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Abstract: Report SummaryAs the Japanese data service market for mobile handsets, led by such music contents services as chaku-melo, chaku-uta and chaku-uta full is showing signs of maturation, it is expected that video contents targeting the mobile market will open new opportunities for the industry.In 2001, the introduction of FOMA ended up in a failure, and NTT DoCoMo, which was defeated by KDDI in the competition over third generation high speed services, decided to focus on its popular music services, and was not particularly active in the video service segment. After securing the required infrastructure, NTT DoCoMo announced 'DoCoMo Video' services in June, 2008. In May 2009, NTT DoCoMo and Avex Entertainment launched BeeTV, a mobile broadcasting service that reached 10 million downloads in just a month. Different from 1Seg, this service is exclusively available for NTT DoCoMo’s i-mode users or devices that support '10M i-motion', and by paying a monthly fee, the users can also view original programs. BeeTV's concept of 'Personal Entertainment Collector' can be said to be a step towards Personal Media. The contents are provided according to the user needs, so that the user can manually choose among them. This differentiates the service from terrestrial broadcasting as it can be accessed anytime, being an interactive, almost like a personal broadcasting station. KDDI began to pay attention to video contents in 2000, and in 2003 started to develop its 'EZ Channel' service that is focusing on 3G, being the fastest operator in Japan in implementing a video service strategy. LISMO Video that was launched in 2008 compiles KDDI's video services, and the company is marketing the service as a video rental service, available on mobile phone. It consists of over 3,500 products, including movies, animation, and foreign drama series. In 2008, Softbank Group fully launched its contents strategy. The company announced the concept of 'Internet Machine' and released handsets designed for web viewing and using online services. In 2009, the company carried out its strategy under the concept of 'Internet Contents', and left behind the image of a company that just provides cheap rates, by focusing on heavy data users with offering video services. Multimedia broadcasting market is expected to fully expand after 2011, and the existing mobile phone video service market will grow as well. According to the Mobile Contents Forum, the Japanese mobile contents market size stands at about 1 trillion yen, of which the share of mobile commerce market is estimated to be 500 billion yen. ROA Group estimates that the subscribers for 3G network-based fixed rate video services will grow with a CAGR of 100% or more by 2011 and stagnate when the number of subscribers reaches 3 million. The number of users in the category of billing per contents type will be low in the beginning but is expected to increase gradually after two years. The report also examines the possibility of providing mobile contents over a broadcasting network as it offers a better and more efficient frequency for downloading. If broadcasting network is used, large volume data can be effectively sent to the user's mobile phone. Therefore, the main trend in the future could be that real-time or downloadable contents are provided over a broadcasting network, when targeting the mass market of mobile phone users. |
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