Table of Contents

• Executive Summary: 3G in Japan
• Building 3G in Japan: two waves of disruptive innovation
  Why disruptive innovation
  First wave, second wave
  Disruptive innovation: the key criteria
  Disruptive innovation: different value proposition, initially underperform established technologies in main stream markets...
  Disruptive innovation: new features that customers value
  Disruptive innovation: typically cheaper, simpler...
  The case of TD-SCDMA
  Standardization practices in US, EU and Japan
  
• Overview of Japan Telecommuncations markets as a background for 3G
  How did Japans Telecom industry become one of the worlds most competitive?
  Japans Telecom competitive landscape
  Recent transactions and developments
  Overview of Japans mobile 3G internet systems
  NTT dominates in size
  Competition for Japans mobile phone markets (mobile subscriber numbers for Japans seven mobile systems, data: 1998-2004)
  Market shares in Japans mobile markets ( overall market shares of DoCoMo, Vodafone and KDDI/AU, and focus on KDDI/Vodafone competition, data: 1998-2004)
  Three groups coompete for over 70 million wireless internet users in Japan (subscriber figures for Japans mobile internet systems excluding PHS, market shares, data: 1998-2004)
  i-Mode subscribers compared to competing wireless internet services (subscriber figures for Japans mobile internet systems excluding PHS, data: 1999-2004)
  Section summary
  
• The first wave of 3G service roll-out in Japan (2001-2005)
  Dynamics of the first wave of 3G roll-out in Japan
  Competing network technologies and carriers (Table)
  3G and 2G cell phone subscriptions in Japan (data: 2002-2005)
  3G cell phone subscriptions in Japan (data: 2002-2005)
  DoCoMo "FOMA Chasm" (graphics, chasm, early adopters, mainstream)
  First wave of 3G introduction (conversion rates for the three competing carriers, data: 1998-2004)
  First wave of 3G introduction (market shares of the three carriers, data: 1998-2004)
  Analysis of 3G introduction dynamics in Japan
  
• From 2005: the second wave of 3G development in Japan
  Expected market participants and network technologies (table, including expected participants, technologies, data rates, starting dates)
  Conclusions for 3Gs second wave
  
• Recommendations for carriers introducing 3G services - what to learn from Japans 3G development
  Privacy
  
• Crucial factors for the success of 3G in Japan
  Overview: coverage, handsets, content and services, fees and business models
  Some factors we believe are not important for 3G success
  Coverage: discussion
  Dual network service: 2G/3G handover - Europe (GSM/UMTS), KDDI/AU (CDMA2000), DoCoMo (FOMA)
  Coverage: base stations
  Indoor coverage as a business opportunity: IMCS
  Indoor coverage (number of indoor stations for FOMA, data: 2002-2006)
• 3G handsets
  Handsets are crucial for success
  3G handsets, overview
  Evolution of mobile phone displays: 2000-2004
  Mobile internet and camera handsets: trends towards the sweet spot
  100 grams/100 cubic centimeter handsets are preferred
  Handsets need to have 2-3 weeks standby time, and more than 1 day talk time
  DoCoMo FOMA P2102V as a demo
  DoCoMos 900i series
  Pricing issues and typical street prices for 3G phones in Japan vs 2G phones
  Camera phones as disruptive innovation for DoCoMos 3G FOMA
  
• Importance of handset design for 3G success, the KDDI/AU 3G "Designer Series"
  KDDI/AU 3G "INFOBAR" (November 2003)
  KDDI/AU 3G "INFOBAR" Key properties functions
  KDDI/AU 3G "INFOBAR - NISHIKIGOI" demo
  "INFOBAR" and the KDDI/AU "Design Project"
  KDDI/AU "Design Project": "talby" by marc newson ltd
  NOKIA 7600 3G phones on sale in Japan
  
• Operating systems and software
  Operating systems
  TRON Overview
  The wapro trap
  Symbian
  Browser market: which browser dominates
  Software
  
• Charges, ARPU and business models for 3G
  ARPU (average revenue per user) for 3G compared to 2G (data for 2000-2004)
  Voice call charges: 2G vs 3G
  Data charges
  Details and impact of flat data rates on 3G
  Average data packet usage on DoCoMos networks (2G vs 3G)
  Data charges for 3G - metered vs flat rates for different carriers (data: June 2004)
  Data charges for 3G vs 2G (data: June 2004)
  Data charges for 3G for high volumes of 3G data (data: June 2004)
  
• Usage statistics
  FOMA subscribers have much higher data usage at lower charges (data: 1999-2004)
  
• Video on 3G
  Video on 3G - a killer application?
  Video on 3G has many different applications beyond video telephony
  Video telephony on 3G - strategic pricing
  DoCoMo Airview
  DoCoMo Jailor: pretending to be at home when you are not - protecting your home
  DoCoMo seeding the 3G video market with applications: remote video control for machinery
  DoCoMo seeding the 3G video market with applications: remote video control for robots
  DoCoMo seeding the 3G video market with applications: Visual controller with demo
  
• Music: from Chaku-Melo to Chaku-Uta to Full Songs
  3G to revolutionize music distribution
  
• i-Mode = marketing success story for the 2G-3G transition of wireless data services
  i-mode revenue model
  Concept and basics
  i-mode in a nutshell
  The i-mode eco-system
  i-mode concept: General
  i-mode concept: Business Models
  i-mode concept: Current implementation
  i-appli - JAVA applications, a crucial component of i-mode and 3G
  i-appli - JAVA: Basics
  i-appli - JAVA: Typical applications
  i-appli - JAVA: Games
  i-appli - JAVA: JAVA system concept
  i-appli - JAVA: i-appli and JAVA leads to higher data usage
  The official i-mode menu as a portal for content, services and transactions
  Evolution from 1999-2003
  Premium sites: a billion dollar market
  Subscription statistics: fraction of subscribers registering for premium sites (data from 1999-2003)
  Subscription statistics: average number of premium sites per subscriber (data from 1999-2003)
  Evolving portal presentation: 2G to 3G (data from 2001-2003)
  The i-mode experience 2004 on 3G-FOMA
  The i-mode experience 2004 on 3G-FOMA: navigating the menu
  The i-mode experience 2004 on 3G-FOMA: The top menu
  The i-mode experience 2004 on 3G-FOMA: The i-menu
  The i-mode experience 2004 on 3G-FOMA: The menu list
  The i-mode experience 2004 on 3G-FOMA: The menu list - main headings
  Demonstrating i-mode progress from 2003-2004 (including introduction of Macromedia FLASH)
  The i-mode experience 2003 on 3G-FOMA
  The i-mode experience 2003 on 3G-FOMA: navigating the menu
  The i-mode experience 2003 on 3G-FOMA: The top menu
  The i-mode experience 2003 on 3G-FOMA: The i-menu
  The i-mode experience 2003 on 3G-FOMA: The menu list
  The i-mode experience 2003 on 3G-FOMA: The menu list - main headings
  i-mode usage and traffic profiles
  average i-mode data usage (data from 1999-2003)
  Handset novelty and functionality drive i-mode usage (data from 1999-2003)
  i-Mode user profile (usage profile by gender and age group)
  i-Mode web access events by content class (data: 2000-2003, and 2G versus 3G/FOMA)
  i-Mode Typical page view statistics for selected top sites (data: 2001-2003)
  i-Mode traffic for different activities: send mail, receive mail, view web page, and total traffic (data: 14 August 2003, 39.3 million subscribers)
  Analysis of i-mode traffic profiles
  Email and messaging: usage statistics (data for 2001-2003, 2G versus 3G/FOMA)
  Email and messaging: pricing and service characteristics (data for 2001-2003, 2G versus 3G/FOMA)
  
• m-Commerce and m-Transactions
  m-Commerce, m-Content and m-Advertising in Japan to reach US$ 10 Billion in 2005 (data for 2001-2006)
  Types of m-Commerce
  i-mode premium sites content business (data: 1999-2003)
  Premium content subscription statistics (data: 1999-2003)
  
• Wallet phones: "Making mobile phones an essential part of daily life"
  Wallet phones overview
  Wallet phone transaction partners at the time of introduction
  Wallet phones concept
  What are Wallet phones?
  What are Wallet phones? - i-mode and FeliCa, the role of JAVA applications
  What are Wallet phones? Graphics demonstrating the concept
  SO405iC i-mode phone with FeliCa chip (images and screen images of JAVA application linking with smartcard)
  i-mode/FeliCa phones as Edy cash
  i-mode/FeliCa phones as train tickets
  i-mode/FeliCa phones as event tickets and reservations
  i-mode/FeliCa phones as air tickets
  i-mode/FeliCa phones as e-cash, and at game parlors
  
• Security
  Security, SSL
  FirstPass authentication
  Wallet phones and remote locking
  Finger print recognition systems
  Security trends
  
• Summary