Informa Telecoms & Media Shop - Understanding i-Mode and how it drives the Mobile Internet
 

Understanding i-Mode and how it drives the Mobile Internet

195 slides, including approx. 40 Figures and 60 Photographs and 11 tables

Published: June 2004

Since it's introduction in 1999, i-Mode is driving the development of the mobile internet world-wide. i-Mode is the driving force behind m-mode, e-mocion and other i-mode derivatives in the world. "Vodafone-Live!" originated as "J-sky" in Japan, and "J-sky" was developed in reaction to i-mode's explosive success. Still today i-mode is driving "Vodafone-Live!" through competitive pressure.

Around 40 million Japanese subscribers use i-mode every day. i-mode has become a completely new multi-billion Dollar business and part of the essential infrastructure of Japan, as well as driving the development of the global wireless internet revolution. Table of Contents

  • Executive Summary, Agenda
  • Concepts and Basics
    i-mode in a nut shell
    Scope in Japan, global scope, subscriber numbers for i-mode, EZweb, Jsky/Vodafone live, and H (1999 - 2003)
    Cumulative subscriber numbers for i-mode, EZweb, Jsky/Vodafone live, and H (1999 - 2003)
    I-mode Concept: General, business models, current implementation
    i-Mode's revenue models
    Typical i-mode customer's monthly bill
    Typical i-mode packet transfer charges
    Correlation between voice and i-mode ARPU
    Stabilization of ARPU by i-mode, ARPU data for DoCoMo, KDDI, Jsky/Jphone for voice, data and total (1994 - 2003)
    ARPU data for DoCoMo, KDDI, Jsky/Jphone for voice, data and total (2000 - 2003)
    Churn data: DoCoMo, KDDI, Vodafone (1996 - 2003)
    Comments
    Money flows on i-mode
    Offers tuned to user's needs
  • Handsets - where is the "sweet spot" for i-mode handsets?
    i-mode handsets - a crucial factor for i-mode's success
    Evolution of i-mode handset displays (Nokia NM502i, NEC N502it, SONY SO 503i, NEC N504iS, FOMA P2102V)
    Trends towards the "sweet spot"
    Weight and volume data and trends for DoCoMo, i-mode and FOMA/3G (1990 - 2006)
    Battery standby time data and trends for DoCoMo, i-mode and FOMA/3G (1990 - 2006)
  • Japan's market for mobile phones
    Monthly shipments (data for Jan 2001 - Jul 2003)
    Market size for camera phones (data and estimations for 2001 - 2004)
    Market shares of the camera phone market by phone manufacturer (data for 2001 and 2002)
  • Handsets - examples
    2001: Characteristics of some 503i i-Mode handsets
    DoCoMo's N504iS, with sample images and discussion
    June 2003: overview of DoCoMo's 505i series
    DoCoMo FOMA P2102V camera and video 3G i-mode phone
  • i-appli: JAVA on i-mode
    i-appli overview
    i-mode usage data for JAVA handset users compared to average i-mode usage (data for 1999 - 2003)
  • Official i-mode menu
    Overview of the official i-mode menu premium sites
    Market size of premium sites (i-mode pay sites), (market data for the period 1999 - 2003)
    Which fraction of i-mode subscribers register and pay for premium sites? (data for 1999-2003)
    For how many premium sites do premium site subcribers register on average? (data for 1999-2003)
  • I-mode experience 2003 (FOMA, 3G)
    Navigating the menu, Top menu, The i-menu, The menu list, Menu list - main headings, the weather section
    A note on waiting times, and latency
  • I-mode experience 2001 (SONY SO503i)
    Navigating the menu, Top menu, The i-menu, The menu list, Menu list - main headings, the weather section
    A note on waiting times, and latency
  • Unofficial sites, i-mode as a platform and ISP
  • i-mode Usage and Traffic Profiles
    Average i-mode data usage (usage data for 1999 - 2003)
    i-mode data usage specifically for particular groups of i-mode handsets (data for 1999 - 2003)
    i-mode user profile (by age and gender)
    i-mode web access statistics by subject area (data for Sept 2000 to Apr-June 2003)
    typical page view statistics for top ranking i-mode sites (data for Apr-June 2001 to February 2003)
    i-mode statistics: system access/user/day, i-mode data usage/user/day, and total i-mode system usage for sending and receiving email, for viewing web pages and total traffic (2003)
    ratio of i-mode traffic to official menu states and non-official sites (data for 1999 - 2003)
    Ratio of email usage to webusage (data for 2001 - 2003)
  • i-mode mail and messaging
    Types of email and message services, basic usage statistics
    Basic i-mode email specifications
    About spam email on i-mode
  • E-moji (image characters) as a competitive tool
    DoCoMo's emoji
    J-Phone/Vodafone's emoji
    How do e-moji travel from DoCoMo to a PC or to a J-Phone terminal?
  • Japanese language entry
    Basics, demo, predictive entry systems
  • M-Commerce and M-Transactions
    Overview, average number of subscribers registered for paysites
  • Security
    Security, SSL
    Finger print recognition
  • 2D bar codes - a de-facto standard
    2D bar codes
    Using 2D bar codes as part of a payment system
  • Location dependent services - i-area
    Overview, User interface, services, comments
  • C-mode - Coca-Cola vending machines linked to i-mode
    Overview, the Cmode vending machine
    Purchasing goods and services with Cmode
    Comments
  • Advertising and marketing on i-mode
    Overview, Banner advertisements
    Message free
    The toku-suru menu
    D2C
    Creative advertising with i-mode
    Before you consider advertising on i-mode
  • i-mode industry structure
    Major sectors
    Outstanding examples of i-mode industry companies
  • i-mode - trends and risks
  • WAP versus i-mode
  • Why is i-mode so successful in Japan?
    General, i-mode email, content, DoCoMo's win-win-win strategy
  • How did Japan's telecom industry become one of the world's most competitive?
    Dominance but no monopoly for NTT
    Japan's mobile phone market, (subscriber numbers by carrier, data for 1998-2003)
  • Why was the mobile internet (i-mode) born in Japan?
    NTT's research
    DoCoMo's competitors
    Market shares in Japan's mobile communication markets (data for 1998 - 2003)
    Overview of Japan's mobile 2G internet systems
    Overview of Japan's mobile 3G internet systems
    Mobile internet subscriber numbers (1999-2003)
    ARPU data (for voice, data and total) for DoCoMo and DoCoMo's competitors (1994-2003), and enlarged view (2000-2003)
    Churn for DoCoMo and competitors KDDI and J-Phone/Vodafone
  • DoCoMo - the company
    Overview, DoCoMo's R&D
    DoCoMo's strategic directions and partnerships
    Selected partners
    DoCoMo's globalization strategy and results
    DoCoMo's international strategy, recent moves
    DoCoMo's major international partnerships
    DoCoMo's major international partnerships in Europe
  • Comparing Japan with the GSM area
    Handsets are crucial
    ARPU: Japan compared with GSM countries
    Comparing subscription ARPU and Prepay ARPU for different countries (data for the year July 2002 - June 2003
    ARPU for data and voice (2000-2003)
    Table comparing Japan with GSM countries, including trends
  • Developing content for i-mode
    General, chmtl
    Buildlng business in the i-mode arena
    About joint-ventures in Japan
  • Summary
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