Table of Contents

• Executive Summary
  
• Introduction
  
• Japanese Mobile Service and Handset Market
  
  • Mobile Services
    
    • Latest Business Status
      
    • Major Cellular Operators
      
  • Mobile Handsets
    
    • Japanese Operators’ Approach to Handset Customization
      
    • The Ecosystem among Operators, Handset Makers, and Content Providers
      
    • Major Handset Makers
      
• DoCoMo
  
  • Background and History
    
    • Network Expansion
      
    • The i-mode Success
      
    • The Mobile Wallet Innovation
      
  • Business Status and Service Offerings
    
  • New Phones in Year 2006
    
• KDDI
  
  • Background and History
    
    • Network Development
      
    • EZweb Wireless Internet Services
      
    • Focus on Phone Design
      
  • Business Status and Service Offerings
    
  • New Phones in Year 2006
    
• Softbank Mobile
  
  • Background and History
    
    • Growth During the Softbank Mobile Era
      
• Business Status and Service Offerings
  
• New Phones in Year 2006
  
• Mobile Internet
  
• Market Drivers: Content Ecosystem and Flat-rate Data Plans
  
  • Push Information Services
    
  • Peak Traffic During Off-Peak Hours
    
  • Search Engine on Mobile Internet
    
  • QR Code Enables Quick Access
    
  • Full Web Browsing on Mobile Phones
    
  • Games on Mobile Phones
    
• Music Phones
  
  • Yes Music Phones, No Dedicated Music Buttons
    
• Mobile TV
  
• Mobile Wallet
  
  • Security Concerns
    
• Global Positioning System and Location Based Services
  
• Security Issues
  
  • Security-related Services from Operators
    
  • Phone Embedded Security Functions
    
  • Specially Designed Safety Features
    
• Methodology
  
• Related In-Stat Reports
  

List of Tables

• Table 1. Japan Mobile Services Latest Status (Subscriptions in Millions—ARPU is Monthly)
  
• Table 2. NTT DoCoMo Latest Business Status (Subscriptions in Millions—ARPU is Monthly)
  
• Table 3. Featured Services by NTT DoCoM
  
• Table 4. Correspondence Between DoCoMo Phone Model Suffix and Features
  
• Table 5. List of Phone Models Introduced in Fiscal Year 2006 by DoCoMo
  
• Table 6. KDDI Latest Business Status (Subscriptions in Millions—ARPU is Monthly)
  
• Table 7. Featured Services by KDDI
  
• Table 8. List of Phone Models Introduced in Fiscal Year 2006 by KDDI
  
• Table 9. Softbank Mobile Latest Business Status (Subscriptions in Millions—ARPU is Monthly)
  
• Table 10. Featured Services by Softbank Mobile
  
• Table 11. List of Phone Models Introduced in Fiscal Year 2006 by Softbank Mobile
  
• Table 12. NTT DoCoMo Latest Mobile Internet Business Status
  
• Table 13. Number of Music Phone Models by Operator
  
• Table 14. Mobile Digital Terrestrial Broadcasting “1Seg” Technical Specifications
  
• Table 15. Phone Models Supporting “1Seg” Mobile TV Broadcasting Service
  
• Table 16. Phone Models Supporting Mobile Wallet Services
  
• Table 17. Phone Models Supporting Mobile Wallet Services

List of Figures

• Figure 1. Functions of Latest 98 3G Phones Introduced Between April 2006 and March 2007
  
• Figure 2. KDDI Vision of Mobile Phone Personal Gateway
  
• Figure 3. Subscribers (in Millions) and Market Share of Major Japanese Mobile Operators in March 2007
  
• Figure 4. Wireless Business Ecosystem Around Operators in Japan
  
• Figure 5. Flat-rate Data Plans from au by KDDI
  
• Figure 6. Commercialized au Design Project Phone Model Media Skin (W52K)
  
• Figure 7. Newly launched Softbank Mobile SH812 Featuring Wide Range of Colors
  
• Figure 8. NTT DoCoMo i-channel Information Service
  
• Figure 9. “Music Channel” from NTT DoCoMo and BCMCS from KDDI
  
• Figure 10. How the QR Code Works
  
• Figure 11. Viewing Internet Sites on KDDI W51H with 640X800 Resolution Screen
  
• Figure 12. Improved Games on Latest DoCoMo 903i Series Phones
  
• Figure 13. Music-featured Phones with Dedicated Playing Buttons
  
• Figure 14. “1Seg” TV Program and Data Contents Displayed on Mobile Phone Screen
  
• Figure 15. Sharp “1Seg” Compatible SH903iTV Phone
  
• Figure 16. Mobile Phone “Suica” Train Ticket
  
• Figure 17. Mobile Phone Postpaid Purchases
  
• Figure 18. DCMX Mobile Phone Credit Card Service from NTT DoCoMo
  
• Figure 19. NTT DoCoMo ToruCa E-coupon and iC Communication Services Based on Felica Interface
  
• Figure 20. EZ Navi Walk Service from KDDI
  
• Figure 21. EZ Navi Passenger Seat Navi Service from KDDI
  
• Figure 22. EZ Anshin Navi Service from KDDI
  
• Figure 23. Novel GPS Functions from DoCoMo
  
• Figure 24. How Anshin Key Works to Protect the Privacy of Users
  
• Figure 25. Softbank 812T with Specially Designed Children Safety Functions

Japanese 3G, handsets, Japanese mobile phones, DoCoMo, KDDI, Softbank Mobile, 3G, mobile wallet, music phones, mobile Internet