Experience of Mobile Search and Mobile SNS, and
- Subscription Ratio of Packet Flat Rate Users
- Figure 13. Mobile Search Service Experience and Usage
- Figure 14. Satisfaction of Mobile Search
- Figure 15. Reasons Users Are Reluctant to Utilize Mobile Search
- Figure 16. Obstacles to Inexperienced Mobile Search Users and
- Future Intention
- Figure 17. Analysis on Market Positioning of Mobile Search Service
- Figure 18. Developments of SNS, Blog Users
- Figure 19. User Awareness about SNS and Service Usage
- Figure 20. Devices of SNS Users
- Figure 21. Reasons for Low Mobile SNS Usage
- Figure 22. Future Intention of non-SNS Users
- Figure 23. SNS Market Positioning Analysis
- Figure 24. Mobile Game Users and Game Usage Pattern
- Figure 25. Mobile Game Usage and Package Flat Rate Users
- Figure 26. Mobile Game Usage Frequency
- Figure 27. Inexperienced Users and Their Future Interests
- Figure 28. Mobile Game Market Positioning Analysis
- Figure 29. Share of Mobile Shopping and Auction Users, and Packet
- Flat Rate Subscription Ratio
- Figure 30. Mobile and PC Shopping Usage Rate
- Figure 31. Mobile, PC Auction Usage
- Figure 32. Period of Using Mobile Shopping
- Figure 33. Period of Using Mobile Auction
- Figure 34. Amount of Money Mobile Shopping Users Spent Over the Past Year
- Figure 35. Amount of Money Mobile Auction Users Spent Over the Past Year
- Figure 36. Future Intention of the Inexperienced (Mobile Shopping)
- Figure 37. Future Intention of the Inexperienced (Mobile Auction)
- Figure 38. Mobile Shopping Market Positioning Analysis
- Figure 39. Mobile Auction Market Positioning Analysis
- Figure 40. Awareness and Possession of Wallet Phone
- Figure 41. OSAIFU-KEITAI Service Usage
- Figure 42. OSAIFU-KEITAI Usage Rate among Wallet Phone Users
- Figure 43. Future Intention of Users without Wallet Phones
- Figure 44. Future Intention of Those Who Don't Have Wallet Phones and Obstacles to the Service
- Figure 45. OSAIFU-KEITAI Market Positioning Analysis
- Figure 46. GPS-enabled Handset Possession Rate
- Figure 47. GPS-enabled Phone Usage
- Figure 48. Future Intention of non-GPS Phone Users
- Figure 49. GPS Market Positioning Analysis
- Figure 50. User Awareness of 1 Seg and Usage Rate
- Figure 51. Average 1 Seg Usage
- Figure 52. 1 Seg Service Usage Pattern
- Figure 53. 1 Seg Service User Satisfaction
- Figure 54. Future Intention of non-1 Seg Phone Users and Barriers to the Service
- Figure 55. Expected Usage of 1 Seg Services
- Figure 56. 1 Seg Market Positioning Analysis
- Figure 57. User Awareness about the Service and Experience
- Figure 58. Purposes of the Service Users
- Figure 59. Future Intention of the Inexperienced (PC Linked Services)
- Figure 60. PC Linked Service Market Positioning Analysis
- Figure 61. Mobile Music Service Usage Rate
- Figure 62. Mobile Music Service Usage Pattern
- Figure 63. Future Intention of the Inexperienced and Barriers to the Service
- Figure 64. Music Market Positioning Analysis
- Figure 65. Topic Market Positioning Analysis
- Appendix/User Survey Graphs
- Figure 66. Number of Possessed Mobile Handsets (Including PHS)
- Figure 67. Owner Name of Mobile Handsets in Use
- Figure 68. Mobile Carriers (Including PHS)
- Figure 69. Mobile Manufacturers
- Figure 70. Packet Flat Rate Subscription Rate
- Figure 71. Current Packet Flat Rate Plan (Monthly)
- Figure 72. Current Mobile Service Fee a Month
- Figure 73. Experience of Mobile Handset Repurchasing
- Figure 74. Mobile Game Usage Experience
- Figure 75. Mobile Game Usage Frequency
- Figure 76. Future Intention of non-Mobile Game Users
- Figure 77. Mobile Game Download Frequency
- Figure 78. Future Intention regarding Mobile Games
- Figure 79. Awareness about SNS
- Figure 80. Ways of Using SNS
- Figure 81. Reasons Users Are Reluctant to Use Mobile SNS
- Figure 82. Future Intention of non-SNS Users
- Figure 83. Awareness about Mobile Search Engine and Experience
- Figure 84. Mobile Search User Satisfaction
- Figure 85. Reasons Users Are Reluctant to Use Mobile Search
- Figure 86. Demands for Better Mobile Search Service
- Figure 87. Mobile and PC Online Shopping Mall Usage
- Figure 88. Mobile Shopping Usage Period
- Figure 89. The Amount a User Spends on Mobile Shopping/Year
- Figure 90. Mobile and PC Online Auction Usage
- Figure 91. Mobile Auction Usage Period
- Figure 92. Amount a User Spends on Mobile Auction/Year
- Figure 93. Future Intention of non-Mobile Shopping Users
- Figure 94. Reasons Users Are Reluctant to Use Mobile Shopping
- Figure 95. Future Intention of non-Mobile Auction Users
- Figure 96. Reasons Users Are Reluctant to Use Mobile Auction
- Figure 97. User Awareness about OSAIFU-KEITAI and Experience
- Figure 98. OSAIFU-KEITAI Service Experience
- Figure 99. Future Intention of the Inexperienced (OSAIFU-KEITAI)
- Figure 100. Reasons Users Are Reluctant to Use OSAIFU-KEITAI
- Figure 101. Mobile and PC Convergence Service Recognition and Experience
- Figure 102. Mobile and PC Convergence Service Usage and Purposes
- Figure 103. Future Intention of the Inexperienced
- Figure 104. Future Intention of the Inexperienced (Mobile and PC Convergence)
- Figure 105. Mobile Music Service Usage Experience
- Figure 106. Mobile Music Service Usage Pattern
- Figure 107. Future Intention of non-Mobile Music Service Users
- Figure 108. Reasons Users are Reluctant to Use Mobile Music Service
- Figure 109. GPS-enabled Handsets
- Figure 110. GPS Service Usage Experience
- Figure 111. GPS Handset Usage Experience
- Figure 112. Future Intention of non-GPS Service Users
- Figure 113. User Awareness about 1 Seg and Possession Rate
- Figure 114. Average Usage a Day
- Figure 115. 1 Seg Usage Pattern
- Figure 116. 1 Seg Service User Satisfaction
- Figure 117. Future Intention of non 1 Seg Phone Users
- Figure 118. Conditions for Buying 1 Seg Phones
- Figure 119. Interest in Services Linked to 1 Seg
- Figure 120. Interesting Services Linked to 1 Seg
- Table 1. Trends in Each Category (Service/Content)
- Table 2. Mobile TV Phone (from January to September 2006)
- Table 3. Mobile Handsets Compatible with GPS (January-September 2006)
- Table 4. Mobile Handsets Supporting Either 1 Seg or FM Radio (January-September 2006)
- Table 5. Number of Handsets Compatible with OSAIFU-KEITAI (January-September 2006)
- Table 6. Trends in Each Category (Device)