The Future of Mobile Commerce in Japan

Publication Date	July 2006
Publisher	Research on Asia
Product Type	Report
Pages	93
ISBN Number	not applicable
Product Code	ROA00005

Buy this product or for assistance call +44 20 7060 7474

PDF £1,625.00$2703 | €1819

FAX Order above formats by FAX

Summary

As mobile market matures and service provider competition intensifies, mobile carriers cannot realize sustainable development only with mobile communications revenue in Japan. Accordingly, they strive to create new business models by combining mobile industry with others, accelerating mobile convergence. Among others, mobile commerce is emerging as a concept, which has the biggest potential to help generate substantial profit for mobile carriers.

Conventionally, mobile commerce refers to online transactions utilizing mobile devices on mobile network. In Japan, however, the scope of the concept has expanded as mobile payment and marketing

are being used in offline transactions. In addition, media mix is playing an increasing role in the commerce industry as mobile phones are combining with conventional media such as TV and radio.

Therefore ,this report defines mobile commerce as all online and offline commercial activities related to finance, marketplace, and marketing via mobile devices.

Scope of the Report

This report includes six chapters. The first chapter analyzes the market environment when the mobile commerce was launched. The second chapter studies three groups of Japan?fs mobile commerce including M-Finance, M-Marketing, and M-Marketplace, based on the classification determined by previous analysis of ROA Group. The third chapter examines strategies, current development and future direction of Japan?fs mobile carriers in each segment of mobile commerce. While the fourth chapter presents the current and future direction of security technology and services, the factors supporting mobile commerce, the fifth chapter identifies user trends, response, and flaws of this technology by studying end-user behaviors. Finally, the sixth chapter provides a forecast and identifies barriers and drivers for further development of mobile commerce.

Who should buy this report

The report is useful for mobile carriers who seek new income sources in North America, Europe, and East Asia and other matured markets, as well as companies such as financial institutions,

e-commerce companies and content providers who want to break into the mobile commerce market.

It is also useful to other interest groups such as solution providers, security solution companies and device manufacturers in designing and implementing their future business plans.

Content

Executive Summary
1. CONCEPT AND BACKGROUND OF MOBILE COMMERCE
- 1-1 Concept of Mobile Commerce
- 1-2 Background of Mobile Commerce and Analysis on Market Environment
2. ANALYSIS ON MOBILE COMMERCE SERVICE
- 2-1 M-Finance
- 2-1-1 Services Led by Mobile Carriers
- 2-1-1-1 iD
- 2-1-1-2 DCMX
- 2-1-1-3 Combined Bill (Collecting Bill Payments)
- 2-1-2 Services Led by Financial Companies
- 2-1-2-1 QUICPay
- 2-1-2-2 Smart Plus
- 2-1-3 Services Led by Others
- 2-1-3-1 Edy
- 2-1-3-2 Mobile Suica
- 2-2 M-Marketplace
- 2-2-1 Shopping Portals Led by Mobile Carriers
- 2-2-2 Mobile Shopping Mall Led by Large E-Commerce Companies
- 2-2-3 Marketplace Dedicated to Mobile Users
- 2-3 M-Marketing
3. SECURITY TECHNOLOGY SUPPORTING MOBILE COMMERCE
- 3-1 Biometrics
- 3-1-1 Fingerprint Recognition
- 3-1-2 Face Recognition
- 3-1-3 Voice Recognition
- 3-2 Remote Lock
- 3-3 Public Key Infrastructure
- 3-4 Future Direction of Security Function and New Technology
4. ANALYSIS ON PLAYERS
- 4-1 NTT DoCoMo
- 4-2 KDDI
- 4-3 Vodafone (SoftBank Mobile)
5. USER RESPONSES
- 5-1 Usage of Mobile Commerce Service
- 5-2 Frequency of Mobile Commerce Usage
- 5-3 Purchased Products and Service Trends
- 5-4 Access Route to M-Marketplace
- 5-5 Amount of Money Spent on M-Marketplace
- 5-6 Payment for Mobile Shopping
- 5-7 Barriers to Mobile Commerce
6. FUTURE DIRECTION AND SUGGESTIONS
- 6-1 Barriers to Mobile Commerce
- 6-2 Drivers behind Mobile Commerce
- 6-3 Projection on Mobile Commerce Market Size
- 6-4 Suggestions
List of Tables
- [Table 1] Comparison of Display and Sound among Mobile Devices in Korea, China and Japan
- [Table 2] Opportunities and Threats of iD Platform
- [Table 3] DCMX mini and DCMX
- [Table 4] Ranking of Mobile Shopping Sites
List of Figures
- [Figure 1] M-Commerce Domain
- [Figure 2] Mobile E-Commerce Market and Trends (1998 - 2004)
- [Figure 3] Background of Mobile Commerce Development
- [Figure 4] Subscriber Net Addition of Each Mobile Carrier (From April 2000 to March 2005)
- [Figure 5] Penetration of 3G in Japan
- [Figure 6] Evolution of Mobile Devices
- [Figure 7] QR Code
- [Figure 8] Expansion of User Behavior
- [Figure 9] Business Categories of M-Finance
- [Figure 10] Value Chain and Business Model of iD Platform
- [Figure 11] NTT DoCoMo's Strategy for Spreading iD Platform
- [Figure 12] Usage of iD Service
- [Figure 13] Flow of Paid Money through Combined Bill Scheme (Collecting Bill Payments)
- [Figure 14] Flow of Paid Money through Edy
- [Figure 15] Flow of Paid Money through Mobile Suica
- [Figure 16] KDDI's Shopping Platform Structure
- [Figure 17] Rakuten's Online Shopping Mall and Mobile Shopping Mall Sales 2004-2006
- [Figure 18] Value Chain of Mobile Marketing
- [Figure 19] Usage of NTT DoCoMo's ToruCa
- [Figure 20] The Latest FeliCa Phone Equipped with Fingerprint Recognition Sensor
- [Figure 21] Latest Mobile Phones Equipped with Face Recognition Module
- [Figure 22] NTT DoCoMo's FirstPass
- [Figure 23] KDDI's Security Pass
- [Figure 24] Mobile Commerce Services of Each Mobile Carrier
- [Figure 25] NTT DoCoMo's Partners in Finance, Logistics and ECommerce Industry
- [Figure 26] Process and Income Model of NTT DoCoMo's Businesses in the Financial Market
- [Figure 27] KDDI's Mobile Commerce Business Growth
- [Figure 28] Image of 'KDDI THE CARD'
- [Figure 29] Changes in Value Chain due to the Advancement of KDDI
- [Figure 30] Usage of Mobile Commerce Service
- [Figure 31] Usage of Mobile Commerce by Different Age Groups
- [Figure 32] Frequency of Usage by Gender and Age (2005)
- [Figure 33] Purchased Products and Service Trends of Male and Female Users
- [Figure 34] Access Route to Mobile Shopping Site and Mobile Auction Site
- [Figure 35] Money Spent on Mobile Shopping/Mobile Auction (one time)
- [Figure 36] Major Payment Tool for Mobile Shopping
- [Figure 37] Complaints of Mobile Commerce Users
- [Figure 38] Projection on Mobile Commerce Market