Japanese Smartphone Market: Emerging Opportunities

Table of Contents

Executive Summary

I. Introduction

• 1-1. Smartphone Definition
• 1-2. Target Smartphone Users
• 1-3. Importance of Smartphone in the Japanese Market
  • 1-3-1. Importance for Users
  • 1-3-2. Importance for Operators
  • 1-3-3. Technological Aspect

II. Japanese Smartphone Market

• 2-1. Market Size
• 2-2. Market Share by OS
• 2-3. Smartphone Market Forecast
  • 2-3-1. Market Forecast Framework
  • 2-3-2. Smartphone (Narrow-sense) Market Forecast

III. Characteristics and Development Directions by Smartphone OS

IV. Smartphone Development Trends by Major Makers

• 4-1. Market Positioning by Smartphone Makers

V. Smartphone Lineups and Strategies of Japanese Operators

• 5-1. NTT DoCoMo
• 5-2. KDDI au
• 5-3. SoftBank Mobile
• 5-4. Willcom
• 5-5. EMOBILE
• 5-6. Smartphone Analysis

VI. Conclusion - Japanese Smartphone Market Key Points

• 6-1. Accelerators and Inhibitors
  • 6-1-1. Accelerators
  • 6-1-2. Inhibitors

• [Table 1] Smartphone User Needs
• [Table 2] 3G Subscription Rates by Operators
• [Table 3] Smartphones Introduced in Japan
• [Table 4] Notebook PC Shipments (Early Stage)
• [Table 5] Mobile Handset Shipments (Early Stage)
• [Table 6] Operating Systems Adopted by Makers
• [Table 7] Nokia Smartphones
• [Table 8] Other Smartphones

• [Figure 1] Definition of Smartphone (Evolutionary Approach)
• [Figure 2] Definition of Smartphone (Structural Approach)
• [Figure 3] Handango Web site and Smartphone User Benefits
• [Figure 4] Target Smartphone Users
• [Figure 5] Increasing Smartphone Demand
• [Figure 6] Average Voice/Data ARPUs of Top 3 Operators (2005 Q1-2006 Q3)
• [Figure 7] Evolution of Mobile Handset Services
• [Figure 8] Smartphone Market Share of Total Mobile Handset Market (2005, 2006)
• [Figure 9] Market Share by Smartphone (Broad-sense) OS (2006)
• [Figure 10] Market Forecast Framework
• [Figure 11] Smartphone (Narrow-sense) Market Forecast (Shipments, 2005-2010)
• [Figure 12] Positioning Map by OS (Device Price and Design)
• [Figure 13] Positioning Map by OS (Flexibility and Design)
• [Figure 14] Market Positioning by Smartphone Makers
• [Figure 15] NTT DoCoMo' s Smartphone Lineup
• [Figure 16] hTcZ for Corporation Market
• [Figure 17] SoftBank Mobile' s Smartphone Lineup
• [Figure 18] Willcom' s Smartphone Lineup
• [Figure 19] EM ONE (S01SH) Specifications
• [Figure 20] Accelerators and Inhibitors for Market Growth
• [Figure 21] Smartphone Positioning