Japan's Cellphone Edge

Will DoCoMo offer LG Prada instead of Apple iPhone?

2008-05-05T08:48:00.000-07:00

Wall Street Journal reported that DoCoMo would bring LG Prada to Japan on May 23. The news raises a question of a fate of iPhone on DoCoMo’s network. It’s no secret that Prada is a direct competitor with the iPhone. Why would DoCoMo bring Prada if it was going to introduce iPhone? In a simple logic, you don’t want to cannibalize your iPhone sales by bringing a competing product. AT&T serves as a good example here. I have two theories to explain this move by DoCoMo. First of all, the negotiations between Apple and DoCoMo didn’t bring a fruit and DoCoMo decided to launch a competing product ahead of the iPhone’s launch on a rival’s network – Softbank’s, to be precise. Second, DoCoMo decided it takes too long for Apple to come up with 3G iPhone for Japanese market. There is still a possibility that iPhone will be shipped by DoCoMo as the Prada’s move can be seen by someone as pressure on Apple to become more flexible in its terms. We’ll see very soon.

DoCoMo to support LiMo, Android, Symbian, etc.

2008-04-23T08:31:00.000-07:00

In a search of next growth engine, NTT DoCoMo is experimenting with various mobile operating systems for its handsets. It was just a couple of weeks ago when they announced plans to launch Android-based phones by 2010. Now they are announcing that their Linux MOAP platform will be re-tuned to LiMo specs as an operator pack for FOMA 3G handsets. According to DoCoMo, “the pack will contain a suite of Linux operating system-based software applications that implement i-mode™, i-appli™ and other unique DoCoMo services.” There was also a mentioning of developing a similar pack for Symbian MOAP platform. Besides that, DoCoMo also sells Windows Mobile smartphones, RIM’s Blackberry messaging machines and there are rumors it might offer Apple’s iPhone. What a soup of OSs? Isn’t it too much to handle even for DoCoMo?

Source: NTT DoCoMo

NTT DoCoMo is in a rebranding exercise

2008-04-21T18:31:00.000-07:00

Having witnessed its market share dropping below 50% for the first time in a decade, NTT DoCoMo is introducing a new brand logo in an attempt to galvanize its ailing business. According to DoCoMo, the new logo means “energy and dynamism”. The change will require to do a makeover of 1,800 shops and, as Financial Times put it, “a small forest of stationery”. This is not the first attempt for DoCoMo to change its image – last summer it started a marketing campaign under the “DoCoMo 2.0” brand. However, changing the brand is far from being enough to reverse the market dynamics into your favor and hopefully DoCoMo realizes this.

Related articles on DoCoMo’s strategy:

i-mode loses its appeal?

Willcom releases specs of MID with voice capability

2008-04-17T00:55:00.000-07:00

Mobile Internet Devices (MIDs) are entering the voice domain of smartphones with a value proposition of a full PC functionality and ability to make voice calls – not only VoIP calls. Willcom, the last-standing PHS carrier in Japan, has made device differentiation its main weapon to protect its small turf from grabs by three national cellular carriers - NTT DoCoMo, KDDI au and Softbank. So far this strategy combined with the introduction of flexible voice and data plans and targeted marketing works just fine for Willcom – it was even able to grow its user base a little to 4.5 million in 2007. Having relied on close partnership with device manufacturer Sharp, Willcom has a long history of wooing the rather conservative handset market of Japan with innovative designs and form factors of its devices. For instance, its W-ZERO3 introduced in 2005 was a big hit in Japan, spotting a QWERTY keyboard for the first time. This time, Willcom is the first to introduce Willcom D4 – a pure-cut MID with voice function built-in. Of course, the data-centric form factor will limit the usage scenarios of making phone calls with this device, but enclosed headsets and Bluetooth should enable users to make phone calls when in stationed position. Still, this device will not replace the voice-centric mobile phones but most likely will play a complementary role for some niche segments in both consumer and enterprise markets. Windows Mobile-based smartphones are most likely to be affected by such MIDs if more introduced on a global scale in a long run.

Specs
Model:	WS01SH
Carrier:	Willcom
Maker:	Sharp
OS:	Windows Vista Home Premium (SP1)
CPU:	Intel Atom processor Z520 (1.33GHz)
Chipset:	US15W
System bus (memory):	133MHz (533MHz)
Main memory:	1GB (DDR2-533, PC2-4200 supported)
Display:	5" Wide TFT LCD (WSVGA supported, LED backlight)
Keyboard:	64-key full keyboard
Touchpad:	illumination-enabled touchpad
HDD:	40GB (1.8", Ultra ATA/100)
WLAN:	IEEE 802.11b/g
Bluetooth:	Ver.2.0+EDR
GPS / Location:	GPS
Memory card:	microSD
TV tuner:	one-seg
Camera:	2MP (autofocus)
Battery life:	TBD
Weight:	470g (with standard battery)
Size (W x H x D):	188 X 84 X 25.9mm
PHS:	W-SIM (W-OAM supported)

Related Willcom Mobile Internet Device article:

Willcom reveals details about its mysterious Mobile Internet Device

Mapii Beta released – Loopt on steroids?

2008-04-16T23:08:00.000-07:00

Location-based social networks are popping up all over the world targeting mobile phone users as the most suitable group because of their on-the-go status. Knowing your friends’ location nearby you, gives you more opportunities to hang out with them without advanced planning. Local businesses are the main beneficiaries of such ad hoc beer get-togethers or girlfriends’ shopping sprees. Japan’s mapii, a social mapping service, understands the lucrative potential of location-based advertising and that’s why it is planning to offer itself free of charge. It is crucial for such services to grow their user bases to attract local advertising budgets. Clean UI and ease-of-use come as important factors in differentiating yourself from rivals. Mapii bets on Flash-based maps for clean graphics and combination of GPS and cell tower location data for precise information. By using cell towers’ location data mapii ensures its spread into non-GPS phone base. Users will also receive notifications posted by other users about interesting events in the radius of ten kilometers around user’s location. If you’re in Japan, check them out from your keitai: http://mapii.jp.

Source: K-Tai.Impress.co.jp

Phone calls will reach you even in Second Life

2008-03-24T12:25:00.000-07:00

It seems that Second Life’s popularity has peaked some time ago but the “aftershock” attempts to commercialize it don’t stop. The recent idea from SUN (not Sun Microsystems) and Link Inc. is to enable Second Life users in Japan to call each other from their mobile phones without revealing your real phone number and name. The service called Avatar Keitai will provide users with phone numbers they can share with their Second Life buddies and charge the unspecified amount for the used minutes. You don’t need to be logged in Second Life to receive a phone call. While the idea of connecting mobile phones and online identities is not new (Jangl, Jaxtr and a bunch of other startups are in this niche), Avatar Keitai seems to be first to offer this capability to Second Life users in Japan. The question is will Second Life users adopt this service? Didn’t they escape into Second Life in order to cut any connections with real life and enjoy their dreams without being bugged with phone calls in the first place? However, I can see when Avatar Keitai can come in handy – to call your offline avatar-friend and verify when he will be able to be online again.

Source: +D IT Media

Willcom reveals details about its mysterious Mobile Internet Device

2008-03-04T12:50:00.000-08:00

At CES 2008, Intel booth was a center stage for the debut of Internet-optimized terminals, which Intel marketing people called Mobile Internet Devices (MID). There was one device or a mockup, to be precise, with Willcom brand name on it and no information about its specs among the showcased MIDs in Intel’s booth.

Finally, Willcom broke the silence and revealed some specs about its MID scheduled for launch in June this year. Contrarily to many MIDs it won’t run on Linux but will stick to Windows Vista instead. Sharp will be the manufacturer. On the CPU side, the terminal will spot Intel Atom processor based on Intel’s Silverthorne platform. The device will be used for voice and data communications. More information about its specs is promised to be released in April.

The introduction of the MID is a part of Willcom’s strategy to move toward the deployment of the next-generation PHS network that should enable downloads at 20Mbps. Japan’s Ministry of Internal Affairs and Communications granted a license for the 2.5GHz band to Willcom in December 2007. Because the next-generation PHS will rely on OFDM and MIMO technologies it shares a lot in common with WiMax. However, it is hard to secure vendor’s dedication to manufacture the gear tailored for Willcom because of the proprietary nature of the PHS technology. At least, the gear comes at higher price, which puts Willcom in disadvantage. Other countries using PHS include China and Thailand.

Source: Willcom press release

Mobile marketing: showcasing clothing collections on 3D avatars

2008-03-01T00:35:00.000-08:00

Japan’s Any, a PC/mobile social network focused mostly on women, is offering fashion brands an innovative way to promote their clothing collections. The idea is to send Any’s users virtual gifts like fashion outfits. The reason why this idea maybe brilliant is that Any’s users are 3D avatars who resemble the looks of their owners (a user sends her picture and Any creates an avatar based on that picture). The sent clothing pieces can be tried on by avatars giving their owners an ability to look in a three-dimensional view how the new collection would fit them. With more than 300 thousand women onboard Any is in a sweet spot to strike advertising deals with fashion houses aiming at brand-hungry Japanese female buyers.

Source: PlusD IT Media

Softbank strengthens mobile content search with Yahoo! oneSearch

2008-02-29T15:42:00.000-08:00

Softbank, the third largest mobile operator in Japan, enhanced its mobile portal Yahoo! Keitai with mobile content search functionality. The new innovation is the addition of content recommendation category to the search results page. Prior to this, the search results page was broken down by Mobile sites, PC sites, Q&A and other categories. The newly implemented search feature is designed to increase the mobile content discovery by cell phone users. The search engine will index Yahoo! Music, Yahoo! Comics, and Yahoo! Games services to deliver suitable content, including direct download links to songs, ringtones, comics, and mobile games. Softbank, which is a shareholder in both Yahoo! and Yahoo! Japan, says the recent enhancement to its mobile search is based on Yahoo! oneSearch concept recently introduced at World Mobile Congress 2008 in Barcelona.

Source: Softbank press release (Japanese)

Social network GREE grows to 4 million users

2008-02-29T12:10:00.000-08:00

GREE claims to be the first social network to be launched in Japan. The company has grown to 4 million user base since its launch four years ago. GREE sees its success in delivering appealing content such as user interests-based interactivity (Music Corner service), games (online-based 3D golf), news made accessible from both the PC and mobile phone. The company has a partnership with KDDI au, which recently announced that two million of its mobile phone users are GREE members. GREE has a goal to increase its user base to 10 million in near future. While GREE maybe the oldest social network on the block it is not for sure the most popular in Japan. The most successful rivals include Mobage Town and mixi social networks.

Source: GREE press release (Japanese)

Disney Mobile reinvents itself in Japan

2008-02-28T12:45:00.000-08:00

It seems that everything is ready for the launch of Disney Mobile service on March 1st in Japan. Softbank is going to provide its cellular network, while Sharp will ship the handset specifically tailored for Disney service. Additionally Yahoo! Japan, in part owned by Softbank, has built a portal site - Disney Web, full of Disney content and services.

Disney refuses to be called an MVNO operator, a taboo word after Disney MVNO failure in the United State last year, instead saying this is a service in collaboration with SoftBank Mobile operator. While Disney will have its branded handset and original domain for mobile email, it will leverage Softbank’s handset distribution channels and ensure compatibility with Softbank’s service plans and services. This close relationship with Softbank should reduce the risk of doing business as a stand-alone MVNO for Disney Mobile. They definitely learned their lessons from the U.S. experience. Apparently, not all. The introduction of only one handset model at the service launch, even in three color variations, raises some skepticism. The history tells that users like to have a choice and you can’t satisfy them with one-size-fits-all offering. Specs-wise, the handset is even based on Softbank’s 821SH model. In Disney’s defence, they are going after twenty something women as their main target, promising to release three handsets in a year.

Disney made several safeguards to prevent its failure in Japan and relies on its brand power among single young women who are the biggest spenders on brand products in Japan. Still, it may not be enough to pursue users to leave their existing providers and jump on Disney wagon. Japan is a mature market and the segment Disney targets at is 100% saturated. Other carriers in Japan are dead serious about customer loyalty and start implementing customer retention strategies such as free calls between family members making the job of luring customers from rivals even harder for Disney Mobile.

Phone Specs
Model:	DM001SH
Carrier:	Disney Mobile/ Softbank
Maker:	Sharp
Packet data:	W-CDMA
Form factor:	clamshel
Color variations:	silver, gold, pink
Weight:	101g
Dimensions:	49X101.5X12.9mm
Main display:	2.6" Wide QVGA mobile ASV
Talk time:	220min
Standby time:	300 hours
Platform / OS:	N/A
Memory:	N/A
Memory card slot:	microSD
GPS / Location:	No
Bluetooth:	Yes
Infrared:	N/A
USB:	N/A
Wi-Fi:	No
Camera:	2.0MP
Video calling:	No
One-seg TV:	Yes
Music player:	Yes (WMA/SD-Audio)
Browser:	Yes
Push-To-Talk:	No
Mobile Wallet:	Yes
QR-code:	QR code
Biometrics:	N/A

Cellphone transformers with artificial intelligence in movies and real life

2008-02-27T20:15:00.000-08:00

I had this idea of cellphone transformer for a long time. Finally it became a reality as Softbank teamed together with Tokyo TV to release two cellphone transformers in an attempt to draw attention to an upcoming sci-fi TV drama starring… yes, two cellphone transformers called Phone Braver 07 and Phone Braver 01 with artificial intelligence inside them. The real life copies – the silver and black color variations - known as the SoftBank 815T PB are actual cellphones made by Toshiba and they even have some pieces of intelligence by themselves. Besides the ability to change its form into a robot-like, the 815 PB features a home screen application Buddy Talk, which reminds me of tamagotchi toy. The phone via Buddy Talk will attempt to nag his owner with text messages throughout the day asking questions and trying to become a real buddy by learning more about his owner’s daily routine. Besides the communication part Buddy Talk can express its emotions with different “face” impressions. Additionally, Softbank and Tokyo TV pre-installed an RPG game closely related to TV drama’s plot to increase drama’s stickiness. Nonetheless, this is an innovative example of mobile marketing bringing together television and mobile worlds. However, I would expect mobisodes of the drama made available for download onto these phones but no information was provided. And the phone doesn’t even spot a one-seg TV tuner.

Phone Specs
Model:	815T PB
Carrier:	Softbank
Maker:	Toshiba
Cellular radio:	W-CDMA
Form factor:	flip/ transformer
Color variations:	silver, black
Weight:	107g
Dimensions:	50 X 102 X 16mm
Main display:	2.4" QVGA (240x320) TFT LCD
Talk time:	160min
Standby time:	420 hours
Platform / OS:	N/A
Memory:	14MB
Memory card slot:	microSD (up to 2GB)
GPS / Location:	No
Bluetooth:	No
Infrared:	Yes
USB:	N/A
Wi-Fi:	No
Camera:	2.0MP (autofocus)
Video calling:	Yes
One-seg TV:	No
Music player:	Yes (Chaku-uta Full)
WAP / Web browser:	PC site browser
Other apps:	e-comics, S! Town
Mobile Wallet:	S! FeliCa
QR-code:	N/A
Biometrics:	No

Source: Softbank press release (Japanese)

KDDI au’s Full Game: 10MB games targeted at mobile users

2008-02-26T19:03:00.000-08:00

KDDI au, one of the biggest supporters of Qualcomm’s BREW platform outside of United States, took the advantage of BREW 4.0 capabilities and deployed a mobile game service called Full Game that provides high-quality 3D mobile games for download. The Full Game service is based on the precise rendering capabilities of KCP+ platform (KDDI Common Platform) based on Qualcomm's MSM7500 graphic chipset. To deliver a smooth 3D gaming experience the game’s file size reaches 1.5MB plus up to 8.5MB of supporting data. There are six Full Game-compatible handsets, including the W56T、W54S、W54SA、W61SA、W61T、and W61S models with more to follow. Initially, there four titles, which will become available for download from February 28.

Source: KDDI press release (Japanese)

eMobile starts voice service, releases eMonster terminal

2008-02-25T20:56:00.000-08:00

eMobile finally enters the mobile voice market in Japan with two handsets from HTC and Toshiba scheduled for official launch in March 28. HTC’s device called EMONSTER S11HT is a Windows Mobile 6 smartphone with a QWERTY keyboard and unlocked SIM card, which makes it possible to be used abroad with a local SIM card. Toshiba’s handset is a voice-centric clamshell with one-seg TV tuner inside.

EMONSTER Specs
Model:	S11HT EMONSTER
Carrier:	eMobile
Maker:	HTC
Price:	TBD
Form factor:	PDA-centric clamshell
Color variations:	grey metallic
Weight:	190g
Dimensions:	59 X 112 X 19mm
Main display:	2.8" QVGA TFT LCD (touchscreen)
Talk time:	up to 264 minutes
Standby time:	up to 350 hours
Platform / OS:	Windows Mobile 6 Pro Edition
Memory:	N/A
Memory card slot:	microSD (SD2.0) X 1
GPS / Location:	Yes (Mobile Google Maps, Navitime)
Bluetooth:	2.0 + EDR
Infrared:	N/A
USB:	miniUSB (2.0 Full Speed)
Wi-Fi:	802.11 b/g
Camera:	3MP (main with autofocus) + VGA (sub)
Video calling:	Yes
One-seg TV:	No
Music player:	Yes
Browser:	IE Mobile
Cellular radio:	HSDPA/WCDMA (1700MHz)
Mobile Wallet:	No
QR-code:	N/A
Other:	MS Office Document viewer, QWERTY keyboard

Toshiba H11T Specs
Model:	H11T
Carrier:	eMobile
Maker:	Toshiba
Price:	TBD
Form factor:	Clamshell
Color variations:	white, blue, black, pink
Weight:	160g
Dimensions:	50 X 104 X 17.9mm
Main display:	2.8" Wide QVGA LCD (240 X 400)
Talk time:	approx. 160 minutes
Standby time:	approx. 350 hours
Platform / OS:	N/A
Memory:	approx. 50MB
Memory card slot:	microSD (sold separately)
GPS / Location:	N/A
Bluetooth:	A2DP compatible
Infrared:	IrMC 1.1
USB:	N/A
Wi-Fi:	No
Camera:	3.2MP (autofocus/ anti-shake)
Video calling:	No
One-seg TV:	Yes (Toshiba REGZA TV technology)
Music player:	Yes (AAC/MP3/WMA)
Browser:	Full HTML NetFront browser
Email:	NetFront Messaging client
Mobile Wallet:	No
QR-code:	Yes
Other:	Access NetFront Mobile Client Suite (JV-Lite 2, etc.)

Source: eMobile press release (Japanese)

Japan’s mobile music downloads hit $633.7m in 2007, leave online sales far behind

2008-02-24T20:55:00.000-08:00

Digital music sales grew 41% up in Japan during 2007, according to recent numbers released by the Recording Industry Association of Japan (RIAJ). Overall, about 465 million music units were sold, accounting for 75.487bn Japanese yen (approximately $703 million).

The quite interesting part is that mobile music downloads grabbed more than 93% of total music downloads or 90% of digital music sales (and sideloading is not counted as a mobile category). The most growing sub-category inside the mobile music downloads was the single track downloads, which grew by 99% since last year and accounted for $320 million or 50.5% of total mobile music sales. The ringback tune downloads also enjoyed a boost in popularity in 2007, increasing by 90%. The RIAJ numbers underline one more time the significance of mobile phone culture in Japan and its difference from other markets.

Source: RIAJ (Japanese)

Dim forecast for Japanese handset market: reduced handset subsidies and longer replacement cycle

2008-02-23T17:52:00.000-08:00

Japan’s mobile phone market has heavily relied on handset subsidies for a long time. Indeed, the handset subsidies were a great tool to boost new service subscriptions for wireless carriers and get a guaranteed financial inflow for handset manufacturers. However, the Japan’s handset market is nearly saturated now and relies on replacement sales to generate revenues for mobile phone makers. Pushed by the Japanese regulator, Ministry of Internal Affairs and Communications, domestic carriers are going to gradually lessen their dependency on handset subsidies. The fight for customers will shift from using cheap handsets as a competitive differentiator to low-priced calling plans. This is going to hurt local handset vendors. The recent forecast from MM Research Institute draws a worrying picture for handset makers in this country. First of all, they estimate the total handset sales in Japan to reach 49.8 million in 2007. In 2010, they expect that number to decrease to 42.05 million. One of the reasons of such decrease is the replacement cycle that is going to get longer from current 26.8 months to 34.7 month in 2010. This means fewer handset shipments for mobile phone makers and as a result, the handset manufacturer market consolidation. Japanese vendors also need to consider overseas expansion in order to sustain in business.

Source: MMRI (Japanese)

Softbank Spring Collection: Sharp Internet Machine 922SH

2008-02-21T21:13:00.000-08:00

With the launch of Internet-optimized mobile terminals like Sharp’s 922SH Softbank is betting on Japanese users’ desire to pick Softbank’s mobile devices over personal computers to stay connected and productive. Softbank’s reasoning is based on modern handsets’ improved characteristics: 1) HSDPA speeds; 2) Terminal’s processing power; and 3) Screen size. The combination of all three features will make mobile handsets more attractive than personal computers for users in Japan. The 922SH is the first such device in Softbank’s lineup with others to follow.

922SH Specs
Model:	922SH
Carrier:	Softbank
Maker:	Sharp
Price:	TBD
Form factor:	clamshell
Color variations:	black, white, pink, golden
Weight:	132g
Dimensions:	56 X 116 X 17mm
Main display:	3.5" Full WVGA (854x480), New Mobile ASV (260K colors)
Sub display:	1.18" (128x64) OLED
Battery:	N/A
Platform / OS:	N/A
Memory:	N/A
Memory card:	microSDHC (up to 4GB)
GPS:	Not supported
Bluetooth:	Yes
Infrared:	Yes
USB:	N/A
Wi-Fi:	N/A
Camera:	2.0MP (main), VGA (sub)
Video calling:	N/A
One-seg TV:	Yes
Music player:	Yes (WMA compatible; Music Connect service)
Browser:	Full Web browser
FM radio:	N/A
Mobile Wallet:	Not supported
Biometrics:	Face recognition
Other features:	Copy & Paste keys, QWERTY keyboard, touch sensor to answer calls when closed, HSDPA radio,

Japan mobile ad spending up 59.2% in 2007

2008-02-20T12:27:00.000-08:00

Dentsu has revealed its annual report on Japan’s advertising spending in 2007. Overall, the industry grew up 1.1% from last year to record 7,019 billion yen (roughly $65 billion).

Internet segment showed healthy growth dynamics at 24.4% up when compared with the previous year. In 2007, Japanese advertisers allocated approximately $5.5 billion on online advertising campaigns, which accounted for around 8.5% of country’s total advertising expenditure. Internet now is more popular with marketers than magazines in Japan. The expansion of Internet segment was spurred with mobile screens attracting increasing amounts of advertising dollars. The mobile ad spending claimed more than 10% or $574 million of online advertising budgets, growing at 59.2% year over year. The mobile advertising spending more than doubled from 2005 when we first reported about it.

Dentsu also provides a breakdown of mobile advertising total number by reporting that more than $78 million or 13.7% of it was allocated on search-based advertising.

While the mobile ad spending is increasing with every year, it just accounts for nearly 1% of total marketing budget, promising a huge growth potential.

Source: Dentsu

Sharp handsets do magic and spur mobile web usage in Japan

2008-02-19T12:40:00.000-08:00

CNet Japan reported Be Trend’s research results about the mobile internet usage in Japan in January 2007. First, they show the breakdown of mobile internet access shares by carrier. The trend here reflects the recent turn around at Softbank, with carrier’s share surpassing 9% in January and gradually heading to a 10% milestone. Nevertheless, NTT DoCoMo still holds the lion’s share of mobile phone users accessing mobile web.

What is more interesting is that Be Trend was able to track down the mobile web access statistics to a single handset model, publishing top five models for each carrier. First come DoCoMo handsets with the top five ranking being occupied with spring and summer models of 2007. However, the latest models of 905i series also start penetrate the ranks, with Be Trend reporting that the P905i has made the Top 10 list with a 2.7% share.

Sharp entered KDDI au’s Top 5 list the W52SH model for the first time. Considering Sharp’s leading positions with other carriers, this success with KDDI au tells that Sharp has found a winning formula to manufacture both the CDMA and WCDMA handsets with appealing design and user friendly interface.

Softbank’s Top 5 list of devices used to access mobile web is dominated by Sharp model – only Toshiba handset prevents Sharp from taking all five positions.

Source: CNet Japan (Japanese)

DoCoMo-Google partnership: i-mode on Google steroids

2008-02-18T07:00:00.000-08:00

In January, Google Japan and NTT DoCoMo announced their intention to work together to bring Google search, AdWords advertising platform and other Google apps to DoCoMo’s i-mode phone users. While Google already has relationships with KDDI au, the deal with DoCoMo goes beyond a simplistic inclusion of Google search box on the top page of i-mode portal. DoCoMo is about to stop playing a gatekeeper role as its users will search and browse beyond the operator’s own portal. So what are the changes that Google brings to DoCoMo i-mode?

Search results are fetched from three sources
Google search engine indexes three web domains for results: 1) i-mode sites approved by DoCoMo; 2) non-official i-mode sites; and 3) generic Internet websites. Before, users couldn’t perform searches that included non-official and Internet websites from i-mode portal.

Search results are grouped by three types
The way search results are displayed on i-mode portal is also will be changed to reflect the addition of non-official i-mode sites and Internet websites. Based on the source, Google and DoCoMo will group the search results accordingly.

Google keyword-based ads are integrated into search results
A big win for Google is the decision to integrate its AdWords advertising platform into i-mode portal. Now, keyword-relevant text ads marked with a [PR] sign will be placed in up to three locations across the page with search results with a total number of ads not exceeding four. No word about the revenue-sharing model between Google and DoCoMo though.

Display ads to compliment text ads
While details are not clear, there are some reports that Google AdWords platform will also be used to serve display ads such as banners across a bunch of DoCoMo’s services including i-mode portal, Message F (free), G-guide and others. DoCoMo’s D2Communications ad agency will work with Google on implementation of this new mobile marketing structure.

More Google apps to be preinstalled on DoCoMo handsets
Two companies agreed to preinstall a set of Google apps on DoCoMo handsets in near future. The first app to be preinstalled is Google Maps. The Fujitsu F905i and NEC N905i handset already spot Google Maps. All future handset models will be equipped with Google Maps, according to DoCoMo. Having started with the integration of Google Maps, the companies also plan to make Gmail, Picasa, YouTube and Google Calendar optimized for i-mode usage. The idea is to enable all kinds of mashups between these apps and search results like having a link from search results page to Google Maps for example.

Google to become a default page for DoCoMo Full Browser
It was decided that DoCoMo’s all future handsets with a full browser installed will have Google’s top page as a start page by default.

DoCoMo’s Android plans
It seems that DoCoMo wanted to ensure both the i-mode services and Android working seamlessly on its handsets when it joined Google’s led OHA initiative. We can expect i-mode handsets optimized for Google services rather than a complete shift to one platform – Android. Thus, DoCoMo’s handsets based on Symbian MOAP and Linux MOAP platforms will be optimized for Android experience, while some new Linux-based Android handsets will be optimized for i-mode service.

Related articles on Google's mobile strategy in Japan:

Panasonic 822P at 8.9mm thick hits Softbank’s shelves

2008-02-14T23:12:00.000-08:00

Panasonic made a name for excelling in production of ultra-thin mobile phones. It doesn’t matter if it is a clamshell or candy bar form factor, Panasonic will make them really thin. This time Softbank is shipping Panasonic’s 822P candy bar phone at only 8.9mm thick. Besides the ultra-thin appeal, Softbank praises the 822P for simple, elegant design and ability to put into this slim body the high-end specs, including 3G, 2MP camera with auto focus, microSD memory card slot, video recording feature, music player, Internet browser, Bluetooth radio and other.

Phone Specs
Model:	822P
Carrier:	Softbank
Maker:	Panasonic
Cellular radios:	GSM (900/1800/1900)/WCDMA
Form factor:	candy bar
Color variations:	Red, White, Black, Golden Pink
Weight:	96g
Dimensions:	51 X 127 X 8.9mm
Main display:	2.2inch (240 X 320) QVGA TFT, 260K colors
Talk time:	200min
Standby time:	400hrs
Platform / OS:	N/A
Memory:	37MB
Memory card slot:	microSD (up to 2GB)
GPS / Location:	Some Maps service
Bluetooth:	Yes (ver. 1.2)
Infrared:	Yes (IrMC 1.1)
USB:	N/A
Wi-Fi:	No
Camera:	2MP with auto focus
Video calling:	Yes
One-seg TV:	No
Music player:	Yes
Browser:	PC website viewing
FM radio:	No
Mobile Wallet:	No
Barcode:	Yes (QR-code)
Biometrics:	Face recognition

One-seg handsets account for 55% of shipments

2008-02-14T01:05:00.000-08:00

Recently, JEITA has published Japan’s cellular handset shipment numbers for December 2007. The total shipments in that month reached 4.76 million. One-seg handset shipments accounted for 55.5% of December’s total shipments. The installed base of one-seg handsets has passed 20 million by the end of 2007. Overall, the shipments of cellular handsets hit 49.6 million in 2007, up by 3.9% from previous year.

Source: JEITA

Signs of LTE becoming a 4G technology of choice emerge in Japan

2008-02-12T06:00:00.000-08:00

It is no wonder that WCDMA carriers like NTT DoCoMo and Softbank in Japan might pick LTE (Long Term Evolution) cellular technology for the upgrade of their current 3G networks. After all, LTE is considered to be a more optimal path for them than alternative 4G technologies, such as WiMAX. As a matter of fact, DoCoMo is already moving into that direction as it just announced the selection of Ericsson for its LTE base station development project. The two companies have a long history. Since 1992, Ericsson has delivered PDC base stations to NTT DoCoMo and, more recently, W-CDMA base stations for the operator's FOMA network. However, there are signs that even carriers from opposite to UMTS camp – CDMA, are hesitant about upgrading from their CDMA EV-DO networks to the Qualcomm’s proposed UMB (Ultra Mobile Broadband). CDMA carriers worldwide, Verizon Wireless, Vivo, KFT and SKT in Korea, made a pledge for the WCDMA upgrade path. What’s more interesting is that Japan’s CDMA carrier KDDI also seems to be evaluating its options about 4G. upgrade. According to Jean-Pierre Bienamé, chairman of the UMTS Forum, he senses a change of direction in the KDDI boardroom. “They have frozen development on EV-DO Rev A and are now assessing Rev B and Rev C alongside all the other options, including WiMAX and LTE. The decision criteria will be on cost reduction per bit and it is here where LTE has an advantage,” he said in an interview to Telecommunications Magazine.

Access’ NetFront browser shipped in half a billion handsets

2008-02-11T00:13:00.001-08:00

Meanwhile, Access reached quite a remarkable milestone, announcing that the installed base of mobile devices featuring the NetFront browser has reached 544 million. In total, 1,439 models use Access’s browser. Nowadays, NetFront browser ships at a rate of 20 million every month.

Source: Access press release (Japanese)

Sony Ericsson intros Windows Mobile-based XPERIA brand

2008-02-10T23:36:00.000-08:00

Interesting news is coming from Barcelona, where Sony Ericsson has introduced a new brand of Windows Mobile smartphones XPERIA at Mobile World Congress 2008. The first device the XPERIA X1 is packed with high-end features, including 3 inch Wide VGA touchscreen, 3.2MP camera, WiFi, GPS and Bluetooth radios. XPERIA is the first original brand coming from handset maker. Before, Sony Ericsson utilized Sony’s legacy brands such as Walkman, Cyber Shot and Bravia. The new brand reflects the growing importance of mobile web and multimedia entertainment experiences on mobile devices as the iPhone showed the way they should be delivered to end-users. Sony Ericsson joins other handset OEMs in accelerating race to come up with iPhone killer. It seems that in this race, handset OEMs try to put any possible radio and feature into the phone while missing the importance of seamless experience, intuitive UI and physical design – the points where iPhone continues to have no match. Plus the multi-touch. I hope the XPERIA X1 will get closer as it can get to iPhone as we consumers will benefit from more product innovations from different vendors.

Phone Specs
Model:	XPERIA X1
Carrier:	N/A
Maker:	Sony Ericsson
Cellular radios:	GSM/ EDGE/ UMTS/ HSDPA/ HSUPA
Form factor:	Slider
Color variations:	Black
Weight:	145g
Dimensions:	110 X 53 X 16.7mm
Main display:	3" WVGA TFT touchscreen (65K colors)
Talk time:	N/A
Standby time:	N/A
Platform / OS:	Windows Mobile
Memory:	N/A
Memory card:	microSD slot
GPS / Location:	aGPS (maps & navigation)
Bluetooth:	Yes (A2DP)
Infrared:	N/A
USB:	miniUSB
Wi-Fi:	Yes
Camera:	3.2MP (auto focus, flash light)
Video calling:	N/A
One-seg TV:	No
Music player:	Media player (MP3/AAC)
Browser:	Full HTML
FM radio:	Yes
Mobile Wallet:	No
Barcode:	N/A
Other:	QWERTY keyboard, hardware 3D graphics