Games and Entertainment Content Games and Entertainment Content in i in i- mode Value Chain Strategy mode Value Chain Strategy From Telecom Way of Thinking From Telecom Way of Thinking to Internet Way of Thinking to Internet Way of Thinking March 4th, 2003 March 4th, 2003 Takeshi Natsuno Takeshi Natsuno NTT DoCoMo, Inc. NTT DoCoMo, Inc. Games and Entertainment Content Games and Entertainment Content in i in i- mode Value Chain Strategy mode Value Chain Strategy From Telecom Way of Thinking From Telecom Way of Thinking to Internet Way of Thinking to Internet Way of Thinking March 4th, 2003 March 4th, 2003 Takeshi Natsuno Takeshi Natsuno NTT DoCoMo, Inc. NTT DoCoMo, Inc.
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Games and Entertainment Content in i-mode Value Chain Strategy
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Games and Entertainment ContentGames and Entertainment Contentin iin i--mode Value Chain Strategymode Value Chain Strategy
From Telecom Way of Thinking From Telecom Way of Thinking
to Internet Way of Thinkingto Internet Way of Thinking
March 4th, 2003March 4th, 2003
Takeshi NatsunoTakeshi Natsuno NTT DoCoMo, Inc.NTT DoCoMo, Inc.
Games and Entertainment ContentGames and Entertainment Contentin iin i--mode Value Chain Strategymode Value Chain Strategy
From Telecom Way of Thinking From Telecom Way of Thinking
to Internet Way of Thinkingto Internet Way of Thinking
March 4th, 2003March 4th, 2003
Takeshi NatsunoTakeshi Natsuno NTT DoCoMo, Inc.NTT DoCoMo, Inc.
2
- 2 -C020116EN79-1/YU481*As of December 2001Source:3G Mobile Newsletter
Success of Japan is bringing new Concept Into Wireless Industry
Notes;All the numbers in Europe and US are based on Handset Distribution rather than active user number. Only DoCoMoand KDDI disclosed contract based active user number.
1,0139641,001
759
322
50245 200 130 130 130 75 93 93 75
330165 160 109 100 75
19557
360225
3,216
0
500
1,000
1,500
2,000
2,500
3,000
3,500
DoCoM
o
Jphone
KDDI
SK
KTF
LG
KG
Sprin
t
Nexte
l
Veriz
on
AT&
T
KPN
Vodafo
ne
O2
Orange
Vodafo
ne
T-M
obil
Mann
E-p
lus
Orange
SFR
Bouygues
Tele
fonic
a
AirTel
TIM
Om
nite
l
- 3 -C020116EN79-1/YU481
4:40
P504iS F504iSN504iS
Real phones sold in Japan nowPowerful Features of the latest 2G phones-JAVA File size; JAR30K + Scratchpad 100K w/HTTP and HTTPS connectivity
-Waiting Mode on screen for JAVA applications (Screen Saver like function)
-iHTML, GIF, JPEG, MIDI (all de-facto standards)
-end to end SSL
-TFT/TFD thousands colored LCD (65k colors)
-28.8Kbps
-Camera (100K to 310K pixel) Embedded
-IrMC (Infrared) embedded (w/ JAVA API)
-300 hours to 400 hours Standby and around 100g
From NEC, Sony Ericsson, Panasonic, Mitsubishi, Fujitsu initially.
3
- 4 -C020116EN79-1/YU481
JAVA World on i-mode
- 5 -C020116EN79-1/YU481
NonNon--telecom way of thinkingtelecom way of thinkingKey Words;
Positive Feedback
De-facto Standard
Content Centric Business Model
Consumer Oriented Marketing
Digital Content Market
Value Chain
Eco System
Seamless and Continuous Evolution
4
More than 2,300 Companies offering
Over 3,400 sites
i-mode subscribers
36.9 millionACTIVE USER
Corporate UseIntranet and VPN Packages
already available
More than 61,000 voluntary internet web sites
registered in a search engine.
Positive Feedback created by Content (as of March, 2003)
Proper Business ModelDe facto Standard Technology
Proper Business ModelProper Business ModelDe facto Standard TechnologyDe facto Standard Technology
== ARPU generated purely from iARPU generated purely from i--mode x (No. of imode x (No. of i--mode subs / Total cellular subs)mode subs / Total cellular subs)
1) Includes the ¥310 increase resulting from the access charge income from mobile to mobile communication
Higher Higher ii--mode mode ARPUARPU
Introduction of Introduction of Java HandsetsJava Handsets
Contents Contents ExpansionExpansion
Introduction of Introduction of Handsets with Handsets with Color DisplaysColor Displays
Technology ; 30KB Application and 100KB Scratch pad (easy download and http(s) connection to servers expected) Best API sets for Games and Graphics
Marketing ; Application oriented mass-marketing (The word “JAVA” is not important for ordinary users, application is.)
Business Model ; Monthly Subscription (better perception for users, sustainable business for game providers) One time download business model may cause morale hazard (e.g. Korean market)
Average of Average of all 504 series all 504 series
handsetshandsets2,000
1,800
1,600
1,400
1,200
1,000
800
600
400
200
(Packets)
34,883(43.1%)Average of non-i-appli handsets
Average of all i-mode handsetsAverage of i-appli-compatible handsets
Packet usage of PDC i-mode handsets (packets/day/sub) No. of i-mode subscribers (1,000 subs) Numbers in the parenthesis below are % of i-appli-compatible handsets (PDC)
No. of i-appli-compatible handsets (PDC)
503i Series Released
1/2001
503503i Series i Series Released Released
1/20011/2001
4/02 5/02 6/02 7/02 8/02 9/02 10/02 11/02
210 213
226 225Details 226 225 223 227
504iS Series 251iS Series
Released
504504iS Series iS Series 251iS Series251iS Series