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Mobile Monday
Italy www.mobilemonday.it
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Mobile Monday Milan - 12 December 2005Jan Michael Hess, CEO, www.mobileeconomy.de
Mobile Executive Tour to Tokyo and Seoulw w w .mobileeconomy.de/ met
"As close as you can get toour mobile future."
MET Tokyo 3-7 April 2006MET Seoul 10-14 April 2006
The Mobile Executive Tour (MET)is a guided 1-week trip to leadingmobile epicentres; loaded with15-20 meetings that provideintelligence and business opportunities.
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Subs and 3G migration
As of 30 Nov 2005, Source: Telecommunications Carriers Association
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Mobile Market Summary
Next to South Korea, Japan is the leading mobile market
Japanese mobile market is carrier-controlled
3 MNOs are competing fiercely: NTTDoCoMo, KDDI, Vodafone
ARPU is very high, data ARPU is also very high
Push e-mail for consumers a standard feature since 1999
MNOs specifiy mobile Internet experience (thousands of requirements for
handset makers and software vendors such as Access)
The market is about migrating to 3G
All 3 MNOs offer data flat rates for heavy users for keitai use only
Only recently European and Korean handset makers have entered or will enter
the market, yet their volumes are very small
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KDDI au ARP U
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New Carriers in Japan in 2006/ 2007
Mobile market (68 billion ) 11 times bigger than fixed broadband market (6billion ). 3 players in mobile, 495 players in fixed broadband.
IP Mobile:
1,7 GHz, TD-CDMA (UMTS-TDD),
launch October 2006
MVNO model
flat rate price: 5.000 YEN direct, 3.000 YEN indirect
downlink up to 5.2 Mbps, uplink up to 858 Kbps
Softbank (Yahoo Japan): 2 GHz, W-CDMA HSDPA, launch 2007
eAccess (TV broadcaster as invesetor): 2 GHz, W-CDMA HSDPA, launch 2007
All 3 new entrants will offer data flat rates without limitations
They will promote VoIP on laptops and portable devices
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h ll f h d d f
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Challenges DoCoMo faces w ith i-mode outside of Japan
between 5 and 10 mio i-moders outside of JapanSome operators successful, e.g. Bouygues Telecom in France
E-Plus Germany stopped i-mode marketing a long time ago now E-Plus plays
host network to many MVNOs and concentrates on being a bit pipe, in early
2006 they will launch with Base and through MVNOs a UMTS flat rate for 25
/month, E-Plus already has Skype deal
2 year gap between i-mode Japan specs and i-mode global specs
Popular handset makers in Europe (Nokia, SonyEricsson, Motorola) only do i-
mode variants after WAP variants -> i-mode variants would hit the market too
late
Handsets are still the problem
Critical mass for content providers not there no virtuous cycle
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Thank You! Your questions are welcome!