Paradigm Shift of User Behavior & Effects of Mass Media to Mobile ... · March 5th 2004 ITU Future Mobile Workshop @Seoul Copyright© 2003 CYBIRD Co., Ltd. All rights reserved. Paradigm

Copyright© 2003 CYBIRD Co., Ltd. All rights reserved.March 5th 2004 ITU Future Mobile Workshop @Seoul

CYIBRD Co., Ltd CYIBRD Co., Ltd Strategic Technology Planning Dept.

Akinori [email protected]

March 5th 2004

Paradigm Shift of User Behavior &Paradigm Shift of User Behavior &Effects of Mass Media to Mobile ContentEffects of Mass Media to Mobile Content


• Mobile contents market is fragmented.• Users choose only what they want.• Famous branded contents can be survived.

• Young generation uses mobile simultaneously.• Bridging mobile with mass media is a key driver for

content business.

Five points of my presentationFive points of my presentation


• Mobile contents market is fragmented.• Users choose only what they want.• Branded contents can be survived.


content business.

Five points of my presentationFive points of my presentation


Paradigm Shifts in Japanese Mobile MarketParadigm Shifts in Japanese Mobile Market

NetworkInfrastructure

Era

ITInfrastructure

Era

LifeInfrastructure

Era

1993~ 1999~ 2004~

VoiceMobility

MultimediaMobile Internet

Ubiquitous UtilitiesBarcode readerIrDA, RF-ID…

Demand ofConnectivity

Demand ofEntertainment

Demand ofConvenient

Enhancing Enhancing Enhancing

Saturated Saturated Saturated

Consumers’Demands

Operator’sActions

ParadigmShifts

Rise andFall

Reference to a presentation of Takeshi Natsuno @NTT DoCoMo Inc. with modifications by Shibuya.

Entertainment contents business will be saturated.Contents providers will step down the position of the mobile market driver.


Potential content market is huge,but it’s fragmented.

1999 2004Users choose

Only what they want.

Users walk around the operator’s menu for killing time without a purpose.

Users go directly content what they want through the menu as a path.

Killing Time Usage Purposeful Usage

Market Fragmentation causes Market Fragmentation causes ……………………

Users get bored with general contents.

Only famously and strongly branded contents can be survived.

But niche market is insufficient for business.


ContentSource

MobileAdaptation Providing Marketing

Role ofContent Providers

[Ref.] Value Chain[Ref.] Value Chain

How adapt to mobile

How to deliver

Role ofContentHolders

Introductory period

Fragmented market requires powers of content and Marketing, So relative value of content providers is shrinking.

ContentSource

MobileAdaptation Providing Marketing

Role ofContent Providers

How Users know.

What Users want.

Role ofContentHolders

Maturation period

Relative value of Content provider


~\300 (=$3)

~\500 (=$5)

Cost for development

2001 2002 2003 2004

10k5k

10k100k

30k200k

100k400k

Application size :Memory size :

Ex) Java capability @ NTT DoCoMo

The more advanced technologies are installed, the higher content development requires cost.

[Ref.] Developing Cost Increasing[Ref.] Developing Cost Increasing

Monthly unit price

Almost the same capability of TV console game in 1980s, so its development is complicated and requires huge expense.

Only major game developers take risks in this fragmented market.


• Mobile contents market is fragmented.• Users choose only what they want.• Branded contents can be survived.


content business.


When user contact Media?When user contact Media?

Female 20-29 YRS (Weekday)

Female 12-19 YRS (Weekday)

Data source: “Mobile Marketing” Sendenkaigi, June 2003

Mobile Internet is the second media following TV Media.


Q Do you Q Do you Q Do you Q Do you E-MAILE-MAILE-MAILE-MAIL during watching TV? during watching TV? during watching TV? during watching TV?

0 20 40 60 80 100

40-69 YRS

30-39 YRS

20-29 YRS

12-19 YRS

Female Total

40-69 YRS

30-39 YRS

20-29 YRS

12-19 YRS

Male Total

0 20 40 60 80 100

40-69 YRS

30-39 YRS

20-29 YRS

12-19 YRS

Female Total

40-69 YRS

30-39 YRS

20-29 YRS

12-19 YRS

Male Total

Q Do you Q Do you Q Do you Q Do you WEB-BROWSINGWEB-BROWSINGWEB-BROWSINGWEB-BROWSING during watching TV? during watching TV? during watching TV? during watching TV?

YES Almost YES Data source:Video Research Ltd. (2002 July)

N=766

Even during watching TV...Even during watching TV...

More then 30% of young generation uses mobile internet even during watching TV.


AAttentionttention

IInterestnterest

DDesireesire

MMemoryemory

AActionction

TV

News Papers

Marketing Model Marketing Model ““AIDMAAIDMA””

MobilePhone

Radio

Magazines

?

XNo more spam e-mail.

Media bridging is a market driver for mobile contents!


OnePushOnePush™™™™™™™™ for Digital TVfor Digital TV

BroadcastStation

Digital TV Tuner

TV Program + Data

OnePush™Center

Infrared or Bluetooth 1

2

Handset3

Commercial Client Site

OnePush: CYBIRD & Imagica DC21 Patent Pending.


Thank you!Thank you!

For more [email protected]

www.cybird.co.jp/english/

Paradigm Shift of User Behavior & Effects of Mass Media to Mobile ... · March 5th 2004 ITU Future Mobile Workshop @Seoul Copyright© 2003 CYBIRD Co., Ltd. All rights reserved. Paradigm

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